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, Chief Marketing Officer & President at RE’FLEKT, 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 mindsetAdditional Resources:You can find Amber on LinkedIn and on her website, repurposeden.comMOVE: The 4-Question Go-To-Market FrameworkKey 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:A background on Park Mobile & how Jeff became a CMOWhat compelled Jeff to become CEO & relationship buildingThe timeline to become a CEOThe power of networkingThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market Framework

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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey 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.

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. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:Marketing owns the experience. Therefore, they own GTM.Go to market is an understanding of which channels and segments work“You can’t build an amazing product if nobody hears about it”

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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:Why "expand" is the last step in the "MOVE" frameworkHow to continue the journey of growing your companyWhat you need to expand effectively into other markets, verticals, and geographies

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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:The importance of velocityHow GTM leaders can know when (and how) to scaleHow to create “enablement ramps” that will ensure successful scaling

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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:What RevOps is, and when you should be focusing on itQuestions every company needs to be asking when creating operations plansExactly what your RevOps scorecard should look like (and why you should be presenting it at every exec meeting)

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" - This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:Total relevant market is who you should actually be focusing your marketing energy onThe way you market should change as your go-to-market strategy shifts and growsGo and ask your organization what stage of the business you’re in. Don’t rush into the next one, until you nail this one!

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, Founder & CEO at 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.This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for "MOVE Sangram Vajre" in your favorite podcast player.Additional Resources:MOVE: The 4-Question Go-To-Market FrameworkKey Takeaways:Sometimes hearing “that would be really hard”, means you’re on to something“Founder happy ears”? It’s a thing.You can’t rely on product alone–sales, customer success, and marketing need to align

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, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder of Convince & Convert, join me on this episode–you’re not going to want to miss it. Let’s go!This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

With what is happening all over the world, we have a throwback today with Alicia Esposito, Director, Content + New Media @ G3 Communications, talking with Cole Baker-Bagwell, Founder & Chief Kindness Advisor at Cool Audrey, Inc, about her experience working in an environment that prioritizes kindness and mindfulness and all the benefits that come from it. Cole covers:How kindness & mindfulness can change businessDefinitions & implementation strategies Tips & tricks for the audienceCheck out this additional resource mentioned in the episode:coolaudrey.comAnd be sure to check out the PEAK Community to get involved in conversations like this happening every day!This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

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 and Bryan Brown, point out common issues that show your go-to-market is broken and how to respond. What we discussed:Telltale signs of a broken go-to-market frameworkHow to respond to the issuesThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

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 and Bryan Brown 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:The M in the MOVE frameworkThe call to action for companiesThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Within the topic of go-to-market, there are 4 disciplines:Sales ledCustomer ledProduct ledCategory ledAnd 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, Managing Partner at High Alpha, about the 4 categories, why the customer should always come first, and how culture impacts a business. What we discussed:Dissecting the 4 categories of go-to-marketBuilding a business: the early days of gaining customers & CEO difficultiesThe role of expansion as you move through go-to-marketAdvice for listeners about go-to-market & who owns itStories of culture that have succeeded or failed & CMO adviceCheck out this resource mentioned in the episode:MOVE: The 4-Question Go-To-Market FrameworkThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

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, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about go-to-market, how people are getting the strategy wrong, and what the future holds.What we discussed:Defining go-to-market & pinpointing who owns itThe 3 Ps: examples of failureThe future of go-to-marketChoosing the right go-to-market for the right categoryCheck out this resource mentioned in the episode:MOVE: The 4-Question Go-To-Market FrameworkThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

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 and Bryan Brown, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company. What we discussed:The 3 stages of go-to-marketHubSpot’s journey through the 3 stagesHow to take your organization to the next level with this frameworkThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

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, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about the inspiration behind his books, aligning customer success, and product market fit.What we discussed:Putting customer success in front of marketing & salesResearching the chasm & product market fitWorking backwards from the business value Check out this resource mentioned in the episode:MOVE: The 4-Question Go-To-Market FrameworkThis is a #MOVE podcast. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

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: : How the MOVE framework was developedGo-to-market: why should we care?Sangram and Bryan’s favorite findings after asking marketing visionaries the question: who owns go-to-market?This is MOVE: The Go-to-market Podcast. Join us on Apple Podcasts, Spotify, or here. 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 of Terminus, recounts how the podcast got its start, the lessons learned along the way, and what’s next for the show.What we discussed:Why Sangram started Flip My FunnelHow B2B is changingThe show’s next MOVE...This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.