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

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.  Subscribe to Topline Newsletter. Tune into Topline Podcast, the #1 podcast for founders, operators, and investors in B2B tech. Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast!   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