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 business.  What we discussed: Dissecting the 4 categories of go-to-marketBuilding a business: the early days of gaining customers & CEO difficultiesThe role of expansion as you move through go-to-marketAdvice for listeners about go-to-market & who owns itStories of culture that have succeeded or failed & CMO advice Check out this resource mentioned in the episode: MOVE: The 4-Question Go-To-Market Framework This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster. Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.