70 | 🚨 Why Most Go-To-Market Models FAIL: The Human-Centered Design Fix You’re Ignoring 🔥 with Mary Catherine Plunkett (Autodesk)

Mary Catherine Plunkett, Vice President of Customer Success Design at Autodesk is a champion of the transformative power of human-centered design in creating effective go-to-market models and the complexities of strategic planning. In this episode of Good Revenue, host Neeta Bidwai & Mary Catherine cover:• Mary Catherine’s journey into design thinking and its impact at Autodesk• Insights from her experience in shifting Autodesk to a subscription model, the benefits of using frameworks like Jobs to Be Done, and the role of shared KPIs in aligning organizational goals.• How to optimize customer-centered planning, service design practices, existing sales process, and go-to-market strategies• Enhancing cross-functional collaboration and decision-making• Practical steps for effective and customer-focused strategic planning• Measuring trust and improving customer experiences at Autodesk_Where to find Mary Catherine: https://www.linkedin.com/in/marycatherineplunkett/Where to find Neeta:https://www.linkedin.com/in/neetabidwai/Where to find Good Revenue:https://goodrevenue.io/goodrevenuehttps://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ_Highlights:00:00 Introduction and Guest Welcome00:22 Human-Centered Design at Autodesk03:25 Implementing Design Thinking in Customer Success06:03 Optimizing Sales and Go-to-Market Strategies19:04 Cross-Functional Collaboration and Decision Making23:29 Improving Strategic Planning33:13 Personal Growth and Leadership Challenges38:09 Customer Experience as a Competitive Advantage_Referenced:LUMA human-centered design framework: https://www.luma-institute.com/about-luma/luma-system/Why traditional lead gen is failing: https://www.youtube.com/watch?v=vy-j4Tl2oOEGood Strategy / Bad Strategy: https://bookshop.org/p/books/good-strategy-bad-strategy-the-difference-and-why-it-matters-richard-rumelt/9791956?ean=9780307886231 Playing to Win: https://bookshop.org/p/books/playing-to-win-how-strategy-really-works-a-g-lafley/10001738?ean=9781422187395 Autodesk: https://www.autodesk.com/Salesforce’s V2MOM framework: https://www.salesforce.com/blog/how-to-create-alignment-within-your-company/ Jobs to be done: https://therewiredgroup.com/learn/complete-guide-jobs-to-be-done/More: https://youtu.be/3GchK6x9AMkFOLLOW GOOD REVENUE ON YOUTUBE! Or wherever you get your podcasts:YouTube: https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ Spotify: https://open.spotify.com/show/44me6PABSQ0k0GfphM70auApple Podcast: https://podcasts.apple.com/us/podcast/good-revenue/id1707461473 Web: https://goodrevenue.io/ Hosted on Acast. See acast.com/privacy for more information.