B2B C-suite: Fixing the Foundational Crisis in our GTM Strategies
Cindy White, Chief Marketing Officer at Mitek Systems, lays out why internal alignment and deep voice-of-customer understanding drive durable growth. She explains how trust is built through consistent experiences and multi-year commitment. She urges teams to remove subjectivity by putting the customer in the middle. This integration, clarity, and one-repeatable story is what keeps organizations focused.
B2B C-suite: Fixing the Foundational Crisis in our GTM Strategies A Conversation with Cindy White, Chief Marketing Officer at Mitek Systems EPISODE 215 Steve MacDonald HOST:
Table of Contents • [2:37] Introduction to Cindy White • [28:52] Full Podcast Episode • [2:53] Episode Highlights Video • [2:17] Putting Alignment on the Higher Agenda • [5:08] Redefining ICP with the Head and Heart • [2:45] Designing CX That Build Buyer Trust • [4:13] Innovating Faster by Listening to Customers • [2:19] Using Customer Mediation for Internal Alignment • [4:27] Anchoring Decisions in Purpose and Feedback • [1:39] Make Integration Your Competitive Advantage • [0:58] Short - Anchoring Decisions in Purpose and Feedback
ABOUT Cindy White Cindy White, Chief Marketing Officer at Mitek Systems, lays out why internal alignment and deep voice-of-customer understanding drive durable growth. She explains how trust is built through consistent experiences and multi-year commitment. She urges teams to remove subjectivity by putting the customer in the middle. This integration, clarity, and one-repeatable story is what keeps organizations focused.
FULL EPISODE “Integration matters in this world of too much information. It's the consistency of message, consistency of approach, and how it's integrated across all the levels in the organization.” – Cindy White
[2:53] Episode Highlights Video
[2:17] Putting Alignment on the Higher Agenda “Internal alignment demands time, and when there's macro pressures or there's customers that are always going to take priority, it's hard to prioritize time so that you can find internal alignment.” – Cindy White
[5:08] Redefining ICP with the Head and Heart “Every human has a head and a heart, and when you're thinking about customer intimacy, you're not only appealing to the decisions that they make in their head. You're creating an emotional connection and a relationship with your buyers. So, in this digital world, we are trying to form trust, and that is multi-year. That can't be a decision that's 12 months.” – Cindy White
[2:45] Designing CX That Build Buyer Trust “When you think about experience, if there are repeated positive experiences, this word "trust" comes into play, and when we have trusted relationships, they're lasting relationships.” – Cindy White
[4:13] Innovating Faster by Listening to Customers “Some of the greatest innovation comes from listening to customers because they are telling you what they need and relationships are built. Those relationships stand the test of time.” – Cindy White
[2:19] Using Customer Mediation for Internal Alignment “You take all subjectivity out of a debate with your internal peers when you put the customer in the middle. They're going to answer the question and that unanimously brings alignment.” – Cindy White
[4:27] Anchoring Decisions in Purpose and Feedback “Make sure that the voice of the customer starts off any internal engagement, is really felt through the purpose, and that your teams are in touch with the purpose.” – Cindy White
[1:39] Make Integration Your Competitive Advantage “If you have to have a tough conversation to get aligned on it, have the tough conversation because it's easier to be aligned. Everybody wants it when you're aligned.” – Cindy White
YOUTUBE SHORT: “Make sure that the voice of the customer starts off any internal engagement, is really felt through the purpose, and that your teams are in touch with the purpose.” – Cindy White
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