Our Land-and-Expand Strategy Is Broken
Vidhya Srinivasan, Chief Product and Marketing Officer at Magnit, discusses how companies miss massive revenue gains by fixating on new customer logos. She emphasizes the urgency of building greater trust with existing clients to expand deals more efficiently. She pinpoints the role of collaboration across sales, marketing, and product in guiding the entire customer lifecycle. She invites leaders to rethink land-and-expand as a long-term growth engine.
Our Land-and-Expand Strategy Is Broken A Conversation with Vidhya Srinivasan, Chief Product & Marketing Officer at Magnit EPISODE 179 Steve MacDonald HOST:
Table of Contents • [1:21] Introduction to Vidhya Srinivasan • [26:18] Full Podcast Episode • [3:28] Episode Highlights Video • [5:49] Building Trust Beyond Closing the Deal • [5:22] Addressing the Customer Conversation Gap to Boost Value Creation • [6:00] Aligning Sales, Marketing, and CS Functions for Joint Success • [2:46] Creating a Unified Culture for Team Collaboration and Growth • [1:39] Leading by Example and Setting Team Goals for Organizational Success • [0:41] Short - Merging Brand Strategy and Direct Performance for Powerful Returns
ABOUT Vidhya Srinivasan Vidhya Srinivasan, Chief Product and Marketing Officer at Magnit, discusses how companies miss massive revenue gains by fixating on new customer logos. She emphasizes the urgency of building greater trust with existing clients to expand deals more efficiently. She pinpoints the role of collaboration across sales, marketing, and product in guiding the entire customer lifecycle. She invites leaders to rethink land-and-expand as a long-term growth engine.
FULL EPISODE “It’s really important that people don’t think only about landing, because the company’s job doesn’t end once you land the customer.” – Vidhya Srinivasan
[3:28] Episode Highlights Video
[5:49] Building Trust Beyond Closing the Deal “The trust factor is critical—whether it's a cross-sell or a land opportunity. It's essential that customers trust your brand, who you are, and what you can offer them.” – Vidhya Srinivasan
[5:22] Addressing the Customer Conversation Gap to Boost Value Creation “The customer marketing function could connect the dots across advocacy and trust-building areas and act more as a neutral party, to be honest. It shouldn’t be seen as selling to the customer but rather as bringing in the right people to share peer reviews or best practices, just like another customer.” – Vidhya Srinivasan
[6:00] Aligning Sales, Marketing, and CS Functions for Joint Success “You need people working together across four different functions within success. That's joint success with MBOs goals—business objectives that all those executives agree to.” – Vidhya Srinivasan
[2:46] Creating a Unified Culture for Team Collaboration and Growth “Culture eats strategy for breakfast—that’s a golden saying to me. It’s important that the culture unites us and doesn’t make us focus on the 'star of the show.' The star of the show should always be the customer and the outcome you're driving.” – Vidhya Srinivasan
[1:39] Leading by Example and Setting Team Goals for Organizational Success “Really thinking about the compensation and goals for your organization, and what success means to drive the joint goal, is a very important aspect of what we need to consider.” – Vidhya Srinivasan
YOUTUBE SHORT: “The customer marketing function could connect the dots across advocacy and trust-building areas and act more as a neutral party, to be honest. It shouldn’t be seen as selling to the customer but rather as bringing in the right people to share peer reviews or best practices, just like another customer.” – Vidhya Srinivasan
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