In the high-stakes world of B2B go-to-market (GTM) strategy, data is king. But as any seasoned operator knows, having the numbers isn’t the same as having the right numbers. Monica Wright, founder of Wanjo Consulting, joined our Tomorrow’s Best Practices Today podcast to discuss a fundamental flaw in how many organizations approach their growth plans.
Monica, who previously led global demand generation at StreamSets (acquired by IBM), argues that CMOs are often blinded by “vanity metrics” and overly broad market definitions. For B2B marketers looking to drive real revenue impact in 2026 and beyond, the path forward requires a shift from the Total Addressable Market (TAM) to what she calls the Total Relevant Market (TRM).
The TRM: Who Is Actually in Market Today?
Organizations love to brag about their TAM because it’s a big, impressive number that attracts funding and sets ambitious goals. However, Monica asserts that your TAM doesn’t matter nearly as much as your TRM.
- Defining the TRM: Your Total Relevant Market is defined by those who fit your Ideal Customer Profile (ICP) right now and are actively in-market for your solution.
- The Data Challenge: Identifying the TRM is difficult; it requires deep collaboration, alignment across departments, and sophisticated data analysis to pinpoint intent.
- The Spending vs. Revenue Ratio: Marketers must also track what percentage of revenue actually stems from specific GTM activities versus simply “pouring money” into programs without a direct revenue link.
The Silo Trap: Why GTM Motions Fail on Sand
One of the biggest obstacles to GTM success is the lack of foundational alignment at the executive level. Monica observes that when marketing, sales, and customer success operate in silos, they build their motions on “sand” that eventually gets washed away.
These silos often lead to conflicting “versions of reality”:
- Sales: Often looks for the “easiest” available sales regardless of long-term fit.
- Marketing: Operates under much tighter constraints and definitions.
- Customer Success: Is left to work with whoever actually bought the product, regardless of whether they truly fit the ICP.
To break these silos, Monica points to HubSpot as a quintessential example. Early on, they had to choose between high-volume, high-churn small business tools or a longer-term, higher-value CRM model. They chose the latter by looking at the hard math: churn rates, velocity to close, and time-to-value.
Retention: The Business You’re Actually In
In a post-SaaS, agentic-driven world, Monica believes retention is not just a department—it is the entire business. Too often, retention is treated as a “handoff” to Customer Success, who are then left “on an island” to handle renewals while the rest of the company chases new logos.
Monica argues that retention must be everyone’s job:
- Product: Must build for long-term usability and efficiency so customers don’t switch.
- Marketing: Needs to nurture existing customers to drive continued value.
- Sales: Must set proper expectations from the start to ensure the customer can actually be retained.
If your Net Revenue Retention (NRR) is below 100%, you are already losing, and the fix likely requires a holistic look at product, price, and expectations.
The Differentiator: Human Connection and Creativity
The obsession with metrics, attribution models, and conversion rates is reaching a tipping point. In a future where AI agents may soon be “buying from AI agents,” the critical human element becomes the primary differentiator.
Monica highlights that while AI can process information faster than any human, it lacks the ability to bring human connection, read a room, or build true organizational relationships. She predicts a return to “old school” brand building and creativity as the ultimate competitive edge.
“Creativity will be the differentiator… we lost our sense of creativity, brand, and that notion of emotional connection with others.”
She notes Apple TV’s logo redesign—created using practical, physical effects rather than pure CGI—as a prime example of an emotional brand connection that separates a brand from its competitors.
Final Thoughts: Tools Serve Us
The mantra for the next era of B2B marketing is simple: the tools serve us, not vice versa. AI is a powerful instrument for repetitive tasks and automation, but the strategic direction, the “deal story,” and the human relationship must still come from humans.
By focusing on the Total Relevant Market rather than the vanity of the TAM, aligning the entire GTM chain around retention, and leaning into human-driven creativity, B2B marketers can ensure they aren’t just moving fast, but moving in the right direction.
To gain more insights into this topic, watch the full podcast episode!