Covid-19's Impact on Go-To-Market Strategy & Framework for a Pathway Forward

In our 3rd episode of Aventri's Event Strategies series, Aventri interviewed Dan Bernoske, founder and managing partner of the Cortado Group.
In this episode, Dan talks about the Cortado Group's COVID-19 Go-To-Market Strategy Framework, shifting your strategy to reflect the new buyer's journey, the "economic echo" and it's implications for your future GTM budgets, the best channels to shift your live event budgets to and which KPIs & metrics really matter, and GTM messaging in the age of coronavirus: go all-in on your Covid-19 response or plan for the longterm? Lastly, we conclude with Dan's thoughts & predictions on the future of go-to-market strategies in the post-COVID-19 world.

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What is one fundamental problem that you are seeing Marketing and Sales leaders grappling with today?
“The way the buyers buying is obviously a massive change. You can't go out with feet on the street anymore. So, you're buying much more virtually. And buyers needs are changing, as your team is working much differently being virtualized. Step one is identifying the watering holes where your buyers are going to online.”

We know that event strategies are changing. But what types of events do you see continuing to be important through this crisis and beyond?
“With some events, you have the exchange of ideas and best practices by way of roundtables, presentations and seminars… The exchange of ideas will get better. No one has to travel now so travel budgets go down and suddenly your audience could get a lot larger.”

What is the impact that Covid-19 will have on pipeline in the future?
“In probably late Q3 that pipeline that you are building toward late stage deals isn't going to be there. And that's what I would call the economic echo…So when I'm looking at the budget, I'm thinking about not only today, and ‘how do I stop the bleeding, now?’ But, ‘how do I plan for that echo down the road.'”

About the Presenters

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John Kearney

Director of Demand Generation - Aventri

John Kearney is Aventri’s Director of Go To Market Strategy. He is focused on understanding our customers and our market and ensuring the organization is set up to serve both. 

Prior to Aventri, John spent 6 years with SBI, a management consulting firm focused on driving revenue through sales and marketing alignment. With an undergrad degree and MBA in Marketing from the University of Notre Dame, John is a proud ‘Double Domer.’  He’s got a beautiful wife and 2 young boys, with a baby sister on the way.

dan bernoske

Dan Bernoske

Founder & Managing Partner - Cortado Group

Dan Bernoske is the founder and managing partner at the consultancy, Cortado Group, which helps PE executives solve their most challenging revenue growth problems and helping their clients operate sales and marketing teams that run at full power.

Prior to founding Cortado Group, Dan worked with John at SBI as their VP of Innovation & Marketing. Before SBI, Dan held various leadership positions leading marketing and product development teams. Dan is a graduate of Franciscan University of Steubenville.