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

by Sangram Vajre, Bryan Brown

Ideation. Transition. Execution.

These are the three stages of business growth every C-suite leader must navigate throughout the life of their company. Surviving each one is not good enough. You want to thrive, evolve, and, when necessary, transform.

But who do you market to? What do you need to operate effectively? When can you scale your business, and in which areas can you grow the most?

As the markets change, so will your answers. But these four questions will help you focus on the who, what, when, and where of your business—and they remain the same. In MOVE, B2B go-to-market experts Sangram Vajre and Bryan Brown provide you with a four-question framework that will reveal your next steps and propel you forward, no matter the size of your company or the stage you're in. You'll learn how to take your business from ideation to execution and predict your next MOVE more confidently. You have the vision, the people, and the plan. Now you have the operating manual. This book is the go-to market blueprint that provides you with the confidence and clarity to get unstuck and level up your organization for long-term success.

Genres: Business, Nonfiction, Management

208 pages, Kindle Edition

Published September 21, 2021

Reviews

[Wojciech Ozimek · Rating 5 out of 5]

I want to recommend this book. It is not a typical "American Business Book" - where the same thesis and statement is presented repeatedly across many chapters (and it takes 10 hours of reading). It's reading for 2+ hours. And it's more like a manual / method description. With this book, you can assess your GTM* strategy, plan the expansion of your company and go through many checklists. It's a kind of field tactical guide for the CEO. Worth every penny and every minute spent. My suggestion - try to buy in paper or as an e-book. I've listened to the Audible version, and now I need to buy it on paper. It's hard to use the "battle manual" recorded on the tape.

[Achal Kagwad · Rating 4 out of 5]

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

This Book is one of the must read books if you want to understand and crack GTM especially in B2B SAAS Companies. For anybody in Marketing Sales and Customer Success.

The book expands on the knowledge gained in ABM(Account Based Marketing) If you do not know about it, highly recommended to read the prerequisite books by the same name(ABM For Dummies and ABM is B2B) by the same author-Sangram Vajre.

The book goes into the phase details of GTM Maturity curve. Namely:
1. Ideation (problem-market fit): lead-focused, sales-led, inefficient growth.
2. Transition (product-market fit): account-focused, sales + marketing aligned, efficient growth.
3. Execution (platform-market fit): customer-focused, integrated revenue team (marketing, sales, and customer success), efficient growth at scale.

This book gives a good framework called MOVE(Market Operations Velocity Expansion) Answering questions to
1. Whom should we market to? (Market)
2. What do we need in order to operate effectively? (Operations)
3. When can we scale our business? (Velocity)
4. Where can we grow the most? (Expansion)

The Author underlays some sticking concepts such as GTM is owned by CEO | Treat GTM as a never ending product and not a project. The roles of various departments , team members, how to synchronize them with a unbiased department named "RevOps" is all shown in the book

With these concepts one can know where they stand in the GTM curve and devise plans, hire right teams at the right time and go about this game of GTM consciously. If you have read "Crossing the Chasm" this book its like crossing the chasm for GTM Strategy!

While the Why and What have been covered significantly in this book(The concepts) , the how part is relatively shallow. As a reader I would love to see how this concept works and comes to life with a couple of GTM Maturity curve case studies. This is missing in the book. Would thus rate the book 4 out of 5.

[Matthew · Rating 3 out of 5]

Lots of valuable charts and explanations. The concept of RevOps makes much more sense now than when a friend explained it a few weeks ago. My reading pace has slowed down, so I was impatient to get through this book, but I left plenty of highlights worth revisiting before long.

[Melenia · Rating 4 out of 5]

A good informative read

[Nick McLachlan · Rating 5 out of 5]

Epic

[Lisette Diamant · Rating 5 out of 5]

Simple, practical GTM advice that’s broken down and achievable for your organisation’s needs.

[Stacey W · Rating 4 out of 5]

Comprehensive guide to get GTM momentum and clarity on your organization. The book included multiple helpful frameworks and lots questions to ask as you MOVE.

[Justin Murphy · Rating 4 out of 5]

A gift from a co worker and mentor Paul Bussenius. The book has some good visualizations / charts that sum up the chapters.

I would recommend to anyone who is building out a business / revenue operations organization.