Within the topic of go-to-market, there are 4 disciplines:

• Sales led
• Customer led
• Product led
• Category led

And 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-market
• Building a business: the early days of gaining customers & CEO difficulties
• The role of expansion as you move through go-to-market
• Advice for listeners about go-to-market & who owns it
• Stories of culture that have succeeded or failed & CMO advice

Check out this resource mentioned in the episode:

• MOVE: The 4-Question Go-To-Market Framework

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.

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