Growth Through Go-to-Market Coverage Strategies

Research Briefing

Revitalize Growth Through Go-to-Market Coverage Strategies

Emerging Trends for Media & Consumer Technology Leaders

The media & consumer technology industry is in a state of rapid evolution. Media companies must now prioritize profitability over growth to enhance shareholder value. Traditional roles are being redefined as companies pivot to meet the demands of a digital-first world, and coverage models are adapting to keep pace with emerging technologies and consumer behaviors. Understanding the complexities of the landscape and aligning roles with customer needs, market opportunities and organizational capabilities has become more crucial than ever.

To navigate this dynamic environment and propel profitable growth, industry leaders are redefining their account coverage and go-to-market (GTM) strategies.

Survey Demographics

50+

Survey Responses from CROs

50+

Interviews with Executives at Large B2B Companies

30+

Client engagements

Discussion Topics

Account Segmentation

Aligning resources with customer, product and industry segments

We’re putting more resources up against agencies, like Marketing. As a result, they are doing a better job at tracking leads, sources, pipeline data and metrics.

Sales Process

Deploying resources across each buyer journey stage

We’re starting a new group, the programmatic center of excellence, to progressively shift our focus to the relationship with the end customer.

Role Evolution

Responding to changes in business strategy, market trends and AI

We are putting more focus on the AM doing upselling. This frees up the AE to drive more new business.

As go-to-market models are dependent on product portfolio depth and complexity, media & consumer technology leaders identified three key growth plays:

Optimize Account Management to reduce advertiser churn and grow existing advertiser base

75% of media companies employ a sales-oriented account manager

Diversify into New Categories, Markets and Regions to expand revenue portfolio and offset risk

55% of media companies utilize at least one type of overlay specialist

Enhance Agency Relationships to increase efficiency and scale and improve customer experience

More than half of Media companies differentiate coverage between Brands & Agencies

Are your role and coverage strategies aligned for productivity and profitability?

For more information on the roles and coverage capabilities for operational improvement, schedule a readout of the Media & Consumer Technology Roles & Account Coverage study with an Alexander Group practice lead.