It's 2024, yet many B2B software companies still run legacy marketing strategies, apply outdated methodologies, and rely on insufficient data infrastructure to achieve growth targets.The reasons vary—uncomfortable with change, lack of expertise, and/or stubbornness—but the results are often the same:A company-centric GTM misaligned with modern buyer expectations and priorities, inevitably leading to the recurring question: Why aren't we growing (enough/faster/at all)?So, what to do about it?1) "Mine" Your Market & Install Base: Implement mechanisms for feedback capture to understand how buyers experience you pre-sale and how customers perceive value post-sale. Leverage their perspectives to enhance your messaging and content delivery, tailor sales conversations, adjust pricing, and improve onboarding. There's significant learning potential here; just know what you want to find out before asking.2) Find & Eliminate Misalignments: Misalignment can occur all over, internally and externally, and it can kill growth when left unresolved. I think most people generally realize this given the amount of times the word "align" gets used in a single day just about anywhere, but how and what to align and sustaining alignment are very different things. This starts with leadership, but everyone plays a role.3) Create End-to-End Lead-to-Closed-Won Visibility: From the first meeting booked to the deal closing, good CRM and infrastructure are invaluable. Ensure there is visibility into each buyer interaction to properly assess production, progression, and efficiency metrics, however you choose to segment your funnel.4) Apply "CI/CD" Marketing: Create an intentional operating rhythm to enable ongoing delivery and learning in Marketing and Sales. Develop "learning agendas" for deliberate growth and progression on various activations, making your team smarter about what matters most.At SecureW2, I'm doing my part on all of the above, trying to get a little bit better each day. I love what I do so drop me a message if you think I can be of support.