"We need to modernise our go-to-market strategy." It's a phrase we hear often in our conversations with manufacturing and industrial clients here in Australia.
However, the typically cited go-to-market goals and metrics often don’t fit their reality. The tech startups focus on user acquisition metrics and monthly recurring revenue. But how do you measure success when your sales cycles span years, your products require deep technical expertise, and your customer relationships span decades?
This disconnect isn't just frustrating - it's a fundamental challenge for established industrial organisations. The metrics that work for SaaS companies selling cloud solutions simply don't translate when you're managing global supply chains or orchestrating complex equipment installations that require deep technical expertise.
