Silos, Competition & Customer Experience: A Holistic Vision for Go-To-Market Strategies

On this episode with Julia Nimchinski, the conversation revolves around the future of go-to-market strategies and the role of technology in automating tactics. Julia Nimchinski shares the upcoming release of a new concept from Hype Cycle that expands the T-shaped marketer framework. We also delve into the importance of creating a great customer experience, siloed departments, and the use of AI in the go-to-market space. Additionally, the podcast explores the concept of unifying all departments and encouraging cross-training to provide a holistic vision. Finally, the guest shares their insights on how companies can align their business objectives with customer experience. [00:06:31] Book necessary for legal documentation of ideas for building a B2B community; based on author's successful marketing frameworks. [00:07:55] The book is focused on the importance of going to market in B2B and is based on the author's decade of marketing experience. [00:10:05] Go-to-market for B2B is more than just marketing and sales, it's about creating a better customer experience. The two ways to achieve this are by creating a superior product and competitive pricing. B2B companies need to constantly adapt to market conditions, and should focus on more active approaches to marketing instead of just events. [00:14:08] Procter and Gamble introduced cross-functional brand management in 1931. BTC allows for more creativity and collaboration, while B2B can be siloed. Hype Cycle was created to address this. [00:16:51] Understand the essence of go-to-market and separate it from marketing jargon. They created a community for go-to-market movement, relating to Japanese philosopher Kinichiome's framework of three foundational stones: customers, corporation, and competitors. Unify every department of go-to-market through cross-training and holistic vision. Every person responsible for go-to-market is important in creating the customer experience. Frameworks and innovations in the industry come from historical foundations. [00:22:28] Customer experience depends on understanding company mission and vision, starting with conversations with the CEO. Examples like Nike, Airbnb, and Apple demonstrate the importance of a clear vision beyond just making money. [00:24:45] Founders have a reason for starting a company but it may not align with creating a great customer experience if the goal is just to go public and exit. [00:26:20] New platform for go to market skill training launching soon with a focus on practical knowledge and individual needs, not general information. [00:29:07] Automated tactics from Chat GPT will make the go-to-market space more strategic and require cross-training in various fields, including customer success, finance, and marketing. The Hype Cycle concept will expand on the T-shaped marketer framework to show effective methodologies. Leading figures will participate in the series to excite and bring this to the masses. [00:33:27] Follow on LinkedIn, participate in Hype Cycle, access free recordings with top coaches, join interactive Slack channel with industry experts.