70 | 🚨 Why Most Go-To-Market Models FAIL: The Human-Centered Design Fix You’re Ignoring 🔥 with Mary Catherine Plunkett (Autodesk)

Mary Catherine Plunkett, Vice President of Customer Success Design at Autodesk is a champion of the transformative power of human-centered design in creating effective go-to-market models and the complexities of strategic planning. 

In this episode of Good Revenue, host Neeta Bidwai & Mary Catherine cover:

• Mary Catherine’s journey into design thinking and its impact at Autodesk

• Insights from her experience in shifting Autodesk to a subscription model, the benefits of using frameworks like Jobs to Be Done, and the role of shared KPIs in aligning organizational goals.

• How to optimize customer-centered planning, service design practices, existing sales process, and go-to-market strategies

• Enhancing cross-functional collaboration and decision-making

• Practical steps for effective and customer-focused strategic planning

• Measuring trust and improving customer experiences at Autodesk

_

Where to find Mary Catherine: 

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

Where to find Neeta:

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

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

_

Highlights:

00:00 Introduction and Guest Welcome

00:22 Human-Centered Design at Autodesk

03:25 Implementing Design Thinking in Customer Success

06:03 Optimizing Sales and Go-to-Market Strategies

19:04 Cross-Functional Collaboration and Decision Making

23:29 Improving Strategic Planning

33:13 Personal Growth and Leadership Challenges

38:09 Customer Experience as a Competitive Advantage

_

Referenced:

LUMA human-centered design framework: https://www.luma-institute.com/about-luma/luma-system/

Why traditional lead gen is failing: https://www.youtube.com/watch?v=vy-j4Tl2oOE

Good Strategy / Bad Strategy: https://bookshop.org/p/books/good-strategy-bad-strategy-the-difference-and-why-it-matters-richard-rumelt/9791956?ean=9780307886231 

Playing to Win: https://bookshop.org/p/books/playing-to-win-how-strategy-really-works-a-g-lafley/10001738?ean=9781422187395 

Autodesk: https://www.autodesk.com/

Salesforce’s V2MOM framework: https://www.salesforce.com/blog/how-to-create-alignment-within-your-company/ 

Jobs to be done: https://therewiredgroup.com/learn/complete-guide-jobs-to-be-done/

More: https://youtu.be/3GchK6x9AMk

👇 SUBSCRIBE FOR SHARP INSIGHTS 🔔

• YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ
• Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70au
• Apple: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473
• Web: https://goodrevenue.io/goodrevenue
• Follow Neeta: https://www.linkedin.com/in/neetabidwai/

Hosted on Acast. See acast.com/privacy for more information.