March 17, 2024

Revolutionizing Revenue Planning with MultiplyGTM

In today's fast-paced tech landscape, traditional methods of revenue planning often fall short, hindered by the limitations of spreadsheets and the complexities of interdependent variables. Recognizing this challenge, MultiplyGTM emerges as a game-changer, offering a comprehensive solution to GTM (Go-to-Market) planning. 

With a focus on optimizing growth trajectories, MultiplyGTM considers crucial factors such as lead volume, deal timing, recurring revenue impact, and seller performance. The result? An optimized plan that GTM leadership teams can trust to drive revenue growth effectively. MultiplyGTM offers insights to sales, marketing, and revenue operations teams on how to grow revenue with 30 minutes + 3 data points.

We talked to MultiplyGTM founder, industry veteran Dan Patterson, to uncover the inspiration behind the revolutionary revenue planning tool, its unique features tailored for the AEC industry, and how it leverages AI and machine learning to streamline processes.

1) What inspired the creation of multiplyGTM, and what problems is it solving? 

MultiplyGTM is a revenue planning tool. In simple terms, you describe your revenue aspiration e.g. I want to be a $10MM ARR organization within 3 years, and the software works backwards from that goal, determining investment, resources, lead generation timing, headcount and required sales activity. 

The concept is one I have had for about 10 years after founding two very successful construction technology companies here in the US. Irony drove the inception of MultiplyGTM. We were very successful in helping construction projects determine their outcome but we always struggled as an organization to determine our own revenue outcome. The final catalyst for embarking on the MultiplyGTM journey was the fact that there are so many similarities between construction forecasting and revenue planning. This is an area that needs fixing through math and science!
MultiplyGTM strategically maps your goals, balancing costs and values to optimize resource allocation
Fig. 1) Optimizing resource allocation with MultiplyGTM

2) What unique features does multiplyGTM offer for the AEC industry? 

In short, MultiplyGTM is unique in 3 ways:

  1. Unlike other tools or even XLS spreadsheets, MultiplyGTM works against a given goal to determine a revenue growth journey. It focuses less on the goal but more on driving certainty in the path to achieving a goal. Same concepts that we introduced with the likes of Acumen in the AEC space.

  2. It determines not only the path to revenue growth but also the certainty of that path being successful – we have introduced the MultiplyGTM Index to support this.

  3. MultiplyGTM models constantly react to change – they automatically re-plan as your year progresses. No need for manual re-planning when things go awry.

MultiplyGTM’s core value is basically driving certainty into an organization’s ability to drive revenue and revenue growth. The AEC industry is at the core of our focus here – AEC SaaS is still in it’s infancy and achieving sustained revenue growth in today’s tough economic environment is really hard to get to.

The name of the company stems from the word multiply ie “increase or cause to increase greatly in number or quantity” the GTM bit is short for Go To Market which is tech speak for ‘what is needed to bring product(s) to market in order to generate revenue growth”

3) How does multiplyGTM leverage cutting-edge technologies, such as AI and machine learning, to improve the design and construction process?

MultiplyGTM uses a goal-seek engine to achieve its smarts. This is enhanced by an AI forecasting engine which accounts for historical revenue performance when predicting future state.

Assessing your growth plan with MultiplyGTM Index
Fig. 2) Assessing your growth plan with MultiplyGTM Index

4) What are some of the most significant milestones the product has achieved lately?

Well, we are still in our infancy in many ways. The biggest evolution to date though is the ability for the Multiply revenue model to be influenced by actual historical performance – this is a really big deal. It’s going well beyond a simple extrapolation of time. It is truly being smarts to the science of revenue planning.

I should also highlight the importance of “historical performance”. The reason this is such a big deal is that a company can look at how successful they have been at converting leads and closing opportunities using this as a benchmark for what they are predicting going forward. 

One of the biggest issues in sales forecasting is ‘happy ears’, i.e. people believing opportunities are stronger than they actually are. If a company has a history of overly optimistic forecasting, whether at the lead conversion or opportunity progression level, that factor figures into their predictive model. This is why we have the Index, so that people can judge whether what they are forecasting is realistic given what they have done in the past.

5) In what ways does multiplyGTM contribute to sustainability and environmentally conscious practices?

It's challenging to quantify the impact of this type of tool, but one significant contribution is fostering collaboration among stakeholders such as sales, marketing, and finance. MultiplyGTM significantly reduces the time spent on establishing a balanced model that everyone buys into. Ultimately, this time-saving measure enhances the business's sustainability and efficiency.

Predictive performance tracking with MultiplyGTM
Fig. 3) Predictive performance tracking with MultiplyGTM

6) Can you share any success stories or notable projects where multiplyGTM played a significant role? 

There are two that jump to mind: 

  1. The first has been that of helping early-stage SaaS companies develop defendable, multi-year revenue plans that are then at the heart of investment and funding pitches. We have had several customers that have used their MultiplyGTM models to help secure seed and Series A funding rounds. Basically driving more certainty into the org and less risk out from the investment house.

  2. The second being helping SaaS organizations better transition from focusing on new sales to expansion and retention revenue. Getting the balance right between these 3 is complex and timing is everything here. Rely too early on recurring revenue and your growth will stall. Likewise, knowing how much focus to give to new sales vs. expansion to existing customers is a difficult science. These challenges are easily solved with MultiplyGTM.

Additionally, we have recently helped one of our largest SaaS clients ($200m ARR) turn the tide before year-end and bridge their revenue gap. Their "Early Challenges" were that the Client faced urgent revenue shortfalls, posing a significant threat to year-end financial targets given their focus in Enterprise and the typical long sales cycles. We helped them with a "Strategic Shift". Given the urgency, we guided the focus towards Mid-Market and leveraged insights from our platform to identify quick wins. The "Action Plan" was that MultiplyGTM devised a plan, pinpointing precise MQL generation targets and the necessary marketing investments, which simplified the process considerably. "Rapid Result" was that within a half-hour discussion, for what traditionally would have been a drawn-out deliberation lasting days, we quickly modeled scenarios to address their immediate concerns and offered a scalable strategy for future growth.

Testing Revenue Growth Robustness with MultplyGTM
Fig. 4) Testing revenue growth robustness with MultiplyGTM

7- What are the user's main challenges in adopting MultiplyGTM?  

We have worked hard to reduce such challenges. While the product can be used in a self-service mode, our preferred approach is to offer an up-front facilitated planning workshop, helping the team build out their first revenue plan and model. In terms of pricing, MultiplyGTM costs less than $1K per month. Would you be willing to invest $1K per month if it not only boosted your revenue but also enhanced your likelihood of reaching your target?

8- How does multiplyGTM adapt to different project types and accommodate the unique needs of various clients?

This has always been our forte – MultiplyGTM offers a highly flexible environment within which you can model multiple product offerings; complex org structures e.g. location, vertical, sellers and more. Over time, your models can become more finessed accounting for more and more external influencers and impact drivers.

9- What future developments or updates can we expect from multiplyGTM?

We are focusing on two main areas: further forecast intelligence – making our predictive models even smarter. The other being further benchmarking expanding on the already launched MultiplyGTM Index™ which measures the achievability of your revenue plan.

We created MultiplyGTM to solve the same challenges we faced when leading our own GTM teams and building new companies. We are on a mission to drive certainty in achieving revenue growth targets by aligning sales, marketing, and operations teams through advanced analytically-driven GTM planning software. We not only created MultiplyGTM, we were its first users.