Explorez tous les épisodes du podcast The GTM Pack Show

Most “ABM programs” are just dressed-up demand gen with expensive tech on top. Lots of activity, lots of pipeline… and not nearly enough revenue.

In this episode, Jorge Soto sits down with Kristina Jaramillo (President of Personal ABM) to break down what real account-based go-to-market looks like when it’s done strategically, not just tech-first.

We get into why so many teams are not actually ABM-ready when they buy tools like Demandbase, 6sense, Terminus, etc., and how to re-center around revenue, ICP discipline, and account experiences instead of vanity engagement metrics.In this episode, we cover:

-How ABM evolved from “better targeting” to a true account-based revenue strategy

-The big mistake: putting ABM tech before ABM strategy and just amplifying mediocre marketing

-The difference between TAM, TRM (Total Relevant Market), and ICP — and why most teams confuse them

-How to define an ICP that’s actually predictive of revenue (not just firmographics + technographics from your intent tools)

-Why intent platforms are only a stepping stone, not your North Star

-How to layer account insights + intent signals and hand sales something actionable (not just a score)

-What a unified account-based go-to-market looks like across marketing, sales, and customer success

-How to arm sales and CS with 1:1 ABM content and messaging that tells the account’s story, not just an industry or persona story

-Content that answers “What happens if I buy?” and paints a 6–24 month vision your buyers can see themselves in

-Why alignment is really a human problem (CRO + CMO or bust) and how to close the trust gap between sales and marketing

-A real-world example of using ABM to drive 25%+ margin growth with a client working with Sephora by shifting from “firefighting” to strategic partner

If you’re a B2B marketer, revenue leader, or seller who’s tired of fake ABM, bloated tech stacks, and “more pipeline, same revenue,” this conversation will give you a much sharper way to think about ICP, intent, and tier-one accounts.Connect with Kristina Jaramillo:

🔗 Website: personalabm.com🔗 LinkedIn: search “Kristina Jaramillo Personal ABM” or https://www.linkedin.com/in/kristinajaramillo/Connect with Jorge:

👋 Follow for more unedited GTM, ABM, and sales conversations: https://www.linkedin.com/in/startupjorge/If this episode was helpful, like, subscribe, and drop a comment with how you’re currently running ABM (or trying to). What’s working? What’s breaking? Let’s unpack it.

Pricing GenAI products is not “seats + shrug” anymore. In this episode of #TheGTMPack, host Justin Dorfman digs into AI pricing and packaging with Michael Hoy, Co-Founder & CEO of Atlas - the billing infrastructure purpose-built for AI-native SaaS. We cover why seat-based breaks for AI, how to design hybrid pricing (subscription + usage/credits), what “outcome-based” could look like, and practical steps to price v1 of your product today.

What you’ll learn:-Why seat-based pricing fails for AI agents and automation-How to structure hybrid models (base subscription + usage/credits)-Managing variable COGS (model calls) without killing margins-Buyer predictability: minimums, maximums, tiers & rollover-PLG to sales-led handoffs using credits/pay-as-you-go-A 3-point framework to find your first price: customers, internal ROI math, market comps-Examples to study (Snowflake, cloud compute, leading AI apps)
Chapters:00:00 Intro & why pricing AI is hard02:45 What Atlas is (billing infra + pricing agent)06:10 Why seat-based breaks for AI09:20 Variable costs & margin protection10:45 Hybrid pricing done right15:00 Credits: where they help (and where they confuse)17:50 Enterprise predictability: floors, caps, tiers20:30 Who’s doing it well & what to copy21:50 How to price your v1 (3 data points)24:30 Pricing as differentiation in crowded markets26:00 Resources & who to follow30:30 Follow-up by AssetMule: early pricing thoughts

Guest:Michael Hoy, Co-Founder & CEO, Atlas — billing infrastructure with an AI pricing & packaging agent for AI-enabled SaaS.Resources mentionedMetronome: State of AI Pricing reportKyle Poyer (Tidemark) on AI/SaaS pricing & GTMManny Medina (PAID) on modern pricing motionsAtlas “20 live AI pricing examples” resourceFollow-up by AssetMule (AI that turns sales call transcripts into personalized Digital Sales Rooms)
Try the productsAtlas (AI-native billing + pricing agent): [runonatlas.com]Follow-up by AssetMule (Digital Sales Rooms from transcripts): [https://www.gofollowup.ai/]About the show#TheGTMPack is for founders, product marketers, and AEs who want practical GTM, pricing, and sales enablement tactics—no fluff.Connect:Michael on LinkedIn (look for the 🚀): https://www.linkedin.com/in/michaelthoy/Atlas: [runonatlas.com]Justin / #TheGTMPack: https://www.linkedin.com/in/justindorfman87/If this helped, hit 👍, subscribe, and drop your AI pricing questions in the comments - we’ll cover them in a follow-up episode.

Cold email is burning out, social is noisy, and buyers don’t follow a neat demo → proposal → close path anymore. In this episode, Jorge Soto sits down with Braydan Young (Co-Founder of Sendoso, now CEO at Slash Experts) to unpack a better way to build pipeline: make the invisible pipeline visible by connecting prospects with real customers early—not just at the end of a deal.

We dig into why peer-to-peer validation beats glossy case studies, where to insert references in your buyer journey, how this cuts churn and accelerates land-and-expand, and how first-party conversation data becomes a long-term moat.

Guest: Braydan Young

Host: Jorge Soto

Learn more: https://slashexperts.com

What you’ll learn:

-Why cold email deliverability & webinars aren’t filling calendars like they used to

-How to surface the invisible pipeline of peer conversations happening off your radar

-The simple play: move references to top of funnel (or immediately post-demo)

-Using customer connections to reduce churn & power land-and-expand

-Founder lessons from zero → one (process, tooling, and staying insanely organized)

-Balancing “build for now” with a 5–10 year data moat + LLM strategyChapters:00:00 Intro & history00:32 What’s changed in pipeline building01:33 The invisible pipeline (peer-to-peer proof)03:44 Put references before the demo05:07 Beyond glossy case studies: buyers want real talk06:42 Churn reduction & land-and-expand use cases08:30 Starting from zero again—Sendoso → Slash Experts lessons10:18 Founder learning loops & discovery mistakes14:18 Now vs 5–10 year vision (fundraising balance)15:14 First-party data as a moat (LLMs, insights)18:38 Humans still buy from humans19:59 Advice for early sales leaders (talk to everyone, get organized)21:03 Where to find Slash ExpertsLinks & ResourcesSlash Experts: https://slashexperts.com (hit Experts to talk to real customers)Braydan on LinkedIn: https://www.linkedin.com/in/braydanyoung/Jorge on LinkedIn: https://www.linkedin.com/in/startupjorge/Gear this episode helpsB2B founders, CROs, product marketers, AEs, and anyone trying to build pipeline without burning their domain or budget.

Product marketers are going solo in record numbers. In this #TheGTMPack episode, host Justin Dorfman sits down with Adam Smith (aka Adam Anthony Smith) to unpack what it really takes to build a successful product marketing consulting practice - from deciding to go independent, to pricing, standing out in a crowded market, and balancing delivery with biz dev.If you’re a PMM eyeing fractional work (or already juggling clients), this one’s packed with hard-won, practical advice.What you’ll learnHow a non-linear path (design agencies to adtech to Web3) builds PMM superpowersWhen to make the jump to consulting - and what to expect in year onePricing & rate-setting: where to get real benchmarks (without race-to-the-bottom sites)Standing out: why referrals over awards, and how to earn themCapacity management: time-blocking, context switching, and saying “not now”Tools & stack: time-tracking, AI for competitive intel/org charts, and simple ops that scaleChapters00:00 Intro & why PMMs are going fractional00:43 Adam’s path: design to agencies to PMM03:20 Agency lessons that translate to PMM06:30 Web3/Coinme & the leap to consulting08:24 Making the jump: risks, mindset, Plan B10:52 Skills that matter: adaptability, empathy, compartmentalizing12:35 Pricing & communities to benchmark rates15:59 Stand out with referrals (not awards)18:21 Time-blocking & protecting delivery time20:59 Keep the pipeline warm without burning out22:57 Tools: Toggl/Hubstaff, ChatGPT/Claude/Perplexity24:55 Where to connect with Adam + he’s taking new projects25:24 Shoutouts & closeTools & resources mentionedTime tracking: Toggl, HubstaffAI helpers: ChatGPT, Claude, PerplexityCommunities: LinkedIn groups for fractionals, relevant subreddits & Telegram groups (esp. Web3)Connect with Adam🔗 LinkedIn: search “Adam Anthony Smith” https://www.linkedin.com/in/adamanthonysmith/ShoutoutsElise, Hattie the PMM, and Zach Roberts all making waves in the PMM world.—If you enjoyed this, hit Subscribe and drop a comment with your biggest question about going fractional as a PMM.#ProductMarketing #FractionalPMM #Consulting #B2BMarketing #GTM #TheGTMPack

Shannon Kearns joins host Justin Dorfman on #TheGTMPack to unpack what great product marketing really looks like across B2B and B2C, how to shift from sales-led to product-led growth without face-planting, and why behavioral psychology (not just copy) should drive your launches, claims, and lifecycle.

We also riff on Shannon’s spicy take that “AI is the new UI.”

What you’ll learn:

• The real B2B vs B2C differences: brand pillars, emotional promises, and claim-driven messaging

• PLG mindset shifts: experimentation discipline, XRDs (experiment reference docs), and data fluency

• Using internal product data to make credible, user-level claims (not just vanity stats)

• Behavioral psychology every PMM must know (paradox of choice, intent vs behavior, storytelling)

• Practical AI uses for PMMs today: competitor intel, persona GPTs, bias checks—plus where this is headed

Chapters:
00:00 Intro
00:47 Shannon’s path: research → demand gen → PMM
04:55 B2B vs B2C: brand pillars, emotions, and product principles
09:04 Claims that convert: moving beyond “100 integrations”
11:00 Sales-led → Product-led: what actually changes
12:50 Experimentation muscle: agility, guardrails, and XRDs
20:45 Biggest PLG mistake leaders make
23:50 Behavioral psychology for PMMs (and why it’s non-negotiable)
26:40 Must-read: Using Behavioral Science in Marketing (Nancy Harhut)
28:45 AI for PMMs today—and “AI is the new UI”
36:30 Where to follow Shannon + wrap

Guest:Shannon Kearns — Product Marketer (Austin, TX).

Host:Justin Dorfman — Co-Founder, AssetMule

Mentioned resources:

• Nancy Harhut — Using Behavioral Science in Marketing

• Robert Cialdini — Influence

• Product Marketing Alliance, PMM Camp (Tamara Grominsky)

If you enjoyed this episode, hit Subscribe, drop a comment with your favorite takeaway, and share with a PMM friend who’s flirting with PLG.

#ProductMarketing #B2BMarketing #PLG #SalesLed #BehavioralScience #AI #TheGTMPack #AssetMule

In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Kenny Lee - veteran product marketer and demand gen leader (ex-Adobe, Twitter, Seismic) - to break down what “great GTM” really looks like when sales, marketing, and product truly work as one.

They dive into:

• Why sales–marketing misalignment happens (and how to fix it with one revenue model)

• Building a revenue operating system: stage gates, feedback loops, and shared metrics

• The real charter of Product Marketing (beyond decks): owning the problem and the business

• Founding PMM vs. growth PMM: the rise of the “PMM × Demand Gen” unicorn

• Practical change management: creating trust so teams can actually adopt new processes

• Sales enablement lessons from Seismic: meeting sellers where they work

• How AI is reshaping enablement and GTM engineering (Clay, Unified data, agents, and more)

• Career advice for up-and-coming PMMs and growth marketers looking to level up

If you’re in B2B product marketing, sales, or GTM leadership, this is a practical playbook for aligning teams, sharpening your motion, and driving revenue with fewer silos.

🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders.

#TheGTMPack #ProductMarketing #B2BMarketing #SalesEnablement #DemandGen #GTM #RevOps #AIforGTM

Try our tool for free: https://followup.assetmule.ai/

In this episode of #TheGTMPack podcast, we sit down with Meenal Relekar, Career Coach & PMM Consultant, based in San Francisco, CA.

In this conversation with Meenal, a seasoned product marketer with 16+ years of experience across CPG giants like Unilever and tech companies including Adobe, Dropbox, and DoorDash, we explore how product marketers can transform from tactical order-takers into strategic powerhouses.

Drawing from her unique background and real-world pricing overhauls that generated hundreds of thousands in additional monthly revenue, Meenal reveals why pricing is one of the most overlooked yet powerful levers for PMM strategic impact. Her perspective challenges the conventional wisdom about who should own pricing decisions and provides a roadmap for product marketers to earn their seat at the executive table through data-driven customer insights and strategic thinking.

A few key takeaways:

💡 Product Marketers Should Own Pricing Strategy: Most companies fail at pricing because no one truly owns it - it floats between PMs, finance, and executives without clear accountability. PMMs are uniquely positioned to lead pricing decisions because they understand the three critical elements: dollar amount, packaging/configuration, and perceived value. Success requires proper research methodologies (conjoint analysis for tiers, Van Westendorp for price ranges, MaxDiff for feature preferences) rather than just copying competitors or guessing.

💡 Elevate from Tactical to Strategic Impact: Too many product marketers get stuck creating launch checklists and sales decks instead of driving strategy. To earn a seat at the table, PMMs must: get involved early in product development (not just launches), own the company narrative about value and differentiation, and bring data-driven insights from customer research and competitive analysis. Real strategic impact comes from connecting customer pain points to business decisions and closing the loop on insights with end-to-end execution.

💡 AI Changes Pricing Expectations: AI features have evolved from nice-to-have to expected in SaaS products, but customers will only pay premium for AI that genuinely saves time and improves workflows. Pricing models are shifting from technical usage-based pricing (tokens/API calls) to bundled approaches - AI included in premium tiers or as add-ons. The key is focusing on the value AI delivers rather than promoting AI for its own sake, with successful examples like Notion and Canva bundling AI into higher subscription tiers..#productmarketing #pmm #sales #gtm #salesenablement #pricing #ai

In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Stas Neyman, Director of Product Marketing at Akamai, to unpack the art (and challenges) of marketing to technical and security-minded audiences.

They dive into:

-Why technical audiences are skeptical of marketing - and how to earn their trust

-How to market security solutions without fluff (and avoid credibility traps)

-The role of analysts, peer validation, and technical proof in enterprise buying decisions

-Best practices for competitive positioning without falling into feature wars

-How product marketers can support sales teams during enterprise security reviews

-The future of AI adoption in the enterprise and its security implications

If you’re in B2B product marketing, sales, or security, this is a playbook on how to communicate with the most skeptical - and most important - audiences.

🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders.

#TheGTMPack #ProductMarketing #B2BMarketing #SalesEnablement #SecurityMarketing #Akamai #AIinSecurity

Try our tool for free: https://followup.assetmule.ai/

In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Sam Hillestad, Director of Product Marketing at Reprise — a self-proclaimed “demo nerd” and one of the sharpest voices in the interactive demo space.They dive into:-Why product marketing should own the demo experience — live and interactive-How to make demos memorable with storytelling and relevance (not just feature tours)-The rise of demo centers and use-case specific experiences-Common mistakes that kill demo impact before they start-How AI is transforming demo creation, personalization, and maintenanceIf you’re in B2B marketing, sales, or product, this is a masterclass in turning demos into your most powerful revenue asset.🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders.#TheGTMPack #B2BMarketing #SalesEnablement #ProductMarketing #InteractiveDemos #DemoLedGrowth #AIinSaleshttps://www.assetmule.ai/

In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Madhav Bhandari, Head of Marketing at Storylane — one of the most inventive minds in B2B SaaS marketing today.They dive into:How Storylane scaled traffic to 200k+ monthly visitors with demo-led SEOWhy inbound SDRs are dead and what comes nextHow to drive 50% of pipeline through LinkedIn employee advocacyWhy brand is more important than growth hacks in the LLM eraWhat agent-qualified leads mean for the future of buyer enablementIf you're in B2B marketing or GTM, this is required listening.🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders.#TheGTMPack #B2BMarketing #ProductMarketing #Storylane #DemoLedGrowth #AIinMarketing #MarketingLeadership

AI, Org Design & Brand at Scale — with Koka Sexton, The Godfather of Social Selling

🎙️ From #TheGTMPack Podcast with Jorge Soto

In this episode of #TheGTMPack, Jorge sits down with Koka Sexton, VP of Marketing at Interrupt and the original Godfather of Social Selling, to talk about the intersection of AI, content, and modern GTM teams.

Koka’s built go-to-market machines at LinkedIn, Hootsuite, and Slack. Now at Interrupt, he’s thinking deeply about how AI is reshaping the structure of marketing teams, the way content is created, and how brands scale trust and visibility without scaling headcount.

💡 You’ll learn:

How AI is changing content creation—and org structure

Why you must rethink what your team looks like in the AI era

Koka’s blueprint for brand-led growth with automation

The role of “you are the media” in a world of LLMs and short attention spans

How dark social, content, and trust still drive the pipeline

🔥 “AI lets us scale output. But if you don’t have trust, it’s still noise.” – Koka

Whether you’re a founder, CMO, or operator—this is a must-listen playbook for building brand and trust at scale in the AI age

.🔗 Subscribe for more episodes of #TheGTMPack featuring the brightest minds in GTM.

#AIinMarketing #B2BMarketing #OrgDesign #GTMStrategy #KokaSexton #ContentMarketing #TheGTMPack #DarkSocial #Automation #MarketingLeadership

In this episode, Justin Dorfman is joined by Shoshana Kordova, Founder & Lead Product Marketer at Peel Product Marketing (based in Israel), and a 3x founding PMM. Together, they unpack why customer insights are the secret weapon behind great product marketing—and why so many teams skip the step that matters most.🔍 What you'll learn:💡 How Shoshana transitioned from journalism to PMM💡 The underrated power of curiosity in GTM roles💡 Why being a founding PMM is equal parts chaotic and thrilling💡 How to actually do customer research, even with CS gatekeepersShoshana’s go-to framework: Product marketing is where product capabilities meet market needs.She also shares tactical guidance on building a repeatable customer interview pipeline, what makes a PMM impactful in early-stage startups, and how to align internal teams around insights—not just outputs.🎙️ Subscribe to this channel for more GTM content👋 Connect with Shoshana on LinkedIn📥 Get Shoshana’s playbook via PMM Jetpack - DM her on LinkedIn for details#productmarketing #startups #foundingPMM #customerinsights #GTM #marketingpodcast

In this episode of #TheGTMPack podcast, we sit down with Gaspard Pastural, a Paris, France-based positioning and messaging specialist whose company, Purple Oceans, helps early-stage B2B SaaS founders clarify their market position before scaling. Gaspard brings a unique perspective, having transitioned from growth marketing to strategic positioning after realizing that without proper messaging, even the best growth tactics fall flat. He specializes in helping founders navigate the crucial transition from broad market exploration to focused positioning that drives sustainable growth.In this conversation, we explore why first-time founders struggle with positioning, the myth of category creation, and how to differentiate without competing on features and price.Key takeaways:💡 Why First-Time Founders Skip Positioning (And Second-Time Founders Don't)Gaspard explains the pattern he sees: first-time founders want to jump straight into growth tactics, while experienced founders know that strong positioning is the foundation for sustainable scaling. Learn why this strategic work becomes essential after the initial "spray and pray" phase.💡 The Purple Ocean Strategy: Finding Your Niche in Crowded MarketsForget about creating new categories—Gaspard argues it's nearly impossible and often counterproductive. Instead, he introduces the concept of the "purple ocean": finding underserved segments within existing, proven markets where you can become the obvious choice.💡 The Hardest Part Isn't Getting Customers—It's Letting Them GoOne of the most challenging aspects of building SaaS isn't customer acquisition, it's having the discipline to churn customers who aren't the right fit. Gaspard walks through why this decision is crucial for long-term success and how to use data to make these tough calls.💡 Relevance Beats Features Every TimeBuyers don't choose the "best" software—they choose the most relevant solution for their specific situation. Learn how to position your SaaS as the obvious choice for a specific use case rather than trying to compete feature-by-feature.#productmarketing #pmm #positioning #messaging #saas #startups #gtmstrategy #differentiation #productmarketer

In this episode of #TheGTMPack podcast, we sit down with Aleksandra Mitroshkina, a product marketing leader based in Istanbul, who helps SaaS companies grow their share in saturated markets.

Aleksandra brings a unique lens to product marketing, shaped by her early career in sales and product development. She’s especially passionate about Sales Enablement, go-to-market strategy for Open Source products, and applying agile methodologies to the PMM discipline.

In this conversation, we dive into what it takes to market to skeptical developer audiences, how to turn open source users into paying customers, and why measuring sales confidence might be one of the most underrated tools in your go-to-market toolkit.

Key takeaways:

💡 From Sales to PMM: How a Cross-Functional Background Builds Better Marketers
Aleksandra shares how her experience in both sales and product development has made her a more well-rounded product marketer. Understanding how deals are won and how products get built gives her a clear edge when it comes to positioning, enablement, and cross-functional collaboration.

💡 Marketing Open Source Products Requires a Different Playbook
Selling to developers isn’t about splashy campaigns or hard sells. Aleksandra explains why trust, community, and education are crucial when marketing open source, and how product marketers can meet developers on their terms.

💡 Sales Confidence as a PMM KPI
Measuring sales confidence helps PMMs understand how well sales teams are enabled and where the gaps are. Aleksandra walks through how to run these surveys effectively, what questions to ask, and how to use the results to improve alignment, training, and ultimately—revenue.

#productmarketing #pmm #salesenablement #opensource #gtmstrategy #agilemarketing #productmarketer

In this episode of #TheGTMPack podcast, we sit down with Hattie the PMM, Founder of productmarketers.com, based in London, UK.

When budget cuts or layoffs hit, product marketers are often first on the chopping block—not because they aren’t doing great work, but because their impact isn’t always clearly understood across the org.

In this conversation, we explore what top-performing PMMs are doing differently to protect their roles, prove their value, and position themselves as essential to the business.

Key takeaways:

💡 Building a Personal Brand and Authority: The episode highlights the importance of developing your personal brand and internal authority as a product marketer. By sharing her own experience navigating layoffs, the guest emphasizes how standing out and being recognized for your expertise—both within your organization and in the broader market—can help you secure career opportunities, especially in uncertain times.

💡 Learning from Real-World PMM Examples: Through the creation of productmarketers.com, the episode explores the value of connecting with a global community of product marketers. Members can learn from the practical experiences of PMMs at leading companies, gaining insights into go-to-market planning, positioning, messaging, and stakeholder management—all grounded in real, tactical examples rather than theory.

💡 Candid, Actionable Knowledge Sharing: The conversation critiques the prevalence of "utopian" industry advice and instead advocates for open, honest discussions about what truly works (and what doesn’t) in product marketing. By sharing both successes and failures, the guest encourages PMMs to learn from each other’s journeys and apply those lessons to their own careers.

#productmarketing #pmm #productmarketer #productmarketingstrategy

In this episode of #TheGTMPack podcast, we sit down with Mitchell Tan Co-Founder & CEO at Kondo, based in Los Angeles, CA.Mitchell shares his journey from frustrated go-to-market professional to successful SaaS entrepreneur.

After years of struggling with LinkedIn's inadequate messaging interface while managing outreach campaigns, Mitchell decided to build the solution he desperately needed - a tool that brings email-like organization and functionality to LinkedIn messaging.

The discussion covers why LinkedIn has become an essential B2B sales channel, the specific pain points that drove Mitchell to create Kondo, and how the platform is helping sales professionals transform their LinkedIn outreach from chaotic spreadsheet management into streamlined, organized workflows.A few key takeaways:💡 The Problem: Mitchell built Condo after experiencing frustration managing LinkedIn outreach at a startup, where teams would miss important replies and resort to complex spreadsheets to track conversations - a problem he waited years for someone else to solve before building it himself.💡 Why LinkedIn Works for B2B Sales: LinkedIn messaging achieves 30-50% reply rates (10-100x better than cold email) because it provides instant credibility through profiles, has no deliverability issues, and supports rich media formats like videos and voice notes that feel more human than traditional email outreach.💡The Solution: Condo transforms LinkedIn messaging into an email-like experience with features like labels, reminders, archiving, and multiple organized inboxes - allowing sales professionals to create mini-CRMs and sales funnels directly within LinkedIn without needing to add every prospect to their main CRM system.#linkedin #b2b #sales #productmarketing #pmm #sales #gtm #salesenablement #ceo #ai #startup #founder

In this episode of #TheGTMPack podcast, we sit down with Sid Khaitan, Senior Product Marketing Manager at Beekeeper, based in Chicago, IL.

Sid shares his career journey, highlighting how experiences in market research, content strategy, and business development naturally led him into product marketing. He emphasizes how these diverse roles provided the perfect foundation for his current position as a Senior Product Marketing Manager.

A few key takeaways:

💡 Diverse Backgrounds Strengthen Product Marketing: Experience in areas like market research, content strategy, and business development provides a solid foundation for product marketing. Skills such as understanding customer needs, conducting research, and developing messaging are highly transferable and valuable in this field.

💡 Sales Experience Offers Unique Advantages: Professionals who transition from sales or account management into product marketing often excel because they possess deep empathy for buyers and firsthand knowledge of the sales process. This perspective helps them create more effective strategies and align marketing efforts with real customer challenges.

💡 Collaboration and Communication Are Essential: Successful product marketing relies on close collaboration with sales teams and direct engagement with customers. Overcoming barriers—such as sales teams being protective of customer relationships—requires demonstrating empathy, conducting independent research, and building trust to foster open communication and teamwork.

#productmarketing #pmm #sales #gtm #salesenablement

In this episode of #TheGTMPack podcast, we sit down with Frank Burns, Customer Success Leader, based in Austin, TX.A few key takeaways:💡 Customer Success is evolving from churn mitigation to a strategic growth and insights function, serving as a listening post for product and marketing.💡 Product Marketing and CS alignment is critical, enabling shared messaging, signal-driven engagement, and scalable customer impact.💡 AI accelerates content creation, but human creativity, relevance, and strategic signal interpretation remain essential to stand out.#gtm #customersuccess #revenue #saas #b2b

In this episode of #TheGTMPack podcast, we sit down with Mason Cosby, CEO & Founder at Scrappy ABM, based in Whitestown, Indiana.We loved unpacking what it really takes to build pipeline as a B2B brand—covering content, ABM, and the systems behind sustainable growth.A few key takeaways:

💡 Build relationships before selling — and let content do the heavy lifting.

The most powerful growth often starts with genuine conversations, not pitches. Reaching out for feedback can turn into unexpected opportunities, as real relationships foster trust and early traction. Podcasting, in particular, acts as a double engine—creating content while deepening your network.

💡 Use frameworks to turn marketing chaos into clarity.

Two frameworks—the Account Progression Model and the Four D Framework—help map your marketing activities to specific outcomes. Whether you’re trying to drive awareness, engagement, or conversion, these tools ensure each tactic serves a clear purpose and fits into a repeatable process for business growth.

💡 Balance long-term brand building with short-term revenue needs. Mason recommends a 60/40 split between brand and sales activation, but stresses adaptability. If your pipeline is dry, activation becomes a priority. Still, a strong brand is what sustains growth over time. The lesson: don’t just chase leads—invest in a content engine that builds trust and compounding interest.#ABM #AccountbasedMarketing #ProductMarketing #SalesEnablement #PMM #GTM #Sales #B2B

In this episode of #TheGTMPack podcast, we interview Tamara Grominsky, Founder at PMM Camp based in Vancouver, British Columbia, Canada.In this conversation, we dig into:💡 From PMM Leader to Founder – The journey from leading product marketing at Kajabi & Unbounce to launching PMM Camp.💡 AI & Product Marketing – How AI is reshaping PMM workflows and top tools to watch.💡 Mastering Product Launches – Lessons from the best launches and what sets great ones apart.& more!#productmarketing #pmm #gtm #b2b #leadership #marketing #growth #cmo #podcast #productlaunches

In this episode of #TheGTMPack podcast, we sit down with Michele Nieberding, Director of Product Marketing at Treasure Data, based in Reston, Virginia.This episode explores how a background in sales can give product marketers a major edge, from building better relationships with sales teams to creating more effective enablement materials. The conversation covers strategies for managing last-minute requests, what truly makes a great sales asset, and how PMMs can bridge the gap between what sales actually needs and what marketing typically delivers. Plus, a peek into some practical “Product Marketing Hacks” you can start using today.A few key takeaways:💡 Bridging Sales and Product Marketing: The hosts discuss how their backgrounds in sales have become a unique advantage in product marketing, especially when it comes to understanding sales reps' needs, building empathy, and aligning go-to-market efforts.💡 Turning Reactive into Proactive: They dive into the common challenge of last-minute sales requests, sharing strategies for setting boundaries, improving collaboration, and shifting toward a more strategic, proactive approach to sales support.💡 What Sales Really Needs: The conversation explores the anatomy of a great sales asset, common misalignments between marketing and sales, and how PMMs can better serve sales through practical enablement and evolving content strategies.#ProductMarketing #SalesEnablement #PMM #GTM #Sales

In this episode of #TheGTMPack podcast, we sit down with Russ Laraway, author of When They Win, You Win, to unpack the leadership habits that drive engagement, unlock potential, and create thriving workplace cultures.

From lessons in the Marines to building top-performing sales orgs at Google and Twitter, he shares why caring deeply is a competitive advantage—and how managers can lead with clarity, coaching, and heart.

A few key takeaways:

💡Employee engagement drives performance: Companies with highly engaged teams see higher productivity, better quota attainment, improved retention, and stronger financial outcomes.

💡 Leadership is the unlock: Managers who provide clarity, coaching, and care—backed by employee feedback—play a critical role in creating engaged, high-performing teams.

💡 Culture starts with caring: Beyond metrics, employees want to feel genuinely valued. A human-centered approach to leadership fosters motivation, trust, and long-term success.

#Leadership #EmployeeEngagement #WorkplaceCulture #PeopleFirst #WhenTheyWinYouWin #GTMLeadership #HighPerformingTeams

In this episode of #TheGTMPack podcast, we interview Joshua Perk, Co-Founder & CEO at Vector based in Bradenton, Florida.In this conversation, we dig into:💡 Operationalizing “Wow”: What customer delight really looks like in practice and how leadership can embed it into company culture.💡 CX as a GTM Priority: Aligning sales, marketing, and product teams to consistently prioritize and deliver exceptional customer experiences.💡 Smart Spending + Signal Strategy: Balancing CX investments with capital efficiency, and how CMOs should integrate signal-based intent data into planning and budgets.& more!#CustomerExperience #CXO #CS #B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement #CRO #CEO

In this episode of #TheGTMPack podcast, we interview Parker Chase-Corwin, CEO & Principal Consultant at Xperience Alchemy based in Boston, MA.In this conversation, we dig into:💡 Why are QBRs broken?💡 How do we fix them and achieve the value we seek?💡 What does world-class CS look like in 2025?& more!#CustomerSuccess #CXO #CS #B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement #CRO

In this episode of #TheGTMPack podcast, we interview Jon Miller, MarTech Entrepreneur (3 exits), Co-Founder of Marketo and Engagio, board member, keynote speaker based in Silicon Valley, CA.In this conversation, we dig into:💡 Demand Gen vs. Demand Creation: Why modern marketing needs to go beyond attribution and start thinking like B2C.💡 Educate, Entertain, Elevate: How to get executive buy-in for a more modern, brand-led approach.💡 GTM Misalignment: What's really behind the sales and marketing disconnect—and how to fix it.💡 The Future of Growth: AI’s impact on demand gen, async buying trends, building moats, and doing ABM right.& more!#B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement #CMO

In this episode of #TheGTMPack podcast, we interview Jamieson Wright, an experienced product marketing leader, PLG pioneer, and founder of LogMeIn based in Boston, MA.

In this conversation, we dig into:

💡 Sales as a Stepping Stone to Product Marketing & Founder – Exploring how a background in sales equips aspiring product marketers and founders with critical skills for go-to-market success.

💡 Product Marketing in Product-Led vs. Sales-Led Models – Breaking down the role of product marketing in product-led growth (PLG) companies versus sales-led organizations, and what it takes to transition between them.

💡 The Evolution of Product Marketing – Insights from two decades in the field and predictions for how product marketing will continue to evolve.

& more!

#B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement

In this episode of #TheGTMPack podcast, we interview Rahul Awasthy, Founder & CEO at RyzeConsulting based in San Francisco, CA.In this conversation, we dig into:💡 How product marketing evolves as teams scale, from small (3-person) to large (30-person) organizations.💡 Best practices for structuring PMM teams in larger companies, including segmentation by product line, customer type, or discipline.💡 Strategies for marketing to technical audiences, particularly developers, with effective tactics and channels.& more!#B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement #ABM

In this episode of #TheGTMPack podcast, we interview Daniel Viana, Senior Product Marketing Manager at Applyboard, based in Toronto, Canada.

In this conversation, we dig into:

💡 How Product Marketers Drive ABM Success – Aligning messaging, ICP definition, & sales enablement.

💡 Personalization at Scale – How PMMs shape tailored content and campaigns for key accounts.

💡 Breaking the ABM Stigma – Addressing GTM challenges & positioning ABM as a growth driver.

& more!

#B2BMarketing #ProductMarketing #GTM #PMM #SaaS #B2B #SalesEnablement #ABM

In this episode of #TheGTMPack podcast, we interview Rachit Kataria and Will Wang Co-Founders at Centralize, based in the San Francisco Bay Area.

In this conversation, we dig into:

💡 Account mapping across GTM organizations

💡 Multithreading best practices in B2B sales

💡 The future of team selling

& more!

#Sales #AccountMapping #SalesLeadership #EnterpriseSales #GTM #PMM #GTM #SaaS #B2B #ProductMarketing

In this episode of #TheGTMPack podcast, we interview Kathleen Lim Randall, Go-to-Market and Sales Advisor at Waypoint GTM Advisory, based in Plano, Texas.In this conversation, we dig into:💡 How to Qualify Enterprise Deals💡 How Sales Reps Can Align with Marketing & Make Effective Requests💡 Types of enterprise sales assets to use according to sales stage

& more!#SalesLeadership #EnterpriseSales #GTM #PMM #GTM #SaaS #B2B #ProductMarketing

In this episode of #TheGTMPack podcast, we interview Rebecca Shaddix, Head of Product Marketing, Customer Marketing, and Lifecycle Marketing at Garner Health, based in the United States.In this conversation, we dig into:💡 Why most competitive updates are a distraction💡 How to go beyond vanity metrics when measuring product marketing💡 The difference between good, great, and best-in-class GTM& more!#B2BMarketing #ProductMarketing #CompetitiveIntel #GTM #PMM #GTM #SaaS #B2B

In this episode of #TheGTMPack podcast, we interview Janelle Amos, Founder & Chief Strategist at Elevate Growth, based in Crowley, Texas.

In this conversation, we dig into:

💡 What modern ABM/ABX really looks like today

💡 How to create repeatable, scalable demand gen campaigns

💡 The right way to collaborate with product marketing & sales for real pipeline impact

& more!

#B2BMarketing #DemandGen #ABM #AI #PMM #ProductMarketing #GTM

In this episode of #TheGTMPack podcast, we interview Joseph Jenkins, 2X SaaS VP of Sales based in Lehi, Utah.

In this conversation, we dig into:

💡 How to structure your sales process from Series Seed to Series B, including sales motion, rep segmentation, and positioning/messaging strategy.

💡 Key sales enablement tools, emerging ABM platforms replacing legacy solutions, and the role of data enrichment tools in optimizing outreach.

💡 Essential content formats—short-form videos, infographics, digital sales rooms, and traditional sales collateral—to support every stage of the sales process.

& more!

#salesleadership #productmarketing #pmm #gtm #b2b #leadership #sales #product #cro #podcast

In this episode of #TheGTMPack podcast, we interview Jeff Chase, Director of Brand & Product Marketing at Vitally.io based in Phoenix, AZ. In this conversation, we dig into: 💡 How product marketers establish the voice of the customer 💡 Why constantly talking to customers is crucial in your role as a product marketer 💡 How to use interactive demos to bring use cases & the voice of the customer to life & more! #voiceofthecustomer #productmarketing #pmm #gtm #b2b #leadership #marketing #product #cmo #podcast

In this episode of #TheGTMPack podcast, we interview Roee Hartuv, Head of Revenue Architecture Practice at Winning By Design based in Berlin, Germany. In this conversation, we dig into: 💡 What's a revenue architect? 💡 What is the "spiced" framework and how can you deploy it across the buyer's journey? 💡 Why is focusing on "impact" so key across your GTM motion? & more! #gtm #b2b #leadership #marketing #growth #cro #podcast #revenue #chiefrevenueofficer

In this episode of #TheGTMPack podcast, we interview Sara Pion, Senior Growth Marketing Manager at Samsara based in Denver, Colorado. In this conversation, we dig into: 💡 What are “growth marketers” & how to measure success

💡 Effective growth marketing strategies

💡 2025 marketing mix predictions & more! #gtm #b2b #leadership #marketing #growth #growthmarketing

In this episode of #TheGTMPack podcast, we interview Alex Virden, Product Marketing & GTM Leader at Virdical based in Washington DC. In this conversation, we dig into: 💡 How PMMs measure success 💡 How to track KPIs that gauge the impact of product marketing 💡 The importance of cross-departmental alignment & more! #gtm #b2b #leadership #marketing #productmarketing #pmm #salesenablement #podcast

In this episode of #TheGTMPack podcast, we interview Marc Kenigsberg, Editor at Product Marketing Weekly based in Tel Aviv, Israel. In this conversation, we dig into: 💡 How a marketer should determine the buyer journey 💡 Developing a sales enablement strategy from a marketing/product marketing point of view 💡 Recommended sales asset types for sales reps trying to build trust & authority & more! #gtm #b2b #leadership #marketing #productmarketing #pmm #salesenablement #podcast

In this episode of #TheGTMPack podcast, we interview Drew Giovannoli, Founder at Buried Wins based in Austin, TX. In this conversation, we dig into: 💡 When to research versus just go sell and talk to the market 💡 Who is your target? (And why it's not just closed lost) 💡 How to avoid deliverables getting "stuck on the shelf" & more! #gtm #b2b #leadership #marketing #productmarketing #pmm #winlossanalysis #podcast

In this episode of #TheGTMPack podcast, we interview Jeremy Boudinet, VP of Growth at Textla based in Dallas, TX. In this conversation, we dig into: 💡 The power of SMS marketing 💡 Leveraging SMS marketing within B2B 💡 Launching a marketing effort in today's market & more! #gtm #b2b #leadership #marketing #saas #sms #smsmarketing

In this episode of #TheGTMPack podcast, we interview Arjun Dev Arora, Managing Partner at Format One based in San Francisco, California. In this conversation, we dig into: 💡 Finding product-market fit 💡 How to go-to-market (GTM) in today's environment 💡 How to succeed as CEO & more! #gtm #b2b #leadership #ceo #cro #saas #startups #productmarketfit

In this episode of #TheGTMPack podcast, we interview Garrett Jestice, Founder & CEO at Prelude Marketing based in American Fork, Utah, United States.

In this conversation, we dig into:

💡 How to approach finding product market fit within B2B SaaS 💡 How to determine your minimum viable persona at go-to-market 💡 Best practices for developing messaging during a new product launch.

& more!

#gtm #b2b #marketing #cmo #cro #saas #startups #productmarketfit

In this episode of #TheGTMPack podcast, we interview Mark P. Jung, Founder at Authority based in Vancouver, British Columbia, Canada. In this conversation, we dig into: 💡 How CMOs should approach developing their LinkedIn strategy 💡 How sales and marketing teams can align on social selling strategies on LinkedIn 💡 The current state of B2B influencer marketing & more! #brand #b2b #marketing #cmo #linkedin #saas #brandbuilding

In this episode of #TheGTMPack podcast, we interview Adam O'Brien, VP of Marketing at iDonate based in Charleston, South Carolina. In this conversation, we dig into: 💡 Key learnings from Adam's experience as a startup marketer 💡 The path from sales engineer to sales enablement to product marketer to marketing leadership 💡 Content-market fit and social impact marketing & more! #startups #b2b #marketing #cmo #socialmarketing #saas

In this episode of #TheGTMPack podcast, we interview Julia Winn, Head of Marketing at Air Traffic Control based in Mill Valley, California. In this conversation, we dig into: 💡 Tips for marketers on effectively deploying ABM campaigns 💡 How to scale an account-based marketing (ABM) war room 💡 Advice for GTM leaders on cultivating a positive culture at a startup & more! #abm #b2b #marketing #cmo #accountbasedmarketing

In this episode of #TheGTMPack podcast, we interview Jonathan Gandolf, Founder & CEO at The Juice based in Indianapolis, Indiana. In this conversation, we dig into: 💡 The founder journey & what inspired Jonathan to launch The Juice 💡 How to approach developing a content marketing strategy that maps to the buyer journey/sales process 💡 What the "modern B2B marketer" looks like in 2025 & beyond & more! #contentmarketing #b2b #marketing #cmo #salescontent #salescollateral #salesassets

In this episode of #TheGTMPack podcast, we interview Aaron Ross, Author (Predictable Revenue & many others), Board Member, & Entrepreneur based in Edinburgh, Scotland, United Kingdom. In this conversation, we dig into: 💡 What was Predictable Revenue all about & why is it misunderstood today 💡 The importance of determining what GTM approach works for your organization 💡 Finding your passion in today's world & more! #sdr #bdr #salesdevelopment #predictablerevenue #saas #b2b #leadership #cro #revenue

In this episode of #TheGTMPack podcast, we interview Sophie Buonassisi, VP of Marketing at GTMfund & GTMnow based in Vancouver, British Columbia, Canada. In this conversation, we dig into: 💡 The inspiration behind building a media company in the VC space 💡 How to map media and community strategies to the fund’s overall goals 💡 How to enable sales reps to strategically use the media content created by marketing & more! #marketing #vc #leadership #media #gtm #community

In this episode of #TheGTMPack podcast, we interview Rand Fishkin, Co-Founder of SparkToro & Snackbar Studio based in Seattle, WA. In this conversation, we dig into: 💡 Takeaways from different incorporation strategies 💡 The importance of audience building as early as possible 💡 The role of SEO in a AI world & more! #marketing #seo #leadership #entrepreneurship #ai #gtm