From Public Speaking to Published Thought Leadership

2023 - Three years ago I stood on the stage of the most important event for customer success leaders, I was invited as a sales enablement guru to speak in front of CCOs, CSMs, AMs and renewal managers on a revolutionary practice and approach:

Why and how flipping upside down the customer lifecycle could contribute a bigger impact to the business.

Put simply, I came in as a sales enablement guru to speak the lingo of RevOps to CS practitioners (an approach more commonly known today as GTM).

To be honest, I felt like a martian speaking gibberish to an audience who only cared about improving its chances of meeting the traditional KPIs (NRR).

The glazing & puzzled eyes and yawning noises coming from the rows in front of me did not bother me.

I knew i was right, I knew this approach would catch up eventually, I knew that at some point the SaaS industry could no longer continue relying mainly on new business to secure its goals, I simply knew it because I already practiced that approach, successfully.

I clearly remember those preparation conversations prior to standing on stage -

“We simply have to refresh the agenda, year over year the same people are coming to hear the same lectures with a minor twist in the title, it’s like wandering in an endless circle with blurred lines of start and end. We have to consider CS as a GTM function and not as the final stop of the journey, I strognly believe we need to speak about the contribution of CS on Marketing and vice versa”.

That moment on the stage lecturing about flipping around the customer lifecycle and reverse-engineering the book of business to dictate Marketing what good looks like, defined the cornerstone of my second book I published later - “The Multiplier”.

2025 - Two years later, the same event took place in Hilton hotel Tel Aviv. Now I was ready to expose a more mature model of the reversed journey in the pages of my book - available for the audience who came in to hear updates in the CS space.

2026 - Today, thanks to AI who made this thesis and practice commodity, I am proud and excited to feel I was right to insist on my GTM approach and my words on stage in 2023.

I predicted a model three years before it became a commodity.

I predicted Sales Enablement would evolve into a holistic GTM function and it happened.

I predicted Marketing would lose its core role and relevance, and it happened.

It’s all in the pages of my book series (The Moneyball Trilogy)  and I can't wait to see my next prediction materialise.

---

Avner Baruch Founder, Author Project Moneyball