Why Your Go-To-Market Strategy Still Needs a Human Story Behind It

Building a go-to-market plan is more than having the right strategy; it’s about having the discipline to see it through. On this episode of Pure Signal, hosts Ryan Medellin, Kevin Erickson, and Jake Carter sit down with Nancy Newell, Head of Public Sector Industry Growth at Credera, to talk through what it actually takes to build something and make it stick.

Nancy walks through her five-pillar go-to-market framework, which she’s started implementing in her first months at Credera, and where she has seen companies fall short. You'll also hear a candid exchange on where government agencies sit in the technology adoption curve and whether that gap is really a technology problem or a workforce and trust problem.

For leaders navigating new market entry, a practice rebuild, or the pressure to modernize faster than their organization is ready for, this episode offers a practical perspective. Know your strengths, work the plan, and keep moving.

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Quotes

“You have to constantly reassess where you are. If you're not growing somewhere, pivot. If you don't pivot, you're going to keep going the wrong way.” - Nancy Newell

“The way content marketing and branding work right now in the world is constant. You have to have something out there 24/7. And it can't just be AI-generated.” - Nancy Newell

“ What I see is people that are getting that true growth, they have technology. You can't just sit back. You're not going to be here in two years if you don't.” - Nancy Newell

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Time Stamps

(00:00) Intro

(02:06) Nancy Newell’s path to Credera

(05:10) Growing practices from the ground up 

(06:06) Nancy's five-pillar go-to-market framework 

(12:53) Common go-to-market mistakes

(16:56) Human connection as the throughline 

(19:42) Storytelling, AI tools, and keeping your own voice 

(29:52) When and why companies need to revisit their go-to-market 

(33:37) Government technology gaps, workforce costs, and agentic AI 

(44:02) Closing thoughts 

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Links 

Connect with the hosts and guests on LinkedIn!

• Nancy Newell

• Kevin Erickson

• Jake Carter

• Ryan Medellin

Learn more about Credera