The Revenue Leadership Podcast with Kyle Norton

E37: Jason Wolf on Uncovering Hidden Growth Opportunities in Go-To-Market

22 snips
Jun 18, 2025
Jason Wolf, President of FullStory and former CRO at Ping Identity and SAP Ariba, shares his insights on fueling significant revenue growth by exploring new markets and aligning cross-functional teams. He discusses the value of customer-driven strategies over competitive pressure and how to effectively time product launches. Jason highlights the importance of tailored approaches for market entry, particularly in vibrant regions like Latin America. He also delves into the interplay between go-to-market strategies and product innovation, emphasizing adaptability and continuous learning for success.
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INSIGHT

Defining Growth Paths

  • Growth means entering new markets or building new capabilities with clarity on which path you're pursuing.
  • Understanding customer roles and their unique value levers helps target growth effectively.
ADVICE

Customer Process-Driven Growth

  • Target growth based on your customers' business processes upstream and downstream of your product.
  • Avoid chasing competitors blindly; build strategies on customer-led insights.
ANECDOTE

Living Global Expansion Lessons

  • Jason lived and worked in Europe, Brazil, and Singapore to lead global expansions firsthand.
  • He emphasizes local market differences and the need to avoid a one-size-fits-all approach.
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