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/

Is Clay’s new GTM Engineer title a real function or just clever positioning?

Do we really need another founder preaching about their morning routine?

What’s it like to scale lean GTM teams with AI without losing the human touch?

We get into all of this in this episode of GTM News Desk. Max Gartner, Head of GTM  at Brightwave, explains how his team blends product-led growth with relationship building, why depth matters more than ever, and how AI reshapes customer enablement.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:50) Clay’s $100M raise and the GTM Engineer debate

(06:49) Nobody in B2B wants your morning routine 

(11:32) Max Gartner on leading GTM at Brightwave

(12:47) How Brightwave uses AI to analyze complex investments

(19:26) Why strong narratives and domain expertise power AI success

(23:40) Product-led growth in a fast-moving AI market

(28:24) Putting customers at the center of GTM strategy

To hear Max’s insights on balancing brand creativity with pipeline demands, smart bets that compound over time, and why smaller, focused teams can win big in the age of AI. 

Check out the extended conversation on TACK Insider: https://tackinsider.com/

Amos Bar-Joseph’s LinkedIn post: https://www.linkedin.com/posts/amos-bar-joseph_everyones-celebrating-clays-latest-100m-activity-7359228899823607809-YbY1?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFemkUB1QHA4V_1UyGT2RF53rLzjQQoH20 

The Economic Times: Founder shares his success routine: ‘3 cups of coffee, ice bath’; ‘Is he working in a kitchen?’ quips netizens - The Economic Times

Connect with Max Gartner: https://www.linkedin.com/in/maximiliangartner/ 

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

Is Google’s AI mode a complete game-changer for search engines, or is Pew’s latest research overstated?

Why are B2B leaders still scrambling to make sense of AI’s real value?

And how do we realistically & responsibly scale AI that serves both teams and customers?

We get into all of this in this episode of GTM News Desk. Nicole Warshauer, Marketing Executive at Nicolewarshauer.com, shares how to approach AI with intention, why pilots matter more than promises, and what it looks like to use technology in the service of people.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:20) Google disputes Pew Research on AI’s impact on businesses

(07:08) Why B2B leaders feel lost in the AI frenzy

(11:09) Nicole Warshauer’s marketing journey

(15:59) Building HSAnswers at HealthEquity to simplify healthcare benefits

(18:54) Why AI pilots reduce risk and accelerate organizational buy-in

(25:10) Teaching teams to master the process before using AI tools

(27:52) Three ways to use AI for creativity and consistency

To hear Nicole’s insights on navigating career pivots, building resilience after a RIF, and staying sharp with craft, curiosity, and community, check out the extended conversation on TACK Insider: https://tackinsider.com/

Pew Research Center on Google AI: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/ 

Amanda Nielsen’s LinkedIn Post: https://www.linkedin.com/posts/verydemanda_me-trying-to-understand-the-difference-between-activity-7354514525187969024-iPZi/

Mark Kilens: https://www.linkedin.com/posts/markkilens_stop-getting-fooled-by-all-the-ai-experts-activity-7359220638957375488-aynr/ 

Connect with Nicole Warshauer: https://www.linkedin.com/in/nicolewarshauer/ 

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

What happens when you skip the "why" and go straight to the build? What does AI fatigue actually feel like from inside a product team? And why does the best user onboarding still start with a human conversation, not a vibe-coded prototype?

Ramli John, founder of DelightPath and author of Eureka, pushes back on the ship-it-and-see mindset sweeping through B2B. He explains why reducing time-to-value too aggressively can wreck week-one retention, how friction is actually necessary for learning, and why the teams winning with AI right now are the ones going deep on one thing, not wide on twenty.

Ramli also shares a first look at his upcoming book, Delightful Intelligence, and why the principles behind great onboarding haven't changed just because there's a chat box on the screen.

Jump into the action:

(00:00) Why AI acts like an eager intern who agrees with everything

(02:37) Pew Research: More US adults concerned about AI than excited 

(04:16) AI fatigue is real—news cycles, layoffs, and broken efficiency promises

(08:27) The shortcut mindset AI is creating inside teams

(12:24) What the best AI models look like 

(17:10) Meet Ramli John, founder of DelightPath

(19:59) Why great onboarding in the AI era still starts with core principles

(25:32) The EUREKA framework: a cross-functional approach to onboarding

(30:12) Why friction is not the enemy in user onboarding

(35:00) Chat interfaces vs. MCPs: What actually reduces onboarding friction

(40:44) The blank page problem and why "it can do anything" is terrible UX

(43:32) How many product updates can your users actually absorb?

(45:49) The right way to roll out a navigation change

(49:45) Why human conversations matter more than ever in a vibe-coded world

(52:16) Why Claude is beating OpenAI by playing the long game

Connect with Ramli John: 

https://www.linkedin.com/in/ramlijohn/

Check out DelightPath: 

https://delightpath.com/

Get Eureka: The Product Onboarding Playbook for High-Growth B2B Companies: https://www.damngravity.com/products/eureka-by-ramli-john 

Produced in partnership with Share Your Genius: 

https://shareyourgenius.com/

Resources:

Key findings about how Americans view AI: 

https://www.pewresearch.org/short-reads/2026/03/12/key-findings-about-how-americans-view-artificial-intelligence/

The 2026 AI Index Report: https://hai.stanford.edu/ai-index/2026-ai-index-report

What’s the impact of a controversial brand partnership, and how can brands avoid the pitfalls?

Why does the B2B space shy away from influencers, and what’s a better alternative?

And how can you build a brand that thrives in a world of AI and innovation?

We explore all this and more in today’s episode of GTM News Desk. Adam Kaiser, VP Brand Growth and Marketing at 6sense, opens up about balancing brand integrity with innovation, using AI to enhance creative processes while maintaining the soul of the brand.

Jump into the action:

(00:00) Welcome to GTM News Desk

(02:05) The risks of controversial brand partnerships

(08:04) Why B2B brands should focus on credible insiders 

(17:12) How AI can support brand authenticity

(20:24) Defining brand and its core components at 6sense

(23:36) The value of events and community in brand expression

(28:36) Adding “soul” and human touch in AI content

(37:51) Exploring the challenges of AI in video content creation

To hear Adam's insights on blending creativity with AI, hiring for curiosity, and building a high-performing team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Adam Kaiser: https://www.linkedin.com/in/akaiser/ 

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

What actually happens when companies apply automation & AI to ABM strategies?

Is Salesforce delivering on its AI productivity promises or just selling the vision?

And how do you build a movement around a new way of doing business?

That’s exactly what we’re looking at on this episode of GTM News Desk. Amos Bar-Joseph, CEO of Swan, outlines his vision for the Autonomous Business Model, where lean teams meet AI agents to operate with outstanding impact. He shares how Swan has driven revenue without a sales team, what it looks like to architect a new GTM system from scratch, and why storytelling is the key to market momentum.

Jump into the action:

(00:00) Welcome to GTM News Desk

(02:07) ABM is not a real strategy

(08:25) Is Salesforce actually benefiting from AI?

(12:29) What the Autonomous Business Model means

(17:51) Why AI doesn’t necessarily mean cutting people

(24:04) Building AI agents around content strengths

(29:16) Choosing marketing-led and partner-led over outbound

(35:03) The secret to a viral brand story

To hear Amos’ thoughts on crafting viral narratives, building autonomous businesses, and scaling with intelligence instead of headcount, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Amos Bar-Joseph: https://www.linkedin.com/in/amos-bar-joseph/ 

Our sources from today’s headlines:

• Just 40% of marketers say they’re using generative AI in ABM at limited scale, while 33% are still exploring it: https://www.digitalcommerce360.com/2025/06/18/b2b-marketers-abm-investment-targeted-strategies-ai/ 
• Salesforce Says AI Agents Will Handle Boring Tasks So Marketers Can Be More “Creative” https://www.adweek.com/media/salesforces-new-ai-agents-reduce-rote-marketing-tasks-and-save-costs/
• Financial Times reports AI Is Now “Agentic,” Meaning It Can Make Marketing Decisions On Its Own: https://www.ft.com/content/50f2c741-54b1-42a5-966b-edbc15d7e0b0?utm_source=chatgpt.com 

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

What’s behind the rise of acronyms like CBM?

Is “Vibe Growth Marketing Manager” even a real job?

What does it take to build a pipeline through genuine relationships instead of volume?

Those are the three big topics we’re covering in this episode of GTM News Desk. Todd Busler, CEO and co-founder of Champify, joins us to share why contact-level data is changing how marketers operate, what it really means for outbound to be ten times harder, and why the best GTM teams emphasize specificity, relationships, and long-term trust.

Jump into the action:

(00:00) Welcome to GTM News Desk
(03:08) What contact-based marketing is really trying to fix

(09:50) Should marketers actually chase the “vibe” in GTM?

(16:08) Todd Busler on scaling sales from Heap to Champify

(19:27) Outbound is 10x harder in 2025

(23:14) Three outbound tactics that outperform generic cadences

(27:50) How to turn past users into future champions

(34:30) Uniting sales and marketing under a smarter outbound motion

Our sources from today’s headlines:

• Another Annoying Acronym: https://www.linkedin.com/posts/joshuaperk_matt-bilotti-was-the-reason-vector-took-off-activity-7338179219731980291-LWaF?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFemkUB1QHA4V_1UyGT2RF53rLzjQQoH20 
• Vibe Growth Marketing Manager – new GTM role or 2025 AI-fueled fever dream?: https://www.linkedin.com/posts/tadavidson41_i-cant-tell-if-the-ramp-hiring-crew-is-just-activity-7338353287051603968-RXnX?utm_source=share&utm_medium=member_desktop&rcm=ACoAABQUL_EB4SQeMltsv6dKesrVkIS0h_7YYQU 

To hear Todd’s perspective on first-party signals, relationship-driven plays, and why the messenger matters more than the message, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Todd Busler: https://www.linkedin.com/in/todd-busler/  

Check out Todd’s podcast Cracking Outbound: https://podcasts.apple.com/us/podcast/cracking-outbound/id1803014111 

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

What’s driving the rise of fractional leadership in today’s business world?

How is AI changing the workplace, and why do soft skills matter more than ever?

And what does it take to create a united and high-performing executive team?

That’s exactly what we’re exploring on this episode of GTM News Desk.  Brie Aletto, CEO at Altvia, shares her experience in building a united executive team, emphasizing the role of vulnerability, transparency, and shared goals in driving team success.

Jump into the action:

(00:00) Welcome to GTM News Desk

(02:16) The rise of fractional leadership in B2B

(05:06) How AI has reshaped the workplace

(10:48) The importance of emotional intelligence in leadership

(16:34) Creating a high-performing, united executive team

(21:36) Balancing vulnerability with high performance 

(26:49) What a high-performing leadership team looks like

(33:47) The CEO’s role in cultivating an effective leadership team

To hear Brie’s thoughts on empowering team leaders, identifying when teams are not united, and shifting her perspective on work-life balance, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Brie Aletto: https://www.linkedin.com/in/brie-aletto-01bbb1b/ 

Our sources from today’s headlines:

• U.S. Bureau of Labor Statistics: https://www.vantedgesearch.com/resources/blogs-articles/four-ways-fractional-leadership-is-redefining-leadership-in-a-resource-starved-world/
  
  

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

Why does “alignment” fall short when GTM teams need to move as one?

What language and behaviors actually drive unity across sales, marketing, and product?

What does it take to operationalize a GTM strategy that every team can execute?

Those are the three big topics we’re covering in this episode of GTM News Desk. Josh Allen, CRO at Quickbase, joins us to share what gets in the way of true team unity, how to structure your GTM motion around shared goals, and why every team, not just sales, needs to carry the same urgency and accountability.

Jump into the action:

(00:00) Welcome to GTM News Desk
(13:41) Defining 'united' vs. 'aligned' in GTM
(14:26) Why disconnected KPIs break team unity
(15:04) The danger of one dominant GTM function
(16:07) How short-term wins can hurt long-term customer relationships
(20:54) Why the CEO must be the driver of GTM alignment
(22:49) What 'people-first' GTM really means
(24:34) What we can learn from Raycast’s 'hype team' model
(30:24) How CarGurus became Josh Allen's best-case example of GTM unity

To hear Josh’s perspective on RevOps maturity, system-level execution, and what it really takes to scale a united GTM motion, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Josh Allen: https://www.linkedin.com/in/josh-a 

Our sources from today’s headlines:

• The Future of Revenue Report: https://www.joinpavilion.com/resource/the-future-of-revenue-report 

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

What does it take to turn customer experience into a growth engine?

How can AI and data actually bring teams closer to their customers instead of further away?

What gets in the way of a united go-to-market motion, and how can companies fix it?

Those are the three big topics we’re covering in this episode of GTM News Desk. Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares how her team uses AI to personalize onboarding at scale, how they measure GTM maturity across thousands of accounts, and why true customer obsession starts with listening well.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:44) Why the status quo kills brand connection

(03:38) Dell’s IT Squad campaign and the untapped power of Reddit

(05:18) Why the messenger matters more than the message

(07:39) How customer trust and brand meaning go hand in hand

(09:34) Call me GPT and the reality of AI fatigue in B2B

(12:41) How ZoomInfo uses data and AI to build trust at scale

(17:38) What go-to-market maturity really means at ZoomInfo

(25:01) Using onboarding as a mirror for customer obsession

(31:36) How ZoomInfo aligns teams to personalize customer success

To hear Kirsty’s perspective on customer-centric growth, operationalizing voice of the customer, and building a GTM strategy that connects every team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Kirsty O’Sullivan: https://www.linkedin.com/in/kirsty-o'sullivan/ 

Our sources from today’s headlines:

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

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

We have some breaking news at GTM News Desk. 

A new era begins as we welcome a fresh voice to the show.

After 18 episodes of insights, debates, and plenty of laughs, Nick is signing off. As he and Mark reflect on their time hosting together, they share lessons learned, favorite moments, and the relationships that shaped the show.

And stepping into the newsroom is Rachel Elsts Downey, bringing a new perspective, new conversations, and the same commitment to exploring people-first go-to-market strategies.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:46) Introducing new co-host: Rachel Elsts Downey

(02:45) Reflecting on the previous 18 episodes
(04:37) Rachel on her future at GTM News Desk

To hear the full conversation about the past, present, and future of GTM News Desk, head over to TACK Insider: https://tackinsider.com/

Connect with Rachel Elsts Downey: https://www.linkedin.com/in/rachelelstsdowney/ 

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

What does it take to create content that truly connects with your audience?

Why are so many marketing teams still prioritizing quantity over quality, even with AI in the mix?

How can aligning product marketing, brand, and content unlock better outcomes?

Those are the three big topics we’re covering in this episode of GTM News Desk. Jonathan Paul, VP of Content Marketing at Vena Solutions, joins Mark Kilens and Nick Bennett to share how his team is structured across multiple functions, why content must be audience-first, and what most executives get wrong about content strategy and event marketing.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:53) Wistia’s report shows how video drives better results

(03:45) Where video placement fails on blogs and case studies

(06:00) Why most content teams stay lean and focused

(09:52) Inside Vena’s unified approach to content and product

(13:35) What makes content stand out in a crowded market

(20:02) Misconceptions execs have about content and events

(24:32) Creating hands-on, high-value event experiences

For more on how to build a unified, high-impact content engine and where most marketers are still missing the mark, head to the full conversation on TACK Insider: https://tackinsider.com/ 

Connect with Jon Paul: https://www.linkedin.com/in/jdpwrites/ 

Our sources from today’s headlines:

• https://wistia.com/learn/marketing/video-marketing-statistics
• https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research 

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

What happens when companies prioritize short-term goals over the big picture?

How can organizations avoid mediocre marketing from old strategies?

Why is balancing metrics with meaningful relationships vital for long-term growth?

Those are the three big topics we’re covering in this episode of GTM News Desk. Rebecca Shaddix, a marketing leader from Garner Health, shares her insights on how to build a differentiated marketing strategy, the importance of market research, and why embracing bold, calculated risks can lead to greater success in the long run.

Jump into the action:

(00:00) Welcome to GTM News Desk

(03:06) Unified Go-To-Market Strategy Needed

(08:09) Navigating MarTech's AI Adoption Chasm

(11:34) "Valuing Bold Strategies via Research"

(14:27) Intentional Input Management

(19:09) Improving Customer Handoff Strategies

(19:50) Strategic Misalignment in Sales Coordination

(23:30) Lifecycle Marketing Strategy Framework

(27:07) Streamlining Sales Reps' Workflow

(29:24) Episode Summary

To hear Rebecca’s insights on differentiated marketing strategies, embracing calculated risks, and the importance of market research, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Rebecca Shaddix: https://www.linkedin.com/in/rebeccashaddix/ 

Our sources from today’s headlines:

Segment 1: https://www.gartner.com/en/articles/2025-trends-for-product-marketing-leaders 

Segment 2: https://chiefmartec.com/2025/03/everything-you-could-want-to-know-about-ai-martech-stacks-and-the-2025-marketing-technology-landscape 

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

How can companies truly build a people-first culture?

What happens when leadership prioritizes customers but neglects employees?

Why is bad management one of the biggest problems in tech today—and how do we fix it?

Those are the three big topics we’re covering in this episode of GTM News Desk. Kate O’Neil, CEO of Opre, joins us to discuss what it really takes to lead with a people-first mindset, the structural challenges holding companies back, and the investments in leadership that actually move the needle.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:15) What companies get wrong about people-first leadership

(05:08) How leadership failures impact employees and company culture

(07:16) AI voice technology: The next challenge in people-first business

(10:43) How AI-generated voices could reshape leadership training

(14:02) Why bad management is tech’s biggest problem

(19:01) The truth about building a people-first go-to-market strategy

(23:14) How investing in managers drives better business outcomes

(27:52) The long-term value of leadership training in high-growth companies

(30:50) Exclusive content preview and closing thoughts

To hear Kate's insights on people-first leadership, the biggest management challenges in tech, and how companies can invest in better leadership development, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Kate O’Neil: https://www.linkedin.com/in/oneilkate/ 

Our sources from today’s headlines:

Segment 1: https://gamma.app/docs/a16z-AI-Voice-Update-2025--ttkorld8iy6wfnj?mode=doc 

Segment 2: https://www.cnbc.com/2025/02/06/peloton-pton-q2-2025-earnings.html 

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

How do you align your pricing strategy with customer needs while balancing complexity and simplicity? What’s the secret to designing pricing models that not only appeal to customers but also drive business growth? And how do you integrate the unique challenges of AI-driven products into your pricing structure?

Roee Hartuv, founder of Willingness to Pay, uncovers the truth about pricing and packaging in today’s rapidly evolving tech landscape. Roee explains why the old “good, better, best” model may no longer cut it and how the Jobs-to-Be-Done framework offers a more customer-centric approach. He goes into how businesses can transition to more dynamic pricing models, including credit and usage-based strategies, to meet the growing demands of AI-powered solutions.

He discusses real-world examples from his work with SaaS and AI-driven companies, offering practical insights on how to keep margins healthy without sacrificing value or transparency. Roee gives us a look at how AI integration is reshaping the pricing landscape and why businesses need to rethink traditional models to avoid margin erosion.

Jump into the action:

(00:00) Why pricing models are more than just numbers

(03:09) AI products need a new pricing strategy

(14:37) What Jobs to Be Done reveals about pricing and value

(15:22) The "good, better, best" model isn't enough anymore

(22:39) Should AI-driven businesses always adopt value-based pricing?

(23:33) How AI pricing examples are shaping future business models

(24:58) How AI is challenging traditional pricing models

(34:46) Pricing for enterprise and smaller customers without sacrificing simplicity

(37:27) The importance of transparency in pricing

(39:38) Why customer journeys are key to the right pricing structure

(43:46) Roee's tips on testing and refining your pricing models

Connect with Roee Hartuv: https://www.linkedin.com/in/roeehartuv/ 

Check out: https://www.willingnesstopay.com/ 

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

What’s changing in how B2B buyers evaluate and purchase software?

How can interactive demos create a frictionless, buyer-first experience?

What role does AI play in the future of go-to-market strategies?

Those are the three big topics we’re covering in this episode of GTM News Desk. Natalie Marcotullio, Head of Growth of Navattic, joins us to discuss how buying behaviors have shifted, why self-service and peer-driven evaluations are reshaping the market, and how companies can leverage interactive demos to meet buyers where they are. 

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:42) Why pipeline influence is the key marketing metric

(03:52) AI-powered attribution and predicting revenue impact

(06:40) Millennial and Gen Z buyers are reshaping B2B decision-making

(07:39) The rise of digital self-service for million-dollar transactions

(10:09) How interactive demos create a buyer-first experience

(13:57) Signal-based marketing and leveraging intent data

(19:21) The power of product-led growth and show-don’t-tell strategies

(24:52) The future of B2B buying and AI-driven sales transformation

(24:03) Exclusive content preview and closing thoughts

To hear Natalie’s insights on pipeline influence, AI-powered attribution, and the future of B2B buying, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/
Connect with Daniel Curtis: https://www.linkedin.com/in/danielemc3/ 

Our sources from today’s headlines:
Headline 1: https://www.searchenginejournal.com/linkedin-report-reveals-5-key-trends-reshaping-b2b-marketing/539237/
Headline 2: https://www.digitalcommerce360.com/2025/01/22/3-ways-millennial-gen-z-buyers-will-change-b2b-buying/ 

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

How are B2B SaaS companies adapting to a market where traditional growth channels are failing?

What does the shift from a channel mindset to a network-based strategy mean for go-to-market teams?

How can companies leverage experiential events to drive deeper engagement and real business impact?

Those are the three big topics we’re covering in this episode of GTM News Desk. Josh King and Daniel Curtis from emc3 join us to break down the power of events, the pitfalls companies face in planning them, and how to create meaningful brand experiences that drive results.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:48) The challenges facing B2B SaaS and venture-backed companies

(04:22) Why companies need to move from channels to networks

(06:57) AI hype, DeepSeek, and security concerns

(09:10) The future of AI-first companies and go-to-market strategies

(12:26) The power of experiential events in B2B marketing

(15:14) How companies get events wrong and how to fix it

(18:09) The debate: Large flagship events vs. smaller targeted gatherings

(21:24) KPIs for experiential event marketing

(24:03) Exclusive content preview and closing thoughts

To hear Josh and Daniel’s insights on event strategy, sales and marketing alignment, and the future of experiential marketing, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Josh King: https://www.linkedin.com/in/joshkingemc3/
Connect with Daniel Curtis: https://www.linkedin.com/in/danielemc3/ 

Our sources from today’s headlines:

Segment 1: https://techcrunch.com/2025/01/26/2025-will-likely-be-another-brutal-year-of-failed-startups-data-suggests/ 

Segment 2: https://www.bloomberg.com/opinion/articles/2025-01-27/china-s-ai-deepseek-shows-silicon-valley-s-huge-blindspot 

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

How is go-to-market strategy evolving in a world of shifting buyer expectations?

What role does AI play in reshaping sales, solutions engineering, and customer success?

Why are traditional sales playbooks breaking down, and what comes next?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by James Kaikis, CRXO at TestBox, who shares insights on the convergence of trends reshaping B2B sales, the rise of solutions engineering, and how companies can move beyond transactional selling to become true strategic partners.

Jump into the action:
(00:00) Welcome to GTM News Desk
(02:44) Why traditional sales playbooks are breaking down
(06:31) Becoming a strategic partner instead of just a vendor
(09:42) The role of AI and shifting buyer expectations
(12:28) Aligning sales, solutions, and customer success teams
(15:47) The impact of accountability on software adoption
(18:56) Overcoming barriers to unifying go-to-market teams
(22:21) Building a business with customer intent in mind

To hear James Kaikis’ insights on redefining sales engagement, building customer trust, and the future of solutions teams, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with James Kaikis: https://www.linkedin.com/in/jameskaikis/

Our sources from today’s headlines:
Google won't add fact checks despite new EU law: https://www.axios.com/2025/01/16/google-fact-check-eu 
Key shifts redefining the future of go-to-market strategy: https://martech.org/2025-gtm-forecast-key-shifts-redefining-the-future-of-go-to-market-strategy/ 

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

How is AI reshaping productivity in go-to-market strategies?

What does Benedict Evans’ AI Eats the World report reveal about the future of large language models?

How can businesses craft messaging that resonates with customers while avoiding jargon overload?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by Emma Stratton, Founder of Punchy and author of Make It Punchy, who dives into the art of creating impactful B2B messaging, the challenges of internal alignment, and why clarity always trumps confusion. Emma explores how to simplify complex tech products, connect with customers on a human level, and ensure your messaging stands out in an increasingly automated world.

Jump into the action:

(00:00) Welcome to GTM News Desk
(05:01) Building AI infrastructure for future efficiency
(07:09) Multi-agent networks redefine marketing automation
(11:42) Strategic storytelling with Emma Stratton
(15:39) Defining niche language in B2B tech
(17:51) How complex messaging dilutes company value
(21:05) Simplifying tech messaging for broader understanding
(25:06) Butterdocks’ focused approach to messaging
(28:26) Why strategy and writing must remain separate
(32:15) Starting with the mind before using AI for polish
(32:59) Why ChatGPT often outputs jargon-filled content

To hear Emma Stratton’s insights on making tech messaging more human, aligning cross-functional teams in messaging projects, and why clarity trumps persuasion in the B2B space, check out the extended conversation on the TACK Insider: https://tackinsider.com/

Connect with Emma Stratton: https://www.linkedin.com/in/emma-stratton-punchy/

Our sources from today’s headlines:

https://www.ben-evans.com/presentations

https://simple.ai/p/3-predictions-for-the-future-of-ai-agents-in-2025?utm_source=simple.ai&utm_medium=newsletter&utm_campaign=3-predictions-for-the-future-of-ai-agents-in-2025&_bhlid=be8e6290ec95044ca037dd6eefe520d0da7fe374 

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

Why is it easier to launch a startup than to achieve sustainable growth?

What impact will OpenAI's SearchGPT have on the search experience?

How is Klue’s Compete Network helping product marketers gain a competitive edge?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by Katie Berg, VP Marketing at Klue, who explores insights on community-led growth, the role of competitive analysis, and the innovative ways Klue is integrating AI. Katie dives into the challenges of audience building, the value of creating genuine connections, and how Klue’s Compete Network is setting a new standard for competitive intelligence in marketing.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:30) Startups are Cheaper to Build, But More Expensive to Grow

(05:52) OpenAI Launches SearchGPT

(13:25) The Role of Community in Brand Loyalty

(15:40) What is The Compete Network?

(17:00) Creating Value-Driven Content Partnerships

(23:16) Influencer Marketing Strategies That Work

(23:45) How Big is The Production Team Behind The Compete Network

(25:17) How to Turn Subscribers into Communtiy Members

(29:50) Compete Network and Klue’s Approach to Community

To hear Katie Berg’s insights on fostering community-led growth, leveraging competitive insights for more innovative product strategies, and integrating AI for a more compelling customer experience, check out the extended conversation on the TACK Insider: https://tackinsider.com/

Connect with Katie Berg:  https://www.linkedin.com/in/katiepberg/

Our sources from today’s headlines:

https://andrewchen.com/startups-are-cheaper-to-build-more-expensive-to-grow/ 

https://www.theverge.com/2024/10/31/24283906/openai-chatgpt-live-web-search-searchgpt 

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

What does Zendesk’s new AI solution mean for the future of customer experience?

How is the new company Agency reinventing customer success to empower teams?

Can customer-led growth really drive sustainable revenue?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Gianna Scorsone, Co-Founder and Chief Operating Officer of Champion, to share her insights on customer-led growth as a strategic revenue driver. She explores how customer marketing can closely align with customer success to improve metrics like win rates, time to close, and retention. 

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:16) Zendesk’s New AI-Powered Solution for Intelligent CX

(05:32) New Company Called "Agency" Boosts Customer Success with AI

(10:25) What is Customer-Led Growth?

(16:39) Biggest Mistakes In Partnering With Customers To Drive Growth

(19:19) Driving Customer-Led Growth Across Pre- and Post-Sale Strategies

(22:13) Should You Source Or Influence In Campaigns?

(23:45) People-first Customer-Led Growth

To hear Gianna Scorsone’s insights on activating customer champions, designing impactful reference programs, and aligning teams for customer-led growth, check out the extended conversation on the TACK Network: https://tacknetwork.com/

Connect with Gianna Scorsone: https://www.linkedin.com/in/giannascorsone/

Our sources from today’s headlines:

https://www.techedgeai.com/zendesk-unveils-ai-powered-omnichannel-innovations-to-elevate-cx/
https://techcrunch.com/2024/10/16/after-selling-drift-ex-hubspot-exec-launches-ai-for-customer-success-managers/

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

How is AI making it easier and more affordable to start a business?
What are network effects and how do they drive business growth?
Do Go-to-Network strategies, a twist on traditional go-to-market approaches, enhance go-to-market effectiveness?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Mac Reddin, Co-Founder & CEO of Commsor, to share his insights on building authentic business connections, driving growth through introductions, and how new companies can tap into network effects for long-term success.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:43) Insanely Cheap Ways to Start a Business

(05:45) The Power of Network Effects in Scaling Businesses

(11:40) Meet Mac Reddin, Co-Founder & CEO of Commsor

(12:45) What is Go-to-Network?

(13:57) Tips for Using Go-to-Network

(16:54) Roles of Trust and Authenticity in Business Networks

(21:30) Tips for Business Network Growth

(26:47) Biggest Misconception About The Value of Network

To hear Mac Reddin’s insights on the NDR playbook, building networks, and creating long-term relationships in B2B sales, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Mac Reddin: https://www.linkedin.com/in/mac-reddin/

Our sources from today’s headlines:

https://andrewchen.com/startups-are-cheaper-to-build-more-expensive-to-grow/
https://online.hbs.edu/blog/post/network-effects-business

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

What does Jony Ive's collaboration with OpenAI mean for AI and hardware integration?

Is it ethical for LinkedIn to use your data to train AI? 

How should customer data be used to support your go-to-market strategy?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Evan Huck, CEO of UserEvidence, to share his expertise on the importance of integrating customer evidence throughout the buyer's journey,  the value of building scalable and relevant customer stories, and the challenges of making customer endorsements both authentic and impactful in a crowded market.

Jump into the action:

(00:00) Welcome to GTM News Desk

(00:32) Jony Ive Collaborates with OpenAI on New AI Device

(04:48) LinkedIn is using data your data to train AI
(10:13) Meet Evan Huck, CEO of UserEvidence

(16:43) What is customer evidence?

(20:38) Marketers' Biggest Mistake with Customer Evidence

(23:57) The Importance of Specificity in Customer Evidence

(26:03) Most common misconception in customer evidence

To hear Evan Huck’s insights on the proven frameworks for data-driven marketing, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Evan Huck: https://www.linkedin.com/in/evanhuck/

Our sources from today’s headlines:
https://techcrunch.com/2024/09/22/yup-jony-ive-is-working-on-a-new-ai-device-company-with-openai/

https://www.linkedin.com/mypreferences/d/settings/data-for-ai-improvement

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

How does OpenAI's massive fundraising and $150 billion valuation reflect the growing role of AI in marketing?
Is AI truly benefiting both B2B companies and their customers, as Scott Brinker's recent research suggests?
What is the best framework for using data-driven marketing to align with your C-Suite this budget season?

Those are the 3 big topics we're covering on this episode of GTM News Desk. We’re joined by Ali Jawin, SVP of Marketing at Outreach, to share her insights on the importance of having solid data for AI integration, why you should start small with marketing tests before scaling up, and her strategies for ensuring marketing initiatives are data-driven and aligned with C-suite expectations. 

Jump into the action:
(00:00) Welcome to GTM News Desk

(00:45) OpenAI aims for $150 Billion Valuation

(05:38) Scott Brinker’s article on the impact of AI on the B2B Market

(09:35) Meet Ali Jawin, SVP of Marketing at Outreach

(10:42) Tips for great marketing strategies using data

(16:37) Biggest mistakes made by marketers today

(22:27) Most common misconception from executives about data-driven marketing

(28:50) People-first data-driven marketing 

To hear Ali Jawin’s insights on the proven frameworks for data-driven marketing, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/
Connect with Ali: https://www.linkedin.com/in/alijawin/

Our sources from today’s headlines:
https://techcrunch.com/2024/09/11/openai-reportedly-in-talks-to-raise-at-150b-valuation/
https://chiefmartec.com/2024/09/will-ai-in-martech-make-buyer-experiences-better-or-worse-it-depends

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

Is AI actually helping folks be more productive at work?
What can B2B learn from then NBA's new media agreement?
What does an actual modern (and successful) marketing leader look like these days? 

Those are the 3 big topics we’re covering on GTM News Desk. And we’re joined by Katie Foote, CMO of CaptivateIQ and a former executive at Drift and Salesforce, to share her insights on the nuanced role of marketing leadership, the evolving landscape of marketing's impact on the bottom line, and her people-first approach to leading effective teams. Katie discusses her "three-piece framework" of People, Pipeline, and Process, highlighting the importance of maintaining a balance between creativity and data, and the value of over-communicating with executive leadership to navigate market uncertainties.

Jump into the action:
(00:00) Welcome to GTM News Desk

(00:37) AI taking over jobs

(05:24) NBA's 2024 media agreement and the evolving media landscape

(10:43) Meet Katie Foote, CMO of CaptivateIQ 

(12:37) Tips for great marketing leadership

(15:26) Biggest mistake made by marketing leaders

(22:12) Common misconceptions of CEOs about marketing leaders

(27:30) People-first marketing leadership

To hear Katie Foote’s insights on marketing leadership, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/
Connect with Katie: https://www.linkedin.com/in/katie-j-foote-72195325 

Our sources from today’s headlines:
https://www.upwork.com/research/ai-enhanced-work-models

https://www.nba.com/news/nba-media-agreements-2024

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

How do you build messaging that actually sticks across every team that touches it? How do you know when an "insight" is genuinely worth acting on and when it's just a pattern dressed up in a fancy word? What does it take to teach AI to think like you, not just write like a version of you?

Mojo Founder Eric Holland and Messaging Whisperer Anna Furmanov reveal what's really broken about how B2B companies develop and distribute their messaging. They dig into why most customer research is pulled from the most biased data available and how to document your decision-making, not just your knowledge, so AI can actually replicate your judgment. They also provide answers to why chasing every new AI workflow is making most marketers worse, not faster. Eric and Anna challenge the idea that volume of insights equals quality of insights, arguing that a single finding that changes how your whole company goes to market is worth more than a hundred tagged Gong quotes.

Jump into the action:

(00:00) Why B2B research should make you emotional about a lip balm

(00:35) What CMOs are actually talking about at conferences right now

(04:40) How shame and fear became the default AI adoption strategy

(08:41) The difference between AI-exhausted and AI-excited teams

(12:44) Four Tendencies and what it means for AI adoption

(16:31) Why B2B messaging is broken even at well-funded startups

(19:14) What separates Mojo from just pointing Claude at your Notion

(27:26) What good writing actually feels like and whether AI can get there

(32:17) The solar plexus test and how to know when your copy is working

(34:05) Why nuance and emotion are the real gap in AI writing

(39:27) Why most insight tools are just pattern-matching machines

(44:19) How to check if your researcher is actually any good

(47:30) The danger of everyone using the same tools to find the same answers

(50:01) What B2B marketing gets wrong that B2C figured out long ago

(53:21) Go deep on one thing for a quarter

(55:22) Why you should only build what you already know cold

Connect with Eric Holland: https://www.linkedin.com/in/eric-holland-not-a-marketer/ 

Connect with Anna Furmanov: https://www.linkedin.com/in/annafurmanov/ 

Check out: https://mojopmm.com/ 

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

What can we learn from Nike’s last marketing pivot that failed?
Is Hubspot’s AI SEO tool actually helpful?
How do you define your ICP to be both people-first and fueled by data?

These are the 3 big topics we’re tackling on this episode of GTM News Desk. We’re joined by SalesIntel’s CEO, Manoj Ramnani, who breaks down the importance of defining your ICP and why a data-driven approach is non-negotiable. He explores the connection between strong company culture and effective go-to-market strategies and shares insights on the evolving role of CEOs in ensuring their teams are aligned and focused.

Jump into the action:
(00:00) Welcome to GTM News Desk

(00:43) Nike's marketing strategy mistake

(08:01) HubSpot AI search grader

(15:56) Meet Manoj Ramnani, CEO of SalesIntel

(17:13) Manoj’s ideal customer profile (ICP)

(23:04) The biggest mistake made by CEOs in 2024

(30:09) Biggest misconceptions in creating an ICP

(31:15) People-first ICP strategy

To hear Manoj Ramnani’s insights on refining your ICP and optimizing your sales funnel, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/
Connect with Manoj: https://www.linkedin.com/in/manojramnani/ 

Our sources from today’s headlines:
https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf/

https://www.hubspot.com/ai-search-grader

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

How is content marketing changing in 2024??

What is up with the Meta custom AI characters?

How do you make effective zero-click content?

Those are the 3 big topics we're covering today, on GTM News Desk. And we're joined by Amanda Natividad, VP of Marketing at Sparktoro, to share her expertise on zero-click content. (She coined the term, after all). Amanda dives into the importance of prioritizing people-first strategies, how powerfulediting is in content marketing, and the value of connecting your content strategy setting clear business goals and KPIs to measure success.

Jump into the action: 

(00:00) Welcome to GTM News Desk

(01:09) Semrush’s content marketing statistics

(05:39) Thoughts on SEMrush's research-based content

(08:35) Meta's new AI studio for creating avatars

(13:03) Meet our guest, Amanda Natividad from SparkToro

(15:27) How to make content today not suck

(21:24) Biggest mistake content marketers make in 2024

(29:42) Common misconceptions from executives about content-led growth

(34:19) Creating content for people vs. algorithms

To hear Amanda’s tips on content creation, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Amanda: https://www.linkedin.com/in/amandanat 

Our sources from today’s headlines:
https://www.semrush.com/blog/content-marketing-statistics/ 
https://www.theverge.com/24209196/instagram-ai-characters-meta-ai-studio-release

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

What is there to know about PathFactory’s acquisition of UberFlip?
How do you design a people-first marketing funnel?
Where is the future of SEO headed with Google’s latest updates?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. And we’re joined by Gainsight’s Director of GTM Strategy & Customer Education, Nikki Engel, who delves into the limitations of traditional marketing techniques and advocates for a buyer-focused strategy. She discusses the pivotal role of CEOs with marketing backgrounds in spearheading effective strategies and offers a comparison of marketing processes to relationship-building. And in the extended conversation exclusive to TACK Network, she shares her framework for creating a people-first marketing funnel.

Jump into the action:
(00:00) Welcome to GTM News Desk
(04:47) PathFactory acquired UberFlip - what does that mean for you?
(08:33) The Future of SEO
(12:26) Meet our guest, Nikki Engel from Gainsight
(21:46) Treating education like a product
(23:42) Marketing tactics for immediate ROI
(29:42) Google’s emphasis on experience & expertise for credibility

To hear Nikki’s framework for People-First Funnal Framework, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Nikki: https://www.linkedin.com/in/nikki-engel-9972ba12/

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

What are Google's surprising findings on video advertising?

What is a Network Development Representative role (NDR)?

What frameworks can elevate demand generation strategies?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. And we’re joined by Justin Keller (you know him from Terminus, Drift, and now Movable Ink) to share his insights on building demand generation strategies that align with modern buying behaviors. Justin emphasizes the importance of storytelling, avoiding misguided tactics, and fostering a collaborative, creative marketing culture to drive impactful results, offering actionable takeaways for experienced marketers and leaders.

Jump into the action:

(00:00) Welcome to GTM News Desk
(02:03) Google’s findings on video ads
(05:35) What is a Network Development Representative?
(13:07) Justin Keller on making Demand Gen not suck
(18:29) Storytelling VS hyper-focused content
(24:04) Embracing creativity and turning bad ideas around
(26:53) 30-minute creative marketing session for alternative thinking

Our sources from today’s headlines:
https://www.thinkwithgoogle.com/marketing-strategies/video/ai-analysis-of-youtube-ads/

https://www.commsor.com/playbook/ndr-playbook

Resources:
Subscribe to the TACK Network to hear the exclusive conversation from today’s episode: https://tacknetwork.com/

Connect with Justin: https://www.linkedin.com/in/justindkeller/
Produced in partnership with: https://shareyourgenius.com/

What makes an event not suck? 

What are buyer-first practices that Navattic uncovered in 2023? 

Is growth hacking still a thing?

Those are the 3 big topics we’re covering today, on GTM News Desk. And we’re joined by Bethany Murphy, Senior Director of Events at 6sense, to share her expertise on how to curate unforgettable event experiences, the importance of a people-first approach, the nuances of proving ROI to executives, and her framework for crafting events that drive real impact.

Jump into the action:

(00:00) Welcome to GTM News Desk

(03:34) Concern about inflated numbers in company reports

(06:41) Growth hacking and data manipulation in marketing

(10:16) Expressing yourself online - what’s authenticity?

(15:54) Meet our special guest, Bethany Murphy!

(19:10) Silos in sales and marketing

(19:50) Cross-functional KPIs and compensation for marketers

(25:00) 6Sense team meetings crucial for relationship-building

Resources:
Subscribe to the TACK Network to hear the exclusive conversation from today’s episode: https://tacknetwork.com/

Connect with Bethany: https://www.linkedin.com/in/bethanyjmurphy/
Produced in partnership with https://shareyourgenius.com/ 

Welcome to GTM News Desk, the podcast where Nick Bennett and Mark Kilens bring you real talk backed by real action. Twice a month, we cut through the noise to deliver the essential resources, news, and expert takes you need to create impactful, People-first GTM motions. From trending topics to clickbait headlines, we sift through the clutter to highlight what truly matters in the world of B2B Go-to-Market.

With nearly 25 years of combined experience working with top B2B brands like Drift and HubSpot, we’re sharing our insights and advice to help you navigate the best (and worst) GTM strategies. Whether you’re a startup founder or a CMO, tune in to GTM News Desk for analysis, candid discussions, and actionable tips that prioritize people and drive real results.

Subscribe to TACK Network for exclusive content: https://tacknetwork.com/
Follow Mark Kilens on LinkedIn: https://www.linkedin.com/in/markkilens/

Follow Nick Bennett on LinkedIn: https://www.linkedin.com/in/nickbennett1/

How do you create lasting customer loyalty in a world dominated by AI and rapid change?

What’s the real key to driving growth without relying on vanity metrics like NPS and adoption?

What if your customer success strategy was more than just numbers? 

Keith Frankel, CEO of Totango, shares his bold approach to customer success and growth. He explains why traditional metrics fall short and reveals how businesses can shift from product-driven to customer-led growth. Keith delves into the concept of value-driven alignment and discusses how AI is shaping the future of customer success. The conversation also tackles a broader shift in SaaS: if AI makes product features easy to replicate, companies will need new ways to stand out. Keith believes the answer isn’t product; it’s culture and operating DNA.

Jump into the action:

(00:00) Intro

(01:56) Why investing in building a customer community matters
(04:38) Effective strategies for creating a thriving community in your business
(06:10) How to "prime" your customers to take action
(08:32) Shifting focus from vanity metrics like NPS to real customer ROI
(12:01) Leveraging AI-driven predictive models to understand customer outcomes
(16:16) Why value discovery before the sale is a must for long-term success

(19:01) Rethink the over-reliance on NPS, focus on true customer value instead
(28:44) Totango’s shift to focus on customer value as the North Star
(39:07) Embracing a framework for sustainable business success
(45:36) How historical figures can shape modern strategies

Connect with Keith Frankel: https://www.linkedin.com/in/keithfrankel/
Totango by Keith Frankel: https://www.totango.com/ 

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

How do you create B2B content that actually drives results across markets and teams? 
How can AI speed up content creation without stripping out the human side of marketing? What do the best marketers know about the overlap between content, product marketing, and SEO?

Camille Trent, Content Marketing Lead at Auror, breaks down what it takes to build stronger B2B content in an AI-shaped world. She shares how marketers can turn transcripts, customer conversations, and internal knowledge into better campaigns, why long-form content still works when it’s sharp and well edited, and how content, product marketing, and SEO are becoming more connected than ever. Camille also digs into the balance between creativity and brand fit, arguing that great content starts with knowing your audience and creating something worth their time.

Jump into the action:

(00:00) How to think about YouTube Shorts for B2B marketing

(05:34) What agent-ready content could mean for the future of search

(08:37) Why human, thoughtful content will stand out more in the AI era

(11:53) How Camille approaches content across global markets

(13:32) The real difference between regional messaging and simple localization

(17:00) Where AI actually helps in the content creation process

(19:20) How to turn transcripts and interviews into campaign gold

(22:53) Why content marketing and product marketing are blending together

(30:07) Should SEO sit inside product, content, or product marketing?

(33:47) Does long-form content still work in B2B?

(35:22) How great marketers mine raw content for stories, sales, and product insight

(36:12) Why documentation may be the next big content unlock

(40:43) What content depth can tell you about buyer intent

(43:17) Why the best B2B content starts with a bullseye audience

(44:27) Camille’s rule for creativity: hire specialists that fit your brand

Connect with Camille Trent: https://www.linkedin.com/in/camillehansentrent/ 

Check out: https://www.auror.co/ 

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

How can you leverage buyer psychology to drive product-led growth?
What’s the real key to converting users into loyal customers?
How do you solve the complexity of product growth for diverse teams?

Product Growth Expert Anastasia Kudrow shares her insights on understanding user behavior and applying psychological principles to enhance product-led growth. Anastasia reveals how to turn complex challenges into growth opportunities, offering strategies that help teams drive conversions and scale effectively.

Jump into the action:

(00:00) Opening insights on the power of product-led growth
(01:20) The role of buyer psychology in driving conversions

(04:10) Understanding the unique challenges of product-led growth

(07:15) Why one-size-fits-all strategies don’t work for PLG

(10:35) The importance of aligning product features with user needs

(13:00) How to simplify complex problems for scalable growth

(15:40) The secret to turning user insights into actionable growth strategies

(18:30) Overcoming common hurdles in product-led growth implementation

(22:00) The role of data and feedback in refining product growth strategies

(24:30) Why talking to your users is crucial for product success

(27:40) How to scale product growth with the right team and mindset

(31:10) Creating a seamless user experience for better conversion rates

(33:40) The future of product-led growth and its evolution in the market

(37:10) Key takeaways from Anastasia’s product growth philosophy

Connect with Anastasia Kudrow: https://www.linkedin.com/in/anastasia-kudrow/
Ghosted Newsletter by Anastasia: https://www.ghosted.club/ 

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

How can partnerships fuel growth without high costs?
What’s the real secret to building successful go-to-market strategies?
Is the future of business led by ecosystem-driven growth?

In this episode of GTM News Desk, Sean Adams, the mastermind behind iorad’s partner-led growth strategy, shares the power of strategic partnerships and how they drive sustainable revenue. Sean also talks about his experience navigating the challenges of enabling partners, managing post-sale success, and creating a workflow that supports long-term growth.

Jump into the action:

(00:00) Breaking News on GTM News Desk

(01:15) Setting the stage: The power of partner-led growth

(04:30) How partnerships can drive revenue with zero CAC

(07:10) The importance of understanding your customer’s workflow

(10:20) Building strategic, long-term partnerships that scale

(13:05) Overcoming the challenges of post-sale partnerships

(15:45) How to enable partners for success in your go-to-market strategy

(19:00) The secret to maintaining alignment between partners and your business

(22:15) Scaling business growth through ecosystem-led partnerships

(25:30) Navigating the complexities of partner relationship management

(28:00) How to drive revenue indirectly through partnerships

(31:10) Lessons learned from partnering with the right technology platforms

(34:15) Building trust and credibility with your partners

(37:45) Productivity per partner: What does success look like?

(40:10) The future of partnerships in B2B growth strategies

Connect with Sean Adams: https://www.linkedin.com/in/sean-adams-sales/

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

Is vulnerability the new leadership superpower?
Can fractional leaders drive growth without the overhead?
What does it take to build a high-performing executive team?

In this rerelease episode of GTM News Desk, Brie Aletto, CEO of Altvia, shares why vulnerability is crucial for leadership, the rise of fractional roles, and how to build united, high-performing teams. She discusses balancing empathy with performance, how AI should enhance leadership, and the importance of trust and transparency in leading through change.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:00) Setting the stage: The rise of fractional leadership

(04:45) Balancing high performance with empathy in leadership

(08:10) Why vulnerability is the new leadership superpower

(11:15) The impact of AI on leadership dynamics and team collaboration

(14:02) Building a united executive team: When and how to step in

(17:30) How to use AI without losing the human touch in leadership

(21:45) Creating a high-performance culture with care and clarity

(25:15) The importance of building trust and transparency within teams

(28:02) Lessons from fractional leaders in growing businesses

(31:10) How to empower and retain top talent in today's competitive landscape

(34:50) Why fractional leadership works for startups and scale-ups

(38:20) Building a culture that integrates vulnerability with accountability

(42:05) The future of leadership: What’s next for high-performing teams

Connect with Brie Aletto: https://www.linkedin.com/in/brie-aletto-01bbb1b/ 

Headlines: 

U.S. Bureau of Labor Statistics https://www.vantedgesearch.com/resources/blogs-articles/four-ways-fractional-leadership-is-redefining-leadership-in-a-resource-starved-world/

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