Mark Osborne argues that running too many simultaneous tests wastes your limited time and resources. Instead, make one focused strategic bet to find your winning go-to-market motion, with tight integration between marketing and sales.
I know that you have a big emphasis on this of the integration between marketing and sales and having that sort of holistic approach. And if you think about that, call it go-to-market as a unified structure. And we see companies that are like, well, we wanna test this and then test this and then test this and then test this and then take the winner. And that sounds good on paper because on paper you have infinite sheets of paper you could write down another sort of plan with. But in reality, you only have so many hours in the day. You've only got so many resources that you can apply. And every new go-to-market motion is a dilution of what is likely to win. And so if you make a strategic bet on, I really think this is the go-to-market motion that's gonna win, figure that out.
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