Growth Stage: Navigating The Top Three GTM Challenges

Value Coffee Talk

#MBA #Business #Marketing #Genius Drive

42:14

Episode Description: Jessica B. Harris may have been born and raised in New York City, but she has Tennessee roots through her father and has spent much of her life split between homes in the Northeast and the South – specifically New Orleans. For more than fifty years, she has been a college professor, a writer, and a lecturer, and her many books have earned her a reputation as an authority on food of the African Diaspora, as well as a lifetime achievement award from the James Beard Foundation. A few years back, Netflix adapted her book, High on the Hog: A Culinary Journey from Africa to America , into a 4 part docuseries. And I’m very proud to say that she’s a longtime contributor to Southern Living with a regular column called The Welcome Table. This episode was recorded in the Southern Living Birmingham studios, and Sid and Jessica talked about her mother’s signature mac and cheese, the cast-iron skillet she’d be sure to save if ever her house were on fire, and her dear friend, the late New Orleans chef Leah Chase. For more info visit: southernliving.com/biscuitsandjam Biscuits & Jam is produced by : Sid Evans - Editor-in-Chief, Southern Living Krissy Tiglias - GM, Southern Living Lottie Leymarie - Executive Producer Michael Onufrak - Audio Engineer/Producer Jeremiah McVay - Producer Learn more about your ad choices. Visit podcastchoices.com/adchoices…

about a year ago 21:39

MP3•Episode home

In this episode of Value Coffee Talk, hosts Thomas Pisello and April Morley engage with Ron Ariana, a seasoned expert in go-to-market strategies.

The group discussed the common challenges faced by early and growth-stage companies, emphasizing the importance of a clear strategy, effective messaging, and the need for alignment across various organizational functions.

Ron shares insights on how to identify target markets, the significance of understanding customer personas, and the necessity of enabling teams to communicate a consistent value proposition. The conversation culminates in advice on the importance of strategic planning and execution for long-term success.

Takeaways

Many early-stage companies face execution problems that stem from unclear strategies.
Identifying the problem your product solves is crucial for success.
Understanding your target market is essential for effective sales.
Positioning your product against competitors is key to standing out.
All departments must align on the go-to-market strategy for success.
Effective messaging should be tailored to different stakeholders.
Sales enablement is critical for consistent communication.
Companies should focus on helping buyers make informed decisions.
Evidence of value is necessary for gaining customer trust.
Investing time in strategy will pay off during execution.

Sound Bites

"What problem are you solving?"
"You can't sell to everyone."
"You have to be sure everybody is on the same page."

Chapters

00:00 Introduction to Value Coffee Talk

01:15 Identifying Go-To-Market Challenges

08:07 Strategizing for Success

14:47 Building and Activating the Strategy

20:02 Execution and Evidence in Go-To-Market

22:00 Final Insights and Advice

77 episodes

Growth Stage: Navigating The Top Three GTM Challenges

Value Coffee Talk

published about a year ago

MP3•Episode home

In this episode of Value Coffee Talk, hosts Thomas Pisello and April Morley engage with Ron Ariana, a seasoned expert in go-to-market strategies.

Takeaways

Many early-stage companies face execution problems that stem from unclear strategies.
Identifying the problem your product solves is crucial for success.
Understanding your target market is essential for effective sales.
Positioning your product against competitors is key to standing out.
All departments must align on the go-to-market strategy for success.
Effective messaging should be tailored to different stakeholders.
Sales enablement is critical for consistent communication.
Companies should focus on helping buyers make informed decisions.
Evidence of value is necessary for gaining customer trust.
Investing time in strategy will pay off during execution.

Sound Bites

"What problem are you solving?"
"You can't sell to everyone."
"You have to be sure everybody is on the same page."

Chapters

00:00 Introduction to Value Coffee Talk

01:15 Identifying Go-To-Market Challenges

08:07 Strategizing for Success

14:47 Building and Activating the Strategy

20:02 Execution and Evidence in Go-To-Market

22:00 Final Insights and Advice

77 episodes

#MBA #Business #Marketing #Genius Drive

All episodes

Value Coffee Talk

1
Navigating the Value of AI in Healthcare: Challenges and Opportunities 27:40

7 weeks ago27:40

27:40

In this episode of Value Coffee Talk, Thomas Pisello and Andy De discuss the current state of AI in healthcare and life sciences, exploring the challenges organizations face in implementing AI solutions, the evolution of AI technologies, and the importance of a strategic portfolio approach to AI investments. They emphasize the need for effective communication of AI's value, the significance of governance, and the necessity of building trust in AI systems to ensure successful adoption and positive patient outcomes. Takeaways AI investments in healthcare are significant but often yield low ROI. Understanding AI's true potential is crucial for successful implementation. The evolution of AI includes stages from augmentation to automation. Governance and ethics in AI are critical, especially in healthcare. A portfolio approach to AI investments can mitigate risks and enhance outcomes. Trust in AI systems is essential for adoption by healthcare professionals. Effective communication of AI's value is necessary for stakeholder buy-in. AI can alleviate burnout and increase capacity in healthcare settings. The integration of AI should focus on enhancing patient care and outcomes. AI should not be adopted for its own sake but for tangible benefits. Sound Bites "Barely 10 to 11% of CXOs see ROI." "Fear of missing out is prevalent." "AI augmentation is the first stage." "The holy grail is autonomous AI." "AI for the sake of AI is not enough." Chapters 00:00 Introduction to AI in Healthcare 01:05 Challenges in AI Implementation 07:30 The Evolution of AI: From Augmentation to Automation 13:07 AI as a Portfolio: Strategies for Success 21:38 Communicating AI Value in Healthcare 24:53 Pragmatic Approaches to AI Adoption…

Value Coffee Talk

1
The Vital Role of Sales Engineers in the Future of Value Selling 24:45

8 weeks ago24:45

24:45

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Morse, CEO of the SE Leadership Institute, to discuss the evolving role of sales engineers in today's market. The trio explore the importance of emotional intelligence, the shift towards value-led growth, and the challenges faced by sales teams amidst cost pressures. Stephen emphasizes the need for sales engineers to enhance their communication skills, embrace AI technologies, and focus on delivering value to customers. The conversation highlights the significance of building trust and emotional connections in sales, as well as the necessity of adapting to changing market dynamics. Takeaways Sales engineers play a crucial role in bridging technology and value. Emotional connection is key to why people buy. AI is transforming the sales landscape, but human touch remains essential. Sales engineers must adapt to evolving roles and responsibilities. Value-led growth is becoming increasingly important in sales strategies. Effective communication and storytelling are vital for sales engineers. Understanding business KPIs is essential for sales success. Proof of value should accompany proof of concept in sales processes. Sales engineers need to embrace a growth mindset in challenging times. Collaboration across teams enhances the overall sales strategy. Sound Bites "Sales engineers are vital to success." "AI has massive promise in sales." "We need to lean into value-led growth." "Communication is key for sales engineers." "Value is a team sport." Chapters 00:00 Introduction to the Value Coffee Talk Podcast 02:51 The Evolution of Sales Engineering 10:36 Navigating Cost Pressures in Sales 11:15 The Shift to Value-Led Growth 19:20 Communicating and Quantifying Value 24:09 Final Thoughts and Advice…

Value Coffee Talk

1
Growth Stage: Navigating The Top Three GTM Challenges 21:39

9 weeks ago21:39

21:39

In this episode of Value Coffee Talk, hosts Thomas Pisello and April Morley engage with Ron Ariana, a seasoned expert in go-to-market strategies. The group discussed the common challenges faced by early and growth-stage companies, emphasizing the importance of a clear strategy, effective messaging, and the need for alignment across various organizational functions. Ron shares insights on how to identify target markets, the significance of understanding customer personas, and the necessity of enabling teams to communicate a consistent value proposition. The conversation culminates in advice on the importance of strategic planning and execution for long-term success. Takeaways Many early-stage companies face execution problems that stem from unclear strategies. Identifying the problem your product solves is crucial for success. Understanding your target market is essential for effective sales. Positioning your product against competitors is key to standing out. All departments must align on the go-to-market strategy for success. Effective messaging should be tailored to different stakeholders. Sales enablement is critical for consistent communication. Companies should focus on helping buyers make informed decisions. Evidence of value is necessary for gaining customer trust. Investing time in strategy will pay off during execution. Sound Bites "What problem are you solving?" "You can't sell to everyone." "You have to be sure everybody is on the same page." Chapters 00:00 Introduction to Value Coffee Talk 01:15 Identifying Go-To-Market Challenges 08:07 Strategizing for Success 14:47 Building and Activating the Strategy 20:02 Execution and Evidence in Go-To-Market 22:00 Final Insights and Advice…

Value Coffee Talk

1
The New Growth Equation: PLG + Value 22:48

10 weeks ago22:48

22:48

In this episode of the Value Coffee Talk podcast, Tom Pisello and April Morley discuss the concept of Product-Led Growth (PLG) with guest David Yockelson, a VP analyst at Gartner. They explore the definition of PLG, its limitations, and the addition of Value-Led Growth (VLG) as a necessary evolution in the current business landscape. The conversation highlights the importance of understanding the buyer's journey, the roles of pre-sales and post-sales, and the collective responsibility of organizations in delivering value to customers. The episode concludes with actionable insights for businesses to enhance their value articulation and customer engagement strategies. Takeaways Product-led growth is often misunderstood as purely self-service. A product experience is crucial for engaging prospects. Value-led growth is necessary for larger deals. The user and buyer are often different individuals. Product qualified leads (PQLs) are essential for sales. Telemetry can help in understanding customer success. Removing friction in the buyer's journey is key. All functions in an organization must collaborate for value delivery. Buyers are increasingly asking for help with value realization. Investing in value delivery can improve customer satisfaction. Sound Bites "You need to build a business case." "PLG focuses on the user of a product." "Free trial signup is not a lead." "Make the investment in value delivery." Chapters 00:00 Introduction to Product-Led Growth (PLG) 05:11 Transitioning to Value-Led Growth (VLG) 09:49 The Role of Pre-Sales and Post-Sales in PLG and VLG 15:11 Organizational Responsibility in Value Delivery 19:54 Final Thoughts and Key Takeaways…

Value Coffee Talk

1
Unlocking Value - Lessons Learned from SAP's Value Advisory Evolution 27:06

14 weeks ago27:06

27:06

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jake Krishnan, Senior Director of Strategy and Transformation at SAP. The conversation delves into the evolution of value engineering and advisory practices at SAP, emphasizing the importance of understanding customer needs and integrating value throughout the sales process. Jake shares insights on adapting to technological advancements and changing customer expectations, as well as offering practical advice for early-stage growth organizations looking to implement value programs. The episode concludes with key takeaways on customer engagement and the significance of tailoring messaging to address specific business challenges. Takeaways Value is a journey, not a milestone. Stay close to your customer and understand their needs. Value must be integrated throughout the sales process. Technology has matured, and so have customer expectations. Paint a picture of the problem you are solving for customers. Value engineering evolves at the same pace as business processes. Customize your messaging based on the customer's journey. Help business stakeholders with the right ammunition to sell ideas internally. Early adopters provide proof points for value propositions. Understanding industry trends is crucial for effective value advisory. Sound Bites "Value is a journey, not a milestone." "It's all about solving the customer's problem." "Know your customer to know your value."…

Value Coffee Talk

1
Inside The Alteryx Journey: Insights from Dean Stoecker 23:17

16 weeks ago23:17

23:17

In this episode of the Value Coffee Talk podcast, hosts Tom Pisello and April Morley welcome Dean Stoecker, founder and former CEO / current Exec Chairman of Alteryx. Dean shares his entrepreneurial journey, discussing the challenges of achieving product-market fit, the bold decision to lower pricing to drive growth, and the evolution of his leadership style over the years. He emphasizes the importance of company culture, building a community around the product, and maintaining customer trust as key factors in Alteryx's success. The conversation concludes with Dean's insights on listening to customers and the significance of intangible value in business. Takeaways Dean Stoecker reflects on his 24-year journey with Alteryx. Achieving product-market fit involved navigating peaks and troughs. The decision to lower prices was a pivotal moment for growth. Company culture is crucial for long-term success. Building a community around the product enhances customer engagement. Customer trust is essential for business integrity. Listening to customers can lead to valuable insights and improvements. Transitioning to value-led growth requires a cultural shift. Intangible value can significantly impact customer retention. The journey of entrepreneurship is filled with learning and adaptation.…

Value Coffee Talk

1
Unleashing Your Growth with a Value-Led Approach 22:08

17 weeks ago22:08

22:08

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Rob Read, head of sales enablement at Benifex, to discuss the critical shift from product-led growth to value-led growth. The trio explore the importance of aligning all departments around a unified value message, the necessity of ongoing coaching and training in sales enablement, and the role of technology in enhancing sales processes. The conversation emphasizes that value-led growth requires a cultural shift within organizations, starting from the C-suite down to ensure that value is at the forefront of all customer engagement strategies. Takeaways Value led growth requires alignment across all departments. Sales enablement is not a one-time training but an ongoing process. Coaching is essential for maturity in sales teams. Focus on the quality of customer interactions, not just outputs. C-suite support is crucial for value initiatives to succeed. Technology can enhance sales enablement and coaching efforts. AI can assist in monitoring performance and improving sales strategies. Regular coaching sessions can significantly improve sales effectiveness. Engaging top salespeople in value discussions can drive adoption. Value messaging should be integrated into all business systems.…

Value Coffee Talk

1
Five Keys to Getting Your Online ROI / TCO Value Calculators Right 24:06

18 weeks ago24:06

24:06

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Glenn Clowney, CEO of ROI Calc, to explore the significance of online value calculators in enhancing customer engagement and driving sales. The trio discuss various use cases, best practices for designing effective calculators, the importance of storytelling in value selling, and strategies for promoting these tools to ensure they resonate with the target audience. The conversation emphasizes the need to focus on buyer pain points and the role of user-centric design in creating impactful calculators that facilitate informed decision-making. Takeaways Value calculators can serve multiple purposes beyond lead generation. Engaging customers with calculators can enhance the sales process. User-focused design is crucial for calculator success. Storytelling should position the end user as the hero. Understanding buyer pain points is essential for effective selling. Promoting calculators requires aligning with the audience's needs. Short attention spans necessitate quick engagement strategies. Calculators should provide actionable insights and next steps. It's important to quantify the cost of inaction for buyers. Starting with the story can lead to more effective calculators.…

Value Coffee Talk

1
Unlocking AI’s Potential in Business Value 22:04

19 weeks ago22:04

22:04

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jason Baer from Adobe to explore the transformative role of AI in business value. The trio discuss the importance of identifying specific problems AI can solve, the various use cases for efficiency, and the challenges of AI hallucinations. The conversation also covers the need for organizational adoption and training, the significance of experimentation with AI, and the future potential of hyper-personalization in marketing. Jason emphasizes the importance of continuous learning and being open to the insights AI can provide, which may differ from traditional human perspectives. Takeaways The first consideration for AI is identifying the problem to solve. AI can significantly reduce time spent on account research. Drafting customer emails can be streamlined with AI. Meeting notes and action items can be automated using AI. AI adoption requires a cultural shift within organizations. Training and education on AI are essential for effective use. Experimentation with AI can lead to valuable insights and improvements. Hyper-personalization in marketing can enhance conversion rates. AI can uncover insights that humans may overlook. Continuous learning and adaptation are crucial in the AI landscape. Sound Bites “AI can take tasks out of your hands.” “AI is a movement, not just a tool.” “Failing early is key to finding wins.” Chapters 00:00 Introduction to AI in Business Value 02:53 Identifying AI Use Cases for Efficiency 05:51 Addressing AI Hallucinations and Accuracy 08:47 Adoption and Training for AI in Organizations 11:59 Experimentation and Portfolio Approach to AI 14:54 Future Use Cases and Hyper-Personalization in Marketing 17:51 Learning Resources and Final Thoughts on AI…

Value Coffee Talk

1
A Journey to Value Realization 25:16

20 weeks ago25:16

25:16

In this episode of the Value Coffee Talk podcast, Thomas Pisello and Mark Anthony discuss the critical importance of value realization in customer engagements. The duo explore the challenges organizations face in implementing effective value realization programs, the significance of seamless handoffs between pre-sales and post-sales teams, and the necessity of engaging the right customer levels to ensure successful outcomes. The conversation emphasizes the need for a mutual outcomes plan and the importance of measuring value post-implementation to prevent churn and enhance customer satisfaction. Takeaways Value realization is crucial as many buyers regret their purchase decisions. Organizations must go on the journey with customers to achieve value. Handoffs between pre-sales and customer success teams are often problematic. Standardization in measuring customer success is essential. Post-implementation measurement of value is key to customer retention. Creating a mutual outcomes plan can bridge gaps between teams. Engaging executives in value realization discussions is vital. Customer success managers need tools to measure value effectively. The psychology of value perception must be managed throughout the customer journey. Delivering value is a mandatory focus for reducing churn and increasing satisfaction. Sound Bites “The handoff is really important.” “If you can’t prove the value, you’re going to scramble.” “The psychology transfer is key in the post sales value space.” “Delivering value is mandatory, not optional.” Chapters 00:00 Introduction to Value Realization 01:15 The Importance of Value Realization 04:45 Challenges in Implementing Value Realization Programs 08:21 Seamless Handoffs Between Teams 11:36 Post-Implementation Success and Measurement 13:36 Creating a Mutual Outcomes Plan 18:20 Engaging the Right Customer Levels 23:39 Final Thoughts on Value Realization…

Value Coffee Talk

1
Value Selling: Winning with Heart and Mindset 24:09

21 weeks ago24:09

24:09

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Stephen Fowler, a sales performance consultant, to explore the significance of value selling in today's business landscape. They discuss the importance of a customer-centric approach, the transition to value selling, and the elements that contribute to successful value articulation. The conversation emphasizes the need for collaboration with customers, the role of leadership in fostering a value-centric culture, and the importance of continuous improvement in sales practices. Takeaways Value selling is crucial for long-term customer relationships. A customer-centric approach leads to better renewal rates. The transition to value selling requires supportive leadership. Understanding the customer's strategic initiatives is key. Value selling involves navigating political relationships within organizations. Incremental improvements in value conversations can have a significant impact. Co-creating value with customers enhances credibility and trust. Sales teams need to focus on the renewal, not just the transaction. Empathy and curiosity are essential skills for successful value selling. Building a value-centric culture takes time and commitment.…

Value Coffee Talk

1
CRO Perspectives: Leveraging Value to Land Your First Enterprise Customers 24:26

22 weeks ago24:26

24:26

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Vince Beese, a fractional CRO, to discuss strategies for early-stage companies aiming to land their first enterprise customers. The conversation covers the importance of understanding the Ideal Customer Profile (ICP), effective pricing strategies, leveraging early customer success, and the significance of business value in sales. Vince emphasizes the need for building trust and relationships, navigating complex sales processes, and engaging economic buyers early. The discussion also highlights the importance of curiosity in sales teams and creating a customer-centric sales process. Takeaways Understanding your Ideal Customer Profile (ICP) is critical for early-stage companies. Narrowing your focus on specific accounts increases chances of landing customers. Pricing should be attractive to early adopters, making it a no-brainer. Leverage early customers for testimonials and case studies to build credibility. Business value must be communicated effectively to stakeholders. Navigating complex enterprise sales requires mapping out key stakeholders. Curiosity is a key trait for successful salespeople. Building trust with clients is essential for long-term relationships. Engaging economic buyers early can prevent late-stage deal losses. Sales processes should mirror the buyer's journey to reduce friction.…

Value Coffee Talk

1
The Five Best Ways to Drive Value Management Success in 2025 19:29

23 weeks ago19:29

19:29

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jeff Gandulla, Business Value Services Director at HashiCorp. The trio explore the journey into value leadership, the significance of business value assessments, and the transition from the buy side to the sell side. Jeff shares insights on five key elements to driving value Management Success, including effective discovery, the importance of leadership support, and the role of automation in scaling value selling efforts. The conversation emphasizes that value is a collective responsibility across the organization and highlights the need for a customer-centric approach in all engagements. Takeaways Value selling is about mutual success for both the seller and the customer. Effective discovery is crucial to understand customer needs and challenges. Business value assessments differentiate successful vendors from competitors. Transitioning from the buy side to the sell side requires empathy and understanding of customer perspectives. Automation in value selling should be approached as an evolutionary process. Top-down leadership support is essential for a successful value organization. Value is everyone's responsibility within the organization, not just the value team. Starting with the end in mind helps align business outcomes with customer needs. Probing questions during discovery can unlock additional opportunities for value. A consultative mindset fosters stronger partnerships with customers. Sound Bites "Start with the end in mind." "Automation is an evolutionary process." "Value is everyone's responsibility." "To assure the right focus, always wear your customer hat."…

Value Coffee Talk

1
Getting Your Value Automation Journey Right 21:41

24 weeks ago21:41

21:41

In this episode of the Value Coffee Talk podcast, hosts Thomas Pisello and April Morley engage with Jim Longo, a value leader in the healthcare sector. They discuss Jim's transition from product marketing to value leadership, the establishment of a value practice at Omnicell, and the challenges faced in developing and implementing value projection tools. The conversation also covers the evaluation and adoption of value automation solutions, providing insights and advice for others looking to enhance their value management processes. Takeaways Establishing a value practice involves integrating value marketing and customer outcomes. Value projection tools were developed to streamline the sales process. Challenges with spreadsheets include data security and version control. Value automation solutions were evaluated to improve collaboration with customers. Adoption of new tools requires training and user guides for effective use. Rigorous testing plans are essential before deploying new tools. Clean underlying models are crucial for successful development. Self-service tools may not be as intuitive as expected. Understanding the effort required for implementation is key.…

Value Coffee Talk

1
CRO Perspectives: Keeping it Simple for Value Selling Success 27:11

25 weeks ago27:11