GTM News Desk – Détails, épisodes et analyse

What happens when your GTM team grows fast but your operating model doesn't keep up? Who owns the funnel when marketing, sales, product, and CS are all pulling in different directions? And why does expansion revenue keep getting treated like an afterthought?

Greg Leach, GM & Product-Led SaaS Operator at 7shifts, has built a cross-functional pod structure that puts a single-threaded owner over every stage of the funnel. He breaks down exactly how it works, from new business to expansion, and why org design and operational rigor might be the most underrated competitive advantages at the scale-up stage.

Greg also shares how PLG drives the majority of 7shifts' expansion revenue, why the first 30 days with a customer should never involve a sales pitch, and how to think about fit, intent, and revenue potential as a framework for knowing when to sell and when to nurture.

Jump into the action:

(00:00) How 7shifts structures GTM accountability across the entire funnel

(02:15) Why only 15–20% of people use AI daily

(05:08) Comparing AI to the Industrial Revolution misses the point

(09:42) Why most things being called "agents" are really just workflows

(13:11) How Greg Leach went from growth PM to owning expansion revenue at 7shifts

(15:31) Why expansion revenue gets neglected and who should actually own it

(17:39) How single-threaded pod ownership eliminates GTM finger-pointing

(22:00) Why optimizing for lead quality beats optimizing for lead volume

(25:20) How 7shifts divides its GTM motion across three distinct pods

(27:22) The first 30 days post-conversion should focus on activation, not selling

(29:00) How 7shifts uses fit, intent, and revenue potential to prioritize expansion accounts

(36:46) How feature paywalls and plan trials power self-serve expansion

(46:14) The reason why org design and operational rigor matter more as you scale

Connect with Greg Leach: https://www.linkedin.com/in/greg-leach-87234128/ 

Learn more about 7shifts: https://www.linkedin.com/company/7shifts/

Read the full article, Am I An Agent?: https://adventuresinclaude.ai/posts/am-i-an-agent/

Watch The most rational take on AI you’ll hear this year with Lenny Rachitsky:  https://www.youtube.com/watch?v=BD3vLtWhT5A

Produced in partnership with Share Your Genius: https://shareyourgenius.com/

Why do so many B2B homepages look identical? Why does showing your product add 19% to conversion rates, and why is almost nobody doing it? And what does getting people to show up to a dinner have in common with getting people to click your CTA?

Sahil Patel, founder of Spiralyze and host of CRO Crimes, makes the case that brand and conversion aren't opposites — they're flip sides of the same coin. He walks through the most common, most fixable mistakes B2B marketers make on their websites, why animation almost always cannibalizes your primary CTA, and the dead-simple one-second test that can settle a homepage debate faster than any internal deck.

Sahil also shares what he learned building Above the Fold, his first conference, including why you should draft off five other people's events before you ever try to throw your own.

Jump into the action:

(00:00) AI-powered on everything? Only if it actually works 

(00:30) Would you run this: prospect dinners in the age of event saturation 

(03:10) The real show rate math and why you need to invite way more people than you think 

(04:25) Why conference co-located dinners only work with a 1:1 sales motion 

(11:06) Meet Sahil Patel, founder of Spiralyze and host of CRO Crimes 

(13:37) Event drafting: how Sahil built Above the Fold next door to Spring 

(15:37) Good events are back but "if you build it, they will come" is over 

(19:33) Why a CRO agency invested in brand, events, and community 

(23:16) Brand vs. conversion: diametrically opposed or flip sides of the same coin? 

(25:35) Mark's live A/B test question: monthly vs. annual pricing on the pricing page 

(30:29) The #1 CRO mistake: not showing the product (and it adds 19% conversion) 

(38:31) The one-second test and the competitor headline swap 

(41:34) How AI and customer voice can actually win the internal headline fight 

(46:00) Why everyone should be using Winter to get ICP feedback on their copy 

(47:40) Let the customer quotes do the work in the room

Connect with Sahil Patel: https://www.linkedin.com/in/sahilpatel/

Check out Spiralyze: https://spiralyze.com/

Check out CRO Crimes: https://www.youtube.com/@CROCrimes

Produced in partnership with Share Your Genius: https://shareyourgenius.com/

What actually moves the needle in modern B2B marketing?
How do GTM teams balance creativity with accountability?
Where does focus matter most when resources are tight and expectations are high?

We explore all of this in this episode of GTM News Desk. Courtney Sembler, Managing Partner and COO at AlignedCX, discusses how companies can transform their approach to building customer trust through education. Courtney explains why vulnerability in leadership is critical for high-performing teams, how AI can enhance human-driven education, and why certifications must deliver value to be meaningful.

Jump into the action:
(00:00) Welcome to GTM News Desk
 (01:15) Setting the stage: The power of customer education in building trust
 (04:30) Why vulnerability in leadership is key for high-performing teams
 (08:04) Shifting from product training to value-driven education
 (12:02) AI in enhancing the human-driven education
 (16:01) The value of certifications: Are they still relevant today?
 (19:07) Creating authentic connections with your audience through education
 (22:31) How vulnerability and transparency drive stronger team dynamics
 (26:01) The impact of customer education on long-term business growth
 (29:03) Building a culture that prioritizes value over volume
 (32:15) How to integrate AI into your customer education strategy
 (36:04) Rethinking leadership: Creating a culture of continuous learning
 (39:30) The future of customer education: A tool for both acquisition and retention
 (46:02) The power of education in fostering genuine customer loyalty

Connect with Courtney Sembler: https://www.linkedin.com/in/courtney-sembler 

Headlines:

https://chiefmartec.com/2026/01/in-2020-i-made-5-predictions-about-marketing-and-martech-for-this-decade-heres-how-theyre-going/ 

https://every.to/ 

This episode is produced in partnership with Share Your Genius

Is community the new driving force behind B2B marketing?
Can AI and human creativity work in harmony?
How can GTM teams adapt when speed, clarity, and trust are core for buyer engagement?

We discuss all of this in this episode of GTM News Desk. Jarod Greene, CMO of Vivun, discusses how the marketing landscape is shifting from volume-driven content to community-driven influence. Jarod explains why building authentic connections matters more than ever and how AI can enhance, not replace, human creativity, and why brands need to prioritize trust and clarity in their messaging.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:15) Setting the stage: AI's influence in B2B marketing

(04:30) Shifting focus from volume to community-driven engagement

(08:04) Speed, clarity, and trust: essentials for buyer engagement

(12:02) Building authenticity in a crowded digital landscape

(16:01) Peloton's community model and its lessons for B2B

(19:07) AI and human creativity: a powerful partnership in breaking through the noise

(22:31) The importance of intentional, community-driven content

(26:01) The rise of people-first media: moving beyond channels

(29:03) Uniting marketing, sales, and content teams

(32:15) The role of vulnerability and leadership in fostering strong teams

(36:04) How B2B marketers can adapt to rapidly changing buyer behaviors

(39:30) The impact of AI in content creation and demand generation

(46:02) The future of marketing & balancing human connection

Connect with Jarod Greene: https://www.linkedin.com/in/jarodgreene/ 

Headlines: https://www.growth-memo.com/p/10-seo-marketing-and-tech-predictions 

This episode is produced in partnership with Share Your Genius

Are AI search tools changing how buyers discover solutions, or are we just seeing the early signals? Is SEO still a dependable channel, or is it turning into something entirely different?
How should GTM teams think about influence when clicks no longer tell the full story?

We get into all of that in this episode of GTM News Desk. Nigel Stevens, CEO of Organic Growth Marketing, unpacks the shift from keyword-based search to prompt-driven discovery and explains why AI engines reward brands that show clear expertise across the web. He walks through how teams can understand visibility inside AI assistants, why sentiment from third-party sources matters more than it used to, and what a modern measurement model looks like when attribution gets messy.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:58) AI Search and the New G2 Buyer Behavior Report

(07:44) Nobody in B2B Wants More AI Slop

(12:34) Nigel’s unconventional path into SEO and growth work

(13:58) What the new search environment means for GTM teams

(18:09) Prompts are the new entry point for discovery

(21:53) Influence over clicks and what it means for attribution

(25:05) How agents and AI systems interpret websites

(29:53) Rethinking content depth for people and AI

(35:55) The future of ads inside AI search engines

Connect with Nigel Stevens: https://www.linkedin.com/in/nigel-stevens-67218068/ 

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can marketing and sales really operate as one team rather than in parallel?
Are B2B leaders actually hungry for more automation, or are they feeling overloaded by it?
What does a partnership between marketing and sales look like when deals are on the line?

We get into all of it in this episode of GTM News Desk. Ellen Rataj, VP of Sales at EasyLlama, opens up about simplifying the sales motion, creating a pipeline with intention, and building trust across teams. She also breaks down what thoughtful outreach really means today, why the messenger matters, and the role enablement plays in helping reps navigate constant change.

Jump into the action:

(00:00) Welcome to GTM News Desk

(00:38) Why marketing and sales work better as one team

(06:04) What B2B teams are getting wrong about automation

(09:56) Ellen Rataj on pipeline creation and outreach that lands

(13:47) Simple sales motions that create more momentum

(17:41) Why alignment starts with shared responsibility

(20:27) Rethinking enablement for today’s buyer

(23:26) Leading teams through change with clarity and intent

To hear Ellen’s perspective on using transparency to speed up decisions, building trust through shared context, and what real GTM maturity could look like inside a revenue team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Ellen Rataj: https://www.linkedin.com/in/ellenrataj/ 

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Why do so many B2B sales motions still feel stuck?

If buyers say they want partnerships, why do so few deals feel like one?

And what happens when every team aligns around delivering real value instead of pitching it?

That’s the conversation on this episode of GTM News Desk.  Ryan Schultz, CEO of DIVACS, joins Mark and Rachel to discuss why most companies lose sight of value after the deal is signed — and how to fix it. He talks about building trust between sales and customer success, why acronyms won’t save your process, and how to turn renewal into a continuous value story.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:28) Why B2B sales still miss the mark on value

(09:05) Nobody in B2B wants more AI SDRs

(13:00) Meet Ryan Schultz, Founder and CEO of DIVACS

(15:01) Why most sales teams fail to align on value

(19:46) Turning features into stories that prove ROI

(24:12) When the product stands in the way of showing value

(27:10) How to teach teams to sell with value

(29:34) The difference between value, outcomes, and impact

(32:33) Building a shared language of value across go-to-market teams

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/ 

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can customer obsession really drive sustainable growth, or is it just a buzzword?
Is your team aligned to create a seamless customer experience?
How do you turn data into actionable insights for better customer journeys?

In this episode of GTM News Desk, Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares her insights on the power of customer obsession in driving growth. She discusses how aligning sales, marketing, and customer success teams can create a unified customer journey, why data plays a crucial role, and how fostering a customer-first culture is key to long-term success. Don’t miss Kirsty’s proven strategies for building lasting customer relationships that lead to tangible, measurable impact.

Our sources from today’s headlines:

• Top 11 B2B Marketing Case Studies [2025] 
• AI Voiced audio recaps “how do we feel about this?” (example) 
• Chelsea Castle’s LinkedIn post

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can event-led growth truly drive growth or merely serve as another acronym?

Are B2B buyers asking for yet another framework to learn?

What does it mean to capture revenue in the room at events?

We cover all of it in this episode of GTM News Desk. Steph Pennell, founder of The Event Critic, shares why events need to be planned around immovable dates, how brands can choose between booths and ancillary plays. And what speed to lead looks like when event buzz converts into pipeline.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:11) Event-led growth and why ELG matters
(06:56) HubSpot’s Loop Marketing and missed opportunities
(10:33) Nike’s “Why Do It?” slogan and brand consistency
(13:23) Rethinking trade shows and capitalizing differently
(15:34) Why tentpole events shape strategy while people drive impact
(18:32) Choosing between booths, dinners, and ancillary events
(25:13) Speed to lead + turning buzz into ROI

To hear Steph’s perspective on why large trade shows need to evolve, how to evaluate which events are worth your time, and the principles behind building meaningful in-room connections, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Steph Pennell: https://www.linkedin.com/in/theeventcritic/ 

Produced in partnership with: https://shareyourgenius.com/

Why are B2B sales processes still have so much friction?

Do buyers actually want to buy?

And how can aligning on value alter the way teams work across the customer journey?

That’s what we cover on this episode of GTM News Desk. Ryan Schultz, CEO of DIVACS, shares why most companies miss connecting value from presale through renewal, and it’s possible to align sales and customer success. He explains why acronyms and methodologies only go so far, how to continuously renew value, and what leaders have to do to build trust.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:27) Why B2B sales feel broken today

(09:10) What buyers really want from vendors

(13:19) Do sales acronyms actually create value?

(15:30) Ryan Schultz on founding DIVACS

(20:53) Selling features vs. building real outcomes

(27:16) Teaching teams how to sell with value

(31:40) Value outcomes and impact are not the same

To hear Ryan’s thoughts on value-driven business cases, features to outcomes, and winning executive buy-in, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/ 

Produced in partnership with: https://shareyourgenius.com/