Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.” And most marketers would be wrong… What you need to understand more than anything else is your product.In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first...

With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there? In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO. What we discussed: A background on Park Mobile & how Jeff became a CMOWhat compelled Jeff to become CEO & relationship...

Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy? In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success. This is a #MOVE podcast. Check us out on Apple Podcasts,...

Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise. In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of...

Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning! Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out...

Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last... In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here....

There are important processes that every go-to-market leader should have in place to know they’re on the right track. Do you know what they are? In this episode, co-authors Sangram and Bryan are breaking down the “V” in the “MOVE” framework–velocity–and how organization can use the enablement ramping to scale their business effectively, no matter what stage they’re in. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all...

Every company wants to scale well. How can they guarantee that they’ll do it right? The answer: revenue operations. In this episode, Sangram and Bryan dive into the “O” of the MOVE framework–operations. They talk about exactly what your operations team, tactics, and strategy should look like at every stage of your business. Consider this episode your RevOps 101 course. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all...

TAM is out - TRM is in. In this episode of Author’s Cut, co-authors of the MOVE book Bryan Brown and Sangram Vajre talk about the “M” in the MOVE framework - Market. Bryan and Sangram explain why they think “Total Addressable Market” may not be the best baseline for your marketing strategy...it’s actually “Total Relevant Market”. Here’s how you find your TRM, segments, and cohorts–and use them to determine who you should market to. Next week, they talk about the "O" - This is a #MOVE...

When you’re building a company around your product, there are a few crucial mistakes you need to avoid. The perfect person to walk us through the playbook for product-led growth is my friend Scott Voigt, Founder & CEO at FullStory. In this episode, he shares the story behind FullStory, why he chose to grow his company alongside his product, and how to apply his learnings to your own go-to-market strategy–no matter what stage you’re at. This is a #MOVE podcast. Check us out on Apple...

Sales and marketing: it’s time to make some room. Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate. Kelly Ford Buckley, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder of Convince & Convert, join me on this episode–you’re not going to want to miss...

Sales and marketing: it’s time to make some room. Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate. Kelly Ford Buckley, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder of Convince & Convert, join me on this episode–you’re not going to want to miss...

With what is happening all over the world, we have a throwback today with Alicia Esposito, Director, Content + New Media @ G3 Communications, talking with Cole Baker-Bagwell, Founder & Chief Kindness Advisor at Cool Audrey, Inc, about her experience working in an environment that prioritizes kindness and mindfulness and all the benefits that come from it.  Cole covers: How kindness & mindfulness can change businessDefinitions & implementation strategies Tips & tricks for the...

It’s pretty easy to feel when something is off or not-aligning within a business. But figuring out what those tangible go-to-market issues are so that you can fix them is a different story. Recognizing the issues quickly is the shortest route to recovery.  On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown, point out common issues that show your go-to-market is broken and how to respond.  What we discussed: Telltale signs of a broken go-to-market frameworkHow to...

If you’re a company that serves an enterprise, you might configure your service to meet every need of that one customer; but what about when customer two comes along?  If you’re looking to scale your company, you need to lead with product instead.  We speak with Scott Voigt, Founder & CEO at FullStory, about his insistence for a product-led approach and how it has succeeded with his own company.  What we discussed: Being thankful for product-led growthThe timeline of building FullStory...

Most businesses are underdelivering because they still market to their prior business stage, rather than the one they’re currently in. You have to transform to fit your market. On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown explain the ‘M’ in the MOVE framework— discussing why it’s so important to market to the right audience when moving to a new business stage. What we discussed: The M in the MOVE frameworkThe call to action for companies This is a #MOVE...

When a company doesn’t have alignment, it’s easy to see; such as one person sucking the air out of the boardroom. Or maybe it’s a company experience that changes the minute you move from prospective to active customer.  But then, how do we fix this? How can we help companies see the true benefit of removing departmental silos? If you’re looking to scale, alignment is an absolute. We speak with Kelly Ford Buckley, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder...

When a company doesn’t have alignment, it’s easy to see; such as one person sucking the air out of the boardroom. Or maybe it’s a company experience that changes the minute you move from prospective to active customer.  But then, how do we fix this? How can we help companies see the true benefit of removing departmental silos? If you’re looking to scale, alignment is an absolute. We speak with Kelly Ford Buckley, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder...

Within the topic of go-to-market, there are 4 disciplines: Sales ledCustomer ledProduct ledCategory ledAnd while it’s still uncertain which option is the best approach, there is one common thread among all 4 — understanding the customer. At the end of the day, it’s still all about the customer and providing an incredible experience. We speak with Scott Dorsey, Managing Partner at High Alpha, about the 4 categories, why the customer should always come first, and how culture impacts a...

Go-to-market used to be all about the product getting to market. Now, it’s increasingly about connecting with the market and then bridging it back to the product. The best way to connect to your market: Focus on the story your brand is putting forth. Geoffrey Moore, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about go-to-market, how people...

When it comes to go-to-market, there’s 3 stages that companies find themselves in:  -Ideation -transition -execution  But without knowing where you are, you’re going to struggle with where to go next.  On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company.  What we discussed: The 3 stages of go-to-marketHubSpot’s journey through the 3 stagesHow to take your...

When it comes to go-to-market, there’s 3 stages that companies find themselves in:  -Ideation -transition -execution  But without knowing where you are, you’re going to struggle with where to go next.  On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company.  What we discussed: The 3 stages of go-to-marketHubSpot’s journey through the 3 stagesHow to take your...

When we think of the best point of contact with a customer, we often think it’s a salesperson.  The real answer: Customer success. It’s more important to align your business value with customer needs than pressuring them with a product.  Geoffrey Moore, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about the inspiration behind his books,...

The Flip My Funnel Podcast is now MOVE: The Go-to-market Podcast.    Bryan Brown and Sangram Vajre–co-authors of MOVE: The Go to Market Framework–give listeners an exclusive behind-the-scenes look at how the MOVE framework came to be, and how excited they are to shed some light on the story behind their process.    In this introductory episode, the co-authors share some of their favorite stories from their journey of interviewing dozens of marketing visionaries, share exclusive content, and...