The Limitations of GTM Tools: Why GTM only serves B2B Tech, Not Traditional Industries, and how to workaround it
Here's the truth: Most GTM (Go-To-Market) tools just don't work for businesses outside of B2B tech. If you're in manufacturing, construction, agriculture, or selling physical products - you're stuck with tools that miss half of what matters.
| Industry | What GTM Tools Miss | Real Business Need |
| --- | --- | --- |
| Manufacturing | Equipment tracking | Physical asset monitoring |
| Construction | Site verification | Location-based data |
| Agriculture | Seasonal patterns | Weather + crop timing |
| Hardware | Inventory movement | Real-time stock levels
The core problem? GTM tools were built for tracking website clicks and emails - not physical products and real-world sales.
Quick fixes that work now:
Use Google Forms for offline data collection
Combine RFID tags with GPS tracking
Link physical sales to digital systems
Set up offline-first data backup
Key stats worth knowing:
30% of B2B tech buyers handle purchases online
81% of manufacturers need multiple data sources
Asset tracking market hits $59.64B by 2032
Bottom line: Don't force digital-only GTM tools into your physical business. Instead, build a system that tracks both online and offline activity. The rest of this guide shows you exactly how to do that.
Related video from YouTube
What Non-Tech Industries Need from GTM
Physical businesses need different GTM tools than digital companies. Here's why:
Physical Asset Management
Most GTM tools track website clicks and email opens. But what about companies that sell actual equipment?
Here's what's missing:
| Need | Current GTM Tools | What’s Missing |
| --- | --- | --- |
| Equipment Tracking | Digital-only tracking | Physical asset location |
| Lead Quality | Website visits | Equipment ownership data |
| Sales Triggers | Email opens | Machine maintenance schedules |
| Customer Data | Online behavior | Physical site visits
Industry Rules and Standards
The numbers tell the story:
Only 33% of companies know their target customer
81% need multiple data sources for market insights
73% still use basic customer surveys
29% of sales teams understand their market
Location-Based Issues
Physical businesses face location challenges that digital tools don't address:
| Industry | Location Challenges | Data Needs |
| --- | --- | --- |
| Construction | Site-specific permits | Local building codes |
| Agriculture | Weather patterns | Seasonal timing |
| Manufacturing | Supply chain zones | Transport routes |
| Hardware Sales | Regional inventory | Stock locations
Here's the problem: 81% of manufacturers cobble together data from different sources to understand their market. That's a lot of wasted time.
What these companies NEED:
Equipment location tracking
Local regulation monitoring
System integration
Offline capabilities
Regional customization
Bottom line: Current GTM tools focus on digital metrics. But when you're selling physical products, you need tools that work in the real world.
Main Problems with Current GTM Tools
Here's why regular GTM tools don't work for non-tech companies:
Digital-Only Focus
Most GTM tools only track what happens online. But business happens everywhere:
| Business Need | What GTM Tools Track | What They Miss |
| --- | --- | --- |
| Sales Leads | Website visits | In-person meetings |
| Customer Data | Email clicks | Equipment usage |
| Market Analysis | Online behavior | Physical inventory |
| Lead Scoring | Digital engagement | Site visits
Data Format Issues
GTM tools can't handle many basic business files:
| Data Type | GTM Limitation | Business Impact |
| --- | --- | --- |
| Machine Logs | Can’t read industrial formats | Missing maintenance alerts |
| Building Plans | No CAD file support | Can’t track project progress |
| Field Reports | Paper-based data ignored | Lost sales opportunities |
| Sensor Data | Limited IoT integration | Equipment tracking gaps
Old System Connection Problems
Most GTM tools don't play nice with existing systems:
| System Type | Connection Issue | Effect on GTM |
| --- | --- | --- |
| ERP Systems | No direct API support | Manual data entry needed |
| CRM Data | Format mismatches | Sales data gaps |
| Inventory Tools | Sync failures | Wrong stock levels |
| Service Records | Data structure conflicts | Missing service history
Physical Checks Needed
You can't automate everything. Some things need human eyes:
| Check Type | Why It’s Needed | GTM Gap |
| --- | --- | --- |
| Equipment Status | Safety requirements | No physical verification |
| Site Conditions | Building codes | Can’t assess locations |
| Product Quality | Industry standards | No quality checks |
| Installation | Compliance needs | Can’t confirm setup
"The go-to-market team is no longer just sales and marketing; it now has to include other departments such as product and customer success." - Sangram Vajre, CMO turned CEO, Best Selling Author, Co-founder at GTM Partners
The numbers tell the story:
45% of GTM leaders can't forecast sales well
Only 33.3% have a clear GTM process
62% struggle with team communication
Look at Microsoft's Office 365 switch - they had to build new tracking systems because their old GTM tools couldn't handle the move from boxed software to cloud services.
Adobe hit the same wall with Creative Cloud. Their old GTM tools couldn't measure how customers used their new cloud products.
GTM Issues by Industry
Manufacturing Challenges
Here's what's holding back manufacturing companies:
| Challenge | Impact | Current GTM Gap |
| --- | --- | --- |
| Outdated Marketing | 27% use old practices | No integration with modern systems |
| Lead Quality | 40% struggle with leads | Poor product understanding |
| Budget Limits | 32% face constraints | Can’t track physical assets |
| Content Creation | 49% lack quality content | Missing technical details
Construction Sector Issues
Construction companies can't solve these GTM problems:
| Issue | Effect | Tool Limitation |
| --- | --- | --- |
| Local Regulations | Different rules by area | No regional compliance tracking |
| Project Timelines | Long sales cycles | Can’t monitor build progress |
| Site Management | Multiple locations | Missing physical verification |
| Equipment Tracking | Asset movement | No hardware integration
Agriculture Tech Problems
Here's what's stopping farming tech companies:
| Problem | Result | GTM Tool Issue |
| --- | --- | --- |
| Seasonal Data | Yearly cycles | No seasonal tracking |
| Field Operations | Remote work | Limited offline access |
| Equipment Status | Machine downtime | Can’t monitor hardware |
| Weather Impact | Yield changes | No environmental data
Hardware Sales Hurdles
The numbers for hardware companies paint a tough picture:
| Hurdle | Success Rate | Impact |
| --- | --- | --- |
| Funding Rounds | 24% get second round | Limited growth options |
| Market Survival | 97% fail or stagnate | Poor product-market fit |
| Product Testing | Multiple iterations needed | No prototype tracking |
| Supply Chain | Complex logistics | Missing inventory data
Let's look at what experts say about this:
"Without a systematic risk retirement plan, you can't prioritize the risks or manage them." - Sera Evcimen, Technical Program Manager
The data tells us:
46% of tech startups get funding after seed rounds
70% of tech startups fail or become "zombies"
59% of companies don't put enough money into GTM
"For effective GTM, my number one tip is to understand your customer's pain points so well it feels like you're having those same frustrations [as well]." - Lauren Moon, Co-founder at Trestle Marketing
Tech System Differences
Here's why standard GTM tools don't work for physical businesses:
Think about it:
SaaS companies build these tools for digital-first businesses. But physical companies? They need something totally different.
Let me show you the biggest problems:
Digital vs Physical Reality
| What SaaS Tools Do | What Physical Businesses Need | Bottom-Line Impact |
| --- | --- | --- |
| Track website clicks | Track actual store visits | Miss 30% of sales |
| Monitor online users | Monitor real equipment | Can’t see asset status |
| Follow web sessions | Follow in-store buyers | Miss customer actions |
| Count page views | Count cash transactions | Can’t prove marketing ROI
The Data Problem
Physical businesses generate data that SaaS tools just can't handle:
| Real-World Data | The Problem | Business Cost |
| --- | --- | --- |
| Store walk-ins | No way to track | Don’t know what drives visits |
| Phone orders | Can’t connect to ads | Waste money on wrong channels |
| Machine health | No equipment links | Miss maintenance needs |
| Field work | Works online only | Lost customer insights
Physical Stuff Is... Physical
You can't track physical items with digital-only tools:
| What You Need | Current Tools | What Actually Works |
| --- | --- | --- |
| Where’s my stuff? | No GPS tracking | Need location systems |
| What’s in stock? | Digital counters only | Must link to real warehouses |
| Are machines running? | No hardware connection | Need equipment monitors |
| Job site updates | Can’t check in person | Must verify on location
When Internet Dies
These tools stop working when you need them most:
| Where | The Problem | What It Costs You |
| --- | --- | --- |
| Remote work sites | Must be online | Field data goes dark |
| Deep in warehouses | Bad connections | Inventory gets wrong |
| Teams on the road | Online-only | Miss service details |
| Country locations | No offline backup | Data holes everywhere
Here's a quick fix: Use Google Forms for offline sales:
Connect physical sales to digital users
Push data through Measurement Protocol
See everything in your analytics
Track ALL sales in one place
The big issue? SaaS GTM tools were built for subscription businesses, not physical ones. That's why they miss so much of what happens in the real world.
Solutions and Fixes
Here's how non-tech companies handle GTM tool problems:
Digital + Physical Tools
Companies get better results when they combine online and offline tools. Here's what works:
| Industry | Tool | What It Does |
| --- | --- | --- |
| Manufacturing | ERP System | Links factory data to sales numbers |
| Construction | Mobile Apps | Teams record updates without internet |
| Agriculture | GPS Tools | Shows where equipment and crops are |
| Hardware | Stock API | Connects store inventory to web sales
Smart Tool Combinations
The best results come from mixing basic tools with new tech:
| Basic Tool | New Tech | What You Get |
| --- | --- | --- |
| Phone | Call Tracker | Shows which ads make phones ring |
| Paper | Digital Forms | Turns paper data into online info |
| Store Visits | QR Codes | Counts foot traffic |
| Cash Register | <a href="https://squareup.com/us/en/payments" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https:Here's how one company tracks their physical stuff:
| What They Track | How They Do It | Data They Get |
| --- | --- | --- |
| Work Trucks | Phone GPS | Where trucks are + time per job |
| Tool Kit | QR Codes | Who has what + where |
| Parts | Barcodes | What’s in stock |
| Big Machines | Smart Sensors | How long they run + if they work
Location Tracking That Works
Microsoft Teams data shows why location matters:
| What They Track | How | Why It Helps |
| --- | --- | --- |
| Store Visits | WiFi Login | Shows busy hours |
| Service Areas | GPS Zones | Finds missed spots |
| Equipment | Asset Tags | Shows use patterns |
| Sales Areas | ZIP Codes | Plans sales zones
Want fast results? Start with Google Forms. They work without internet, update when back online, and plug into most tools. Plumb-Tech cut their paperwork time by 85%.
Smart move: Build step by step. Plumb-Tech's Quinn Huffman started small with forms. Once that worked, they added GPS. Then inventory. Each step proved its worth before the next.
Bottom line: Mix online and offline tools. Don't try to force pure software solutions into real-world business problems.
Making GTM Work for Non-Tech Industries
Want to make your non-tech business work smarter? Here's how companies are using data to boost sales and cut costs.
Getting Better Data
Physical businesses need different data tracking than digital ones. Here's what's working right now:
| Data Type | Collection Method | Results |
| --- | --- | --- |
| Asset Location | GPS + RFID Tags | 85% faster equipment finding |
| Usage Patterns | IoT Sensors | Cut idle time by 33% |
| Customer Visits | WiFi Login + Cameras | Shows peak hours + foot traffic |
| Stock Levels | Barcode System | Real-time inventory updates
Setting Up Sales Alerts
Stop missing sales opportunities. Set up these alerts to catch them:
| Industry | Alert Type | What It Tracks |
| --- | --- | --- |
| Construction | Permit Data | New building projects |
| Agriculture | Weather API | Planting/harvest times |
| Manufacturing | Stock Levels | Low parts = sales chance |
| Hardware | Store Traffic | Rush hours need more staff
Equipment Tracking
The asset tracking market hit $21.25 billion in 2023. Here's what works best for different needs:
| Tech Type | Best For | Key Benefit |
| --- | --- | --- |
| RFID | Indoor Assets | No line-of-sight needed |
| GPS | Moving Equipment | Live location updates |
| Barcodes | Small Tools | Quick, cheap scanning |
| IoT Sensors | Big Machines | Shows use + problems
Building Contact Lists
Here's a shocking stat: Only 33% of manufacturers know their target customer well. Here's how to fix that:
| List Type | Data Source | What You Learn |
| --- | --- | --- |
| Equipment Owners | Registration Data | Who has what machines |
| Service Areas | ZIP Code Maps | Where customers cluster |
| Usage Patterns | Service Records | When they might buy |
| Purchase History | Sales Data | What sells where
Want a quick win? Start with basic asset tags ($50-100 per batch). One construction company tried this and cut their tool losses by 40% in just 3 months.
Here's what's working NOW: Mix online and offline data. In fact, 81% of manufacturers use 2-3 data sources to find leads. It's not fancy, but it works.
Setup Steps
Here's how to set up GTM for your business - no tech background needed:
Check Current State
First, let's look at what you already have:
| What to Check | Why It Matters | Action Steps |
| --- | --- | --- |
| Current Tags | Prevents double-tracking | Remove old GA codes |
| Data Sources | Shows tracking status | List your active tools |
| System Gaps | Spots missing info | Write down manual tasks |
| Tech Stack | Shows connections | Map what links where
Plan Your System
GTM needs two pieces of code to work:
| Code Part | Where It Goes | What It Does |
| --- | --- | --- |
| First Code | Top of <code><head></code> | Main tracking code |
| Second Code | After <code><body></code> | Backup tracking |
| Data Layer | Above GTM code | Sends your data |
| GA4 Tag | Inside GTM | Tracks site activity
Quick tip: Always put your data layer code BEFORE the GTM container. One company didn't do this - they lost 3 weeks of sales numbers.
Set Up Your Tags
Here's what works best for physical businesses:
| What You Need | How GTM Helps | Setup Tips |
| --- | --- | --- |
| Track Assets | RFID + GPS Tags | Add code after body tag |
| Sales Numbers | Custom Data Layer | Send sales data first |
| Equipment Data | IoT Sensors | Use DOM Ready trigger |
| Location Data | GPS Setup | Check mobile works
Test Your Setup
Before going live, check these things:
| Test This | Look For | Common Problems |
| --- | --- | --- |
| Preview Mode | Tags working | Wrong trigger setup |
| Data Layer | Event info | Missing data points |
| Mobile View | Tag speed | Slow loading |
| Offline Mode | Data backup | Lost tracking info
For offline businesses, use these GTM settings:
| Setting | Why Use It | What It Does |
| --- | --- | --- |
| DOM Ready | Better timing | Gets accurate data |
| Custom HTML | Track assets | Monitors equipment |
| Data Layer | Keeps offline data | Works without internet |
| Trigger Delays | Handles slow connections | Catches all events
What's Next for GTM
The GTM tools market is changing fast. The numbers tell the story: asset tracking will jump from $21.25 billion in 2023 to $59.64 billion by 2032.
New Tools Coming
Here's what's happening in the GTM space:
| Tool | Function | Business Result |
| --- | --- | --- |
| Smart Cabinets | Uses RFID to track equipment | Stops asset loss |
| Content Surveillance | Watches asset movement | Boosts security |
| Real-time Alerts | Pushes instant updates | Speeds up action |
| Offline Backup | Works without internet | Keeps data safe
Connecting Digital and Physical
Companies need better asset tracking. These methods work NOW:
| Method | Where It Works | What You Get |
| --- | --- | --- |
| RFID + GPS | Equipment tracking | Live location data |
| IoT Sensors | Machine watching | Status updates |
| Access Terminals | Usage tracking | Clear ownership |
| Smart Storage | Asset control | Less theft
Updates to Current Tools
GTM tools are getting better for non-tech companies:
| Update | Problem | Solution |
| --- | --- | --- |
| GPS Enhancement | Bad signals | Works indoors |
| Data Collection | Manual tracking | Auto-checks assets |
| System Links | Old tech issues | Connects old systems |
| Mobile Access | Field work needs | Works offline
The numbers speak for themselves:
77% of B2B buyers spend $50,000+ online
82% want tools that work together
57% need ROI in 90 days
"By 2024, sales teams using AI will increase their revenue by 50%" - Salesforce Research
"The old playbooks are dead. Embrace efficiency, profitability, and personalization in your GTM strategy, or risk being left behind." - GTM Partners Team
Wrap-Up
Let's break down what actually works for non-tech GTM:
| Area | Problem | Fix |
| --- | --- | --- |
| Data Quality | Poor ICP targeting | Build custom datasets |
| Asset Tracking | Missing equipment info | Use RFID + GPS combos |
| Market Intel | Limited industry data | Mix digital + physical checks |
| Sales Process | Wrong leads | Focus on specific niches
Here's why you should care:
Atlatl Software boosted their conversion rates by 400% just by fixing their ICP. The asset tracking market? It's headed to $59.64B by 2032. And get this: 77% of B2B buyers drop more than $50K online.
Want to fix your GTM? Here's your game plan:
| Step | Action | Expected Result |
| --- | --- | --- |
| ICP Update | Check current data points | Better lead quality |
| Tech Stack | Add offline tools | No data gaps |
| Sales Triggers | Set up custom alerts | Faster responses |
| Data Sources | Mix online + offline data | Complete market view
Here's what Zac Cooper from Atlatl Software discovered:
"Re-creating our ICP not only helped us find a path to high-value prospects... we realized upwards of 40% additional capital in terms of bottom-line cost efficiencies."
What to do right now:
Pick ONE specific market to start
Build data tools that fit YOUR industry
Test EVERYTHING before you scale
Keep tabs on what's working
Bottom line? Match your tools to what your market needs. Don't try to force tech solutions - build what works for YOUR industry.
FAQs
Why lead generation is tough?
Most lead generation efforts fail because of one simple problem: you can't reach your prospects. Here's what's going wrong:
| Challenge | Impact | Fix |
| --- | --- | --- |
| Bad Email Data | You waste time on dead-end outreach | Get an email checker tool |
| Missing Contacts | You can’t reach decision makers | Build better contact lists |
| Low Data Quality | Nobody responds to your emails | Mix web and real-world data |
| Bad Tracking | Leads slip through the cracks | Fix your GTM setup
Let's talk about GTM tracking problems:
Your GTM setup might be broken if:
You're struggling with server-side GTM tech
Your web tracking misses offline sales
Your contact info gets stale
Your online and offline data don't match up
Here's what you can do RIGHT NOW:
Run your email list through a checker
Update your contact info monthly
Track both website AND offline leads
Double-check your GTM setup
The biggest headache? Connecting website data with actual sales numbers. GTM works BEST when you pair it with old-school data collection.
| Data Type | What to Track | How to Track |
| --- | --- | --- |
| Website | Pages viewed, button clicks | Basic GTM |
| Phone | Who called, call time | Phone tracker |
| In-Person | Store visits, sales | Link to your POS |
| Sales Team | Meetings, quotes sent | Use your CRM
Bottom line: Don't put all your eggs in the GTM basket. Build a system that catches EVERY interaction with your leads - both online and off.
The Limitations of GTM Tools: Why GTM only serves B2B Tech, Not Traditional Industries, and how to workaround it
Here's the truth: Most GTM (Go-To-Market) tools just don't work for businesses outside of B2B tech. If you're in manufacturing, construction, agriculture, or selling physical products - you're stuck with tools that miss half of what matters.
| Industry | What GTM Tools Miss | Real Business Need |
| --- | --- | --- |
| Manufacturing | Equipment tracking | Physical asset monitoring |
| Construction | Site verification | Location-based data |
| Agriculture | Seasonal patterns | Weather + crop timing |
| Hardware | Inventory movement | Real-time stock levels
The core problem? GTM tools were built for tracking website clicks and emails - not physical products and real-world sales.
Quick fixes that work now:
Use Google Forms for offline data collection
Combine RFID tags with GPS tracking
Link physical sales to digital systems
Set up offline-first data backup
Key stats worth knowing:
30% of B2B tech buyers handle purchases online
81% of manufacturers need multiple data sources
Asset tracking market hits $59.64B by 2032
Bottom line: Don't force digital-only GTM tools into your physical business. Instead, build a system that tracks both online and offline activity. The rest of this guide shows you exactly how to do that.
Related video from YouTube
What Non-Tech Industries Need from GTM
Physical businesses need different GTM tools than digital companies. Here's why:
Physical Asset Management
Most GTM tools track website clicks and email opens. But what about companies that sell actual equipment?
Here's what's missing:
| Need | Current GTM Tools | What’s Missing |
| --- | --- | --- |
| Equipment Tracking | Digital-only tracking | Physical asset location |
| Lead Quality | Website visits | Equipment ownership data |
| Sales Triggers | Email opens | Machine maintenance schedules |
| Customer Data | Online behavior | Physical site visits
Industry Rules and Standards
The numbers tell the story:
Only 33% of companies know their target customer
81% need multiple data sources for market insights
73% still use basic customer surveys
29% of sales teams understand their market
Location-Based Issues
Physical businesses face location challenges that digital tools don't address:
| Industry | Location Challenges | Data Needs |
| --- | --- | --- |
| Construction | Site-specific permits | Local building codes |
| Agriculture | Weather patterns | Seasonal timing |
| Manufacturing | Supply chain zones | Transport routes |
| Hardware Sales | Regional inventory | Stock locations
Here's the problem: 81% of manufacturers cobble together data from different sources to understand their market. That's a lot of wasted time.
What these companies NEED:
Equipment location tracking
Local regulation monitoring
System integration
Offline capabilities
Regional customization
Bottom line: Current GTM tools focus on digital metrics. But when you're selling physical products, you need tools that work in the real world.
Main Problems with Current GTM Tools
Here's why regular GTM tools don't work for non-tech companies:
Digital-Only Focus
Most GTM tools only track what happens online. But business happens everywhere:
| Business Need | What GTM Tools Track | What They Miss |
| --- | --- | --- |
| Sales Leads | Website visits | In-person meetings |
| Customer Data | Email clicks | Equipment usage |
| Market Analysis | Online behavior | Physical inventory |
| Lead Scoring | Digital engagement | Site visits
Data Format Issues
GTM tools can't handle many basic business files:
| Data Type | GTM Limitation | Business Impact |
| --- | --- | --- |
| Machine Logs | Can’t read industrial formats | Missing maintenance alerts |
| Building Plans | No CAD file support | Can’t track project progress |
| Field Reports | Paper-based data ignored | Lost sales opportunities |
| Sensor Data | Limited IoT integration | Equipment tracking gaps
Old System Connection Problems
Most GTM tools don't play nice with existing systems:
| System Type | Connection Issue | Effect on GTM |
| --- | --- | --- |
| ERP Systems | No direct API support | Manual data entry needed |
| CRM Data | Format mismatches | Sales data gaps |
| Inventory Tools | Sync failures | Wrong stock levels |
| Service Records | Data structure conflicts | Missing service history
Physical Checks Needed
You can't automate everything. Some things need human eyes:
| Check Type | Why It’s Needed | GTM Gap |
| --- | --- | --- |
| Equipment Status | Safety requirements | No physical verification |
| Site Conditions | Building codes | Can’t assess locations |
| Product Quality | Industry standards | No quality checks |
| Installation | Compliance needs | Can’t confirm setup
"The go-to-market team is no longer just sales and marketing; it now has to include other departments such as product and customer success." - Sangram Vajre, CMO turned CEO, Best Selling Author, Co-founder at GTM Partners
The numbers tell the story:
45% of GTM leaders can't forecast sales well
Only 33.3% have a clear GTM process
62% struggle with team communication
Look at Microsoft's Office 365 switch - they had to build new tracking systems because their old GTM tools couldn't handle the move from boxed software to cloud services.
Adobe hit the same wall with Creative Cloud. Their old GTM tools couldn't measure how customers used their new cloud products.
GTM Issues by Industry
Manufacturing Challenges
Here's what's holding back manufacturing companies:
| Challenge | Impact | Current GTM Gap |
| --- | --- | --- |
| Outdated Marketing | 27% use old practices | No integration with modern systems |
| Lead Quality | 40% struggle with leads | Poor product understanding |
| Budget Limits | 32% face constraints | Can’t track physical assets |
| Content Creation | 49% lack quality content | Missing technical details
Construction Sector Issues
Construction companies can't solve these GTM problems:
| Issue | Effect | Tool Limitation |
| --- | --- | --- |
| Local Regulations | Different rules by area | No regional compliance tracking |
| Project Timelines | Long sales cycles | Can’t monitor build progress |
| Site Management | Multiple locations | Missing physical verification |
| Equipment Tracking | Asset movement | No hardware integration
Agriculture Tech Problems
Here's what's stopping farming tech companies:
| Problem | Result | GTM Tool Issue |
| --- | --- | --- |
| Seasonal Data | Yearly cycles | No seasonal tracking |
| Field Operations | Remote work | Limited offline access |
| Equipment Status | Machine downtime | Can’t monitor hardware |
| Weather Impact | Yield changes | No environmental data
Hardware Sales Hurdles
The numbers for hardware companies paint a tough picture:
| Hurdle | Success Rate | Impact |
| --- | --- | --- |
| Funding Rounds | 24% get second round | Limited growth options |
| Market Survival | 97% fail or stagnate | Poor product-market fit |
| Product Testing | Multiple iterations needed | No prototype tracking |
| Supply Chain | Complex logistics | Missing inventory data
Let's look at what experts say about this:
"Without a systematic risk retirement plan, you can't prioritize the risks or manage them." - Sera Evcimen, Technical Program Manager
The data tells us:
46% of tech startups get funding after seed rounds
70% of tech startups fail or become "zombies"
59% of companies don't put enough money into GTM
"For effective GTM, my number one tip is to understand your customer's pain points so well it feels like you're having those same frustrations [as well]." - Lauren Moon, Co-founder at Trestle Marketing
Tech System Differences
Here's why standard GTM tools don't work for physical businesses:
Think about it:
SaaS companies build these tools for digital-first businesses. But physical companies? They need something totally different.
Let me show you the biggest problems:
Digital vs Physical Reality
| What SaaS Tools Do | What Physical Businesses Need | Bottom-Line Impact |
| --- | --- | --- |
| Track website clicks | Track actual store visits | Miss 30% of sales |
| Monitor online users | Monitor real equipment | Can’t see asset status |
| Follow web sessions | Follow in-store buyers | Miss customer actions |
| Count page views | Count cash transactions | Can’t prove marketing ROI
The Data Problem
Physical businesses generate data that SaaS tools just can't handle:
| Real-World Data | The Problem | Business Cost |
| --- | --- | --- |
| Store walk-ins | No way to track | Don’t know what drives visits |
| Phone orders | Can’t connect to ads | Waste money on wrong channels |
| Machine health | No equipment links | Miss maintenance needs |
| Field work | Works online only | Lost customer insights
Physical Stuff Is... Physical
You can't track physical items with digital-only tools:
| What You Need | Current Tools | What Actually Works |
| --- | --- | --- |
| Where’s my stuff? | No GPS tracking | Need location systems |
| What’s in stock? | Digital counters only | Must link to real warehouses |
| Are machines running? | No hardware connection | Need equipment monitors |
| Job site updates | Can’t check in person | Must verify on location
When Internet Dies
These tools stop working when you need them most:
| Where | The Problem | What It Costs You |
| --- | --- | --- |
| Remote work sites | Must be online | Field data goes dark |
| Deep in warehouses | Bad connections | Inventory gets wrong |
| Teams on the road | Online-only | Miss service details |
| Country locations | No offline backup | Data holes everywhere
Here's a quick fix: Use Google Forms for offline sales:
Connect physical sales to digital users
Push data through Measurement Protocol
See everything in your analytics
Track ALL sales in one place
The big issue? SaaS GTM tools were built for subscription businesses, not physical ones. That's why they miss so much of what happens in the real world.
Solutions and Fixes
Here's how non-tech companies handle GTM tool problems:
Digital + Physical Tools
Companies get better results when they combine online and offline tools. Here's what works:
| Industry | Tool | What It Does |
| --- | --- | --- |
| Manufacturing | ERP System | Links factory data to sales numbers |
| Construction | Mobile Apps | Teams record updates without internet |
| Agriculture | GPS Tools | Shows where equipment and crops are |
| Hardware | Stock API | Connects store inventory to web sales
Smart Tool Combinations
The best results come from mixing basic tools with new tech:
| Basic Tool | New Tech | What You Get |
| --- | --- | --- |
| Phone | Call Tracker | Shows which ads make phones ring |
| Paper | Digital Forms | Turns paper data into online info |
| Store Visits | QR Codes | Counts foot traffic |
| Cash Register | <a href="https://squareup.com/us/en/payments" target="_blank" rel="nofollow noopener noreferrer" data-framer-link="Link:{"url":"https:Here's how one company tracks their physical stuff:
| What They Track | How They Do It | Data They Get |
| --- | --- | --- |
| Work Trucks | Phone GPS | Where trucks are + time per job |
| Tool Kit | QR Codes | Who has what + where |
| Parts | Barcodes | What’s in stock |
| Big Machines | Smart Sensors | How long they run + if they work
Location Tracking That Works
Microsoft Teams data shows why location matters:
| What They Track | How | Why It Helps |
| --- | --- | --- |
| Store Visits | WiFi Login | Shows busy hours |
| Service Areas | GPS Zones | Finds missed spots |
| Equipment | Asset Tags | Shows use patterns |
| Sales Areas | ZIP Codes | Plans sales zones
Want fast results? Start with Google Forms. They work without internet, update when back online, and plug into most tools. Plumb-Tech cut their paperwork time by 85%.
Smart move: Build step by step. Plumb-Tech's Quinn Huffman started small with forms. Once that worked, they added GPS. Then inventory. Each step proved its worth before the next.
Bottom line: Mix online and offline tools. Don't try to force pure software solutions into real-world business problems.
Making GTM Work for Non-Tech Industries
Want to make your non-tech business work smarter? Here's how companies are using data to boost sales and cut costs.
Getting Better Data
Physical businesses need different data tracking than digital ones. Here's what's working right now:
| Data Type | Collection Method | Results |
| --- | --- | --- |
| Asset Location | GPS + RFID Tags | 85% faster equipment finding |
| Usage Patterns | IoT Sensors | Cut idle time by 33% |
| Customer Visits | WiFi Login + Cameras | Shows peak hours + foot traffic |
| Stock Levels | Barcode System | Real-time inventory updates
Setting Up Sales Alerts
Stop missing sales opportunities. Set up these alerts to catch them:
| Industry | Alert Type | What It Tracks |
| --- | --- | --- |
| Construction | Permit Data | New building projects |
| Agriculture | Weather API | Planting/harvest times |
| Manufacturing | Stock Levels | Low parts = sales chance |
| Hardware | Store Traffic | Rush hours need more staff
Equipment Tracking
The asset tracking market hit $21.25 billion in 2023. Here's what works best for different needs:
| Tech Type | Best For | Key Benefit |
| --- | --- | --- |
| RFID | Indoor Assets | No line-of-sight needed |
| GPS | Moving Equipment | Live location updates |
| Barcodes | Small Tools | Quick, cheap scanning |
| IoT Sensors | Big Machines | Shows use + problems
Building Contact Lists
Here's a shocking stat: Only 33% of manufacturers know their target customer well. Here's how to fix that:
| List Type | Data Source | What You Learn |
| --- | --- | --- |
| Equipment Owners | Registration Data | Who has what machines |
| Service Areas | ZIP Code Maps | Where customers cluster |
| Usage Patterns | Service Records | When they might buy |
| Purchase History | Sales Data | What sells where
Want a quick win? Start with basic asset tags ($50-100 per batch). One construction company tried this and cut their tool losses by 40% in just 3 months.
Here's what's working NOW: Mix online and offline data. In fact, 81% of manufacturers use 2-3 data sources to find leads. It's not fancy, but it works.
Setup Steps
Here's how to set up GTM for your business - no tech background needed:
Check Current State
First, let's look at what you already have:
| What to Check | Why It Matters | Action Steps |
| --- | --- | --- |
| Current Tags | Prevents double-tracking | Remove old GA codes |
| Data Sources | Shows tracking status | List your active tools |
| System Gaps | Spots missing info | Write down manual tasks |
| Tech Stack | Shows connections | Map what links where
Plan Your System
GTM needs two pieces of code to work:
| Code Part | Where It Goes | What It Does |
| --- | --- | --- |
| First Code | Top of <code><head></code> | Main tracking code |
| Second Code | After <code><body></code> | Backup tracking |
| Data Layer | Above GTM code | Sends your data |
| GA4 Tag | Inside GTM | Tracks site activity
Quick tip: Always put your data layer code BEFORE the GTM container. One company didn't do this - they lost 3 weeks of sales numbers.
Set Up Your Tags
Here's what works best for physical businesses:
| What You Need | How GTM Helps | Setup Tips |
| --- | --- | --- |
| Track Assets | RFID + GPS Tags | Add code after body tag |
| Sales Numbers | Custom Data Layer | Send sales data first |
| Equipment Data | IoT Sensors | Use DOM Ready trigger |
| Location Data | GPS Setup | Check mobile works
Test Your Setup
Before going live, check these things:
| Test This | Look For | Common Problems |
| --- | --- | --- |
| Preview Mode | Tags working | Wrong trigger setup |
| Data Layer | Event info | Missing data points |
| Mobile View | Tag speed | Slow loading |
| Offline Mode | Data backup | Lost tracking info
For offline businesses, use these GTM settings:
| Setting | Why Use It | What It Does |
| --- | --- | --- |
| DOM Ready | Better timing | Gets accurate data |
| Custom HTML | Track assets | Monitors equipment |
| Data Layer | Keeps offline data | Works without internet |
| Trigger Delays | Handles slow connections | Catches all events
What's Next for GTM
The GTM tools market is changing fast. The numbers tell the story: asset tracking will jump from $21.25 billion in 2023 to $59.64 billion by 2032.
New Tools Coming
Here's what's happening in the GTM space:
| Tool | Function | Business Result |
| --- | --- | --- |
| Smart Cabinets | Uses RFID to track equipment | Stops asset loss |
| Content Surveillance | Watches asset movement | Boosts security |
| Real-time Alerts | Pushes instant updates | Speeds up action |
| Offline Backup | Works without internet | Keeps data safe
Connecting Digital and Physical
Companies need better asset tracking. These methods work NOW:
| Method | Where It Works | What You Get |
| --- | --- | --- |
| RFID + GPS | Equipment tracking | Live location data |
| IoT Sensors | Machine watching | Status updates |
| Access Terminals | Usage tracking | Clear ownership |
| Smart Storage | Asset control | Less theft
Updates to Current Tools
GTM tools are getting better for non-tech companies:
| Update | Problem | Solution |
| --- | --- | --- |
| GPS Enhancement | Bad signals | Works indoors |
| Data Collection | Manual tracking | Auto-checks assets |
| System Links | Old tech issues | Connects old systems |
| Mobile Access | Field work needs | Works offline
The numbers speak for themselves:
77% of B2B buyers spend $50,000+ online
82% want tools that work together
57% need ROI in 90 days
"By 2024, sales teams using AI will increase their revenue by 50%" - Salesforce Research
"The old playbooks are dead. Embrace efficiency, profitability, and personalization in your GTM strategy, or risk being left behind." - GTM Partners Team
Wrap-Up
Let's break down what actually works for non-tech GTM:
| Area | Problem | Fix |
| --- | --- | --- |
| Data Quality | Poor ICP targeting | Build custom datasets |
| Asset Tracking | Missing equipment info | Use RFID + GPS combos |
| Market Intel | Limited industry data | Mix digital + physical checks |
| Sales Process | Wrong leads | Focus on specific niches
Here's why you should care:
Atlatl Software boosted their conversion rates by 400% just by fixing their ICP. The asset tracking market? It's headed to $59.64B by 2032. And get this: 77% of B2B buyers drop more than $50K online.
Want to fix your GTM? Here's your game plan:
| Step | Action | Expected Result |
| --- | --- | --- |
| ICP Update | Check current data points | Better lead quality |
| Tech Stack | Add offline tools | No data gaps |
| Sales Triggers | Set up custom alerts | Faster responses |
| Data Sources | Mix online + offline data | Complete market view
Here's what Zac Cooper from Atlatl Software discovered:
"Re-creating our ICP not only helped us find a path to high-value prospects... we realized upwards of 40% additional capital in terms of bottom-line cost efficiencies."
What to do right now:
Pick ONE specific market to start
Build data tools that fit YOUR industry
Test EVERYTHING before you scale
Keep tabs on what's working
Bottom line? Match your tools to what your market needs. Don't try to force tech solutions - build what works for YOUR industry.
FAQs
Why lead generation is tough?
Most lead generation efforts fail because of one simple problem: you can't reach your prospects. Here's what's going wrong:
| Challenge | Impact | Fix |
| --- | --- | --- |
| Bad Email Data | You waste time on dead-end outreach | Get an email checker tool |
| Missing Contacts | You can’t reach decision makers | Build better contact lists |
| Low Data Quality | Nobody responds to your emails | Mix web and real-world data |
| Bad Tracking | Leads slip through the cracks | Fix your GTM setup
Let's talk about GTM tracking problems:
Your GTM setup might be broken if:
You're struggling with server-side GTM tech
Your web tracking misses offline sales
Your contact info gets stale
Your online and offline data don't match up
Here's what you can do RIGHT NOW:
Run your email list through a checker
Update your contact info monthly
Track both website AND offline leads
Double-check your GTM setup
The biggest headache? Connecting website data with actual sales numbers. GTM works BEST when you pair it with old-school data collection.
| Data Type | What to Track | How to Track |
| --- | --- | --- |
| Website | Pages viewed, button clicks | Basic GTM |
| Phone | Who called, call time | Phone tracker |
| In-Person | Store visits, sales | Link to your POS |
| Sales Team | Meetings, quotes sent | Use your CRM
Bottom line: Don't put all your eggs in the GTM basket. Build a system that catches EVERY interaction with your leads - both online and off.
