MOVE: The 4-question Go-to-Market Framework

I bought the kindle version and then had to buy the paperback so I could scribble notes in the margin. I demolished this book in 3 hours. This book is a wake-up call to think differently about how your company goes to market. It's time to stop operating in silos and jointly work as a Go-to-market team. Thinking in terms of revenue teams and all taking accountability for it is not a new concept but Vajre and Brown offer a simple framework to help the CMO become the change agent and take action ... so MOVE. This is a must-read for leaders not just in marketing but sales, customer success, operations and yes the CEO.

Really enjoyed this book - enjoyable read but also full of actionable information.

There’s one thing missing from the book and that’s what the customer thinks. Cold Calling has a 400-1 success rate, so calling, calling and calling some more is not an option for the ‘Iteration’ stage. B2B prospects are fed up with landing pages that demands personal data to precipitate a cold call. This has been recently highlighted by Apple & Google’s privacy and cookie issues.Forester says the funnel achieves a 1% result so what’s the point. If you do what you’ve always done, you’ll get what you’ve always got. The book applauds CMO’s, is written for CMO’s and is expected to be read by CEO’s who employed the CMO’s in the first place to do the job.The book will not change the tenure of CMO’s, which according to the Internet press over the past seven years and Seth Godin, to currently stand at 18 months. MOVE tells business owners to maintain their positions with technology and infrastructure and if it’s not working, keep at it. There is no solution.Customers want information upon which to make purchase decisions using company money, not their own. Self service education is key and frictionless engagement through varied, multi-format content is required (written, video, podcast, download and live). B2B marketing departments refuse to create relatable content, free of landing pages, yet demand a transaction to allow them to consume it.40% of invested businesses fail. 75% fail to achieve their own targets, 95% fail to deliver an ROI for investors. According to the FT, of all businesses, 20% fail in 1st yr, 30% in the 2nd, 50% 3rd and by yr 10, 70%. The tech related analytical B2B structure has failed. According to CB Insights, out of 10 out of 20 reasons for business failures is marketing related.No business can scale today if there is any element of one-2-one selling or engagement. It must be digitally and engagement led.Prove your business can sell digitally (not eCommerce) then scale up. It costs less, reduces investment, proves your product and you would probably sleep better too.MarTech is now an investment graveyard and MOVE says keep doing the same. It is imperative CEO’s read this book to understand what is genuinely believed to be the modus operandi for marketers and their careers. And then do something different.

You heard it here first ... This is the new Go-To-Market Bible!

Amazing book all the way. I am a B2B marketer leader and ABM practitioner and the content of this book is just game changing. Don’t think about it twice. Best investment!

If things that used to work for you don't seem to work anymore, you feel stuck and that you should be growing faster than you are — or you just want to be more intentional and proactive about growing your business, this book is for youA shocking 99,96% of the companies die before hitting 50 million revenue.Why?Because they haven’t figured out how to transform their business at whatever stage they are in, into the next stage (and then again, re-transform their business from that stage to go to the next stage).It's this crucial question that MOVE answers brilliantly.I thought of GTM as a strategy, but now I know that it's an ongoing transformational process, continuously pondering your next move.It turns out - it depends on the stage you're in. The book outlines three stages (Problem, Product, Platform) along with questions to diagnose where you're at and evaluate if your GTM is broken. It provides actionable advice on what to focus on at each stage and how to transition to the next stage.The core of the book is the practical MOVE framework, centered around 4 questions:1. Who should you market to (at each stage)?2. What do you need to operate effectively? The book dives into a specific revops scorecards for each stage, so your entire executive team is aligned on it. You can literally pick a card for your stage with an example you can easily adapt for your company.3. When can you scale your business? You'll learn about ratios you need to reach before you can hire more people.4. Where can you grow the most? It's full of great example strategies for each stage, from agency plays, though channel and OEM programs to ecosystem plays.Get this book because, as the author puts it, "being intentional is more important than being brilliant".

This book is a must have for any top leaders in an organisation. GTM has been a complex puzzle. And every company has its own view of looking at GTM. And this is the major problem. Book clearly reasons what is the major problem with GTM in vast majority of organisation. It's just not a marketing department job. It must not be owned CMO or product team. Its ownership must be with CEOs and CMOs, CROs and CTOs can all together play a big part.Book is very actionable. It clearly gives you list of questions to identify your current stage of GTM maturity and gives you key questions to ask before moving from MVP to Product stage to Platform stage company growth.Using the four question MOVE framework, companies can clearly focus on the key things first. Technology stack and Key metrics to look at each stage of the GTM is also very helpful.I highly recommend this book for any senior leadership team within an organisation irrespective of the size and type of the company. It clearly shifts your focus to look at organisational growth not in silos rather overall core pillars of any business--- People, Operations, Technology/Product and Market with clear focus on revenue. And its never ending.Book is not just theory rather full of actionable questions and strategic answers.I thank Sangram Vajre and Bryan Brown for this wonderful book.

I have been involved in 50+ go-to-market plans and it is always a challenge. There are many switches and toggles, you can't just copy from one product or company to another. Sangram and Bryan built a straightforward framework that serves as guardrails. It is nothing you just copy, you use it to build your own GTM approach. I have read a bunch of books and articles about go-to-market and they all have value inside, but what I like with the Move book is that it covers the entire journey from marketing and selling to servicing and supporting customers. Easy to read on a weekend with 150 pages.

As a marketing professional for over 15 years, go-to-market strategies seemed like a nice idea in theory, but far too big, and too complex, to implement in real life. The brilliance of "Move" is that is takes a big idea and makes it actionable. The framework outlined is not just elegant, it is doable. As a marketer, you owe it to yourself, your career, and your employer/clients to move "Move to the top of your reading list.