MarTech360 Podcast with Steven Lewis, Managing Director of Strategy Consulting at MarketBridge

Steven Lewis, Managing Director of Strategy Consulting at MarketBridge, shares insights on what it takes to build scalable and aligned go-to-market (GTM) strategies in today’s increasingly complex B2B environment.

Drawing on his experience advising organizations on GTM transformation, Steven explains why many initiatives fail-not because of flawed strategy, but due to misalignment between marketing, sales, and revenue teams. When teams operate with different incentives, disconnected data, and fragmented customer views, organizations often face what he describes as a “friction tax” that slows growth.

The conversation also highlights the growing importance of unified data architecture, research-driven customer insights, and stronger collaboration across revenue operations. Steven emphasizes that RevOps should function as the “nervous system” of the organization, connecting teams around a shared view of the customer.

Also Watch: Martech360 Podcast with Lee Salem, Vice President of Sales for the Americas at Way Media

He also challenges companies to move beyond activity-based metrics and focus on meaningful indicators such as conversion velocity, customer progression, and long-term value creation.

Ultimately, Steven argues that scalable GTM strategies are built not through more tools or automation, but through stronger alignment, better data foundations, and a disciplined focus on the customer journey.