How can CEOs adapt their go-to-market strategy when the old playbooks no longer deliver results? In this episode of Shift and Thrive, Natalie Nathanson sits down with Stephen Ochs, Head of Marketing at Selector, to explore how startups can build smarter go-to-market engines in today’s market. Stephen shares his experience leading marketing and biz dev teams in SaaS companies from Series A through Series C, and why he believes influencer-driven community marketing and AI-powered operations are changing the game.
Takeaways:
- Rethink traditional channels. Paid search, PPC, and even SEO are more costly and less effective than before. CEOs need to support their teams in testing new paths for growth.
- Invest in influencer-driven trust. Technical buyers want to hear from peers, not marketers. Empowering credible voices builds authenticity and lowers cost per lead.
- Balance brand and data. Influencer and community plays may not show immediate ROI, but revenue impact becomes clear if your team consistently tracks first-party data.
- AI is a tool, not a shortcut. CEOs should ensure data foundations are in place before expecting AI to deliver value. Good data hygiene is the prerequisite for effective AI adoption.
- Promote sales–marketing unity. When biz dev and marketing are aligned, sellers can focus on closing while BDRs and marketers drive pipeline health, shortening cycles and improving quality.
- Think long-term. Don’t sacrifice sustainable growth for short-term fixes. CEOs must encourage patience while still pushing for wins along the way.
- Overcommunicate with your team. Leaders need consistent, transparent updates. Even when things are going well, clear reporting builds trust and resilience.
Quote of the Show:
- “ I think it's important to take off the rose-colored glasses with AI. AI doesn't work without good data. If you stumble into AI and expect value on day one, but you don't have the good foundations to feed it, it's not going to be impactful.”
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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: https://www.magnetudeconsulting.com
