When sales and marketing investment is higher than ever, but growth still lags, is the real problem a shortage of leads, or something deeper in how the business goes to market? In this solo episode of Shift & Thrive, host Natalie Nathanson works through four questions every CEO should ask before approving another hire or launching another campaign. Drawing on her work with B2B technology companies at Magnetude Consulting, Natalie explains how to separate a strategy problem from an execution problem, why the right go-to-market motion should shape every hiring decision, and when fractional leaders, agencies, or in-house teams make the most sense. She closes with the five areas of go-to-market where a CEO should stay personally involved, and where leaders can step back.
Takeaways:
~ Measure your spend against competitors, not your own history.
~ Give each marketing program the time your sales cycle requires before judging results.
~ Identify what is already working before you fix what is broken, including top channels, segments, and wins.
~ Diagnose strategy, go-to-market motion, and execution separately so you solve the right problem.
~ Hire for the outcome and go-to-market motion you need, not for a job title.
~ Match in-house, fractional, or agency support to how urgently you need results and how long the need lasts.
~ Own growth priorities, market selection, positioning, and market trust, and leave the execution to your team.
Quote of the Show:
“If your company isn’t growing the way that you want to, you don’t wanna jump immediately into the next hire, the next campaign. You really want to diagnose what’s going on and what’s underlying it.” - Natalie Nathanson
Links:
Website: https://www.magnetudeconsulting.com/
Ways to Tune In:
Substack: https://www.shiftandthrivepodcast.com/
Spotify:
Apple Podcasts:
Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change
iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501
Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797
YouTube: https://www.youtube.com/channel/UClf9QxGUxZw_Sv8_4bZP34Q
This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.
Learn more at: Magnetude Consulting
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