Gary Lyng

𝗘𝘃𝗲𝗿𝘆 𝗤𝘂𝗮𝗿𝘁𝗲𝗿, 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗔𝘂𝗱𝗶𝘁 𝗧𝗵𝗲𝗶𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀. 𝗔𝗹𝗺𝗼𝘀𝘁 𝗡𝗼𝗻𝗲 𝗔𝘂𝗱𝗶𝘁 𝗧𝗵𝗲𝗶𝗿 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴.

Every executive team reviews revenue, pipeline, forecasts, customer health, operating metrics, and now, AI initiatives.

But very few stop to examine the assumptions driving those decisions. Every strategy rests on a set of beliefs:

• What customers truly value.
• Why they choose us over competitors.
• Where AI creates… Show more

𝗘𝘃𝗲𝗿𝘆 𝗤𝘂𝗮𝗿𝘁𝗲𝗿, 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗔𝘂𝗱𝗶𝘁 𝗧𝗵𝗲𝗶𝗿 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀. 𝗔𝗹𝗺𝗼𝘀𝘁 𝗡𝗼𝗻𝗲 𝗔𝘂𝗱𝗶𝘁 𝗧𝗵𝗲𝗶𝗿 𝗧𝗵𝗶𝗻𝗸𝗶𝗻𝗴.

Every executive team reviews revenue, pipeline, forecasts, customer health, operating metrics, and now, AI initiatives.

But very few stop to examine the assumptions driving those decisions. Every strategy rests on a set of beliefs:

• What customers truly value.
• Why they choose us over competitors.
• Where AI creates differentiation versus commoditization.
• Which markets deserve investment.
• What will drive the next phase of growth.

The challenge is that markets evolve faster than organizational beliefs.

Yesterday's winning assumptions quietly become today's blind spots.

Introduce the 𝗤𝘂𝗮𝗿𝘁𝗲𝗿𝗹𝘆 𝗕𝗲𝗹𝗶𝗲𝗳 𝗔𝘂𝗱𝗶𝘁. Rather than asking only, "How are we performing?", leadership teams also ask, "What do we believe that may no longer be true?"

That simple shift changes the conversation from measuring execution to challenging assumptions.

In an era defined by AI, rapid market shifts, and changing customer expectations, competitive advantage won't belong to organizations that simply execute faster.

𝗜𝘁 𝘄𝗶𝗹𝗹 𝗯𝗲𝗹𝗼𝗻𝗴 𝘁𝗼 𝘁𝗵𝗼𝘀𝗲 𝘄𝗵𝗼 𝗹𝗲𝗮𝗿𝗻, 𝘂𝗻𝗹𝗲𝗮𝗿𝗻, 𝗮𝗻𝗱 𝗿𝗲𝗹𝗲𝗮𝗿𝗻 𝗳𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗮𝗻 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗲𝗹𝘀𝗲.

This article on CMSWire is well worth five minutes. Written through the lens of Customer Experience, the framework applies equally to strategy, product, marketing, sales, and every executive team responsible for growth. Show less

The 5 A's framework helps marketing leaders align with CFOs, prove ROI, and protect growth investments.
The Gist
1) Why are marketing budgets becoming harder to defend? Boards want immediate AI returns while marketing budgets remain flat, creating pressure to prove business impact faster than ever.

2) What is the biggest budget mistake CMOs make? Focusing on activity metrics instead of revenue outcomes weakens credibility during budget negotiations.

3) How can marketing… Show more

The 5 A's framework helps marketing leaders align with CFOs, prove ROI, and protect growth investments.
The Gist
1) Why are marketing budgets becoming harder to defend? Boards want immediate AI returns while marketing budgets remain flat, creating pressure to prove business impact faster than ever.

2) What is the biggest budget mistake CMOs make? Focusing on activity metrics instead of revenue outcomes weakens credibility during budget negotiations.

3) How can marketing escape the cost-center label? Strong CFO alignment, disciplined measurement, and AI-ready data foundations help position marketing as a revenue driver.
Show less

There are several things entrepreneurs need to consider before building and launching a new product or service. These include, for instance, the value proposition of the new product, its market validation, and how customers will use the product or service. But perhaps the most important consideration is one entrepreneurs too often neglect: what is the […]

Behind every successful company is a successful story––an impactful narrative that truly resonates. In fact, companies need impactful, resonant stories––from origin stories to stories about your philosophy and mission––because that’s what people relate to and remember. Facts, accomplishments, and even impressive technological capabilities generally don’t prove as effective, depending on the audience. And the reason is because […]

Just like any other executive position, marketing leadership roles are unique in what they require from those who fill them. Ultimately, what’s required of these essential positions comes down to the three “i’s”: Inform, Influence, and most importantly, Inspire. However, I believe that every executive leader should make a note to focus on these three traits. The last “i,” especially, […]

Comprehending capricious fluctuation in the markets and implementing necessary changes in business endeavors, defines an impeccable market leader. One such proven change-agent and evangelist is Gary Lyng, Chief Marketing Officer at VIOLIN SYSTEMS. His charismatic leadership in defining the compelling vision, strategy with the execution of 360-degree go-to-market, and accelerating revenue has propelled him to achieve many milestones en-route to his current stature.
CIO Look admires such… Show more

Comprehending capricious fluctuation in the markets and implementing necessary changes in business endeavors, defines an impeccable market leader. One such proven change-agent and evangelist is Gary Lyng, Chief Marketing Officer at VIOLIN SYSTEMS. His charismatic leadership in defining the compelling vision, strategy with the execution of 360-degree go-to-market, and accelerating revenue has propelled him to achieve many milestones en-route to his current stature.
CIO Look admires such prominent leaders and takes pride in featuring them in its latest issue, entitled “Influential CMOs 2019“. Below are some of the highlights of an interview conducted between CIO Look and Gary: Show less

The definition of customer experience––or, CX––can be difficult to pin down. It means different things to a customer than it does to a seasoned vendor, for example. Some think of it as encompassing only the check-out experience; others conceive of it as more holistic, where the environment of the store or site, its layout, and […]