Only 3% of companies are customer-obsessed, reporting 41% faster revenue growth, 49% faster profits, and 51% higher retention. — Forrester
"Everything performs better when the customer's voice leads ours." - 3x B2B CMO
Buyer truth changes revenue when every team can use it:
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Highly aligned customer-facing teams report 2.4× higher revenue growth. — Forrester
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Buyers place 4 of 5 vendors on the shortlist on day one of the journey. — 6sense
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95% of B2B purchases come from the day-one shortlist. — 6sense
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68% of buyers believe business leaders intentionally mislead. — Edelman Trust Barometer
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Only 15% of respondents consistently incorporate customer input into their decisions. — McKinsey
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Teams with shared buyer insight see 2.3× higher conversion. — Gartner
- Highly aligned customer-facing teams report 2.4× higher revenue growth. — Forrester
- Buyers place 4 of 5 vendors on the shortlist on day one of the journey. — 6sense
- 95% of B2B purchases come from the day-one shortlist. — 6sense
- 68% of buyers believe business leaders intentionally mislead. — Edelman Trust Barometer
- Only 15% of respondents consistently incorporate customer input into their decisions. — McKinsey
- Teams with shared buyer insight see 2.3× higher conversion. — Gartner
What is Customer-Obsession-as-a-Service (COaaS)?
Most companies treat customer obsession as a value. The 3% that turn it into revenue treat it as a system — that's COaaS. ABM Podcasting captures public, peer-level insights from executive conversations with the accounts that matter most — earning trust before the shortlist forms. AI Navigator turns what those buyers say — their objections, their language, their real decision drivers — into the full context AI usually has to guess at: buyer truth your whole revenue team can act on, instead of insight that decays in an inbox. Short-term, that's early-stage pipeline and a stronger position before sellers ever enter the room; long-term, it compounds into category trust competitors can't buy back. The conversations alone convert 75% of cold, ABM-targeted guests into consultative, strategic-fit meetings.
What is Today's #1 Go-To-Market Challenge?
"To bring really good pipeline that will close, it's only if we understand the customer. We need to spend time with customers. There is nothing more important you can do."
- Efrat Ravid, Value Accelerator Advisor with Goldman Sachs and 3x B2B CMO
Explore the COaaS Revenue System
The hidden problem behind your AI
Your customer obsession is dying at the prompt.
Your teams prompt AI all day. But two things quietly break the work — what goes into the prompt, and the results that come out.
1 What goes into the prompt
The inputs are thin.
- Most prompts carry only 2 of the 6 inputs strong output needs — the pattern Claude sees and ChatGPT agrees with.
- The missing four are your buyer truth: what’s driving the buyer, what they care about, what will move them, and how they buy.
- Assembling all six from memory, every time, is nearly impossible for a human.
- “AI’s outputs are only as good as its data inputs.” — Salesforce (84% of data leaders agree)
- Half the gain from a better AI model comes from the prompt, not the model. — MIT Sloan
2 The results that come out
Buyers tune out. Revenue stalls.
- Generic output is what buyers now punish: 73% of B2B buyers avoid suppliers who send irrelevant outreach. — Gartner
- Get it right and buyers are 3× more likely to report a high-quality deal. — Gartner
- Data-governed organizations report 2.5× higher revenue growth. — Accenture
- Revenue gains from AI show up most in marketing & sales — where you live. — McKinsey
5×
“AI future-built companies achieve five times the revenue increases and three times the cost reductions that other companies get from AI.” — BCG
The Verdict
The models have converged. Your buyer truth is the edge — and AI Navigator puts it into every prompt. Better inputs in; better buyer response and revenue out — for the whole team.
COaaS = Pipeline Acceleration
"This program can be as focused on pipeline as you would want it."
– Liron Mandelbaum, COO
ROI Acknowledged Across the C-Suite
"It was not hard at all to get our CEO to see the value because we had new pipeline happening almost immediately."
– Lori Stout, Chief Marketing Officer
New Relationships, New Sales Opportunities
"Better relationships, deeper connections, and openness to the Dasseti platform. We have that, but also sales opportunities and case studies."
– Fiona Sherwood, CMO
Optimize the Full GTM Plan
“ABM Podcasting covers the entire gamut of what you’re trying to do in your go-to-market and acquiring revenue.”
– 6x VP Sales, 2x CRO, Edan Gottlib
Prospects Feel "Indebted"
"The experience you create with them has that depth of relationship where it would almost feel morally conflicting to them if they didn't use us."
– Cassie Galiskis, Senior Vice President
An Irreplaceable Strategy
“If we needed to cut costs substantially, the ABM Podcasting would be the last thing that I would cut.”
– Denys Dubner, 3x CEO, Former CMO
Step #1 for CMO's
“ABM Podcasting covers so much with one package that it’s become the new step one for CMOs.”
– Ron Carson, CMO
Build Direct Business
"ABM Podcasting has led to direct business. I mean, very, very direct business by connecting with people in a more deep, meaningful way."
– James Krouse, CMO
Trust Is the Currency of the Shortlist
0
%
of B2B buyers trust their industry peers when weighing a decision. — Forrester
0
%
trust a vendor’s own customers when evaluating that vendor. — Forrester
0
%
just 29% trust the vendor’s own salespeople making the pitch. — Forrester
At 29%, your word can't stand by itself. The voice buyers actually trust — your customers' — is the one deep customer obsession lets you capture and set beside your own.
What Growth Leaders Know That Most ABM Teams Miss
Trust Forms Before the Deal Does
“To be clear, when I say that we need to talk to the customer constantly, I'm talking about all of the times outside the sales process.” — Mark Flanagan, 4x B2B Chief Revenue Officer
The Real Competition Happens Before the RFP
“We need to be a year ahead of any RFP. If they’re already in final SQL stages, we haven’t built the relationship, and we won’t win on product alone.”
— Chris Green, 2x B2B Chief Revenue Officer
Lose Trust, Lose the Customer
“Trust is the most important thing. Once you build that trust, you've got them. Once you lose that trust, you are losing them forever.” — Asmita Singh, B2B Chief Marketing Officer
Customer Obsession Action Steps
01
Create Peer-Level Access to Buyers
ABM Podcasting opens long-form, executive-level dialogue with your ideal targets — cold prospects, stalled deals, and top expansion customers — free from commercial pressure. 👉 Before evaluation begins, relationships are formed.
02
Capture Buyer Truth in Real Time
Every executive conversation dismantles the objections that kill deals and validates the strategic narrative your go-to-market motion depends on. Your unique positioning is no longer assumed, it’s confirmed in the buyer’s voice. 👉 Strategy earns credibility.
03
Deploy Intelligence Across Every Revenue Motion
On its own, AI fills a thin prompt with guesswork. The AI Navigator closes that gap — organizing buyer truth into instant, aligned intelligence for marketing, sales, product, and leadership. 👉 Trust compounds across the entire go-to-market system.
Steven S. MacDonald
Content Strategies Founder & CEO
The Customer-Obsession Engine
The next era of B2B won’t be won on better products or louder campaigns. It’ll be won by the companies buyers already trust — because belief forms before the first sales call, and by the time you’re in the room, the shortlist is set.
Most teams don’t lose on capability. They lose because trust builds beyond their influence, while their view of the customer remains fragmented across Sales, Marketing, and Product. We built this engine to close that gap.
ABM Podcasting™ puts you in peer-level executive conversations with your ideal accounts — cold, active, and expansion — surfacing what buyers really think before procurement begins.
AI Navigator™ turns that truth into a shared, customer-validated point of view your whole revenue engine can act on.
This isn’t better content. It’s trust infrastructure — the advantage customer-obsessed companies compound and competitors can’t copy.
Influence belief before the shortlists lock
- Shape belief before the shortlist locks
- Open executive access before the buying cycle starts
- Reach hidden buyers in their peers’ voice
- Align every team around what customers actually believe
Preference is earned early. Alignment is engineered, not assumed.
Steve MacDonald has spent more than two decades on the exact problem COaaS is built to solve: earning buyers' trust and aligning revenue teams around what customers actually think. He has interviewed over 300 C-suite executives at B2B companies as part of an ABM go-to-market motion, each opening with the same question — "What are your two greatest challenges to creating long-term sustainable growth?" That firsthand buyer intelligence is the foundation on which the entire methodology is built. Steve has served as a full-time and fractional CMO and the founder and CEO of a MarTech SaaS company, with past CMO roles spanning an international social-media university/SaaS and a Hollywood startup, plus senior strategy roles at Top-10 agencies serving Fortune 500 clients. He was trained by the head of the Coalition for Brand Equity — later CMO of McDonald's.
What Clients Love About Us?
Steve MacDonald stands out as a leader with an exceptional understanding of the crucial elements every Chief Marketing Officer needs to excel in today’s competitive B2B environment. He has a remarkable talent for creating alignment between marketing and sales, resulting in substantial short-term and long-term pipeline growth. Steve’s insights are truly unparalleled.
You need to start with ABM Podcasting because it also involves a certain thinking paradigm that you should follow. There is a lot of planning involved, and every company should go through the stages. It should be the first step, but it should be the first step with Steve MacDonald because the experience that he brings adds so much value.
It’s always good when you have a third party to work with. When our customers are having a conversation—not with us, but with Steve—it’s important that he has the ability to have that conversation and talk about Eastridge in a positive way. Additionally, doing so in ways that we know will be impactful for customers and prospects is really, really important. So I would say, yes, ABM podcasting is great. But podcasting with Steve MacDonald? It’s even better.
I am thrilled to recommend Steve for his exceptional strategic advice and innovative approach to leveraging podcasting for sales and marketing. His innovative techniques and forward-thinking strategies have positioned our podcast as a critical element of our success.
Contact Us
Use any scheduling options on this page to schedule a 30-minute ABM Podcasting strategy session. If you have any other questions, please use this form, and we’ll get back to you ASAP.
