E101: Means to build a customer-centric culture in B2B organizations — B2B Marketing Futures

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In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by three top product marketers — Shira Marcks (Motive), Karthic Subramanian (Confluent), and Kaushik Patange (Atlassian) — for a deep and honest conversation about building customer-centric cultures inside large, complex organisations.

We explore:

🎯 What customer-centricity actually looks like in practice

🧠 How to build empathy when you aren’t your customer

🔁 The systems, rituals, and leadership that help teams stay connected to real customer needs

📊 How to validate assumptions with data and structure

🚚 Why a safety AI platform, a developer tools company, and a global SaaS leader all approach this differently — but share common challenges

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