How “David” Wins: Dr. Shonna Waters on Building Buyer-First, Evidence-Driven Growth Systems
- Fractional Insights
- May 16
- 2 min read
The future of go-to-market isn’t about doing more—it’s about doing what matters. And in today’s high-noise, high-stakes landscape, smaller, scrappier teams aren’t just surviving—they’re leading. That’s the focus of How David-sized B2B Firms Can Beat Goliaths in 2025, an insightful new ebook from Lucrum Partners that brings together voices from across the industry—including Fractional Insights’ own Dr. Shonna Waters—to explore how challenger organizations can outmaneuver legacy players. In the report, Dr. Waters shares a critical truth that’s often overlooked: data isn’t the problem—insight is. Her contributions underscore how modern commercial success hinges on more than just collecting buyer data; it’s about translating that data into repeatable, high-impact decisions across product, marketing, and sales.
Shonna’s perspective is especially relevant for organizations looking to:
Cut through the noise by getting radically clear on who they serve
Align sales and product teams around real buyer pain—not internal assumptions
Use behavioral science and commercial insight to engineer relevance
Build modern enablement systems that scale insight, not just activity
Her message is direct: In a world of “more,” clarity becomes a force multiplier. And small, agile teams win when they lead with buyer-centricity, curiosity, and cross-functional learning.
Why It Matters:
This report goes beyond surface-level conversations about change. It offers concrete strategies and real-world examples for building a more effective, insight-driven approach to growth—one that’s:
Responsive rather than rigid
Rooted in evidence, not assumptions
Aligned across sales, marketing, and product functions
Whether you're a founder, GTM leader, or strategist, the insights presented in this new ebook offer a clear path to building smarter, more adaptive systems—ones that foster trust, improve outcomes, and scale with intention.
Download the ebook below to explore the frameworks, case studies, and buyer-first strategies shared by a diverse group of industry leaders shaping the future of go-to-market.
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