GTM FrameworksPillar 5: Customer Time-to-Value (CTV)
2026-08-03
05:49
I Was Asking the Wrong ROI Question for 20 Years
Learn why GTM leaders must shift from asking generic ROI questions to defining the ROI in their customer's mind—specifically whether a solution is cheaper, better, or faster.
Co-Founder, GTM Partners & Author of MOVE
Streaming directly from GTM Partners Video Hub
About This Video
Topic
Customer-Centric ROI & Value Messaging
Audience
CEOs, CROs, CMOs & GTM leaders
Frameworks Covered
Executive Takeaways
- The core ROI question for GTM success is not 'what's the ROI?', but 'what's the ROI in your customer's mind?', which centers on three key value drivers: cheaper, better, or faster.
- A disconnect often occurs when product messaging promotes features and AI while customer feedback (such as G2 reviews) focuses entirely on speed and ease of use.
- Marketing automation leaders Pardot, Marketo, and Eloqua each achieved market dominance by establishing completely distinct ROI narratives tailored to SMB, mid-market, and enterprise segments.
Key Questions Answered in This Video
What does ROI in the customer's mind mean?
It means framing your solution's value strictly around what buyers care about, specifically whether your product helps them be cheaper, better, or faster.
How did Pardot, Marketo, and Eloqua differentiate their ROI positioning?
Each company won by aligning their value proposition to a specific segment: Pardot captured SMB, Marketo targeted mid-market, and Eloqua focused on enterprise with distinct ROI stories for each tier.
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