Refining Go-to-Customer Strategy with Jobs to be Done: A Strategic Imperative

An in-depth understanding of your ideal customer's struggling moments, context, and desired outcomes shows that you understand the job they are trying to get done, setting you apart from 90% of your competitors. One valuable approach for improving clarity in this context is the Jobs to be Done (JTBD) framework, which has proven invaluable in refining go-to-customer strategies for thousands of companies. My introduction to JTBD came at a critical moment a couple of years ago, and it has fundamentally reshaped my approach to messaging and communicating with buyers.

My journey with JTBD began when I was let go from my interim head of sales role at Cloudview. A discussion with Mark Littlewood , initially intended to reconnect me with my Cambridge network, took an unexpected and fortuitous turn when he posed a simple question: “What do you know about Jobs to be Done?” My response was honest—I knew nothing. That question triggered a deep dive into a framework that would ultimately redefine my approach to B2B sales acceleration.

Mark’s suggestion to watch a video featuring Bob Moesta, the co-originator, champion and leading practitioner of Jobs-to-be-Done theory and practice on the Business of Software website was the catalyst. It introduced me to the JTBD theory, and from that moment, I knew I had stumbled upon something important in how I create value for clients and relevant to every company leader I would engage.

The Strategic Value of JTBD

JTBD is more than just another theory; it represents a significant shift in how businesses can understand customer behaviour and develop products. The premise is simple: customers don't just purchase products; they "hire" them to achieve specific outcomes or solve pressing problems within a context.

For marketers, Jobs to Be Done (JTBD) offers a distinctive approach for aligning messaging with customers' actual needs, using their own words. By focusing on the underlying jobs customers need to accomplish, marketing efforts become more resonant and impactful, leading to more effective campaigns and deeper brand engagement.

Sales teams can leverage JTBD to enhance their customer interactions. Rather than pushing product features, they can engage in more meaningful conversations around buyers’ problems or struggling moments and how their offerings help customers just like them to achieve their desired outcomes. This shift increases win rates and boosts customer satisfaction by focusing on the value delivered.

Key JTBD Concepts and Their Business Relevance

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Delving into JTBD, I encountered numerous resources that enriched my understanding of this framework.

The Business of Software Conference and Website

Mark Littlewood runs The Business of Software Conference in Cambridge, England and Raleigh North Carolina . This conference is the hub for the global guild of JTBD practitioners and annual immersion in the practical application of JTBD by thought leaders.? I have attended this conference twice in Cambridge and found them both to be extremely valuable.? I attended Bob Moesta’s “Switch Interview workshop” last year and spent the day with Bob and Shape-up luminary Ryan Singer learning the ropes of customer interviews.

Demand Side Sales 101

Bob Moesta’s "Demand Side Sales 101 " shifted my perspective on sales. By concentrating on the demand side—the job the customer needs to get done—Moesta demonstrates how sales professionals can create more value and improve deal outcomes. This is recommended reading for CXOs, sales leaders and salespeople as it will reframe the job of selling for many.

Competing Against Luck"

Clayton Christensen’s "Competing Against Luck " laid the foundation for understanding JTBD’s impact on innovation. Christensen, a co-creator of the theory with Moesta argues that businesses succeed when they focus on the jobs their customers need to complete, leading to the development of products that meet real needs and drive sustainable growth.

Language Market Fit

Nopadon Wongpadkee’s "Language Market Fit " video highlighted the critical importance of aligning website messaging with the visitor’s motivation and the jobs they are trying to get done. This insight has profound implications for marketing communication strategies, in particular, the effectiveness of landing pages and lead conversion.

Operationalising JTBD in Marketing and Sales

Growth Levers

The true strength of JTBD lies in its practical application. Matt Lerner's "Growth Levers " offers practical insights for identifying and leveraging key growth drivers, all from the perspective of Jobs-to-be-Done (JTBD). It emphasizes the significance of understanding your ideal customer's North Star Metric and the impact of concentrating on a small subset of activities, which can lead to significant growth.

Jobs to Be Done

Tony Ulwick’s "Jobs to Be Done " offers a rigorous methodology for integrating JTBD into product development and marketing. His Outcome-Driven Innovation process has become a popular toolkit for developing products that genuinely fulfil customer needs. I found it a bit dense and too complex. It’s a simple problem when you understand it.

ChatGPT and JTBD Workshop

The convergence of AI and JTBD, as explored in John Gussif’s ChatGPT and JTBD workshop , presents exciting new avenues for understanding customer jobs and refining product development strategies using Gen-AI and a very useful way of ramping Chat-GPT competency.

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JTBD as a Driver of Customer-Centric Growth

Forget the Funnel

JTBD has broad implications for driving customer-centric growth across organisations. Claire Suellentrop and Gia Laudi’s "Forget the Funnel " challenges traditional marketing paradigms by emphasising the importance of understanding customer jobs throughout their entire journey. The accompanying workbook for this Audible version provides practical instructions on conducting customer "Switch" interviews and offers sample questions to create your own.

Jobs to Be Done

Jim Kalbach’s "Jobs to Be Done " provides a comprehensive framework for applying JTBD across various business contexts, from product design to marketing strategy. His practical insights have been instrumental in implementing JTBD principles across different business scenarios.

Sales Pitch

April Dunford’s "Sales Pitch " effectively translates JTBD principles into conversations that salespeople can use to engage customers with insight, differentiate themselves, reframe understanding and position themselves as trusted advisors. ?Although I dislike the book title, "We Don’t Pitch," I have adopted it and find it extremely valuable for improving conversational competency in sales teams. The accompanying workbook for this Audible integrates concepts from April’s prior book, Obviously Awesome

Strategic Implications of JTBD for Business Leaders

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For marketing executives, JTBD offers a robust framework for enhancing customer understanding and improving product-market fit. By focusing on the jobs customers are trying to complete, marketers can design more targeted campaigns and develop products that truly address market needs.

Sales leaders can harness JTBD to refine their sales strategies, leading to more impactful conversations with prospects and customers, ultimately driving higher win rates, ACV and customer satisfaction.

For investors, JTBD provides a new perspective on evaluating companies. A company’s focus and ability to fulfil critical customer jobs can be a strong indicator of its potential for future success and market disruption.

Reflections on My JTBD Journey

As I’ve integrated JTBD principles into my work, I’ve learned a lot and rapidly advanced my use of Gen-AI tools to improve my productivity. A key insight has been the importance of truly understanding customer needs—not just their expressed preferences, but in the context of the jobs they are trying to accomplish.

Implementing JTBD is a worthy undertaking. The customer’s Jobs-to-be-Done tend to remain static, whereas adaptation to evolving market conditions, technology change and competitive threats, will mean periodic revision to retain go-to-market focus. I am currently exploring new ways to merge JTBD with emerging technologies and data analytics to gain even deeper customer insights.

The Future of JTBD in Business Strategy

While still in its youth, JTBD will become increasingly central to business strategy. The ability to understand and address customer jobs will be a crucial differentiator in a crowded marketplace.

For C-level executives and investors, embracing JTBD offers a strategic pathway to more innovative products, more effective marketing, and, ultimately, more successful businesses. I encourage you to explore this powerful framework and consider how it could transform your approach to understanding and serving your customers.

My journey with Jobs to be Done has reshaped my thinking and the value of the services that I deliver. It is a valuable framework for CXOs and investors in navigating accelerating technological change. JTBD offers a clear direction for achieving true customer-centricity and long-term success.