Most revenue leaders see a missed number and immediately jump to a solution: more training, new SPIFFs, or pricing changes. Product leaders isolate variables and solve for root causes.

Usha Iyer (Chief Customer & Growth Officer, President - US @ Hivebright) brings a developer's rigor, and a product leader's clarity to GTM. She explains why you should treat your GTM strategy like a product roadmap: test small, validate with data, and only scale what's proven to work.

Highlights include:

Input vs. Output: Why chasing results without fixing process inputs increases failure ratesThe SWAT Team Model: The safer way to scale processes
Churn Forensics: How to use control groups to diagnose retention issues (hint: it's rarely just pricing).
Friction Hunting: Stop selling the "happy path" and how to get at the truth.

Plus a lot more. And thanks for tuning in! Catch new episodes every Wednesday.

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Chapters:

00:00 Introduction: Usha Iyer's journey from engineering to revenue

03:52 Transitioning from product management to go-to-market leadership

07:34 The difference between winning in product versus sales

08:17 Identifying hidden customer friction points that data misses

12:19 How revenue leaders should communicate with product teams

13:36 Applying a product mindset to the sales process

15:56 Input-driven product development versus output-driven sales

21:48 Using data patterns and control sets to diagnose churn

34:46 Running hypothesis-driven experiments in GTM teams

37:39 Building data structures to track the customer journey

43:08 Experimenting with pricing and packaging strategies

46:02 Integrating onboarding directly into the product experience

52:00 Using SWAT teams to pilot new initiatives

56:16 Creating a culture of psychological safety for experimentation

01:01:05 Rapid fire questions and career advice

E63: A Product-Informed Approach for Go-To-Market (Usha Iyer: Chief Customer & Growth Officer @ Hivebright)

The Revenue Leadership Podcast with Kyle Norton

E63: A Product-Informed Approach for Go-To-Market (Usha Iyer: Chief Customer & Growth Officer @ Hivebright)