Read more about the article Turning Customer Centricity Into an Operational Strategy

Turning Customer Centricity Into an Operational Strategy

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Episode #248: Michelle Urdiales, CMO at LAM and a Member of the Regional Leadership Board at A.P. Moller - Maersk, explains how customer centricity must move beyond intention and become an operational strategy. She outlines how working backward from the customer shapes leadership decisions, prioritization, and long-term value creation. Michelle connects customer focus to retention, trust, and internal alignment across the organization. Her insights show how sustainable growth follows when customer value leads every decision.

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Read more about the article Your Funnel Leaks Trust, Not Leads. Fix It.

Your Funnel Leaks Trust, Not Leads. Fix It.

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Episode #237: Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.

Continue ReadingYour Funnel Leaks Trust, Not Leads. Fix It.
Read more about the article Your Funnel Leaks Trust, Not Leads. Fix It.

Your Funnel Leaks Trust, Not Leads. Fix It.

Episode #237: Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.

Continue ReadingYour Funnel Leaks Trust, Not Leads. Fix It.
Read more about the article (2:24 Q&A Video) “Listen Deeply to Customers, Lead Boldly With Insight”

(2:24 Q&A Video) “Listen Deeply to Customers, Lead Boldly With Insight”

In this 2:24 video, Ken Rutsky warns against the highest-paid opinion trap. He argues for listening deeply to customers and then leading. Customers expect incremental change without new context. Start with their world to earn trust and guide better outcomes.

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Read more about the article Transform GTM by Solving the Right Customer Problems

Transform GTM by Solving the Right Customer Problems

Episode #233: Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.

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Read more about the article Transform GTM by Solving the Right Customer Problems

Transform GTM by Solving the Right Customer Problems

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Episode #233: Ken Rutsky explains why teams often confuse what they do with the problem they solve and how that confusion creates misalignment and weak differentiation. He shows how to define an issue that is big enough to matter yet credible to win, then use it to guide narrative, segmentation, ICP focus, pricing, and the proof of concept experience. The result is more precise positioning, more substantial alignment, and higher conversion.

Continue ReadingTransform GTM by Solving the Right Customer Problems
Read more about the article Transform Internal Chaos Into a Sustainable Revenue Machine

Transform Internal Chaos Into a Sustainable Revenue Machine

Episode #220: Chris Green, Chief Revenue Officer at FreshRealm, explains why process beats outcome chasing in turbulent companies. He shows how accurate and timely communication aligns boards, founders, and teams. Chris connects customer conversations to sharper ICP focus and growth path choices. He closes by emphasizing that relationships are the true compounding asset.

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Read more about the article Transform Internal Chaos Into a Sustainable Revenue Machine

Transform Internal Chaos Into a Sustainable Revenue Machine

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Episode #220:  Chris Green, Chief Revenue Officer at FreshRealm, explains why process beats outcome chasing in turbulent companies. He shows how accurate and timely communication aligns boards, founders, and teams. Chris connects customer conversations to sharper ICP focus and growth path choices. He closes by emphasizing that relationships are the true compounding asset.

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Read more about the article From Crisis to Growth Catalyst: Tackling the Trust Epidemic Head-On

From Crisis to Growth Catalyst: Tackling the Trust Epidemic Head-On

74% of B2B buyers reject customer proof and 61% worry leaders are being intentionally misleading. The most important factor in whether companies do business with you is trust. Discover how making trust measurable can turn the trust crisis into your competitive advantage.

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Read more about the article The Customer Voice Gap: ABM’s Hidden Threat to Growth

The Customer Voice Gap: ABM’s Hidden Threat to Growth

The Customer Voice Gap is the leading threat to any AI transformation strategy and overall ABM success. The world's leading consultancies agree: ignore it, growth stalls, innovation evaporates, and competitors seize the advantage. Closing the gap is the greatest path to sustainable success.

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