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Motive's Shiva Manjunath on CRO as a mindset, not a role
Summary
Shiva Manjunath, Lead Web Strategist at Motive and host of the From A to B podcast, joins Ashley Stirrup to explain why CRO works best as a mindset every team carries rather than a role one team owns. He shares how building bridges to sales and customer service turns everyday complaints into test ideas.
The conversation covers why customers who ask for price are often asking for value, how emotional context earns a CRO credibility, how to make an impact without an executive sponsor, and why experimentation needs the kind of marketing AI gets. For CROs, product managers and growth…
The skinny
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