In the race towards modernizing go-to-market strategies, B2B firms often lose sight of what truly propels growth–the customer. If you've nodded in agreement to buyers’ behavior shifts, the tangle of tech consolidation to drive efficiency, and the explosion of new GTM motions; it’s time to pause. Amidst all this talk and transformation, our customers seem to have been forgotten.
Customer obsession is more than a mantra; it's a strategy that infuses customers into the lifeblood of leadership and operations. We’re bringing the concept of 'customer obsession' into the limelight, directly from the start reality sourced from Forrester Research.
Join us as we sit down with John Arnold, Principal Analyst at Forrester, as we strip down this buzzword to its core and construct an actionable blueprint tailored for the ever changing landscape that is B2B growth.
Key Moments in this Episode:
0:00 – Intro
3:02 – Defining Customer Obsession
12:30 – Who needs to be Customer Obsessed? Is Customer Aware or Customer Committed enough?
24:20 – Balancing short-term versus long-term priorities and growth goals
28:44 – Relying on proof of others’ success won’t create innovation
35:19 – These departments must be customer obsessed for the strategy to work
41:14 – Don’t over-shrink your audience for ICP fit
50:07 – Quarters and years are important, but what about the five year plan?
57:33 – Lifecycle revenue marketing creates alignment, it doesn’t give Sales and Marketing the same job
59:55 – ⚡ Lighting round!
John Arnold is a Principal Analyst at Forrester, helping B2B organizations grow revenue with marketing strategies for a digital-first world. He is an expert in frontline marketing strategies and the co-creator of Forrester's lifecycle revenue marketing approach. John has been a published marketing author since 2007 and began his career building marketing education programs at Constant Contact (IPO in 2007) and the Mobile Marketing Association. John was also on the advisory board at Wildfire (acquired by Google in 2012). John's marketing leadership roles include product marketing and sales enablement at Return Path (acquired by Validity), account-based marketing (ABM) strategy and consulting at Demandbase, and vice president of marketing at FullContact.
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