Bringing Value at Every Stage of the Customer’s Journey

Pipeline Visionaries

23-04-2024 • 31 mins

This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud.

In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are.

Key Takeaways:

  • It’s important to ensure that you are providing value to your customers at every stage of their journey and having ongoing conversations with them.
  • You need to meet your customers where they are and be very mindful of their time. Customers may no longer be near their company headquarters, so you need to know where your decision makers are really sitting.
  • Going to your customers allows you to create a more intimate experience and have a more captive audience.


“ I think you have to kind of go where the customer is. While travel budgets are being cut everywhere right now, right? Everybody's very budget-conscious. You have to be mindful of everyone's time and make sure that you're bringing value to them. When we go on these roadshows, we're really investing time into putting these together and making sure that when the customer is coming to sit with us for 2, 3, 4 hours, that we're bringing value to them at every stage. And they appreciate that. They appreciate the fact that we're coming to them and they're not having to take time out of their schedule to fly across the country to sit in sessions that may not be relevant for them because they're too general at some of the big conferences, right?”

Episode Timestamps:

*(03:38) The Trust Tree: Ensure the marketing strategy is in sync with sales

*(10:24) The Playbook: Investing in events and digital tools

*(25:23) The Dust-Up: Being accountable and taking ownership of failures

*(26:48) Quick Hits: Narine’s Quick Hits


Pipeline Visionaries is brought to you by, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit to learn more.