Mike Head, Chief Revenue Officer at Orderful, explains how customer understanding can strengthen every part of the go-to-market organization. He shares practical ways to prepare for executive conversations, improve discovery, coach teams with AI, strengthen retention, and align teams around customer priorities. Mike also explains why consistent execution, genuine curiosity, and continuous customer engagement can build trust, improve revenue performance, and create sustainable growth.
“Your technology, your logo slide, all that stuff doesn't matter. What really matters is the customer and what they care about, and if you focus on that across your engagements in sales, marketing, customer success, and partnerships, great things will happen.” - Mike Head
Executive access is getting harder, buyer conversations are becoming shorter, and prospects often enter the sales process with strong opinions already formed. Mike explains how CROs can respond by preparing earlier, building deeper customer understanding, strengthening post-sale relationships, and creating better alignment across revenue teams. He also shares why great people, consistent execution, customer-led discovery, and genuine curiosity can become durable competitive advantages.
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