Go-to-Market Playmakers – Details, episodes & analysis

The theme of our 31st podcast episode is “How to Sell to MSPs”.

Joining our host Jeremy Balius to discuss all things SaaS GTM and Sales to IT managed services providers is Greg Sharp from ZenContract.

In this episode of Go-to-Market Playmakers, Jeremy sits down with Greg Sharp, founder and CEO of ZenContract, to dive into what it takes to successfully sell to MSPs.

Drawing on nearly three decades of experience as an MSP owner, Greg shares his transition from building and selling service-based businesses to launching a SaaS company purpose-built for MSPs. His journey highlights the realities of pivoting from services to software, the challenges of building remotely distributed teams, and the mission that drives ZenContract to elevate the MSP industry through better contract management and risk mitigation.

The conversation explores why MSPs are such a unique and often difficult audience to sell to: they are incredibly time-poor, constantly pitched by vendors, and often lack formal business processes or urgency to change. Greg breaks down the three types of MSPs (lifestyle, scaling, and growth-focused), their buying personas, and what motivates them. He also shares lessons on standing out in a crowded market, the importance of building urgency, and how ZenContract has differentiated itself from tools like DocuSign by embedding automation, compliance, and PSA integration.

Greg Sharp, With a 30-year tenure in the IT industry across the UK and New Zealand, stands out as an exemplary leader in contract management for MSPs. As a CISSP-certified IT security engineer, he currently spearheads ZenContract as its Managing Director, coordinating a skilled team across New Zealand, Australia, Philippines, United Kingdom, and Canada.

His insight is valued on advisory boards for notable industry giants such as Datto, Autotask, Dropbox, Microsoft, and Cisco in the APAC region, and he maintains active roles on three MSP advisory boards.

His passion for the MSP industry is not just theoretical; Greg has practically demonstrated his acumen by successfully building and selling three MSP businesses. His most recent venture set a record in New Zealand, being acquired by a government division, a testament to its exceptional people, culture, systems, and streamlined business processes. One of these innovative processes evolved into ZenContract, a solution revolutionizing how MSPs manage contracts and agreements, ensuring complete ownership and efficiency in these critical operations.

Greg’s journey is characterized by a deep commitment to enhancing MSP efficiency, particularly in contract and agreement management, making him a pivotal figure for businesses seeking to optimize their service delivery in the IT sector.

Connect with Greg on LinkedIn

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 30th podcast episode is “AI in Enterprise Tech Go-to-Market: Why Enterprise GTM Will Never Be the Same”.

Joining our host Jeremy Balius to discuss all things AI and Enterprise GTM is Mark Vigoroso from The Enterprise Edge.

In this episode, Mark Vigoroso joins host Jeremy Balius to unpack how AI, particularly local, containerized deployment models, is redefining enterprise go-to-market strategy.

Mark explains how the SAP-NVIDIA partnership exemplifies the shift toward “local AI”, a model that allows enterprises to deploy AI securely, compliantly, and at scale without compromising data sovereignty. This architectural shift is enabling faster time to value and unlocking AI adoption in highly regulated sectors like healthcare, finance, and government.

Mark argues that AI is not just transforming products. It’s reshaping buyer expectations and redefining how GTM teams must operate.

As skepticism and scrutiny among buying committees grow, vendors must now prove not just value, but safety and trustworthiness. AI-led GTM demands deeper industry verticalization, outcome-based messaging, and a renewed focus on differentiation.

Throughout the episode, Mark provides a clear, practical framework for go-to-market leaders who want to move beyond AI theatre and build sustainable, trusted growth in the enterprise space.

Mark Vigoroso is the Founder and CEO of The Enterprise Edge, which equips B2B enterprise tech firms to grow, convert more funnel, increase M&A time-to-value and transform to sell as an advocate, not a vendor.

Mark has 30 years of deep, full-spectrum experience across the B2B enterprise technology ecosystem - spanning software, services, marketplaces, and consulting. He’s a 360° operator with deep tech and operations VP practitioner roots (NCR), executive software / services / tech vendor GTM experience (Qualcomm, Verizon Wireless, Oracle, Servigistics/PTC), and analyst/consultant/advisor CxO roles (Aberdeen Group, Reed Elsevier, ERP Today).

As a CEO, CRO, CCO and CMO, he’s repeatedly built and revitalized companies through strategic clarity, GTM reinvention, operational rigor, building and growing courageous cultures and teams, and humble leadership.

Connect with Mark on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 21st podcast episode is SaaS Value Packaging.

Joining our host Jeremy Balius to discuss all things SaaS pricing strategy and value packaging is Dan Balcauski from Product Tranquility.

In this conversation, Dan Balcauski discusses the intricacies of SaaS pricing and value packaging, sharing insights from his extensive experience in the field. He emphasizes the importance of understanding customer value over merely setting a price, and highlights common mistakes that companies make in their pricing strategies.

The discussion also covers the psychological aspects of pricing, the impact of product launches, and the distinctions between pricing and packaging in the B2B software world. In this conversation, Dan Balcauski discusses the intricate relationship between customer value and pricing strategy in the B2B SaaS market. He emphasizes the subjective nature of value, the importance of understanding customer perceptions, and the frameworks that can help businesses articulate and communicate their value effectively.

The discussion also covers the challenges of differentiation in a competitive landscape, the role of brand perception, and best practices for revisiting pricing strategies to adapt to market changes.

Dan Balcauski is the founder and Chief Pricing Officer at Product Tranquility, where he focuses on helping high-volume B2B SaaS CEOs define pricing and packaging for new products. He is a TopTal certified Top 3% Product Management Professional and helps teach Kellogg Executive Education course on Product Strategy.

Over the last 15 years, Dan has managed multiple products throughout the product life-cycle from new concept incubation, product launch, product maintenance, platform transitions, and end of life. Dan has worked in both consumer and B2B companies across consumer internet, mobile, IT software, and test and measurement hardware and software and company sizes ranging from startups to publicly traded multi-national enterprises. Connect with Dan on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 20th podcast episode is B2B Video Marketing Strategy.

Joining our host Jeremy Balius to discuss all things video strategy for B2B is Daniel Borba from SparkPortal.

In this episode, Daniel Borba discusses the evolution of video marketing, emphasizing the growing demand for video content and the impact of platforms like LinkedIn and TikTok on B2B marketing strategies. He highlights the importance of short-form content, the need for a strategic mindset, and how businesses can leverage video to engage their audience effectively.

Daniel also shares insights on production quality, the significance of context in video content, and the concept of video as a service to meet the increasing demand for video marketing.

Daniel Borba is the Founder and CEO of SparkPortal, a company revolutionizing video marketing for SaaS and B2B businesses.

By pioneering the innovative Video-as-a-Service (VaaS) model, Daniel provides SaaS marketers with a cost-effective, scalable solution to produce high-quality, strategically aligned video content.

An immigrant entrepreneur with over a decade of experience in the video industry, Daniel is committed to helping companies leverage video as a growth driver, not just a marketing tactic.

Connect with Daniel on LinkedIn  

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 19th podcast episode is B2B Creative Strategy.

Joining our host Jeremy Balius to discuss all things creative strategy for B2B is Chris Murphy from G Squared.

In this conversation, Chris Murphy discusses the evolution of B2B creative advertising, emphasizing the need for emotional messaging over traditional feature-heavy approaches. He highlights the importance of brand differentiation and performance creative, advocating for iterative advertising strategies that adapt based on audience response. Through case studies, he illustrates how unique branding can lead to significant success, challenging the notion that B2B marketing must conform to industry norms.

Chris and Jeremy explore the evolving landscape of B2B marketing, emphasizing the importance of brand differentiation, emotional engagement, and community-led strategies. They discuss how brands can stand out in a crowded market by focusing on customer needs and building emotional connections. The conversation highlights the shift from traditional marketing methods to community engagement, where brands leverage customer insights and build relationships to enhance their go-to-market strategies.

Chris Murphy is an award-winning digital marketing leader and creative strategist. As Head of Creative at G Squared, a leading Independent Digital consultancy, he leads performance-led campaigns for brands like SanDisk, Braun and WorldFirst, blending creativity with analytics to deliver real business results. 

With over a decade in top agencies across London and Sydney, he challenges traditional thinking, pushing brands to connect with audiences in new ways.

A 2022 Marketing Academy Scholar and AdNews Emerging Leader, Chris specialises in performance creative, growth marketing and digital strategy. 

Connect with Chris on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 18th podcast episode is B2B Content Marketing.

Joining our host Jeremy Balius to discuss all things strategy for content marketing in the B2B space is Becky Lawlor from Redpoint Content.

In this conversation, Becky Lawlor discusses the significance of original research in B2B marketing, emphasizing how it builds trust, differentiates brands, and enhances content strategy. She shares insights on survey design, the importance of narrative constraints, and the evolving landscape of content shareability, particularly in the context of AI-generated content. The discussion highlights practical steps for implementing effective research strategies and the substantial ROI that can be achieved through original research.

👉 Download Becky’s B2B Buyer Research Report. 

• Original research is crucial for B2B marketing success.
• Brands need to differentiate their content to stand out.
• Trust is built through investment in original research.
• Survey design is critical for obtaining valuable insights.
• Content marketing should focus on engagement and relevance.
• Stakeholder alignment is essential for effective research.
• Shareability of content is increasingly important.
• AI-generated content is accepted if it provides value.
• Research can be conducted without a large budget.
• The ROI from original research can be significant.

Becky Lawlor is the founder of Redpoint Content, an original research and content marketing agency.

She has over a decade of experience helping B2B tech brands create thought leading content that elevates their market presence and brand recognition. She’s worked with brands like Adobe, IBM, and Zapier.

Clients she works with have reported achieving 2 to 3 times the leads, extensive media coverage, and a significant boost in engagement.

Connect with Becky on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 17th podcast episode is MSP Strategy.

Joining our host Jeremy Balius to discuss all things strategy for MSPs in 2025 and beyond is James Davis from TSP Advisory.

In this conversation, Jeremy Balius and James Davis discuss the evolving landscape of IT services, particularly focusing on Managed Service Providers (MSPs) and the challenges they face. James emphasises the decline of traditional support services and the need for transformation in the industry. He highlights the depersonalisation of IT services and the aging demographic of business owners, which affects their ability to adapt to market changes. The discussion also covers the importance of understanding client needs, the emergence of Technology Solutions Partners (TSPs), and the strategic shifts required for businesses to remain relevant in 2025 and beyond. James advocates for a top-down approach to strategy, urging businesses to focus on solutions rather than merely adding products to their offerings.

• Support services are becoming obsolete due to evolving technology.
• Clients require less traditional support as technology advances.
• The industry is facing depersonalization, making differentiation harder.
• Many business owners are nearing retirement and may lack motivation to adapt.
• Transformation in the industry is essential for survival and growth.
• Understanding client needs is crucial for effective service delivery.
• The concept of Technology Solutions Partners (TSPs) is emerging as a new model.
• Businesses must shift from product-centric to solution-oriented strategies.
• A top-down approach to strategy is necessary for meaningful change.
• Transformation is a long-term process that requires commitment and planning.

James Davis, the Founder and Chief Strategy Officer of The TSP Advisory is on a mission to make the Technology Services Industry more cohesive and help Partners transform their businesses into modern Technology Solutions Partners to meet the needs of current and future clients in the decade ahead. He has been in and around the industry for over 15 years working in various roles this unique experience enables him to directly engage with Partners to help them articulate their vision, develop strategy and guide execution all while sharing wholistic insights to the wider ecosystem and bring it closer in a cohesive way to achieve better outcomes. 

Connect with James on LinkedIn. __________________

Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

Our podcast is evolving. The journey started as B2B Tech Marketing Talks, conversations tailored for B2B tech marketing leaders in the channel, partnerships space and in SaaS. As Filament evolved over the last couple years as a GTM agency, the conversations on the podcast broadened in scope beyond B2B tech marketing. The scope is being recalibrated and the podcast will rebrand to: Go-to-Market where we bring you winning GTM strategies from the industry’s best. It's a new name and positioning statement that better reflects our expanded focus. We’re bringing you even more insights from B2B tech leaders, SaaS founders, and industry playmakers who have mastered the art of taking products and services to market, as well as growing them within market. Expect deep dives into growth strategies, revenue models, brand marketing, content and advertising approaches, partnerships, product-market fit, and everything it takes to scale and expand your reach successfully. Whether you're scaling a startup, refining your GTM motion or your MSP, VAR, SI or Reseller, or driving revenue growth through a channel program, distributor or partner ecosystem, this is where you’ll learn the plays that work.

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For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 16th podcast episode is Revenue Growth Strategy.

Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Bardia Khalilifar from Conicio Advisory.

In this conversation, Bardia Khalilifar shares his extensive background in technology and business development, detailing his journey from network engineering to leading revenue growth strategies. He discusses the challenges and opportunities businesses face in 2024, emphasizing the importance of understanding customer needs and adapting to market changes. Bardia also highlights the role of fractional leadership in driving revenue growth without the overhead costs of full-time executives, providing insights into how businesses can navigate complexities and implement effective strategies. Bardia also stresses the significance of a holistic revenue operations framework to ensure long-term sustainability and customer retention.

• 2024 presents challenges like macroeconomic uncertainty and changing buyer preferences.

• Data and automation, particularly AI, are seen as key opportunities for businesses.

• Resilience and scenario planning are crucial for adapting to market shifts.

• Fractional leadership offers flexibility and cost savings for businesses.

• Effective execution of strategies is as important as the strategies themselves.

•  Building partnerships enhances value propositions.

• Feedback loops from customers drive product improvement.

• Common pitfalls include premature scaling and siloed teams.

• Customer retention is more cost-effective than acquisition.

• Data hygiene is essential for informed decision-making.

• Revenue operations should be a unified effort across departments.

• Calculated risks are necessary for scaling effectively.

Bardia Khalilifar is a seasoned technology leader whose nearly 20-year career has spanned network engineering, business development, cybersecurity, and cloud services. He has held key leadership roles at industry giants like Cisco, Dicker Data, and Hewlett Packard Enterprise, consistently driving revenue growth and market expansion.

His international experience includes overseeing strategic partnerships and customer alliances across Australia, New Zealand, APAC, Europe, and North America.

Today, as the Founder and Managing Partner of Conicio Advisory, Bardia helps technology companies—from MSPs and CSPs to SIs, ISVs, distributors, and vendors—develop growth strategies, refine go-to-market plans, and strengthen their partnerships. His work is defined by a deep understanding of client needs, a focus on innovation, and a proven track record of guiding businesses toward sustainable success.

Connect with Bardia on LinkedIn.

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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.  

The theme of our 15th podcast episode is SaaS Value Proposition.

Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Gil Rogers from GR7 Marketing.

In this conversation, Gil Rogers shares his journey from an admissions counselor to a fractional CMO in the ed tech space. He discusses the importance of understanding value propositions, the challenges of storytelling in EdTech, and the lengthy sales cycles that companies face. Gil emphasizes the need for building relationships over focusing solely on product features and highlights the significance of a strong marketing strategy that resonates with the target audience. He also touches on the internal politics of organizations and how external consultants can navigate these dynamics effectively.

• Many EdTech companies focus on features rather than the underlying ‘why’ of their products.

• Storytelling is crucial for EdTech companies to connect with their audience.

• Building relationships is more important than having a perfect product.

• The sales cycle in EdTech can be lengthy, often taking up to two years.

• Understanding customer needs is essential for crafting a compelling value proposition.

• Consultants can provide an external perspective that helps organizations see their blind spots.

• Patience and curiosity are key traits for successful marketing in EdTech.

• The future of SaaS in EdTech may require a blend of human support and software solutions.

Gil Rogers is a strategic innovator in education technology marketing, working as a fractional CMO to help EdTech companies refine messaging, define unique value, and drive revenue growth. With a strong background in enrollment management and digital marketing, Gil has led record-breaking recruitment cycles and played key roles in EdTech’s evolution, including at Zinch.com (later acquired by Chegg) and the National Research Center for College and University Admissions (NRCCUA).  He founded GR7 Marketing to support entrepreneurs in effectively reaching educational institutions. Known for his energetic style, Gil shares insights at national conferences on marketing strategy, leadership, and executive hiring. 

Connect with Gil on LinkedIn.  

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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.

For more about Filament, visit our B2B tech marketing agency.

Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 

Follow Filament on LinkedIn.  

Connect with Jeremy Balius.