List based GTM to Event based.
Fenil Suchak
CEO & Co-Founder @ OpenFunnel
Modern GTM tools have absolutely given customers ample ways to build lists, scrape lists, be creative ways to create lists.
While this has unlocked various creative GTM strategies, there is almost a secondary focus on market events.
Lists are static by nature.
You build one, and the reason each account belonged on it starts drifting immediately.
Events are the opposite.
An RSS feed like architecture for your market - you subscribe to specific events that are very specific to your market/product and alerted when that activity happens.
Now these not just help you prioritize existing lists but help you discover accounts and people that you completely missed out.
The mindset then goes from building lists with creativity to
"Spotting high value events and the people/company associated with"
It's event driven architecture for GTM.
Always on Agents running for every end customer, actioning on these events in instant/scheduled time becomes viable.
The downside is current event systems don't give you events beyond simple funding news and job change.
The events that will actually influence pipeline are nuanced and specific to your market.
