Strategy Over Software: Customer-First Growth

When does buying software drive real impact, and when is it just a costly mistake?In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest tools without a clear plan and how to get finance and sales on board.Maxwell discusses the role of measurement, the importance of cross-functional buy-in, and why vendors should focus on business outcomes over vanity metrics. Plus, he shares lessons from leading high-stakes software decisions.In this episode, you’ll learn:Why marketing technology should solve business problems, not create themHow to align software purchases with long-term strategic goalsThe role of measurement and attribution in proving ROIJump into the conversation:(00:00) Introducing Maxwell Maurier(01:20) How Trellix aligns tech investments with goals(04:46) The risks of shiny object syndrome in B2B(07:32) Why cross-functional alignment drives success(11:32) Why measurement is critical for marketing spend(15:46) A vendor’s role in supporting business outcomes(20:07) Key indicators for evaluating software impact(24:50) Unrealistic expectations in tech deployments