{"id":18675,"date":"2025-07-13T03:12:00","date_gmt":"2025-07-13T01:12:00","guid":{"rendered":"https:\/\/dominic-multerer.de\/b2b-go-to-market-why-90-of-strategies-fail-and-how-to-do-it-better\/"},"modified":"2025-08-18T16:52:38","modified_gmt":"2025-08-18T14:52:38","slug":"b2b-go-to-market-why-90-of-strategies-fail-and-how-to-do-it-better","status":"publish","type":"post","link":"https:\/\/dominic-multerer.de\/en\/b2b-go-to-market-why-90-of-strategies-fail-and-how-to-do-it-better\/","title":{"rendered":"B2b Go-to-Market: why 90% of Strategies Fail \u2013 and how to Do it Better"},"content":{"rendered":"\t\t
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Die meisten Go-to-Market-Strategien im B2B verpuffen wirkungslos. Als Interim Executive mit 200+ Projekten zeige ich dir, woran es scheitert \u2013 und wie du eine GTM-Strategie entwickelst, die wirklich funktioniert.<\/p>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ob Tech-Start-up, Mittelstand oder Konzern: Go-to-Market bleibt die kritischste Phase jeder B2B-Wachstumsstrategie. Trotzdem sind 9 von 10 GTM-Ans\u00e4tzen zum Scheitern verurteilt. Warum? Weil sie auf Wunschdenken basieren, nicht auf Realit\u00e4t. Weil sie f\u00fcrs Pitchdeck gemacht sind, nicht f\u00fcr den Markt.<\/p>\n

Ich habe \u00fcber 200 B2B-Projekte begleitet \u2013 als Berater, Sparringspartner und Chief Commercial Officer auf Zeit. In diesem Artikel erf\u00e4hrst du, woran GTM-Strategien wirklich scheitern. Und was du tun kannst, damit dein n\u00e4chster Markteintritt kein Blindflug wird.<\/p>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tTeil 1: Die 5 gr\u00f6\u00dften Fehler in Go-to-Market-Strategien\t\n\t\t\t\t\n\t\t<\/h3>\n\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. Kein echtes Kundenverst\u00e4ndnis:\u00a0Personas aus dem Lehrbuch, aber keine Gespr\u00e4che mit echten Entscheidern. Wer seine Zielgruppe nicht versteht, verliert schon beim Start.<\/li>\n
  2. Produktzentrisches Denken:\u00a0Die Kommunikation dreht sich um Features statt um Nutzen. Das funktioniert im B2B nur, wenn der Kunde hochgradig involviert ist \u2013 und das ist selten der Fall.<\/li>\n
  3. Keine funktionierende Demand-Engine:\u00a0Es gibt keinen wiederholbaren Prozess, um Nachfrage zu erzeugen. Stattdessen: Hoffnung auf Empfehlungen oder Messen.<\/li>\n
  4. Fehlender Schulterschluss zwischen Marketing & Sales:\u00a0Die Fachbereiche arbeiten aneinander vorbei. Leads sind schlecht qualifiziert, Vertriebler klagen \u00fcber leere Kalender.<\/li>\n
  5. Kein klares Controlling:\u00a0GTM wird nicht gemessen. Es gibt keine Cost-per-Lead-Betrachtung, keine Conversion-Ziele, keine belastbaren Forecasts.<\/li>\n<\/ol>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    \n\t\t\t\t\t\t\tTeil 2: So gelingt eine funktionierende Go-to-Market-Strategie im B2B\t\n\t\t\t\t\n\t\t<\/h3>\n\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    1. Klarer Zielkundenfokus: Rede mit echten Kunden. Finde heraus, wer ein akutes Problem hat \u2013 und wer zahlungsbereit ist. Buyer Personas sollten auf Interviews basieren, nicht auf Annahmen.<\/li>\n
    2. Test before Scale: Starte mit Hypothesen, validiere sie in der Realit\u00e4t. Bau z\u00fcnftig eine MVP-Kampagne mit Landingpage, einfachem Funnel und aktivem Outreach.<\/li>\n
    3. Vertrieb denkt mit, nicht nach: Vertrieb ist kein Erf\u00fcllungsgehilfe. Nimm Vertrieb von Anfang an in die Strategie mit rein. Baue Playbooks, Testskripte und qualifizierte Erstgespr\u00e4ch-Pitches.<\/li>\n
    4. Fokus auf einen Core-Channel: W\u00e4hle einen Kanal (z. B. LinkedIn, Webinare, E-Mail, SEA) und dominiere ihn. Diversifizierung kommt sp\u00e4ter.<\/li>\n
    5. Funnel = Prozess + Psychologie: GTM bedeutet: den Prozess zu bauen UND das Verhalten der Zielgruppe zu verstehen. Was braucht der Kunde, um “Ja” zu sagen?<\/li>\n
    6. Messbarkeit ab Tag 1: Definiere KPIs: CPL, Conversionrate, Sales Cycle, Customer Acquisition Cost. GTM ist ein Performance-Spiel, kein Kreativ-Wettbewerb.<\/li>\n<\/ol>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      \n\t\t\t\t\t\t\tTeil 3: Beispiel aus der Praxis\t\n\t\t\t\t\n\t\t<\/h3>\n\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Ein Softwareanbieter f\u00fcr Anwaltskanzleien wollte skalieren. Vertrieb und Marketing waren unkoordiniert, der Leadfluss minimal.<\/p>\n

      Nach dem Aufbau eines klaren Content-Funnels (SEO, Webinar, Empfehlungsvideos), CRM-Prozessen (HubSpot) und einem gezielten Outbound-Outreach stiegen die qualifizierten Leads um 420 %, der CPL sank um 38 %. Entscheidend war: nicht nur \u00fcber Strategie zu reden \u2013 sondern zu liefern.<\/p>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      Fazit:<\/strong> Go-to-Market ist mehr als ein Buzzword. Es ist die wichtigste Phase deines Unternehmens \u2013 weil sie entscheidet, ob dein Angebot Traktion bekommt oder im Mittelma\u00df untergeht.<\/p>\n

      Wenn du willst, dass dein GTM funktioniert, brauchst du Klarheit, Mut zur Fokussierung und den Willen, die echten Fragen zu stellen. Und manchmal einen Sparringspartner, der das schon 100-mal gemacht hat.<\/p>\t\t\n\t<\/div>\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t <\/div>\r\n <\/div>\r\n \t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      Most B2B Go-to-Market strategies fizzle out ineffectively. As an Interim Executive with 200+ projects, I’ll show you why they fail \u2013 and how to develop a GTM strategy that truly works. <\/p>\n","protected":false},"author":2,"featured_media":18040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81],"tags":[84,85],"class_list":["post-18675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-startup-consulting-en","tag-statistics-en","tag-stocks-en"],"yoast_head":"\nB2b Go-to-Market: why 90% of Strategies Fail \u2013 and how to Do it Better - Dominic Multerer \u2013 Interim Executive & Advisor f\u00fcr Strategie, Sales und Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dominic-multerer.de\/en\/b2b-go-to-market-why-90-of-strategies-fail-and-how-to-do-it-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2b Go-to-Market: why 90% of Strategies Fail \u2013 and how to Do it Better - Dominic Multerer \u2013 Interim Executive & Advisor f\u00fcr Strategie, Sales und Marketing\" \/>\n<meta property=\"og:description\" content=\"Most B2B Go-to-Market strategies fizzle out ineffectively. 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