The Go-To-Market Trinity: Why Tech, Marketing, and Sales Win Together (or Lose Apart)

Go-to-market success depends on shared data, aligned messaging, and coordinated execution across teams.

There is one certain way to set up your business for success: Ensure there is a strong marriage between technology, marketing, and sales. If any leg of that throuple isn’t aligned and secure in their strategy, it all falls apart.

A few years back, I argued that marketing and IT should merge. I said in short, “I have become more and more convinced that IT/Development (for the purposes of this article, I’m going to call them Development) needs to be a partner with marketing.”

Let me state it without equivocation: Technology enables marketing strategy which empowers the sales arm. Put together in a strong marriage and the system works.

If any stage of that flow is not aligned, prepared, calibrated, and held accountable, it doesn’t matter how strong the other two stages are; the enterprise will faulter.

What is Technology?

Technology can be as simple as a website form fill or as integrated as a data warehouse, Salesforce CRM, phone systems, text messaging, website data, etc.

But technology has to be set up to be an enabler of the strategy.

Technology is not there to block progress, it is there to make it inevitable.

Why is Marketing so important?

Think of marketing as the traffic cop who has the plan in their pocket.

It is marketing’s job to make sure everything happens as planned. They are also responsible for getting people to the intersection and to not crash.

And it is marketings job to then get the traffic (often leads and inquiries) to where they need to go. Oh, and once they are customers, continue to engage them.

Without the technology, marketing is stuck using old Excel spreadsheets. They have to lick stamps to get the message into people’s hands. With bad technology, the situation is impossible.

And then sales?

Let’s assume the technology is strong and marketing has taken that technology and provided leads to sales. If Sales is not on board with SLAs for engaging opportunities and doesn’t know or respect the technology driving the strategy forward, then failure is inevitable.

That is why all three of these must be married as the RevOps Trinity.

There should be one goal as an organization:

Ensure day-in and day-out that technology, marketing, and sales remain aligned on the Go To Market plan.

And gut check each quarter, ensuring everyone is as strong and aligned on day 90 as they were on day 1.

Go-to-market success depends on shared goals, aligned tactics, and coordinated execution across teams.