Laurent De Grauwe, a sales and marketing executive for over 20 years, joins Ryan in this episode to give interesting perspectives on the world of AI, tools and go-to-market strategies and teams. Laurent's unique perspectives are based on his breadth of knowledge gained from working at Microsoft as well as with start-ups.
Laurent talks about how go-to-market is a team sport and the importance of remaining customer-centric and authentic in your approach. He also defines concepts from his point of view and reveals the biggest mistake companies are making with their go-to-market strategies.
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KEY TAKEAWAYS

Laurent believes many people start their go-to-market strategy from the product but this isn’t the best way, he believes you need to start from the customer and end user, identifying their pain points and whether you can offer value to them.
It’s easy for companies to get stuck in the product-fit stage of a company because they haven’t previously engaged the customer enough or gained the right insight and research.
When you have an idea, talk to as many people as possible, stress test it with potential clients and then you will have enough feedback to create a first version of your product.
There is a vast amount of tools available, it can be overwhelming and confusing to know the best ones to use for your business, something to consider is how easily you can connect tools to your existing software.
It’s easy as a business to forget to connect authentically with people as humans. If you do the right customer discovery and build your creditability, your customers can see and feel your value to them.

BEST MOMENTS
“Can I shape my value proposition so it might resonate?”
“Customer-centricity is not just a buzz word it’s a starting point”
“When you have an idea, go stress test it, talk about it with as many people as you can”
“When you find the right balance between building connection and building your credibility, then you start to earn trust”
Ryan Staley
Founder and CEO
Whale Boss
ryan@whalesellingsystem.com
www.ryanstaley.io 
EPISODE RESOURCESSaas, Saas growth, Scale, Business Growth, B2b Saas, Saas Sales, Enterprise Saas, Business growth strategy, founder, ceo: https://www.whalesellingsystem.com/closingsecretsThis show was brought to you by Progressive Media