The 2025 Challenge Report: Mastering the Everyday Obstacles to Scale

Episode #246:Vidhya Srinivasan, Chief Marketing Officer at Prophix, explains why modern land and expand strategies are breaking down. She details why trust erosion, misaligned incentives, and weak customer journeys derail revenue growth. Her insights show where companies must shift their mindset and structure. She also illustrates how leaders can rebuild trust, teamwork, and customer value.“You have to meet the buyers and customers where they are on the journey that they are on, because it is not just the buyer's journey. It needs to immediately transcend into a customer journey. We need real conversations and value-based selling that evolves into value creation with the right roles, KPIs, accountability, and collaboration across sales, customer success, and marketing.” - Vidhya SrinivasanIn this episode, Vidhya highlights the failure of traditional land and expand strategies, pointing to trust gaps, short-termism, and siloed execution as core issues. She recommends reshaping incentive models and driving cross-functional alignment to deliver continuous value across the full customer lifecycle.Follow Vidhya Srinivasan on LinkedInFollow Steve MacDonald on LinkedIn

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