Where to Play and How to Win

Pipeline Visionaries

This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences.

In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce.

Key Takeaways:

• You need to understand your segments in order to ensure that you are talking appropriately about the value proposition for each segment.
• Go through the exercise of determining where to play in the market and how you can win there. Gain clarity regarding the choices that you are making and where you should say no.
• Position yourselves as a partner, instead of the provider of a product or service, when you are building your brand.

Quote:

“The short-term focus on the short-term ROI is a big problem. And then the second thing is like the unattributable spend and how to make the right business case for it. I'll say as a tee up to our budget masterclass, when we do it, there are three segments of metrics that I've realized, uh, CFOs care about: there's volume, which is usually your MQL, SQL, closed one, you know, whatever that is, right? Then there is the velocity bucket, which is time to close, or time to first transaction, time to XYZ, whatever that is, time to first touch. And then the third one is efficiency. So it could be ROAS, it could be sales and marketing as a spend, as a percentage of spend. If you can convincingly present these three buckets or the right kind of information in these three buckets, you get a lot of mileage out of your conversations.”

Episode Timestamps:

*(02:49) The Trust Tree: Leading the shift towards prioritizing higher value ICPs

*(23:45) The Playbook: Managing brand building as CMO at different companies

*(36:08) The Dust Up: The translation problem

*(38:50) Quit Hits: Kady’s Quick Hits
Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Kady on LinkedIn
• Learn more about Lightspeed Commerce

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Caspian Studios