Rethinking GTM with a Customer-Centric Approach

Building Alignment: Breaking Silos for Customer Value

One of Lexi’s most impactful accomplishments was at Yext, where she brought together siloed teams to streamline the customer journey. Historically, separate roles for solution engineers (SEs), customer success managers (CSMs), and professional services often led to confusion and clunky handoffs. Lexi tackled this head-on by integrating these functions under one umbrella, creating a seamless experience for customers.

When asked about the key to this success, Lexi shared, “The customer doesn’t want to navigate internal structures—they just want value. By simplifying who they interact with and focusing on outcomes, we were able to rebuild trust and improve satisfaction.”

Aligning teams around customer value isn’t just good for customers—it’s good for internal culture too. Lexi’s approach fostered clearer roles, empowered team members to explore new career paths, and created a more cohesive vision for how to serve the customer.

Solutions Thinking as a Foundation for GTM Strategies

Lexi’s solutions-oriented mindset has been a game-changer in developing GTM strategies. At Yext, she applied this approach to revamp enablement processes, ensuring all teams—from SEs to CSMs—were trained with a deep understanding of the product and customer needs. The result? Teams equipped to deliver value at every stage of the customer lifecycle.

Now at Roam, Lexi is embracing a non-traditional GTM strategy. By offering self-guided, interactive demos directly on their website, Roam minimizes barriers to entry and lets customers experience the product firsthand. “We want to deliver value before the first conversation,” Lexi explained. “If someone wants to dive into the product immediately, they should be able to.”

Adopting solutions thinking in your GTM approach means rethinking traditional playbooks. Focus on creating experiences that make it easier for customers to see your product’s value—whether through enablement, better onboarding, or self-serve options.

Prioritizing Value in Every Interaction

At both Yext and Roam, Lexi’s leadership has centered on delivering tangible value in every interaction. She recalled a pivotal moment when a solutions professional transitioned into a CSM role to tackle a difficult customer relationship. By focusing on solutions and demonstrating value at every turn, the team turned the situation around so effectively that the customer became a public advocate for the company just months later.

This story underscores a powerful principle: putting the customer first drives better outcomes. “We always come back to value,” Lexi said. “When you have a team trained to think this way, it becomes a core part of the culture.”

Building a Network to Broaden Your Perspective

Lexi attributes a significant part of her success to making time for networking. “When you’re at a fast-growing company, it’s easy to think you don’t have time for networking,” she said. But she stressed how stepping outside her day-to-day environment to connect with peers in other organizations gave her invaluable insights and fresh perspectives.

To those looking to expand their network, Lexi advises starting small. “Set aside 30 minutes a month or an hour every other week to reach out to people on LinkedIn or have conversations with peers in your space. Those conversations can boost your confidence and help you realize, ‘Oh, these are my people.’”

This proactive approach has helped Lexi gain clarity and confidence in her ideas, amplifying her impact and inspiring bold decisions throughout her career.