Summary

In this episode, Beth Yehaskel, a seasoned revenue architect and go-to-market advisor, shares her insights on building effective go-to-market systems. The conversation delves into the importance of connective tissue in organizations, the challenges of decision-making in smaller companies, and the role of empathy and communication in successful go-to-market strategies. Beth also discusses her approach to consulting, emphasizing the need for testing, iterating, and aligning teams on common goals.

Keywords

go-to-market, revenue architecture, Beth Yehaskel, connective tissue, decision-making, empathy, communication, consulting, testing, iterating

Takeaways

• Connective tissue is crucial for aligning go-to-market systems.
• Decision-making in smaller companies can be complex due to multiple stakeholders.
• Empathy and communication are key to successful go-to-market strategies.
• Testing and iterating are essential for refining go-to-market approaches.
• Aligning teams on common goals helps in achieving better outcomes.
• Understanding the ideal customer profile is vital for go-to-market success.
• Breaking down silos improves organizational efficiency.
• Listening and data analysis are critical in diagnosing system issues.
• Coaching can enhance leadership and decision-making skills.
• Practical and pragmatic approaches build strong foundations.

Sound bites

Connective tissue is crucial. Empathy and communication are key. Testing and iterating are essential. Aligning teams on common goals. Understanding the ideal customer profile.

TL;DR: If you have ever been told “you need to be more strategic” with zero useful guidance, this episode is for you. Kelly and Tiffany break down what strategy actually looks like in your day to day work, how to respond when you get that feedback, and how to rebuild your brand inside the company.

In this solo conversation, Kelly Lewis and Tiffany Jones unpack one of the most frustrating pieces of corporate feedback:

“You just need to be more strategic.”

Fresh off their conversation with Ravi Rajani about executive presence and storytelling, Kelly realizes she has more to say. In this episode, she and Tiffany pull the curtain back on what leaders are really looking for when they call someone “strategic” and why so many high performing middle managers still get labeled as tactical.

You will hear them dig into:

• The difference between having a strategy in your head and being seen as strategic

• Why RevOps and enablement leaders get stuck as “doers” even when they are driving critical change

• How to balance tactical execution with long term business outcomes

• The hidden skill of pre communication and why you must stop sounding reactive

They also share two simple frameworks you can start using today:

• Say, Do, Say: Say what you are going to do, do it, then say it again so the right people see the impact.

• SCOR: Situation, Challenges, Opportunity, Recommendation. A concise way to pitch your ideas with data, business impact, and a clear path forward.

If you have ever:

• Looked around corners and spotted problems early, then got labeled as “negative” or “escalating”

• Been told you are not strategic, without examples or support

• Wondered how to repair an internal brand that has quietly become “too tactical”

Kelly and Tiffany walk through the questions to ask, how to respond in your review, and how to use mentors, resources, and cross functional allies to change the narrative.

They also talk about:

• Personal brand inside your company and why people “remember projects, not tasks”

• Naming and productizing your work so your impact sticks

• What great managers should be doing when they give “be more strategic” feedback

• Why real feedback is a gift, even when it pushes someone to leave for a better aligned role

If you are in RevOps, enablement, CS, marketing, or sales leadership and you want to move from trusted executor to trusted strategist, this episode will give you language, tools, and next steps.

TL;DR: Author and speaker Ravi Rajani joins Kelly and Tiffany to unpack his recently release book, Relationship Currency—how deep listening, empathetic leadership, and conscious questions build trust, influence outcomes, and shape careers. Tactics for sellers, enablement, RevOps, and rising leaders inside modern GTM teams.

What does it really mean to invest in relationships at work? In this conversation, Ravi Rajani—author of Relationship Currency—shares the skills behind authentic influence: moving from active to deep listening, asking story worthy questions, staying fixed on desire while flexible on the path, and accepting compliments with grace.

Kelly and Tiffany connect these ideas to sales call planning, enablement, and leadership presence, including practical moves that make you feel prepared without getting over-rehearsed.

You’ll learn:

• The difference between active listening and deep listening and why it changes trust in sales and leadership
  

• How to come prepared yet stay nimble in high-stakes conversations
  

• Why “be more strategic” is often a coaching cop out—and what leaders should say instead
  

• The ASI framework for authentic compliments and how to actually receive one
  

• “Story worthy” questions that unlock context with prospects, peers, and even your kids
  

• A mindset shift for sellers: plan well, but do not chase an outcome
  

Timestamps

• 00:01 Meet Ravi Rajani and the power of relationship currency
  

• 05:46 Decades in the making: where storytelling skills come from
  

• 11:04 Stay fixed on the desire, flexible on the path
  

• 17:26 Do not seek the outcome: better call planning for sellers
  

• 20:58 Active listening vs deep listening with a real-world example
  

• 35:20 The ASI framework and how to accept a compliment
  

• 38:06 Homework: close the gap between spoken word and behavior
  

Who should listen: Sellers, Enablement, RevOps, CS leaders, managers, and ICs building their POV in GTM.

Connect with Ravi Rajani:

https://www.theravirajani.com/

https://www.linkedin.com/in/theravirajani/