The Power Of Building Empathy In The Go-To-Market With Charlie Wilson
Key Takeaways
- Empathy Is the Underrated GTM Skill: Charlie's argument: every meaningful B2B win starts with the seller genuinely understanding the buyer's world. Empathy isn't soft—it's the foundation of pipeline.
- Greenbits' Vertical Buyer: Greenbits serves cannabis retailers—a vertical with specific compliance, payments, and operational realities. Charlie's empathy work means understanding those realities first.
- CRO Role in Vertical SaaS: Vertical SaaS CROs can't outsource buyer understanding. Charlie's daily work blends sales leadership with deep customer immersion in ways horizontal SaaS CROs rarely require.
- Relate, Then Sell: When the buyer feels understood, the sale becomes a conversation. Charlie's discipline: don't pitch until the buyer believes you genuinely get their world.
- Empathy Compounds Across Deals: Buyers in tight verticals talk to each other constantly. Charlie's reputation for empathy travels faster in cannabis than any marketing dollar could.
- Build Empathy as a Team Capability: Empathy can't be one heroic seller's trait. Charlie builds it into onboarding, ride-alongs, and weekly customer reviews so every rep develops the skill.
- Empathy Drives Product Roadmap: Charlie's empathy work surfaces specific feature requests that engineering wouldn't have anticipated. Sales becomes the most accurate product-research function the company has.
Key Topics
Allowing your customers to understand where you are coming from and how they can personally relate to what you have to offer is the best way to build the go-to-market. By building empathy with your audience, you’re on the right track towards starting a successful connection. Joining Vijay Damojipurapu isCharlie Wilson, Chief Revenue Officer of cannabis providerGreenbits. Together, they discuss how to maximize human interaction to achieve an unparalleled customer experience, as well as the importance of well-targeted product manager-marketer collaboration. Charlie also talks about the most crucial marketing points every start-up business must know, especially in this time of pandemic and with the go-to-market gradually becoming an independent function.
I have my friend and someone I look up to from a go-to-market perspective. His name is Charlie Wilson. He is the Chief Revenue Officer at an upcoming and high-profile startup in the legal cannabis space namedGreenbits. Charlie, I’m turning it over to you. Welcome. How are you doing?
Choose Your Path
Make the call from where you are.
GTM TEAMS
You already have a motion. It’s not fully working at your current stage.
Fix the motion before you scale it.
FOUNDERS
You are the GTM motion. It doesn’t scale.
Make it repeatable before you hire into it.
.webp){kind=logo}