Snapshots of Investor Alignment & How to Achieve It

The essence of Investor GTM is the precious, shared feeling of alignment—constantly tended-to by both parties.

One morning, I looked down and saw a text from a partner at a growth-stage VC.

In this case, the answer was No; but within weeks it was quickly followed by several pipeline-busting Yeses.

In this post, I’m going to share

(1) positive signals I look for with investors and

(2) how I think trust, market intel, and familiarity with your company’s current state are critical to a strong investor GTM relationship.

SIGNALS

What does GTM alignment with an investment firm that is not on your cap table actually look like?

In addition to that text, here are a few signals I’ve observed firsthand.

• A managing director floating and following through with an introduction to an advisor with 30 years of expertise in our ICP’s industry.

• A partner email intro-ing us to a friendly firm.

• A partner advocating for us with a lost, large deal and encouraging them back into our pipeline.

• A partner proposing our CTO get on a webinar with their entire portfolio.

But how is that alignment established?

COMPONENTS OF ALIGNMENT

I suggest that trust, market intel, and familiarity with your company’s current state are the keys to aligning with investors as you go to market.

TRUST

A firm wants to know that you are reliable and they can trust you.

That trust can be established and strengthened in the following ways:

• Your lead investor has co-invested with them several times.

• Your lead investor frequently reviews deals with them.

• Your senior leaders and/or investors have extensive prior track records that point to future success.

• Your team communicates about outcomes transparently and with discretion.

• Your team has repeatedly delivered for customers that are in their portfolio.

• Your team plans calls beforehand and come across as professional and focused.

• Your team follows up promptly and reliably.

MARKET INTEL

A firm wants to compare notes with a savvy team of operators.

If the following is happening, you’re on your way:

• Their deal team has evaluated your competitors and agrees that you are the best horse.

• Your team repeatedly provides novel insights on the past, present and future of your market.

• You tangibly demonstrate how you are creating that future with your customers.

• You invite thoughtful conversation about the performance of your product versus the market.

CURRENT STATE

To advocate for you in the market, top investment firm partners have to be scrubbed-in to your current reality. This is particularly important in situations where they are hoping to invest down the road.

Here’s how that looks:

• You’re developing and sharing investor-specific sales messaging.

• You are clearly, concisely, and repeatedly clarifying your ICP — size, industry, stack, etc — and fielding their questions about it.

• You are placing customer problems and how you solve them front and center.

• You thoughtfully communicate regarding the growth and challenges in your business.

CONCLUSION

Ultimately, the bar is high. Higher than you think.

These relationships can be established in weeks, months, or years; but they can be destroyed in a moment.

Proceed with integrity.