The Revenue Leadership Podcast with Kyle Norton E63: A Product-Informed Approach for Go-To-Market (Usha Iyer: Chief Customer & Growth Officer @ Hivebright)
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Feb 11, 2026 Usha Iyer, Chief Customer & Growth Officer at Hivebrite and former C++ developer turned product leader. She explains treating GTM like a product roadmap. Topics include finding hidden customer friction, running hypothesis-driven GTM experiments with SWAT teams, using control sets to diagnose churn, and instrumenting data to preserve context across the customer journey.
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First Principles Discovery Wins Deals
- Product thinkers start from first principles and run deeper discovery with customers.
- Usha Iyer says GTM should ask granular questions to find where real value is created.
Inputs Versus Outputs Tension
- Product is input-driven while GTM is output-driven and both must find equilibrium.
- Hypothesis-driven iteration bridges input focus and output expectations.
Root Cause Churn With Data First
- Start by mapping and analyzing all available customer inputs before acting on churn.
- Use segmentation and pattern detection to target experiments and scale winners.