Having strategy and OKRs is often not enough. If you want to ensure alignment and trust from both customers and GTM, you need to ensure at all times your Ideas are solving high value problems for you customers. 

The good news is that with a sound 360 view (zero blind spots) into your Ideas in all stages (Discovery, Execution and Delivery) you can instantly size opportunities (how many customers are affected and how often?) as well as justify and prioritize your decision based on what customers really want and how it affects the company’s OKRs. An effective Product-GTM alignment can also help eliminate “anecdotal challenges” and vocal customers biases, putting more focus on enablement and making sure each solution is front-and-center.