Signals: The Key to Precision in Modern GTM Strategy

At the Signal-Based Marketing Summit, David Yockelson discusses how buying signals are transforming the landscape, their impact on GTM teams, the challenges and opportunities they present, and actionable strategies for implementing them to drive value and deliver impact to GTM strategy.

"If I'm not generating MQLs, I might as well be fired... I'm measured on converting pipeline that I can deliver and converts to revenue."

Key Insights:

  • To adapt to the "unbound" approach, marketing needs to focus on a precise ideal customer profile, leverage data from marketing and sales technology stacks, align with sales on data and actions, and move beyond MQLs to focus on signals that indicate buying intent.  
  • Signals encompass a more comprehensive range of data points than intent data, including individual actions and accounts reflecting their intent and potential.
  • There is a need for an "unbound" approach that accommodates various motions and focuses on precise customer identification following the shift from outbound to inbound and product-led growth.
David Yockelson
Distinguished VP & Gartner Fellow
Gartner

With more than 30 years in B2B technology, David Yockelson brings a wealth of experience in product-led growth, value-driven product design, and strategic program development. He has led teams and business units to align product, marketing, and sales functions, driving over $100 million in portfolio revenue. Known for his insight on customer-centric strategies, David’s expertise encompasses product marketing, corporate strategy, and customer success initiatives.

Explore More Sessions

Back to the Event