In this episode of Insights Unlocked, host Nathan Isaacs sits down with Sangram Vajre—co-founder of Terminus and GTM Partners, bestselling author, and pioneer of the Flip My Funnel movement—to explore how customer-first thinking reshapes business growth. Sangram recounts the moment of inspiration that led to flipping the traditional sales funnel on its head and how that napkin sketch evolved into a movement that transformed B2B marketing.

Sangram also shares insights from his MOVE framework (Market, Operations, Velocity, Expansion), offering a fresh lens for diagnosing go-to-market (GTM) challenges at every stage of business growth. He dives into the rise of fractional leadership, the role of AI in driving customer insight and product innovation, and why focusing on Net Revenue Retention (NRR) may be the single best way to align teams around growth.

Whether you're in marketing, product, UX, or customer experience, this episode will challenge how you think about pipeline, growth, and what it really means to put the customer first.

What you’ll learn in this episode:

The origin story behind Flip My Funnel and how it reshaped ABM and B2B marketing
Why most marketing and sales funnels fail—and what to do instead
The MOVE framework: a diagnostic tool for GTM strategy
How Net Revenue Retention (NRR) is the ultimate measure of customer-centric growth
The rise of fractional roles and what it means for the future of work
How AI is changing the way we listen to and serve customers at scale

Resources & Links:

Sangram Vajre on LinkedIn (https://www.linkedin.com/in/sangramvajre/)
GTM Partners (https://gtmpartners.com/)
MOVE and other books (https://sangramvajre.com)
GTM Mondays newsletter on Substack (https://gtmonday.substack.com/)
Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
Learn more about Insights Unlocked: https://www.usertesting.com/podcast

Flipping the funnel starts with knowing your customers with Sangram Vajre