Ep. 532 | Winning with Go-to-Market Strategy

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.

Key Takeaways

• Cross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.
• Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.
• Leverage Tools to Scale Without Additional Labor: Platforms like Demandbase help integrate insights, streamline workflows, and enable scalable, personalized outreach without adding overhead.
• The Importance of Beacon Projects: Start with “beacon projects” that showcase clear value across teams and convert skeptics into advocates for change, aligning everyone on revenue objectives.
• AI as a Catalyst for Personalization: While AI can help optimize content and enable hyper-personalized messaging, its impact is amplified when integrated with robust go-to-market platforms.

Quotes

"AI enables us to scale personalization, but success still lies in orchestrating the right data, systems, and teams."

Best Moments

• (03:30) – The Foundations of Cross-Functional GTM Success

• (08:40) – Setting Realistic Digital Transformation Goals

• (13:10) – Tools for Scalable Revenue Growth

• (19:50) – Introducing Beacon Projects

• (26:25) – AI's Role in GTM Transformation

Resource Recommendations

Books:

• Beastie Boys Book by Michael Diamond

About the Guest

Eric Feige is a seasoned leader and digital transformation expert with experience as a venture-backed entrepreneur, digital strategist, and head of digital at top organizations like Deloitte, KPMG, JP Morgan, and Prudential Financial. As the Managing Director at VShift, Eric helps businesses unlock sustainable revenue growth by aligning digital goals with cross-functional collaboration across sales, marketing, and technology teams.Website: ⁠https://www.vshift.com/⁠

⁠Connect with Eric⁠.