How Can GTM Teams Foster Trust and Drive Value During Customer Onboarding?

Estelle McCartney

CCO Arctic Shores



Share it


In a recent podcast episode hosted by Adil Saleh and Taylor Kenerson, Estelle McCartney, Chief Growth Officer at Arctic Shores, delves deep into the intricacies of customer onboarding. McCartney emphasizes the pivotal role of trust-building and understanding the unique challenges faced by customers. For GTM (Go-To-Market) teams, this episode serves as a masterclass, highlighting the importance of aligning sales and customer functions, understanding the broader recruitment process, and positioning oneself as a trusted adviser.


Estelle McCartney highlights the significance of a seamless transition for new customers, focusing on their specific challenges. She advocates for a holistic view of the customer’s recruitment process and stresses the importance of becoming a trusted adviser, regardless of the customer touchpoint level.

About Arctic Shores

Arctic Shores is a pioneering company that leverages technology to redefine the recruitment landscape. With a mission to ensure companies hire the right talent, Arctic Shores has developed a platform that has been utilized by over 3 million candidates. Their unique approach combines data-driven insights with the expertise of business psychologists, ensuring a comprehensive understanding of success criteria for various roles.

How Can GTM Teams Enhance the Relationship Between Sales and Customer Functions

McCartney begins by highlighting the importance of a harmonious relationship between the sales team and the customer function. A disjointed experience can deter potential customers. GTM teams should ensure that the transition feels seamless, making the customer feel valued and understood. As Estelle said,

the first thing, and I think really the important thing, is, is actually an internal thing, the relationship between the sales team and the customer function… So that that experience for any new customer feels really joined up and doesn’t feel like you know, they’re starting all over again.

Furthermore, this relationship is not just about the initial sale but extends to post-sale interactions. Regular check-ins, feedback sessions, and open communication channels can solidify this bond. GTM teams should also invest in training sessions to ensure both teams are aligned in their understanding of the product and customer needs.

What Should Be the Focus During the Transition Period

The transition period should be centered on understanding the specific problem the customer aims to solve by partnering with your company. Arctic Shores, for instance, assists customers in identifying success criteria pertinent to the roles they’re hiring for. Drawing from their vast database of candidate assessments, they guide companies to select criteria that determine success in specific roles. As Estelle said,

I guess what we’re really focusing on in that transition period, is what is the specific problem that that customer is trying to address by deciding to work with the Arctic Shores.

Additionally, this period is crucial for setting expectations. Clear communication about deliverables, timelines, and support can pave the way for a smooth transition. GTM teams should also be proactive in addressing potential challenges or concerns the customer might have during this phase.

How Can GTM Teams Establish Themselves as Trusted Advisers



McCartney’s rich background in consultancy businesses has taught her the value of becoming a trusted adviser. While this might seem like a high-touch approach, it’s crucial even for low-touch customers. The onboarding phase is the golden opportunity to establish this trust. It’s about understanding the customer’s broader business strategy, pain points, and pressures, and then tailoring the onboarding process to address these concerns. As Estelle states,

My background I spent many years working, not in SaaS businesses, but in consultancy businesses, and the kind of measure for success in those businesses is really clearly about becoming a trusted adviser to your client.

Beyond this, GTM teams should also focus on continuous learning. By staying updated with industry trends and the customer’s evolving needs, teams can offer timely and relevant advice, further solidifying their position as trusted advisers.

Why is a Holistic View of the Customer’s Recruitment Process Essential

GTM teams must understand that they are just one piece of the customer’s broader business puzzle. By understanding the customer’s entire recruitment process, teams can better position their product to address specific pain points. This holistic view ensures that the product is not just another tool but an integral part of the customer’s business strategy. As Estelle said

And then it’s about understanding, you know, their broader recruitment process, not just not just being centered on our products, but thinking about their whole holistic recruitment process.

Moreover, by understanding the nuances of the customer’s recruitment process, GTM teams can offer tailored solutions and suggestions, making their product indispensable. This approach also allows for better integration with other tools and processes the customer might be using, ensuring a cohesive experience.

How Can GTM Teams Drive Value During Onboarding

Onboarding is not just a moment; it’s a process. By the end of this process, GTM teams should have a clear picture of the customer’s key milestones and business activities. McCartney emphasizes the need to demonstrate value at every step, articulating it in a way that resonates with the customer and their internal stakeholders. As Estelle said,

Onboarding is isn’t a moment, it’s a it’s a process. But I think that what you want to be thinking about by by the end of that process, is having that that very clear picture of what are the key milestones for my customer, what you know what else is happening in their business?

To drive this point home, GTM teams should focus on regular feedback loops during the onboarding process. By understanding what’s working and what’s not, teams can make necessary adjustments, ensuring the customer sees value at every stage. Additionally, offering training sessions, webinars, or workshops can further enhance the onboarding experience, ensuring customers are well-equipped to derive maximum value from the product.

Key Takeaways

  • Foster a seamless relationship between sales and customer functions.
  • Understand the specific problems customers aim to solve during the transition period.
  • Strive to become a trusted adviser during the onboarding phase.
  • Adopt a holistic view of the customer’s recruitment process.
  • Continuously demonstrate and articulate value throughout the onboarding process.


Estelle McCartney’s insights serve as a roadmap for GTM teams aiming to optimize their onboarding processes. By understanding the customer’s broader business landscape, establishing trust, and continuously demonstrating value, companies can ensure a fruitful and lasting relationship with their clients. GTM teams must remember that onboarding is more than just introducing a product; it’s about integrating oneself into the customer’s business strategy, addressing their pain points, and positioning oneself as a trusted adviser. As McCartney aptly puts it, this is where the magic happens.

Empower Your GTM Strategy

Monthly expert advice and top GTM insights in your inbox.

Keep Reading

How Christine Watts Leverages Adaptability, Client-Centricity, and Proactive Problem-Solving for Success

Christine Watts

Head of Client Success

How to Harness the Power of ‘Rev3’ for Optimal Revenue Intelligence in GTM Teams

Maxwell Lu


How did Christian Kletzl navigate the 1500 days of pain with UserGems?

Christian Kletzl

CEO & Co-Founder

How to Start Small and Scale Successfully: Insights from Alex Sergeev’s Approach to Customer Success

Alex Sergeev


From MIT to Startups: The Evolution of Paul Staelin’s Tech Vision

Paul Staelin

VP of Customer Success and Services

From Sales Star to Startup Success: How Carlo Candela Founded Sameplan

Carlo Candela