What does it take to build a go-to-market motion that actually works today? In this special compilation of Shift & Thrive, host Natalie Nathanson brings together insights from CEOs, founders, and marketing leaders who’ve learned that growth starts and ends with one thing: the customer. As markets evolve and AI-generated content floods every channel, connecting with buyers requires a deeper, more dynamic understanding of what really drives their decisions. You’ll hear how leaders are redefining customer-centric growth as they avoid tech-first messaging traps, strengthen alignment across teams, and rally their organizations around a shared view of the customer.
Takeaways:
- Start with customer truths, not assumptions. Most teams can’t clearly explain why their best customers buy. Without that clarity, go-to-market strategies rely on luck instead of insight.
- Stay close to your market. Long-term success comes from being genuinely curious and consistently showing up for your customers, even when your product isn’t a perfect fit yet.
- Build trust before the sale. Transparency and honest conversations about fit create lasting client relationships and save time for both sides.
- Use process insights to innovate. Mapping customer processes, not just needs, can uncover automation opportunities and help scale efficiency.
- Listen for what isn’t being said. Uncovering the unspoken drivers behind customer behavior can transform how you position and message your product.
- Align incentives around customer success. Simplifying compensation and focusing on client satisfaction over net-new sales strengthens loyalty and drives long-term value.
Links:
- Bill Flynn’s LinkedIn: https://www.linkedin.com/in/billflynnpublic/
- Matt McCrann’s LinkedIn: https://www.linkedin.com/in/mattmccrann/
- Pete Jones’ LinkedIn: https://www.linkedin.com/in/pete-jones-gryppcorp/
- Phil Duffy’s LinkedIn: https://www.linkedin.com/in/philipfduffy/
- Konstantin Vilk’s LinkedIn: https://www.linkedin.com/in/konstantin-vilk/
- Brad McGinity’s LinkedIn: https://www.linkedin.com/in/mcginity/
- Matt Farry’s LinkedIn: https://www.linkedin.com/in/mfarry87/
- James Loffler’s LinkedIn: https://www.linkedin.com/in/jamesloffler/
Ways to Tune In:
- Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb
- Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813
- Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change
- iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501
- Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797
This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.
Learn more at: https://www.magnetudeconsulting.com
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