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:
Ways to Tune In:
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
