Unlocking Customer Truth: The Roadmap to Revenue with Kristin Zhivago artwork
Science of CX

Unlocking Customer Truth: The Roadmap to Revenue with Kristin Zhivago

  • S4E214
  • 38:07
  • February 14th 2024

Kristin Zhivago is a seasoned business consultant, author, and thought leader specializing in customer-centric marketing strategies and revenue growth.  

Kristin is best known for her expertise in understanding and mapping the customer's buying process, helping businesses align their sales and service strategies with the evolving needs and expectations of their customers. 

She is the author of the acclaimed book "Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy," which provides actionable insights and practical guidance for businesses aiming to improve their sales processes and maximize revenue.

Throughout her career, Kristin has worked with companies of all sizes, from startups to Fortune 500 corporations, across various industries. Her approach emphasizes the importance of authentic customer engagement, transparency, and continuous improvement to deliver exceptional customer experiences and drive long-term success.

In addition to her consulting work and writing, Kristin is a sought-after speaker and podcast guest, sharing her expertise and insights on customer-centric marketing, sales optimization, and revenue growth strategies. 

She is dedicated to helping businesses thrive in today's competitive landscape by putting the customer at the center of their operations and decision-making.

Key Takeaways

1. Customer-Centric Approach: Emphasizing the importance of understanding and aligning with the customer's needs and preferences throughout the buying process.

2. Sales Training Transformation: Highlighting the need for sales training that prioritizes active listening and addressing specific customer questions rather than rigidly following a scripted sales pitch.

3. Empowering Customer Service: Recognizing the value of empowering customer service teams to focus on satisfying customer needs rather than solely on making sales, leading to increased customer satisfaction and revenue growth.

4. Continuous Improvement: Advocating for a culture of continuous improvement, where businesses regularly assess and adapt their strategies to better meet customer expectations and drive long-term success.


[00:17:46] The challenges salespeople face when they prioritize selling over listening to customer needs, highlighting the impact of readily available information on customer behavior.

[00:23:12] The pitfalls of outsourcing and the importance of maintaining quality and cultural understanding, illustrated by an example of offshore content creation leading to subpar results due to cultural differences.

[00:25:44] The prevalence of meaningless marketing content and the need for authenticity and relevance in customer communications, emphasizing the importance of addressing customer needs rather than relying on generic messaging.

[00:28:59] Levels of scrutiny applied to purchasing decisions and the necessity for businesses to anticipate and address customer questions at each stage of the buying process.

[00:33:39] The importance of gathering the customer's truth through open and objective conversations to inform business strategies and ensure alignment with customer needs, advocating for a customer-centric approach to drive success.


1. "Your customers are eager to tell you their truth, and talking to just 5 to 7 of them reveals clear patterns." 

2. "We're not selling to make friends; we're just trying to get something in our hands that will work." 

3. "You don't have to hire me; I wrote the book so people could do it themselves."

Connect with Kristin

LinkedIn - https://www.linkedin.com/in/kristinzhivago/ 

Website - https://www.zhivagopartners.com/ 

X - https://twitter.com/KristinZhivago 

Science of CX

CX Connoisseur, Steve Pappas, shares his insights on how to turn your customers into loyal brand ambassadors.

Known for his relentless pursuit of all things 'customer', Steve knows how to help your business and create experiences that customers respond to.

Listen to Steve's insights. Learn to grow and accelerate your business.

Learn more: www.scienceofcx.com