Host Neeta Bidwai concludes a 2-part episode explaining why traditional lead generation models are failing, and what to do about it. You can find the full episode, along with all the slides, on our Youtube channel.Part 2: Building off the data and market dynamics discussed in last week's episode, host Neeta Bidwai discusses the challenges faced by organizations in reaching and influencing customers and emphasizes the need to design a system tailored to their specific customer base. Neeta advocates for designing a custom go-to-market system tailored to an organization’s customer base, price point, and mission. The four essential elements of this model include continuous validation of the target audience, mining unique customer insights, facilitating independent buyer learning, and revising KPIs and metrics. Key points include validating the target audience over time, mining unique customer insights, unbundling marketing and sales efforts, and changing KPIs and metrics to reflect current realities. She also stresses the importance of thought leadership and educational content in building trust, competitive advantages, and accelerating the buying process. Effective messaging, segmentation, and the need for regular customer insights programs are discussed as critical components of a successful go-to-market strategy.Highlights:00:42 Designing a System for Your Organization01:18 Core Elements of a Go-to-Market Model01:25 Validating Your Target Audience01:42 Mining Unique Customer Insights01:51 Unbundling Marketing and Sales02:30 Changing KPIs and Metrics03:03 Customer Segmentation and Validation04:07 Understanding Value and Pricing Fit08:37 Building Trust Through Thought Leadership09:42 Effective Content Strategies14:05 Aligning Business Goals and Metrics17:25 Q&A Session25:10 Conclusion and Final ThoughtsResources:Full episode video & slides (Youtube)_Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue  Hosted on Acast. See acast.com/privacy for more information.

Host Neeta Bidwai deep dives into a 2-part episode explaining why traditional lead generation models are failing, and what to do about it. You can find the full episode & slides on the Good Revenue Youtube channel.Part 1: Neeta analyzes the complexity, inefficiency, and unpredictability of moving prospects through traditional lead generation funnels. Key frameworks such as 'Predictable Revenue,' 'HubSpot's inbound methodology,' and 'SiriusDecisions' are examined to illustrate their evolution and limitations in today’s crowded market. Significant challenges include higher acquisition costs, complex media landscapes, and a shift in media consumption. Customer dissatisfaction is rising, and there's a notable shift towards self-serve purchasing, rendering traditional sales interactions less desirable. Declining capital efficiency in enterprises is also an important factor driving the critical need for business models that can adapt to these new market conditions. These structural issues have massive implications for go-to-market: the data shows a significant portion of sales efforts fail due to buyer indecision, suggesting a need for sales teams to shift from pushing for urgency to ensuring buyers feel secure in their decisions.Highlights:00:44 Current Market Challenges02:33 Understanding Lead Generation03:36 Frameworks and Models05:06 Predictable Revenue and Salesforce08:04 Lead Generation Assumptions and Challenges11:23 Customer and Market Dynamics19:45 Sales and Buyer Behavior25:14 Conclusion and RecommendationsResources:Full episode video & slides (Youtube)_Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue  Hosted on Acast. See acast.com/privacy for more information.

Jim Stevenson is an expert in complex business turnarounds, restructuring, M&A, and value optimization. Jim highlights the importance of understanding company culture and focusing on internal gaps between functional teams, emphasizing that these are often where issues arise. Aligning company objectives, focusing on strategy, and fostering a healthy culture are key to successful transformations. Jim recounts his first turnaround experience and other notable projects, including a successful turnaround at Marks & Spencer and the U.S. launch of The Guardian. He explains that de-risking a business should not focus solely on cost-cutting but rather on delivering value to customers, which naturally leads to revenue growth and cost efficiency. Jim discusses the significance of integrating customer feedback into business strategies to ensure customer-centric growth and emphasizes company culture is the bedrock of any successful transformation and that learning from mistakes is crucial for high performance.Highlights:00:15 Jim Stevenson's Background in Turnarounds02:10 Identifying Company Culture Issues03:32 The Role of OKRs and Agility06:36 Common Mistakes in Turnarounds14:06 The Marks & Spencer Turnaround Story19:20 Breaking Traditional Mindsets20:16 De-Risking and Cost Management23:20 Customer-Centric Business Strategies23:58 Restructuring for Customer Focus29:32 Launching The Guardian in the U.S.34:00 The Importance of Company Culture36:20 Learning from Mistakes_Where to find Jim:https://www.linkedin.com/in/jimstevenson/https://www.bletchleygroup.com/ Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue Hosted on Acast. See acast.com/privacy for more information.

Todd Horvitz is the Insights leader of HP's $35B Personal Systems Division. Todd shares his extensive experience from previous roles at Kantar, Disney, and Wells Fargo, emphasizing the importance of staying current in the rapidly evolving tech industry through accelerated innovation. He describes his role in integrating global insights across HP's Personal Systems and Print divisions, touching on the challenges of balancing data-driven insights with strong business opinions. Todd also offers valuable examples of leveraging insights for business impact, discusses the evolving role of UX research, and emphasizes AI's role in marketing, product strategy, and market research. By sharing techniques like co-creation, customer advisory boards, and emerging AI tools, Todd highlights the necessity of agility, collaboration, and constant innovation in insights. Lastly, he delves into the importance of work culture, customer centricity, and employee engagement for high-performance companies.Highlights:00:59 Staying Current in the Fast-Paced Tech Industry02:39 The Misunderstood World of Insights03:55 Leveraging Insights at Leading Brands06:41 Challenges and Failures in Insights09:01 The Role of UX Research in Market Insights14:12 Innovative Tools and Techniques in Market Research16:43 The Impact of AI on Market Research22:53 Ethical Considerations in AI and Technology24:51 Exploring AI and Fraud Detection25:23 The Evolution of AI and Rapid Innovations26:15 Trends in the Research Industry26:27 The Democratization of Market Research28:05 Challenges in Survey Engagement29:38 Effective Research Strategies34:12 The Importance of Customer Centricity38:43 Adapting Work Culture in Modern Times43:18 Key Traits of High-Performance Companies_Where to find Todd:https://www.linkedin.com/in/toddhorvitz/Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue Hosted on Acast. See acast.com/privacy for more information.

Jina Kim is a customer experience leader, an early employee of Carta, and an advisor helping firms build customer-first systems. She discusses how her diverse background has shaped her proactive approach to customer success, emphasizing the importance of structured learning, leveraging product insights, and the role of trust in managing confidential client information. She outlines the differences between traditional customer success models and the innovative strategies at Carta, highlighting the importance of becoming a trusted advisor through deep subject matter expertise. Jina also explores the challenges and solutions in aligning company departments, especially in startup environments, and the significance of documentation, emotional intelligence, and a customer-centric culture in building successful customer success teams.Highlights:01:43 Customer Success at Carta04:50 Challenges in Customer Success08:42 Organizational Dynamics and Leadership13:01 The Role of VCs and Investors31:25 Importance of Documentation and CS Infrastructure38:41 Empowering Employees_Where to find Jina:https://www.linkedin.com/in/jinakim/Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://dfnstrategy.com/goodrevenue  Hosted on Acast. See acast.com/privacy for more information.

It's critically important to validate value from the customer's perspective. Data from Forrester's annual CX benchmark index shows a startling decline in customer experience across 223 brands and 13 industries. Key findings from 98,000 U.S. customers include a general decline in customer experience quality and a notable discrepancy between companies' perception of being customer-obsessed and customers' actual experiences. The episode underscores the necessity for businesses to clearly understand and validate what customers value to improve their offerings and optimize customer satisfaction. The discussion concludes with strategies for redefining business models and enhancing customer support to foster better customer relationships and drive business performance.Highlights:00:18 Forrester's Customer Experience Benchmark00:37 The Decline in Customer Experience Quality01:46 The Disconnect Between Companies and Customers02:41 Understanding and Validating Value03:47 The Importance of Customer-Centric Value04:10 Benefits vs. Value05:10 Unlocking Mutual ValueResources:Forrester CX Benchmark Index_Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://dfnstrategy.com/goodrevenue  Hosted on Acast. See acast.com/privacy for more information.

Heather Spilsbury, the new CEO of 50/50 Women on Boards, discusses the importance of gender diversity in corporate boardrooms and the business case for diversity on boards, backed by research that links diverse perspectives with increased profitability and reduced risk. Heather addresses the misconceptions about diversity being merely a DEI or ESG initiative, emphasizes the business imperative of diverse perspectives on corporate boards, and highlights the challenges and progress in achieving gender parity. She also explores strategies for increasing women's representation and the significance of building robust networks for aspiring board members. Tune in to hear about Heather's vision for 50/50 Women on Boards and how stakeholders can contribute to this vital cause.Highlights:00:31 Heather's Journey to 50/50 Women on Boards01:50 The Importance of Diversity on Corporate Boards03:45 Challenges and Progress in Board Diversity07:56 Strategies for Increasing Board Diversity09:07 50 Women to Watch Campaign10:06 Barriers to Achieving Gender Parity11:35 Heather's Vision for 50/50 Women on Boards23:50 How to Get Involved with 50/50 Women on Boards25:02 Key Traits of High-Performance BoardsResources:50 Women to Watch50/50 Women on Boards Annual ReportImproving Corporate Board Performance_Where to find Heather:https://www.linkedin.com/in/heatherspilsbury/ 50/50 Women on BoardsWhere to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue Hosted on Acast. See acast.com/privacy for more information.

Thought leadership, distinct from transactional and educational content, builds trust and effectively influences buyers in today's self-serve market. Host Neeta Bidwai highlights critical data supporting the impact of thought leadership, and Neeta outlines a comprehensive framework for creating and distributing thought leadership content. Key insights include the importance of high-value, non-obvious insights and a robust, non-gated distribution strategy. Neeta emphasizes the shift in buyer behavior and the necessity of adapting to new market dynamics through strategic content that changes mindsets, ultimately driving brand strength and revenue growth.Highlights:01:04 Defining Thought Leadership01:28 Types of Content01:55 The Changing Buyer Journey03:25 The Power of Thought Leadership05:10 Framework for Thought Leadership07:43 Evaluating Thought Leadership Insights09:06 Executing a Thought Leadership Program12:09 Measuring Thought LeadershipResources:https://dfnstrategy.com/buyerjourney (stats)https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-reporthttps://searchengineland.com/what-is-information-gain-seo-why-it-matters-429763https://sparktoro.com/blog/how-to-measure-hard-to-measure-marketing-channels/_Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://dfnstrategy.com/goodrevenue  Hosted on Acast. See acast.com/privacy for more information.

Jennifer Krusius is an investor at ABS Capital. She helps companies scale, drawing on her operating experience co-founding a fiber and wireless infrastructure company, Vivacity Infrastructure Group, and as an executive at Uber. Jennifer shares her extensive experience across various sectors including digital infrastructure, enterprise tech, and human capital management. She discusses her journey at Vivacity, when to pivot business strategies, and the challenges of achieving scale. The conversation explores customer insights, market dynamics, and the fine balance between conviction and adaptability. Jennifer also discusses the evolving landscape of investments, particularly the shift from a growth-centric to a profitability-focused approach, and offers vital advice for founders on navigating these changes. Additionally, Jennifer shares her passion for fostering diversity in the investment landscape and emphasizes the significant impact of good data and customer-centric approaches on high-performing companies.Highlights:00:35 Jennifer's Journey with Vivacity01:26 Challenges and Pivots in Startups06:19 Balancing Growth and Profitability16:25 Navigating Investor Advice33:02 Diversity in Venture Capital37:47 Key Traits of High-Performance Companies_Where to find Jennifer:https://www.linkedin.com/in/jennifer-lee-krusius-8069661/https://abscapital.comWhere to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue Hosted on Acast. See acast.com/privacy for more information.

Michele Maguire is an executive with extensive experience in tech, advertising, media, and entertainment, including eSports.Michele delves into the evolution and significance of eSports, explaining its rapid growth and the challenges it faces. She discusses her journey through the eSports sector, the development of eSports broadcasting tools, and highlights the importance of building strong partnerships. Michele also touches on the impact of market fluctuations, particularly the “winter of eSports” in 2023, and the essential role of viewership in the industry's resilience. Michele shares her insights on successful M&A strategies, emphasizing the importance of integration plans and understanding customer needs. The discussion also covers emerging business models for brands within eSports, highlighting the potential for targeting younger demographics through innovative marketing and product placement strategies.Highlights:00:22 Understanding eSports: Definition and Evolution03:12 Building Strong Partnerships in eSports04:43 Challenges and Opportunities in the eSports Market10:00 Exploring Business Models and Revenue Streams in eSports10:59 The Role of Streamers and Product Placement in eSports15:52 Insights on Mergers and Acquisitions25:06 Advice for CEOs and Senior Executives28:12 Key Traits of High-Performance CompaniesResources:Deloitte eSports report_Where to find Michele:https://www.linkedin.com/in/michelemaguiresf/Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenue Hosted on Acast. See acast.com/privacy for more information.