Move: The Go To Market Podcast
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Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.” And most marketers would be wrong… What you need to understand more than anything else is your product. In this Takeover episode, host Amber Khan speaks with Dirk Schart https://www.linkedin.com/in/schartdirk/?locale=en_US, Chief Marketing Officer & President at RE’FLEKT https://www.re-flekt.com/, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing. They discuss: • Why writing about your product is not the same as understanding it • Why marketers need to work more closely with product development teams • Practical ways to shift to a product-first mindset Additional Resources: You can find Amber on LinkedIn https://www.linkedin.com/in/meetamberkhan/ and on her website, repurposeden.com https://repurposeden.com/ MOVE: The 4-Question Go-To-Market Framework https://www.amazon.com/MOVE-4-question-Go-Market-Framework/dp/1544523378 Key Takeaways: “Go to market is not just the sales channel.” Small departments can make a big impact—with intentional strategy. Good relationships between each team and department in your GTM strategy are the keys to success.
With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there? In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO. What we discussed: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __
Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy? In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise. In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning! Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last... In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
There are important processes that every go-to-market leader should have in place to know they’re on the right track. Do you know what they are? In this episode, co-authors Sangram and Bryan are breaking down the “V” in the “MOVE” framework–velocity–and how organization can use the enablement ramping to scale their business effectively, no matter what stage they’re in. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
Every company wants to scale well. How can they guarantee that they’ll do it right? The answer: revenue operations. In this episode, Sangram and Bryan dive into the “O” of the MOVE framework–operations. They talk about exactly what your operations team, tactics, and strategy should look like at every stage of your business. Consider this episode your RevOps 101 course. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
TAM is out - TRM is in. In this episode of Author’s Cut, co-authors of the MOVE book Bryan Brown and Sangram Vajre talk about the “M” in the MOVE framework - Market. Bryan and Sangram explain why they think “Total Addressable Market” may not be the best baseline for your marketing strategy...it’s actually “Total Relevant Market”. Here’s how you find your TRM, segments, and cohorts–and use them to determine who you should market to. Next week, they talk about the "O" - https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
When you’re building a company around your product, there are a few crucial mistakes you need to avoid. The perfect person to walk us through the playbook for product-led growth is my friend Scott Voigt https://www.linkedin.com/in/scottmvoigt/, Founder & CEO at FullStory https://www.linkedin.com/company/fullstory/. In this episode, he shares the story behind FullStory, why he chose to grow his company alongside his product, and how to apply his learnings to your own go-to-market strategy–no matter what stage you’re at. https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/ ADDITIONAL RESOURCES: __ __ KEY TAKEAWAYS: __ __
Sales and marketing: it’s time to make some room. Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate. Kelly Ford Buckley https://www.linkedin.com/in/kellyaford/, General Partner & Fintech Investor at Edison Partners https://www.linkedin.com/company/edison-partners/, and Jay Baer https://www.linkedin.com/in/jaybaer/, Founder of Convince & Convert https://www.linkedin.com/company/convince-&-convert/, join me on this episode–you’re not going to want to miss it. Let’s go! https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
Sales and marketing: it’s time to make some room. Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate. Kelly Ford Buckley https://www.linkedin.com/in/kellyaford/, General Partner & Fintech Investor at Edison Partners https://www.linkedin.com/company/edison-partners/, and Jay Baer https://www.linkedin.com/in/jaybaer/, Founder of Convince & Convert https://www.linkedin.com/company/convince-&-convert/, join me on this episode–you’re not going to want to miss it. Let’s go! https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
With what is happening all over the world, we have a throwback today with Alicia Esposito https://www.linkedin.com/in/aliciaesposito/, Director, Content + New Media @ G3 Communications http://gthreecom.com/, talking with Cole Baker-Bagwell https://www.linkedin.com/in/colebakerbagwell/, Founder & Chief Kindness Advisor at Cool Audrey, Inc https://coolaudrey.com/, about her experience working in an environment that prioritizes kindness and mindfulness and all the benefits that come from it. Cole covers: __ __ Check out this additional resource mentioned in the episode: __ __ And be sure to check out the PEAK Community https://www.peak.community/ to get involved in conversations like this happening every day! https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
If you’re a company that serves an enterprise, you might configure your service to meet every need of that one customer; but what about when customer two comes along? If you’re looking to scale your company, you need to lead with product instead. We speak with Scott Voigt https://www.linkedin.com/in/scottmvoigt/, Founder & CEO at FullStory https://www.linkedin.com/company/fullstory/, about his insistence for a product-led approach and how it has succeeded with his own company. What we discussed: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
Most businesses are underdelivering because they still market to their prior business stage, rather than the one they’re currently in. You have to transform to fit your market. On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre https://www.linkedin.com/in/sangramvajre/ and Bryan Brown https://www.linkedin.com/in/getvision/ explain the ‘M’ in the MOVE framework— discussing why it’s so important to market to the right audience when moving to a new business stage. What we discussed: __ __
When a company doesn’t have alignment, it’s easy to see; such as one person sucking the air out of the boardroom. Or maybe it’s a company experience that changes the minute you move from prospective to active customer. But then, how do we fix this? How can we help companies see the true benefit of removing departmental silos? If you’re looking to scale, alignment is an absolute. We speak with Kelly Ford Buckley https://www.linkedin.com/in/kellyaford/, General Partner & Fintech Investor at Edison Partners https://www.linkedin.com/company/edison-partners/, and Jay Baer https://www.linkedin.com/in/jaybaer/, Founder of Convince & Convert https://www.linkedin.com/company/convince-&-convert/, about boardroom pet peeves, who owns go-to-market, customer education, and why companies fail. What we discussed: Kelly __ __ Jay __ __ Check out this resource mentioned in the episode: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
It’s pretty easy to feel when something is off or not-aligning within a business. But figuring out what those tangible go-to-market issues are so that you can fix them is a different story. Recognizing the issues quickly is the shortest route to recovery. On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre https://www.linkedin.com/in/sangramvajre/ and Bryan Brown https://www.linkedin.com/in/getvision/, point out common issues that show your go-to-market is broken and how to respond. What we discussed: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
Within the topic of go-to-market, there are 4 disciplines: __ __ And while it’s still uncertain which option is the best approach, there is one common thread among all 4 — understanding the customer. At the end of the day, it’s still all about the customer and providing an incredible experience. We speak with Scott Dorsey https://www.linkedin.com/in/scott-dorsey-096b393/, Managing Partner at High Alpha https://www.linkedin.com/company/high-alpha/, about the 4 categories, why the customer should always come first, and how culture impacts a business. What we discussed: __ __ Check out this resource mentioned in the episode: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
Go-to-market used to be all about the product getting to market. Now, it’s increasingly about connecting with the market and then bridging it back to the product. The best way to connect to your market: Focus on the story your brand is putting forth. Geoffrey Moore https://www.linkedin.com/in/geoffreyamoore/, is an https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986 https://www.amazon.com/Zone-Win-Organizing-Compete-Disruption/dp/1682302113/ref=sr_1_1?crid=ENL8ZN6GTPP1&keywords=zone+to+win&qid=1643325185&s=books&sprefix=zone+to+win%2Cstripbooks%2C86&sr=1-1 https://www.amazon.com/Infinite-Staircase-Universe-Ethics-Mortality/dp/1950665984partner at Wildcat Venture Partners https://www.linkedin.com/company/wildcat-venture-partners/. We speak about go-to-market, how people are getting the strategy wrong, and what the future holds. What we discussed: __ __ Check out this resource mentioned in the episode: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
When it comes to go-to-market, there’s 3 stages that companies find themselves in: -Ideation -transition -execution But without knowing where you are, you’re going to struggle with where to go next. On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre https://www.linkedin.com/in/sangramvajre/ and Bryan Brown https://www.linkedin.com/in/getvision/, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company. What we discussed: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
When it comes to go-to-market, there’s 3 stages that companies find themselves in: -Ideation -transition -execution But without knowing where you are, you’re going to struggle with where to go next. On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre https://www.linkedin.com/in/sangramvajre/ and Bryan Brown https://www.linkedin.com/in/getvision/, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company. What we discussed: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
When we think of the best point of contact with a customer, we often think it’s a salesperson. The real answer: Customer success. It’s more important to align your business value with customer needs than pressuring them with a product. Geoffrey Moore https://www.linkedin.com/in/geoffreyamoore/, is an https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986 https://www.amazon.com/Zone-Win-Organizing-Compete-Disruption/dp/1682302113/ref=sr_1_1?crid=ENL8ZN6GTPP1&keywords=zone+to+win&qid=1643325185&s=books&sprefix=zone+to+win%2Cstripbooks%2C86&sr=1-1 https://www.amazon.com/Infinite-Staircase-Universe-Ethics-Mortality/dp/1950665984partner at Wildcat Venture Partners https://www.linkedin.com/company/wildcat-venture-partners/. We speak about the inspiration behind his books, aligning customer success, and product market fit. What we discussed: __ __ Check out this resource mentioned in the episode: __ __ https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://terminus.com/the-move/ http://themovebook.com/
THE FLIP MY FUNNEL PODCAST IS NOW MOVE: THE GO-TO-MARKET PODCAST. Bryan Brown and Sangram Vajre–co-authors of MOVE: The Go to Market Framework–give listeners an exclusive behind-the-scenes look at how the MOVE framework came to be, and how excited they are to shed some light on the story behind their process. In this introductory episode, the co-authors share some of their favorite stories from their journey of interviewing dozens of marketing visionaries, share exclusive content, and provide a sneak peek of what’s to come. What You’ll Learn: : __ __ This is MOVE: The Go-to-market Podcast. Join us on Apple Podcasts https://podcasts.apple.com/us/podcast/move-the-go-to-market-podcast/id1155097337, Spotify https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao?si=cd848d9e86804589, or here https://terminus.com/. Listening on a desktop & can’t see the links? Just search for “Sangram Vajre” in your favorite podcast player.
On this final episode of The Flip My Funnel podcast, we look back on some of the show's highlights. Building an entirely new category of ABM, this show functioned as a way to educate, define, and bring the community together. But the conversation is evolving and so. are. we. Sangram Vajre https://www.linkedin.com/in/sangramvajre/ of Terminus https://www.linkedin.com/company/terminus-account-based-marketing/, recounts how the podcast got its start, the lessons learned along the way, and what’s next for the show. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there? We speak with Jeff Perkins https://www.linkedin.com/in/jeffperkins1/, CEO at ParkMobile https://www.linkedin.com/company/parkmobile-usa-inc-/, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
When a business is aligned, culture thrives, revenue and value creation is balanced, and it promotes exponential growth. But only if marketing leads the way. Otherwise, if everyone thinks they own the strategy, no one will own it. We speak with Kelly Owen Grover https://www.linkedin.com/in/kelly-owen-grover-m-b-a-91657115/, Vice President of Growth at Acoustic https://www.linkedin.com/company/goacoustic/, about the relationship between product, marketing, and sales and how to avoid silos within your business. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
Being a leader today just isn’t the same as it used to be. Almost anyone in a leadership position today will tell you that it’s 110% harder. And why? The caliber of employees has changed. We speak with Tim Elmore https://www.linkedin.com/in/timothyelmore/, Founder and CEO at Growing Leaders, Inc. https://www.linkedin.com/company/growing-leaders-inc./, about why the employees of today have higher expectations and how to arm yourself with the tools needed to maintain good team members. What we discussed: __ __ Check out this additional resource mentioned during the episode: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
An evangelist stems from the idea of bringing the good news. In business, the chief evangelists' role is to help people buy into the vision of the company. And that’s exactly what our guest today has done for Apple and Canva. On this episode of our Takeover Tuesday series, we speak with Guy Kawasaki https://www.linkedin.com/in/guykawasaki/, Chief Evangelist at Canva https://www.linkedin.com/company/canva/, about what it means to be an evangelist and why you can’t bludgeon people to become believers. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
If you’re a B2B marketer, you’ve probably heard from executives that LinkedIn is pointless, expensive, and doesn’t deliver quality leads. Our guest, however, feels different. For them, LinkedIn conversation ads have been a game changer. Corrina Owens https://www.linkedin.com/in/corrina-owens/, Senior ABM Manager at Gong https://www.linkedin.com/company/gong-io/, discusses why this network is worth the spend and shares some examples with the audience. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
If you ask 10 people what the definition of ABM is, there’s a high likelihood that you’ll receive 10 different responses. But proceed with caution: Don’t let the terminology get in the way of delivering great marketing. Corrina Owens https://www.linkedin.com/in/corrina-owens/, Senior ABM Manager at Gong https://www.linkedin.com/company/gong-io/, walks us through her digital-centric approach to ABM and strategies the audience can take. What we discussed: __ __ https://itunes.apple.com/us/podcast/156-how-to-break-out-sales-obscurity-by-leveraging/id1155097337?i=1000417280289&mt=2 https://open.spotify.com/show/6eUjrycMz5QTHHW6nee2Ao https://flipmyfunnel.com/podcast/
