In this episode of Next-Gen GTM, host Josh Ellars welcomes Matt Nelson, Vice President of Product Marketing at AuditBoard, to discuss the evolving landscape of go-to-market (GTM) strategies. With a rich background in marketing and growth across various high-profile companies, Matt shares his insights on what's working, what's not, and how companies can innovate in their GTM approaches. The conversation delves into the importance of understanding core GTM principles over following fleeting trends, the power of empathy in customer interactions, and the necessity of cross-functional collaboration for successful GTM initiatives.

Key Takeaways:

• Focus on Core GTM Principles Over Trends: Matt emphasizes the danger of getting distracted by what's currently trending rather than focusing on what truly works for one's specific business context. He advocates for a balance between being aware of new practices and staying grounded in proven GTM fundamentals.
• Innovative Customer Experiences: The discussion highlights how companies have adapted to virtual engagement post-pandemic, stressing the importance of creating meaningful and memorable customer experiences, which are more effective than traditional, transactional interactions.
• Empathy and Personalized Engagement: Matt recounts successful strategies that involved high degrees of personalization and empathy, such as unique event experiences that resonate on a human level, rather than viewing customers merely as targets.
• Cross-Functional Collaboration: The importance of alignment and collaboration across different departments (such as marketing, sales, and product teams) is stressed as crucial for the holistic success of GTM strategies. Shared understanding and goals lead to more effective and coherent customer interactions.
• Iterative Learning and Adaptation: The conversation concludes with advice on the necessity of ongoing iteration and adaptation in GTM strategies. Learning from each cycle of implementation and maintaining flexibility to adjust tactics based on real-world feedback are key to long-term success.

Chapters:

• 00:00 - Introduction to Matt Nelson and Episode Overview
• 01:15 - The Shift from Trend-Following to Principle-Based GTM Strategies
• 04:19 - Creating Innovative and Empathetic Customer Experiences
• 06:18 - Case Study: Empathy in Customer Engagement
• 08:46 - The Importance of Personalization in GTM
• 09:10 - Closing Thoughts: Cross-Functional Collaboration and Iterative Adaptation

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Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

Summary:

In this insightful episode of Next Gen GTM, host Josh Ellars engages in a captivating conversation with Eric DiProspero, Senior Vice President of Sales at OpenGov.

With a career marked by exceptional growth and a direct hand in propelling OpenGov's impressive expansion, Eric shares his journey from a field account executive to a senior leadership role, imparting wisdom gained from his experiences. His narrative underscores the critical importance of personal development, mentorship, and an unwavering focus on the customer for go-to-market (GTM) success.

Eric's philosophy of always being in learning mode and aspiring to be an authentic version of oneself resonates throughout the discussion, offering invaluable takeaways for GTM leaders.

Key Takeaways:

• The Power of Self-Improvement: Eric emphasizes the significance of constant learning and improvement, even in the face of success. He advocates for taking ownership of one's growth and surrounding oneself with people who inspire and challenge.
• Customer-Centric Approach: Reflecting on OpenGov's journey, Eric highlights the critical role of aligning product development and GTM strategies around the customer's needs, preferences, and feedback, advocating for a customer-driven roadmap.
• Leadership and Team Culture: Eric's transition from an individual contributor to a senior leadership role underscores the importance of leadership skills and building a supportive, collaborative team culture.
• Navigating Product Market Fit: Sharing insights on achieving and recognizing product market fit, Eric advises on the importance of market engagement, competitor focus, and the dangers of premature expansion into new markets.
• Selling as Partnership: He stresses viewing oneself as an extension of the customer's team, fostering trust, and being seen as an integral part of their problem-solving process.

Chapter Time Stamps:

• Introduction to Eric DiProspero (00:00) - Josh introduces Eric and highlights his career achievements.
• Eric's Professional Journey (00:40) - Eric shares his career trajectory from joining OpenGov to becoming SVP of Sales.
• Personal Growth and Leadership (02:13) - Discussion on personal development, leadership, and the importance of mentorship.
• Achieving Product Market Fit (06:15) - Insights into the challenges and strategies for attaining product market fit.
• Focus on Customer-Centric Growth (08:41) - Emphasizing customer-focused growth and avoiding distractions.
• Advice for GTM Professionals (13:14) - Parting advice on embracing customer partnership and trust-building.

This episode delivers a deep dive into the nuances of GTM strategies, leadership, and the relentless pursuit of growth, making it a must-listen for GTM leaders aiming to elevate their approach and drive meaningful customer connections.

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Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this episode of Next-Gen GTM, host Josh Ellars talks with KC Brothers, a seasoned product marketing and sales enablement leader, drawing from her extensive experience at Qualtrics, Podium, Weave, and Canopy. KC shares insightful reflections on her journey, emphasizing the importance of humanizing go-to-market strategies and fostering a workplace that values flexibility and trust. She advocates for recognizing the human aspect in both internal team dynamics and external customer interactions, suggesting that understanding someone's context can significantly enhance work output and overall life satisfaction.

Summary of Key Takeaways:

• Humanizing Business and Go-to-Market Strategies: KC discusses the importance of acknowledging and addressing the human element in business, particularly in the context of go-to-market strategies. She highlights how the pandemic has brought about a greater level of humanization in the workplace, showing the benefits of understanding employees' and customers' contexts.
• The Role of Trust and Flexibility in the Workplace: Emphasizing the significance of treating employees as adults, KC points out that providing flexibility is a form of trust that leads to better performance and satisfaction.
• Connecting with Customers on a Human Level: She stresses that successful sales and marketing involve connecting with customers' humanity, understanding their pains, and addressing them in a relatable manner.
• Creativity and Innovation in Messaging: KC shares examples from her career where creative and innovative messaging helped improve the connection with target audiences, underscoring the value of crafting messages that resonate on an emotional level.
• Confidence as a Right, Not a Privilege: Concluding the podcast, KC encourages listeners to embrace confidence as a fundamental right, which can significantly impact professional interactions and personal growth.

Chapter Time Stamps:

1. Introduction to KC Brothers and Background (00:00 - 01:08) - Josh introduces KC and briefly reviews her career trajectory.
2. Humanizing Go-to-Market Strategies (01:08 - 05:06) - KC shares her thoughts on the importance of humanizing business practices and go-to-market strategies.
3. Case Studies in Messaging and Positioning (05:48 - 10:34) - KC discusses specific instances where she helped companies humanize their messaging and positioning.
4. External Branding and Internal Culture (10:48 - 15:10) - Insights on external branding efforts and fostering an internal culture that acknowledges the human aspect.
5. Personal Hobbies and Professional Growth (16:13 - 20:50) - How personal interests like cooking and baking can influence professional skills and creativity.
6. Embracing Confidence in Professional Settings (20:56 - 23:23) - KC underscores the importance of confidence in personal and professional development.

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.