How To Win More With An Outward Mindset
This is probably my favorite topic we've done on the GTM.news show (sorry to the rest of my guests 😅)
Because marketing and sales can be the most self-focused & inward departments in an organization:
"My leads" - "My quota" - "Our revenue"
Not only can this mindset suck the life out of you as a practitioner but the mindset DOESN'T WORK to actually drive impact for customers and your organizations.
This is why an Outward Mindset is so important.
Watch/listen to my conversation with Aaron Hill, SVP Growth Strategy at the Arbinger Institute.
Couple of takeaways:
- Don't weaponize empathy: This is what psychopaths and expert criminals do. They use the super power of empathy to manipulate people. You will suck your soul dry of joy in your work and also not succeed long-term.
- Inward mindset is very counter-productive: If you are focused on your goals and objectives, you will miss the mark for how to serve and impact others. Customers are savvy and can smell this approach a mile away and you won't build rapport or trust with your ideal customer.
- Make your success their success: It seems simple but to true win for the customer and the organization, it has to win for everyone. This is the great balance we should all strive to achieve.
Win More With An Outward Mindset
Introduction:
In the fast-paced world of go-to-market (GTM) strategies, it's easy to become consumed by our own objectives and targets. However, adopting an outward mindset can significantly impact the success of your GTM efforts. In this blog post, we'll explore what an outward mindset entails, why it matters, and how aligning your GTM with an outward mindset can lead to greater growth and collaboration.
What is an Outward Mindset and Why It Matters
Inward mindset vs. outward mindset: At its core, an inward mindset focuses solely on personal objectives and behaviors, while an outward mindset takes others into account. Although we might instinctively understand the importance of considering others, it can be challenging to consistently maintain this perspective in real-life situations, especially in the competitive world of go-to-market.
Objectifying others in GTM:
When we become overly fixated on our own goals, we may unintentionally objectify others, viewing them merely as vehicles or barriers to our success. This mindset can hinder collaboration and productivity, as we fail to acknowledge and prioritize the needs, hopes, and challenges of those around us. Developing an outward mindset means genuinely valuing others' perspectives and considering their success as equally important as our own.
Inward Mindset is Counter-Productive to Your Growth Goals
Counterproductive behaviors: An inward mindset leads to counterproductive behaviors that work against what we aim to achieve. Consider a relatable example from daily life: interacting with a curious neighbor's child. When preoccupied with our own tasks, we might respond curtly or dismissively, unintentionally objectifying the child as an obstacle to our objectives. Similarly, in the world of GTM, perceiving customers or colleagues as barriers or irrelevant can hinder progress.
Productivity through collaboration: By embracing an outward mindset, we create an environment where others feel valued, heard, and included. This mindset promotes collaboration, open communication, and a genuine desire to help others succeed. In the workplace, treating everyone as equal partners, even customers, fosters a sense of connection, resulting in improved collaboration, productivity, and overall success.
Don't Weaponize Empathy in Marketing & Sales
Mindset in action: Reflecting on personal experiences, we may realize moments when we inadvertently weaponized empathy, manipulating or coercing others to meet our objectives. An outward mindset, however, is driven by a sincere desire to be proactive and genuinely helpful. Unlike manipulative tactics, it considers the impact on others and aims for a mutually beneficial outcome, balancing individual needs with collaborative goals.
GTM Success: Make Their Success Your Success
Recurring revenue through impact: The concept of recurring revenue being a result of recurring impact provides valuable insights. Rather than solely focusing on convincing customers to make purchases, an outward mindset recognizes that revenue and profits come from delivering impactful results. Striving to be helpful within the confines of your own requirements and metrics allows you to prioritize the success of others while achieving your goals.
A customer-centric approach: When executing GTM strategies, adopt an outward mindset that considers customers' needs, desires, and expected outcomes. Instead of pressuring yourself to convince them to buy, approach each interaction with the intention of helping them achieve their desired results. By shifting the focus from personal objectives to collaborative success, you create an environment conducive to growth and sustainable relationships.
Conclusion:
Aligning your GTM with an outward mindset can revolutionize your approach to business and lead to enhanced growth and collaboration. By valuing others, considering their perspectives, and prioritizing their success alongside your own, you create an environment that fosters productivity, trust, and long-term partnerships.
Taylor Wells
Founder & Host @ GTM.news
Taylor has lived and breathed B2B marketing & go-to-market strategies for over 10 years at boot-scrapped & growth stage businesses. He thrives on building amazing customers experiences through what he calls the Selfless Advantage. This approach is an unconditional approach to marketing that helps people & positions your business as the obvious choice. He is the Founder & CEO of Potential Opportunity.
Aaron Hill
SVP Growth Strategy
Aaron Hill is an experienced Revenue Leader, Operator, and Consultant.
Working as an employee and previous founder, Aaron has a diverse and successful background with industry experience, including Managerial Consulting, Software (SaaS), Hospitality, Real Estate, Residential Services, and Finance.
Working as a consultant, he has helped companies across an even broader range of industries, including those in which he operated, plus e-commerce, construction, cryptocurrency, cybersecurity, human resources consulting, location-based ads/messaging, boardroom management, procurement, and project management, to name a few.
He has facilitated strategic migrations across a wide range of companies, including those transitioning from perpetual sales and service business models to subscription or consumption-based models.
The companies he has helped include the earliest stages of prototyped and seed-funded start-ups, boot-strapped scale-ups, venture-backed companies preparing for a funding round, companies owned by private equity, and publicly traded companies.
Aaron’s expertise in marketing, demand generation, prospecting, opportunity management, implementation, and customer success provides strategic guidance for companies seeking improved recurring revenue to achieve hypergrowth.
Aaron currently serves as SVP of Growth Strategy for the Arbnger Institute, a global leadership development and culture transformation organization that helps leaders and teams shift their mindsets to drive organizational changes that lead to exceptional… Read More