“Many of the last decade’s accepted GTM “best practices” may no longer be true. It’s imperative that leadership question everything and not assume that, just because the GTM playbook worked well when the market was strong and capital was cheap, it will continue to work in this environment”
Ed, as the founder and CEO of Openprise, you’ve had extensive experience in marketing and product management at companies like Axway, Qualys, and Oracle. Having deployed Marketo multiple times and faced data quality challenges, how has your experience shaped the development of Openprise’s solutions for data management, and what key features of Openprise specifically address the data quality issues you encountered?
There were three key lessons I learned when running marketing:
(1) Every operations problem in sales and marketing ended up being a data quality problem.
(2) Data quality is a much broader topic than most people understand.
(3) In order to have a sustainable and scalable data quality program, sales and marketing ops have to own it because IT just doesn’t have the agility and business context to support the fast pace and constant changes.
These three lessons fundamentally influenced Openprise’s platform and solution offerings:
(1) This is why Openprise uniquely focuses on RevOps data quality.
(2) Openprise addresses data quality as a much broader topic, covering technical quality, operational quality, and strategic quality.
(3) Openprise is a no-code platform designed specifically for ops builders.
What advice would you give to other leaders which helped you personally? Q. What is the biggest problem you or your team is solving this year?
The tech industry has fundamentally changed since mid-2022 and this slowdown will likely persist for another 24 months at a minimum. Market demand is lower, and operating efficiency must be higher. Brute-force GTM strategies fueled by cheap venture capital that worked in the last ten years don’t work anymore. Many of the last decade’s accepted GTM “best practices” may no longer be true. It’s imperative that leadership question everything and not assume that, just because the GTM playbook worked well when the market was strong and capital was cheap, it will continue to work in this environment. Measure everything and be relentless in making every decision a data-driven decision if you want to be the few companies that can survive this market and come out stronger on the other side. At Openprise, we are doing precisely that. We are re-evaluating our ideal customer profile and tweaking our target markets to be aligned with strong market segments. We are tweaking our GTM campaign investments and tactics to align more with these lean market conditions.
Read Complete Interview: https://martech360.com/interviews/martech360-interview-with-ed-king-founder-and-ceo-at-openprise/
#MarketingAutomation #RevenueGrowth #datamanagement
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