Building and marketing AI products isn’t just about innovation — it’s about translating complexity into clarity, and technology into traction.
Marketing Pack Leaders is the playbook for leaders at AI scale-ups who want to turn product brilliance into market momentum. Hosted by Josh Porter, founder of Thunderwolf Consulting, the show brings you real stories and proven strategies from the minds shaping the future of AI marketing, product strategy, and go-to-market execution.
Each episode dives deep into the playbook of how today’s fastest-growing AI companies position, launch, and scale. From defining your ideal customer to crafting a narrative that resonates, you’ll hear from CMOs, product marketers, and founders who’ve done it — and who share what actually works.
Whether you’re leading product marketing at an AI scale-up, launching a new GTM motion, or building your first AI-driven product, this show unpacks:
How to bridge the gap between product management, marketing, and sales
Frameworks for turning complex AI capabilities into clear customer value
Lessons from real-world launches and brand transformations
The evolving role of PMM in AI-driven companies
Storytelling strategies that connect human emotion to intelligent technology
You’ll leave every episode with insights you can immediately use to sharpen your positioning, accelerate adoption, and build a brand that stands out in a noisy AI market.
Because in the race to define the next era of intelligent products, great technology alone isn’t enough — you need the story, strategy, and structure to win.
🎧 Subscribe to Marketing Pack Leaders on Apple Podcasts, Spotify, or YouTube — and start building your playbook for AI product success.
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How to Stand Out When Every Competitor Claims “AI-Powered” | April Dunford
Episode 38
Tuesday, November 3, 2026 • Duration 43:19
Every AI company says it’s “AI-powered” now, which means the phrase has basically stopped meaning anything to buyers.
On this episode of Marketing Pack Leaders, I sit down with April Dunford, a globally recognized positioning expert and bestselling author of Obviously Awesome and Sales Pitch. After 25 years as a startup executive leading marketing, product, and sales across seven B2B tech companies worth over $2 billion combined, April now advises growth-stage founders on positioning products so customers instantly understand why they matter. She’s worked with 200+ companies and holds an engineering degree from the University of Waterloo. Her argument isn’t that AI scale-ups need better marketing. It’s that most haven’t decided what they’re competing against, who it’s for, or why a buyer should care in the first ten seconds.
What This Episode Is About
April and I dig into why positioning has gotten harder for AI scale-ups, not easier, now that every company in the category claims to be “AI-powered.” We cover how to stand out when your competitors are all making the same claim, and how to position against the alternatives that actually matter for most AI products: the buyer’s instinct to do nothing, keep using a spreadsheet, or have their own engineers build something internally. We also get into what happens when you’re selling into a category the market hasn’t agreed on yet, and how to decide where to compete when the category itself is still being defined. April closes out by sharing the signals that tell a founder it’s time to reposition, not just refresh the messaging.
In This Episode:
How to position an AI scale-up when every competitor is making the same “AI-powered” claim
How to position against alternatives like doing nothing, a spreadsheet, or an internal build, not just other vendors
How to choose a market category to compete in when the category itself hasn’t been settled yet, and the risks of guessing wrong
The specific signals that tell you it’s time to reposition instead of just refreshing the messaging
Why It’s Worth Your Time
April has spent 25 years as a startup executive and advised more than 200 companies on positioning, and she brings a practitioner’s precision to a problem most AI scale-ups are still guessing their way through. If your product sounds like everyone else’s right now, this conversation gives you a sharper, more specific way to think about what actually makes you different and how to say it so buyers get it immediately, not after three follow-up questions. It’s the kind of discussion that reframes how you think about differentiation, not just your tagline.
Who This Is For
This episode is built for AI scale-up leadership: founders, GTM leaders, and anyone responsible for getting a crowded “AI-powered” category to understand why you’re different. If your positioning statement felt sharp six months ago and now reads like everyone else’s claim, this one’s for you.
About Marketing Pack Leaders
Marketing Pack Leaders is a podcast for product marketers and go-to-market leaders at AI scale-ups who want to turn complex products into clear, differentiated stories that actually drive revenue. Each episode, I sit down with founders, operators, and GTM leaders to unpack how they build positioning, messaging, and growth strategy that holds up as a company scales.
This episode comes from Thunderwolf Consulting, where I help AI scale-ups turn complex products into clear, differentiated stories their sales teams can actually execute.
Want more like this? Subscribe to Marketing Howl, my newsletter on positioning, GTM strategy, and AI scale-up growth: https://markethowl.substack.com/
You can find this and every episode of Marketing Pack Leaders on YouTube, Apple Podcasts, and Spotify. If you enjoyed this conversation, a rating and review helps other AI scale-up leaders find the show.
From Scattered AI Pilots to a System That Scales | Jordan Fleming
Episode 37
Thursday, October 22, 2026 • Duration 29:25
Most AI scale-ups don’t have a strategy problem. They have a coordination problem: pockets of experimentation that never connect into a system.
On this episode of Marketing Pack Leaders, I sit down with Jordan Fleming, a systems thinker, entrepreneur, and organizational design expert with 30 years of experience building and running companies. Jordan most recently served as CEO of smrtPhone.io, growing the platform to $10 million in annual revenue and 60 employees before becoming Chairman in 2025. He’s the author of The AI Workforce Framework, a practical guide for redesigning roles, processes, and organizations for the AI-driven economy. His argument isn’t that companies need more AI tools. It’s that most of them are still organized for a workforce that no longer matches how work actually gets done.
What This Episode Is About
Jordan and I dig into what it actually takes to move an AI scale-up from scattered experimentation to a coordinated system. We cover how leadership can turn isolated pilots into a shared approach, what AI agents can do that traditional tools can’t, and how to identify where agents can take real work off a team’s plate. We also get into a question I think about constantly in positioning and GTM work: how do you tell the difference between genuinely improving a business process with AI and simply making an inefficient process happen faster? Jordan closes out by sharing how he’d design a business from scratch today if AI capabilities were a given from day one instead of something bolted on after the fact.
In This Episode:
How to turn scattered AI experimentation into a coordinated approach, instead of a team piloting a tool here and an individual running an agent there with nothing tying it together
What AI agents can do that traditional AI tools can’t, and how to spot where agents could take meaningful work off a team’s plate
How to tell real process improvement from faster inefficiency, especially in positioning and GTM work where it’s easy to make a broken process faster without making it better
How Jordan would design a business from scratch today with AI capabilities built in from day one, rather than retrofitting an organization that was built before those capabilities existed
Why Event Attendance Isn't Engagement | Nick Fugaro
Episode 36
Thursday, July 30, 2026 • Duration 26:15
Most event marketers can prove attendance. Almost none can prove engagement — and that gap is quietly costing growth-stage companies pipeline.
In this episode of Marketing Pack Leaders, host Josh Porter — founder of Thunderwolf Consulting, where he helps AI scale-ups turn complex products into clear, differentiated stories sales teams can actually execute — sits down with Nick Fugaro, co-founder and CEO of Vivastream, an event data analytics platform used by marketing, sales, and event teams to turn scattered engagement data into a single, actionable view of attendee behavior.
Nick has spent his career at the intersection of media, data, and business development, with stops at the New York Yankees and Acxiom Corporation before co-founding Vivastream. His team has helped brands like Atlassian move beyond generic post-event follow-up to personalized engagement reports, driving content engagement increases north of 1,000%.
WHAT THIS EPISODE IS ABOUT
Josh and Nick dig into why so many companies can fill a room, hit their registration numbers, and still have no real idea what happened once people walked in. They cover:
- Why attendee counts are a vanity metric, and what "engagement" actually looks like when it's measured correctly
- What "event data" really means once you strip away the buzzwords — and why most companies are only capturing a fraction of it
- Where the handoff between collecting data and acting on it typically breaks down inside marketing and sales organizations
- How personalizing post-event follow-up, instead of sending the same recap to every attendee, can transform engagement and pipeline — including the framework behind Vivastream's 1,000%+ engagement lift with Atlassian
- Practical signals that tell you when it's time to rethink how your team measures event and program ROI
- What changes in the sales handoff once marketing can show, not just claim, which accounts actually engaged
WHY IT'S WORTH YOUR TIME
If your team invests in events, webinars, conferences, or field marketing without a clear line back to pipeline, this conversation gives you a practical framework for closing that gap. This isn't about buying more dashboards — it's about getting a sharper, more honest read on what your buyers actually care about, and using that insight to drive real revenue outcomes instead of vanity attendance metrics. Nick brings the operator's view: what actually changes when a company stops treating events as a check-the-box activity and starts treating them as a data source.
WHO THIS IS FOR
This episode is built for growth-stage AI founders and go-to-market leaders who are scaling their marketing and event programs and need to prove — not just assume — that spend is converting into pipeline and revenue. If you're the person in the room being asked "what did we actually get from that conference," this one's for you.
ABOUT MARKETING PACK LEADERS
Marketing Pack Leaders is the show where we unpack how product marketing, positioning, and go-to-market strategy drive real revenue impact for growth-stage companies — one operator conversation at a time.
STAY CONNECTED
Subscribe to Market Howl, Josh's newsletter on go-to-market strategy for AI scale-ups: https://markethowl.substack.com/
Read The Last Human Marketer, Josh's book on building marketing that AI can't replace: https://www.thelasthumanmarketer.com
Marketing Pack Leaders is produced by Thunderwolf Consulting, where Josh Porter helps AI scale-ups turn complex products into clear, differentiated stories that sales teams can actually execute. New episodes available on YouTube, Apple Podcasts, and Spotify — subscribe so you never miss a conversation.
Building Authority with Content Marketing & Thought Leadership with Mike Montague
Episode 35
Thursday, July 9, 2026 • Duration 31:49
Every growth-stage AI company wants to become the category leader.
But very few ask the question:
How do you earn the market’s trust before you ever ask for a sale?
In today’s AI landscape, buyers are overwhelmed with content, product announcements, and bold claims. The companies that stand out aren’t necessarily the ones with the most features or the biggest marketing budgets. They’re the ones that consistently educate, provide value, and establish themselves as trusted authorities.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Mike Montague, co-founder of Avenue9, bestselling author, and former Global Head of Content at Sandler Training, to explore how AI scale-ups can use content marketing and thought leadership to accelerate growth.
Mike has spent his career helping organizations align marketing and sales around customer-first messaging that drives measurable business results. His perspective goes beyond content creation to focus on something much more strategic: building authority that influences buying decisions long before prospects enter the sales funnel.
This conversation is packed with practical advice for founders, GTM leaders, and product marketers looking to rise above the noise in increasingly competitive AI markets.
What This Episode Is About
Josh and Mike explore how growth-stage AI companies can transform content marketing from a tactical activity into a strategic competitive advantage.
Topics include:
• Why thought leadership should educate rather than advertise
• How AI companies can establish authority instead of simply creating more content
• The types of content that resonate with technical buyers and executive decision-makers
• Finding the balance between educating the market and promoting your product
• How founders can become trusted voices in their category
• Creating content that supports positioning and go-to-market strategy
• Building long-term trust through consistency and customer-first thinking
• The metrics that indicate your thought leadership is influencing real business outcomes
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
Social Media Marketing for AI Scale-Ups with Beth Trejo
Episode 34
Wednesday, June 17, 2026 • Duration 20:54
For many growth-stage AI companies, social media has become a confusing channel.
Everyone agrees it’s important.
Everyone says founders should post more.
Everyone talks about building a brand.
But very few teams can answer a simple question:
How does social media actually contribute to revenue?
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Beth Trejo, fractional CMO at Chatterkick, to explore how AI scale-ups can use social media strategically to build trust, strengthen market positioning, and drive measurable business outcomes.
Beth has spent years helping B2B companies transform social media from a branding exercise into a growth engine. Her work focuses on connecting content, executive visibility, and community engagement to real business goals, helping organizations create social strategies that influence both perception and pipeline.
This conversation moves beyond likes, impressions, and follower counts to focus on what matters most: building authority in increasingly competitive AI markets.
What This Episode Is About
Josh and Beth unpack how AI scale-ups should approach social media in a market where trust is becoming increasingly valuable.
Topics include:
• Why trust matters more than visibility in today’s AI landscape
• The role social media plays in shaping buyer perception
• What types of content generate meaningful engagement for AI companies
• How founders and executives can strengthen the company narrative through personal thought leadership
• Balancing educational content with company messaging
• Building credibility with technical and executive audiences
• Aligning social media efforts with broader GTM objectives
• Measuring success beyond vanity metrics
Beth also shares practical advice on how leadership teams can show up authentically online while reinforcing company positioning and creating stronger market awareness.
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
Why Great Products Fail to Generate Revenue with Bruce Law
Episode 33
Thursday, June 4, 2026 • Duration 26:35
Many growth-stage AI companies make the same assumption:
If we build a great product, customers will come.
But the market doesn’t reward the best product.
It rewards the product customers understand, believe in, and know how to buy.
That’s why so many companies with strong technology struggle to generate consistent revenue, while others with less sophisticated solutions gain traction and grow faster.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Bruce Law, founder of Sprout Marketing, to explore the gap between building great products and building great businesses.
Bruce has spent years helping B2B technology companies sharpen their positioning, align their go-to-market strategy, and connect product innovation to customer demand. His work focuses on helping companies bridge the distance between what they build and what the market actually values.
This conversation gets to the heart of why growth stalls, why messaging breaks down, and what leaders can do to reconnect their product with the market.
What This Episode Is About
Josh and Bruce explore one of the most important questions facing founders and GTM leaders:
Why do some companies build strong products but struggle to generate revenue?
Topics include:
• Why product quality alone doesn’t guarantee commercial success
• What go-to-market strategy actually is—and what it isn’t
• Why many companies misunderstand GTM execution
• The most common breakdowns between product and market
• How positioning influences adoption and revenue growth
• Why customers often fail to see value the way internal teams do
• The warning signs that your company may need repositioning
• How to evaluate whether growth challenges stem from product, positioning, or GTM execution
Bruce also shares practical insights on helping organizations move beyond feature-centric thinking and focus on the customer problems that truly drive buying decisions.
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
GTM Strategy for AI Scale-Ups with Tom Malesic
Episode 32
Thursday, May 7, 2026 • Duration 23:17
Building a great AI product is only half the battle.
The harder challenge?
Getting customers to actually understand it.
Many growth-stage AI companies hit the same wall: product, marketing, and sales all operate with different interpretations of the value story. Messaging becomes overly technical, positioning drifts, and go-to-market execution starts breaking down as the company scales.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Tom Malesic from EZSolution to unpack what effective go-to-market strategy really looks like for AI scale-ups navigating rapid growth and complex markets.
Tom brings experience across product marketing, customer engagement, and GTM strategy, helping organizations simplify technical solutions into clear, customer-centered messaging that drives adoption and measurable business outcomes.
This conversation explores how AI companies can move beyond feature-heavy communication and create alignment between product, marketing, and sales around a shared understanding of customer value.
What This Episode Is About
Josh and Tom dive deep into the realities of building GTM alignment inside AI scale-ups.
Topics include:
• Where AI companies most commonly misalign product, marketing, and sales
• How GTM breakdowns show up in pipeline, messaging, and customer adoption
• Translating complex technical capabilities into customer language that resonates
• Why many AI companies struggle to communicate differentiated value clearly
• How to market products customers don’t fully understand yet
• What effective GTM strategy looks like in emerging AI categories
• The key signals that your GTM motion is working—or quietly breaking down
• Why alignment matters more as organizations scale
Tom also shares practical insights into how companies can simplify their messaging without oversimplifying their product—and why customer understanding should anchor every GTM decision.
Why It’s Worth Your Time
For AI scale-ups, go-to-market challenges rarely come from lack of innovation.
Who This Episode Is For
About Marketing Pack Leaders
Behavioral Science for Better Product Marketing with Shannon Kearns
Episode 31
Monday, April 6, 2026 • Duration 32:27
Most product marketing assumes one thing:
That buyers are rational.
They’ll read your messaging.
They’ll evaluate your features.
They’ll make a logical decision.
But that’s not how people actually buy.
Decisions are shaped by emotion, bias, context, and perception long before logic enters the picture. And when product marketing ignores that reality, messaging falls flat, positioning doesn’t stick, and deals stall.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Shannon Kearns, founder of More Than Said, to explore how behavioral science can reshape the way product marketers think about messaging, positioning, and go-to-market strategy.
Shannon has built his career around uncovering what customers actually think and care about through interviews, win-loss analysis, and qualitative research. His work helps companies move beyond internal assumptions and align around real customer language that drives action.
This conversation brings that lens into product marketing.
What This Episode Is About
Josh and Shannon unpack how behavioral science applies directly to product marketing and GTM execution.
Topics include:
• Why buyers don’t behave as rationally as most messaging assumes
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
Why Physical Experiences Win in an AI World with Mark Stern
Episode 30
Wednesday, April 1, 2026 • Duration 34:57
As AI accelerates and digital content floods every channel, something unexpected is happening:
Trust is declining. Attention is fragmenting. And differentiation is getting harder.
In a world where every company is producing more content, running more campaigns, and competing for the same digital real estate, standing out is no longer just a messaging problem—it’s an experience problem.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Mark Stern, product marketing and go-to-market leader, to explore how companies can break through the noise by rethinking how they engage buyers.
Mark brings a unique perspective, combining experience across B2B SaaS and physical product marketing. His core insight: the future of differentiation isn’t just digital—it’s the intentional combination of digital and physical experiences.
What This Episode Is About
Josh and Mark unpack how physical experiences can amplify positioning and drive real revenue impact in an increasingly digital world.
Topics include:
• Why the rise of AI is also creating digital distrust among buyers
• How physical products can reinforce positioning and increase perceived value
• The concept of intentionality—designing experiences that drive specific customer behaviors
• How packaging and physical design can tap into natural human tendencies like collection and memory
• Using physical experiences across the customer lifecycle: acquisition, onboarding, and retention
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
Why Deals Stall and How to Fix Revenue Motion with Cody LaHoste
Episode 29
Thursday, March 26, 2026 • Duration 21:54
Every growth-stage company eventually runs into it.
Pipeline looks healthy.
Interest is there.
But deals slow down… stall… and quietly die.
The instinct is often to blame product-market fit, pricing, or competition. But more often than not, the real issue is hidden in something less obvious: breakdowns across the go-to-market motion.
In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Cody LaHoste, founder of BeamPath, to unpack why products and deals stall—and how to diagnose the root cause with clarity.
Cody works with founders and revenue leaders to identify where their revenue motion breaks across team handoffs, quantify the cost of those breakdowns, and prioritize what to fix first. With 15 years of cross-functional GTM experience, he specializes in turning translation gaps into alignment—and stalled growth into repeatable, scalable motion.
This conversation goes beyond surface-level pipeline analysis and into the real mechanics of how deals move—or don’t.
What This Episode Is About
Josh and Cody break down where and why deals stall inside modern go-to-market systems.
Topics include:
• The most common points where deals and product momentum break down
• Why stalled deals are often misdiagnosed as lost deals
• How to distinguish between a true product-market fit issue and a GTM execution problem
Why It’s Worth Your Time
Who This Episode Is For
About Marketing Pack Leaders
Why It’s Worth Your Time
Jordan has spent three decades building and running companies, and he brings a systems thinker’s clarity to a question most leaders are still improvising their way through. If you’re past the proof-of-concept stage and trying to figure out what comes next, this conversation gives you language and a framework for it, not just more inspiration. It’s the kind of discussion that reframes how you think about organizational design, not just tooling.
Who This Is For
This episode is built for AI scale-up leadership: founders, GTM leaders, and anyone responsible for turning AI adoption into real organizational advantage instead of just another tool in the stack. If you’re leading a growth-stage company and wrestling with how to scale AI beyond a handful of pilots, this one’s for you.
About Marketing Pack Leaders
Marketing Pack Leaders is a podcast for product marketers and go-to-market leaders at AI scale-ups who want to turn complex products into clear, differentiated stories that actually drive revenue. Each episode, I sit down with founders, operators, and GTM leaders to unpack how they build positioning, messaging, and growth strategy that holds up as a company scales.
This episode comes from Thunderwolf Consulting, where I help AI scale-ups turn complex products into clear, differentiated stories their sales teams can actually execute.
Want more like this? Subscribe to Marketing Howl, my newsletter on positioning, GTM strategy, and AI scale-up growth: https://markethowl.substack.com/
You can find this and every episode of Marketing Pack Leaders on YouTube, Apple Podcasts, and Spotify. If you enjoyed this conversation, a rating and review helps other AI scale-up leaders find the show.
Mike also shares practical insights on creating content that serves buyers throughout their decision-making journey while strengthening both brand credibility and revenue growth.
Many AI companies mistake content volume for content effectiveness.
They publish blogs.
They post on LinkedIn.
They launch webinars.
But they never become the company buyers automatically think of when a problem needs solving.
That’s because authority isn’t built through frequency alone.
It’s built through relevance, consistency, and trust.
This episode will help you:
• Develop a thought leadership strategy that supports revenue growth
• Create content that educates instead of simply promoting features
• Build trust with both technical and executive audiences
• Position your leadership team as industry experts
• Align content marketing with broader go-to-market objectives
• Understand how authority influences pipeline and buying decisions
If your company wants to become the trusted voice in its category rather than simply another AI vendor competing for attention, this conversation offers a practical roadmap.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders building category leadership and market credibility
• GTM leaders responsible for demand generation and pipeline growth
• Product marketers developing messaging and thought leadership strategies
• Marketing leaders focused on brand authority and customer education
• Revenue leaders looking to strengthen trust throughout the buying journey
If you’re trying to build an AI company that customers look to for insight—not just software—this episode is for you.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, thought leadership, and go-to-market strategy help growth-stage companies transform innovative products into category-defining businesses.
Each episode features experienced founders, operators, marketers, and consultants sharing practical frameworks and actionable lessons to help AI companies accelerate growth, sharpen differentiation, and build lasting competitive advantage.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing, positioning, and go-to-market strategy:
In this environment, social media isn’t just a distribution channel. It’s often where prospects form their first impression of your company, your leadership team, and your expertise.
This episode will help you:
• Build trust with potential customers before sales conversations begin
• Create social content that supports pipeline generation
• Develop executive thought leadership that strengthens company positioning
• Better understand the relationship between social engagement and revenue outcomes
• Focus on metrics that indicate real business impact
If you’re investing time and resources into social media but struggling to connect those efforts to growth, this conversation provides a practical framework for evaluating and improving your approach.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders building category authority and market credibility
• GTM leaders responsible for pipeline growth and brand awareness
• Product marketers shaping narrative and market perception
• Marketing leaders looking to improve the business impact of social media
• Revenue leaders interested in how trust influences buying decisions
If your company operates in a competitive AI market and you’re looking to build authority, attract buyers, and strengthen your go-to-market strategy, this episode is for you.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy help growth-stage companies turn complex technology into market momentum.
Each episode features experienced practitioners, operators, and thought leaders sharing actionable insights on product marketing, positioning, demand generation, customer understanding, and growth.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing, positioning, and GTM strategy:
They often build products that are technically impressive but difficult for customers to understand.
The result is a familiar pattern:
Marketing talks about capabilities.
Sales talks about features.
Product talks about innovation.
Meanwhile, customers struggle to connect those things to their actual business problems.
This episode will help you:
• Better align product, marketing, and sales around customer value
• Understand the role positioning plays in revenue generation
• Recognize when GTM issues are limiting growth
• Identify product-to-market disconnects before they become major problems
• Create stronger market narratives that improve adoption and pipeline performance
If your company has strong technology but growth feels slower than expected, this conversation will help you diagnose where the friction may be occurring.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders responsible for growth strategy and market direction
• GTM leaders building repeatable revenue motion
• Product marketers shaping positioning and messaging
• Revenue leaders focused on adoption, conversion, and scale
• Product leaders looking to improve product-market alignment
If you’re trying to turn innovation into market momentum, this episode offers practical insights on where companies get stuck—and how to move forward.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy help growth-stage companies transform complex products into market-leading businesses.
Each episode features experienced operators, marketers, founders, and consultants sharing practical lessons that help companies accelerate growth, sharpen differentiation, and improve execution.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing, positioning, and go-to-market strategy:
Product teams speak technically.
Sales teams simplify differently.
Marketing creates messaging that sounds good internally but doesn’t fully land with buyers.
The result?
Longer sales cycles, inconsistent positioning, and stalled adoption.
This episode will help you:
• Build stronger alignment between product, marketing, and sales
• Clarify technical messaging for non-technical buyers
• Recognize early signs that your GTM strategy is drifting
• Improve adoption through clearer customer communication
• Create more consistent execution across the buyer journey
If your AI company is scaling quickly but struggling to maintain clarity and alignment, this conversation offers a practical framework for diagnosing and improving your GTM motion.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders shaping market narrative and growth strategy
• GTM leaders responsible for scaling pipeline and adoption
• Product marketers translating technical complexity into customer value
• Revenue leaders aligning sales execution with positioning
If you’re responsible for helping customers understand and adopt complex AI solutions, this episode will help sharpen how your company communicates value.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy transform complex products into market momentum.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing and GTM strategy:
https://markethowl.substack.com/
🎧 Listen on Apple Podcasts, Spotify, or YouTube.
• How cognitive biases and emotional drivers influence decision-making
• Where product marketing teams unintentionally fight against buyer psychology
• How to use customer interviews to uncover what truly drives action
• Applying behavioral insights to improve positioning and messaging
• Why asking better questions is the foundation of better product marketing
• Small behavioral nudges that can help move deals forward
Shannon also shares how teams can move beyond surface-level personas and into deeper customer understanding that reflects real-world behavior—not just theoretical models.
For AI and B2B technology companies, messaging is often built around features, capabilities, and differentiation.
But customers don’t buy features.
They buy outcomes, confidence, and clarity.
And those decisions are shaped long before a product comparison happens.
This episode will help you:
• Build messaging that aligns with how customers actually think
• Avoid common mistakes that weaken positioning and reduce impact
• Use qualitative research to uncover meaningful insights
• Improve how your team understands and communicates customer pain
• Increase the effectiveness of your GTM strategy through better alignment with buyer behavior
If your positioning isn’t resonating, or your messaging feels technically correct but not compelling, this conversation will help you understand why—and what to do differently.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders defining their company narrative
• GTM leaders responsible for messaging and pipeline performance
• Product marketers translating complex products into customer value
• Revenue leaders looking to improve conversion and deal progression
If you’re building and marketing AI products in competitive markets, understanding how buyers actually think is one of the most powerful advantages you can have.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy turn complex products into market momentum.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing and GTM strategy:
https://markethowl.substack.com/
🎧 Listen on Apple Podcasts, Spotify, or YouTube.
• How to align positioning with sales execution using experiential touchpoints
• Why physical products outperform traditional “swag” by delivering real value
• How unexpected use cases from customers can strengthen your messaging and positioning
Mark also shares practical examples of how companies use physical experiences to guide onboarding, accelerate adoption, and create more meaningful engagement with prospects and customers.
For AI and B2B technology companies, the challenge isn’t just explaining what your product does—it’s making it stick.
Most go-to-market strategies rely heavily on digital channels: ads, emails, landing pages, and content. But those channels are saturated, and buyers are increasingly skeptical of what they see online.
This episode offers a different approach.
You’ll learn how to:
• Break through digital noise with differentiated experiences
• Increase engagement and memorability with physical touchpoints
• Support sales conversations with tangible, value-driven assets
• Improve onboarding and activation through guided experiences
• Create stronger emotional and cognitive connections with your brand
• Turn positioning into something customers don’t just understand—but experience
If your messaging isn’t landing, your deals are stalling, or your brand is getting lost in a crowded market, this conversation will challenge how you think about differentiation.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders defining their company’s positioning and narrative
• GTM leaders responsible for pipeline growth and deal velocity
• Product marketers translating complex products into clear value
• Revenue leaders looking for new ways to stand out in competitive markets
If your company is competing in a digital-first world but struggling to differentiate, this episode will give you a fresh lens on how to win.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy turn complex products into market momentum.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing and GTM strategy:
https://markethowl.substack.com/
🎧 Listen on Apple Podcasts, Spotify, or YouTube.
• What “translation failure” looks like across product, marketing, and sales
• The signals that a deal is stuck due to internal misalignment—not customer disinterest
• Where growth-stage companies should start when diagnosing stalled revenue motion
Cody also shares a practical lens for identifying friction across handoffs—where each team believes they’ve done their job, but the customer experience tells a different story.
For AI and B2B technology companies, growth doesn’t usually stall because of one big failure. It stalls because of small, compounding misalignments across teams.
Messaging doesn’t fully land.
Sales conversations drift.
Customer understanding gets diluted.
And over time, deals slow down.
This episode gives leaders a way to:
• Diagnose revenue issues with more precision
• Avoid overcorrecting the wrong problems
• Align product, marketing, and sales around a shared understanding of the customer
• Identify where friction is introduced across the buyer journey
• Build a more repeatable, scalable revenue motion
If you’re seeing longer sales cycles, inconsistent deal progression, or pipeline that isn’t converting, this conversation offers a grounded way to understand why—and what to do next.
This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:
• Founders responsible for growth and GTM direction
• GTM leaders aligning marketing and sales execution
• Product marketers translating product value into clear messaging
If your company is scaling but your revenue motion isn’t keeping up, this episode will help you uncover where things are breaking—and how to fix them.
Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.
Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy turn complex products into market momentum.
📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing and GTM strategy:
