Dec 13, 2024

GTM Modernization is a Cybersecurity and Risk Management Issue

Building the right business case for change

Building a compelling business case for your B2B company to modernize your go-to-market engine and tech stack used to be about taking advantage of shiny new tools and having better internal visibility on the pipeline. Now, it's about managing cybersecurity risk and customer churn. There are three major factors when building your business case in today's AI-fueled wave of transformation: aligning with digital-first customer expectations, enhancing cybersecurity, and competing against agile, digital-native startups.

Aligning with Digital-First Customer Expectations

Today's B2B customers increasingly demand experiences that mirror their consumer interactions. A digital-first approach is essential, as nearly 60% of B2B buyers are Millennials or Gen Z, who prefer seamless, self-service options when researching and purchasing products. This shift necessitates that companies invest in modern digital tools to facilitate personalized and timely interactions. Failure to adapt can lead to lost revenue, as customers may turn to competitors that offer superior digital experiences. Moreover, businesses must ensure their content is accessible anytime, on any device, reflecting the expectations set by consumer technology.

Modernization is a Cybersecurity Imperative

Legacy systems pose significant cybersecurity risks due to their outdated architecture and lack of support for modern security protocols. These systems were often built in silos and lack the necessary updates to defend against contemporary cyber threats. For instance, many legacy platforms do not support advanced security measures like encryption or multi-factor authentication, making them attractive targets for cybercriminals. In the past, companies looked at their marketing and sales technology as a set of ‘tools’ when in truth it became (on purpose or by accident) a complex, cloud-based infrastructure with little security monitoring, stitched together by third- and fourth-party-built APIs—just inviting nefarious activity. Therefore, transitioning to a modern GTM tech stack not only improves operational efficiency but also fortifies cybersecurity defenses by integrating up-to-date security features that protect sensitive data from evolving threats.

Competing Against Digital-Native Startups

Digital-native startups have the advantage of leveraging the latest technologies from inception, allowing them to scale rapidly and innovate continuously. These companies utilize cloud-native solutions and data-driven approaches that traditional B2B firms may struggle to match due to their reliance on outdated systems. The agility of these startups enables them to respond quickly to market changes and consumer demands, posing a significant challenge to established players who may be bogged down by legacy infrastructure. To remain competitive, traditional B2B technology companies must embrace a modern GTM tech stack that enables them to innovate at pace and effectively engage with their customers.

In previous decades, modernizing a GTM tech stack was seen as a ‘nice to have,’ but today, having a secure, holistic customer experience platform with a solid data strategy is about mitigating and managing risk as a strategic initiative.