If you work at a mid-sized tech company and “go to market” sounds like a never-ending buzzword parade, you’re not alone. Most tools promise the world and leave you with a stack of dashboards, a headache, and no real progress. This guide is for the folks in sales, marketing, or leadership who just want a GTM strategy that works—and stays sane. Let’s break down what to actually expect from Piperai, where it helps, where it doesn’t, and how to get results without falling for hype.
What’s Actually Hard About B2B Go To Market for Mid-Sized Tech Companies?
Let’s be honest: most mid-sized tech companies are stuck in the middle. You’re big enough that slack and spreadsheets stop cutting it, but not a Fortune 500 with a million-dollar Salesforce implementation. Typical headaches:
- Scattered customer data—CRM, email, spreadsheets, slides, all over the place
- Sales and marketing teams tripping over each other or making up their own process
- No single source of truth for pipeline, messaging, or who’s actually in charge of what
- Endless debates about ICPs, personas, and “ideal messaging” that never get tested
- Everyone wants more leads, better conversion, and less “random acts of marketing”
Sound familiar? The real problem isn’t a lack of ideas—it’s connecting the dots and getting everyone to row in the same direction.
What Does Piperai Do (and Not Do)?
Piperai pitches itself as a tool to “orchestrate your B2B go-to-market strategy.” Translation: it tries to centralize the messy stuff—processes, data, messaging, and handoffs—so your GTM motion is less chaos, more clarity.
What Piperai actually does well: - Centralizes GTM playbooks: Keeps your sales and marketing tactics, messaging, and assets in one place. - Helps define and track ICPs and personas: No more “who are we targeting again?” confusion. - Bridges sales and marketing: Makes it easier for both teams to see what’s working and what isn’t. - Visualizes your pipeline and workflows: See bottlenecks and progress at a glance—without needing a BI team. - Enables fast iteration: Makes it easier to tweak campaigns, messaging, or processes and see results.
What it doesn’t do: - Doesn’t magically generate leads: Sorry, no tool does. - Won’t fix broken products or bad product-market fit: It gives clarity, not miracles. - Not a replacement for CRM: Think of it as the connective tissue, not the brain.
If you already have good GTM fundamentals, Piperai can make them run faster and with less friction. If you don’t, it’ll highlight your gaps—but you’ll still have to fill them.
Step-by-Step: Using Piperai to Clean Up Your GTM Playbook
Here’s how to get the most out of Piperai—broken into clear steps, with no fluff.
1. Get Everyone on the Same Page
Before you even touch the software, gather your sales, marketing, and maybe even product folks. Ask two questions:
- Who are we really targeting?
- What’s our current GTM process (as painful as it is)?
Write down the honest answers. Don’t let this turn into a week-long offsite—45 minutes should do it.
Pro tip: If your answers differ wildly within the team, fix that first. Piperai can’t solve misalignment—it just makes it obvious.
2. Set Up Your Workspace and Import What Matters
When you log into Piperai, start simple:
- Import your existing assets: Messaging docs, sales decks, persona sheets, campaign plans.
- Define your ICPs and personas: Use Piperai’s templates, but edit them to reflect your actual best customers, not just aspirational ones.
- Map your GTM process: Create clear, visual stages for how leads move from marketing to sales.
Don’t try to boil the ocean. Start with a single product or campaign if that’s easier.
3. Connect the Dots (Without Overengineering)
Piperai’s strength is linking messaging, assets, and pipeline stages. Use it to:
- Assign owners for each GTM stage. No more “I thought you had that” moments.
- Link key messaging to each stage, so sales and marketing aren’t freelancing.
- Attach assets (case studies, playbooks, emails) to where they’re actually used.
What to ignore: Fancy automation tricks you don’t need. Focus on visibility and clarity first.
4. Use the Dashboard to Spot Bottlenecks
Piperai comes with dashboards that show what’s moving and what’s stuck. Pay attention to:
- Stalled leads: Where do deals go to die? Is it an awareness problem, a messaging gap, or a sales handoff issue?
- Asset usage: Are reps actually using the materials? If not, why?
- Persona drift: Are you attracting the right buyers, or just whoever’s interested?
Don’t get lost in metrics that don’t matter. Pick 2-3 KPIs that tie directly to revenue or pipeline movement.
5. Iterate, Don’t Overthink
The best GTM teams run experiments and learn fast. Use Piperai to:
- Test new messaging on a small segment before rolling it out
- Swap in new assets or campaign tactics and watch what changes
- Document what worked, what flopped, and why—actually write it down
Don’t wait for “perfect.” The whole point is to cut cycle time and get quick feedback. Piperai’s real value is making this feedback loop tighter and more visible.
What Works, What Doesn’t, and What to Skip
Where Piperai Shines
- Transparency: Everyone sees the same GTM plan, so confusion drops.
- Faster pivots: No digging through email chains to find the latest deck or persona doc.
- Fewer dropped balls: Handoffs are tracked, so leads don’t vanish into the void.
Where It Won’t Save You
- Bad inputs: If your messaging is off or your product doesn’t solve a real problem, no tool helps. Garbage in, garbage out.
- Team buy-in: If sales and marketing don’t want to use the tool, nothing changes. Involve them early.
- Overcomplicating things: Don’t turn Piperai into another bureaucracy layer. Use just enough process to reduce chaos.
What to Ignore
- Feature bloat—stick to what solves your actual pain points.
- Overly granular segmentation unless you’re running at real scale.
- Any pitch that says “AI will close your deals for you.” Piperai helps humans work together; it’s not magic.
Real-World Tips from Teams Who’ve Used It
- Start with one pipeline or product—don’t try to migrate your whole world on day one.
- Share dashboards in your weekly standup so blockers and wins are out in the open.
- Encourage honest feedback—if something in Piperai isn’t working, drop it or tweak it.
- Sync with your CRM, but don’t obsess over integration. Use Piperai for clarity and orchestration, not as a source of truth for every data field.
Keep It Simple, Keep Moving
If you’re tired of GTM “transformation” that never lands, Piperai can help—but only if you stay focused on what matters: clear targets, shared process, and fast feedback. Don’t get lost in the weeds. Set up just enough structure to see what’s working, then iterate. The best teams keep it simple, learn fast, and ignore anything that doesn’t move the needle. Piperai won’t do the work for you, but it can make the hard parts a lot less painful.