516 episodes

Hosted by Scott Barker, the GTM Podcast has interviews with well-known tech executives, VCs, and founders. Dissecting a story from their past: what worked, what didn't and how things actually went down. You can also participate by sending in questions for the guests to answer on future episodes!GTMfund is our early-stage venture fund focused on B2B SaaS. We invest in startups with product-market fit, some traction, and are ready for hyper-growth.

The GTM Podcast GTMfund

    • Business
    • 5.0 • 1 Rating

Hosted by Scott Barker, the GTM Podcast has interviews with well-known tech executives, VCs, and founders. Dissecting a story from their past: what worked, what didn't and how things actually went down. You can also participate by sending in questions for the guests to answer on future episodes!GTMfund is our early-stage venture fund focused on B2B SaaS. We invest in startups with product-market fit, some traction, and are ready for hyper-growth.

    GTM 87: The Future of Media and Marketing with Anthony Kennada

    GTM 87: The Future of Media and Marketing with Anthony Kennada

    Prior to founding AudiencePlus, Anthony Kennada served as the CMO of incredible companies like Hopin and Front. He was the founding CMO of Gainsight where he and his team are credited with creating the Customer Success category -- a novel business imperative, profession and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human first community building, content marketing, live events and creative activations, they developed a new playbook for B2B marketing that built the Gainsight brand and fueled the company’s growth from $0 to $100M+ ARR, and eventual acquisition by Vista Equity at a $1.1B valuation.

    Discussed in this Episode:
    Owned media is a crucial component of go-to-market strategies, allowing companies to build direct relationships with their audience.Transitioning from a product-first approach to a distribution-first approach can lead to more effective marketing and audience building.The future of media lies in guided journeys and providing value to networks through relevant and personalized content.Building an audience and collecting subscribers can lead to higher conversion rates and provide valuable first-party data for better attribution.It is important to connect brand messaging to the software or product being offered to ensure a cohesive and effective marketing strategy.
    Highlights:
    (02:58) The Gainsight story: Creating a category and building a brand.

    (05:46) The power of owned media in B2B marketing.

    (17:51) The evolution of media: from content to software.

    (20:41) The challenge of measuring media's impact on revenue.

    (27:08) Learning from Gainsight: Successes and missteps.

    (38:12) One thing revenue leaders believe to be true that Anthony thinks is bull$***.

    (41:00) One thing that is working for Anthony in go-to-market right now.

    Guest Speaker Links (Anthony Kennada):
    LinkedIn: www.linkedin.com/in/akennada/

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Brought to you by Pocus. Pocus turns data into revenue. Combine all product usage and intent signals your team needs to prioritize the best opportunities and take quick action. Pocus helps you build pipeline based on real buying signals, not your team’s best guess (whether it’s landing new logos or expanding existing ones). With Pocus, go-to-market teams at Asana, Canva, Miro, and Loom save 10+ hours a week digging through data to find and close deals with confidence. Create focus for your team with Pocus - see it in action by requesting a demo Pocus dot com slash demo. Brought to you by Synch. Synch is a single platform for all of your Sales & Sales Ops tooling. From using natural language to build dashboards that will make your RevOps lead jealous, to getting forecasting, pipeline management, and lead routing from a single vendor, Synch allows you to spend more time driving the business forward. For more information, head over to withsynch.com.The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 43 min
    GTM 86: Learnings From 6 Successful SaaS Exits with Katrina Wong

    GTM 86: Learnings From 6 Successful SaaS Exits with Katrina Wong

    Katrina Wong is the Divisional CMO / VP Marketing at Twilio Segment. She has a proven track record for launching products in new markets and helping companies move up to the Enterprise. She has also created award-winning integrated campaigns with data storytelling. Prior to Twilio Segment, Katrina worked at Zuora, Salesforce and SAP. She started her career as a management consultant for PricewaterhouseCoopers. With over 15 years of marketing experience, Katrina is passionate about helping companies through stages of substantial growth including helping 6 companies exit successfully – from pre to post IPO as well as notable acquisitions.

    Discussed in this Episode:
    Marketing plays a crucial role in preparing a company for a successful exit by building awareness, generating pipeline, and creating a compelling narrative.The ability to execute and operate day-to-day is essential for achieving results and improving performance.An operational mindset and execution excellence are key to the success of a company.Building cohesion within marketing teams and aligning on goals and strategies leads to better execution and business results.Hyper-specific messaging and an account-based marketing (ABM) strategy can break through the noise and make marketing efforts more relevant and effective.
    Highlights:
    (05:54) Unlocking the secrets to successful startups and exits.

    (08:19) Operational excellence: the key to startup success.

    (13:38) Marketing's pivotal role in preparing for a successful exit.

    (20:29) Narrowing down your ideal customer profile (ICP) without breaking the bank.

    (22:49) A time machine trip: innovative program implementation at Salesforce.

    (25:49) Unlocking potential: a leadership journey.

    (27:33) Challenging the 'fire fast' mentality.

    (32:35) The power of integrated marketing and team dynamics.

    (35:26) Navigating company acquisitions: strategies for success.

    (39:00) One thing revenue leaders believe to be true that Katrina thinks is bull$***.

    (43:00) One thing that is working for Katrina in go-to-market right now.

    Guest Speaker Links (Katrina Wong):
    LinkedIn: www.linkedin.com/in/katrinawong11/

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Today’s episode is sponsored by The ELG Conference, presented by Crossbeam and The ELG Alliance. The smartest companies are embracing Ecosystem-Led Growth, or ELG.
    Join us at the gorgeous Proper Hotel in Austin on May 15-16 and hear how the top SaaS companies are leveraging partner ecosystems in their GTM motions aka Ecosystem-Led Growth. Early-bird tickets expire next week.
    What you'll get at ELG Con:
    Case studies from companies like Datadog, Cloudera, and more.A chance to tour (and maybe even race on?) Austin's F1 track.Candid, off-the-record conversations — no recordings here.A highly curated group of 200 GTM leaders, 85% director level and above across Sales, Marketing, and Partnerships.Claim your tickets today, including a limited number of special two-for-the-price-of-one tickets.
    The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 48 min
    GTM 85: A $2.6 Billion Lesson and Embracing Ecosystem-Led Growth with Bob Moore

    GTM 85: A $2.6 Billion Lesson and Embracing Ecosystem-Led Growth with Bob Moore

    Bob Moore is Co-Founder and CEO of Crossbeam, an Ecosystem-Led Growth (ELG) platform that helps companies use their partner ecosystems to generate leads, close deals, and grow faster. 

    He previously co-founded the cloud data pipeline company Stitch (acquired by Talend in 2018) and business intelligence platform RJMetrics (acquired by Adobe by way of Magento Commerce in 2016). Prior to RJMetrics, Bob worked on the Investment Team of Insight Partners.

    Bob is a proud Philadelphian, where he serves as a Trustee of The Franklin Institute. He has also previously served as the Board Chair of Philly Startup Leaders and Board Member of Philadelphia Alliance for Capital and Technologies (PACT).

    As a writer and speaker, Bob has appeared in The New York Times, Forbes, TechCrunch, VentureBeat, Web Summit, TEDx, Business of Software, and many more.  He guest lectures regularly at Princeton University and The Wharton School.

    Discussed in this Episode:
    Ecosystem-led growth is about leveraging partnerships to make your go-to-market teams more successful. It involves creating a mesh of interconnected products and services that deliver a joint value proposition to customers.Product-market fit is not static, and both the product and the market need to constantly align. The SaaS industry is experiencing a transition from defense to offense, with leading indicators showing positive signs of growth.Lessons have been learned from previous market cycles, but the challenge lies in passing down this knowledge to future generations of founders and investors.The story of a $2.6 billion mistake that Bob made and lessons learned from it. Highlights:
    (7:40) Navigating the current SaaS landscape and macro trends. 
    (12:26) Learning from the past: Market cycles and founder experiences.

    (17:15) The future of M&A: Ecosystems and strategic partnerships.

    (23:10) Diving into ecosystem-led growth (ELG).

    (24:14) The misconceptions and realities of partnerships.

    (27:41) Building initial partner relationships.

    Guest Speaker Links (Bob Moore):
    LinkedIn: www.linkedin.com/in/robertjmoore/
    Bob's book, Ecosystem-Led Growth: www.robertjmoore.com/book

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Today’s episode is sponsored by The ELG Conference, presented by Crossbeam and The ELG Alliance. The smartest companies are embracing Ecosystem-Led Growth, or ELG.
    Join us at the gorgeous Proper Hotel in Austin on May 15-16 and hear how the top SaaS companies are leveraging partner ecosystems in their GTM motions aka Ecosystem-Led Growth. Early-bird tickets expire next week.
    What you'll get at ELG Con:
    Case studies from companies like Datadog, Cloudera, and more.A chance to tour (and maybe even race on?) Austin's F1 track.Candid, off-the-record conversations — no recordings here.A highly curated group of 200 GTM leaders, 85% director level and above across Sales, Marketing, and Partnerships.Claim your tickets today, including a limited number of special two-for-the-price-of-one tickets.
    The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 47 min
    GTM 84: Outbound Isn’t Dead: This is How to Reach the Inbox with Stephen Hakami

    GTM 84: Outbound Isn’t Dead: This is How to Reach the Inbox with Stephen Hakami

    Stephen Hakami is the Founder and CEO of Wiza - the most accurate way to find verified contact information for B2B prospects. Stephen started the company in 2019 after a sales career of being frustrated with bad data, and set out to build a prospecting tool that's powered by live LinkedIn data.

    Discussed in this Episode:
    The frustration with bad data and the inspiration behind building Wiza.The importance of email deliverability and strategies for improving it.The recent acquisition of Drift by Salesloft and the topic of consolidation in the sales tech stack.Stephen's journey from sales to CEO, highlighting the value of creative prospecting. The hardest lesson Stephen learned in sales.Effective tactics of cold email and deliverability.Highlights:
    (3:27) Strategies for email deliverability.
    (08:01) The journey from sales to entrepreneurship.

    (11:06) Sales technology and the consolidation.

    (20:41) Strategies for effective cold emails.

    (25:49) Understanding your competitors.

    (27:38) The importance of being a true consultant.

    (28:32) Redefining your competitors.

    (31:55) One thing revenue leaders believe to be true that Stephen thinks is bull$***.

    (34:26) One thing that is working for Stephen/Wiza in go-to-market right now.

    Guest Speaker Links (Stephen Hakami):
    LinkedIn: www.linkedin.com/in/stephen-hakami-5babb21b0/
    Website: www.wiza.co/

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Today’s episode is sponsored by The ELG Conference, presented by Crossbeam and The ELG Alliance. The smartest companies are embracing Ecosystem-Led Growth, or ELG.
    Join us at the gorgeous Proper Hotel in Austin on May 15-16 and hear how the top SaaS companies are leveraging partner ecosystems in their GTM motions aka Ecosystem-Led Growth. Early-bird tickets expire next week.
    What you'll get at ELG Con:
    Case studies from companies like Datadog, Cloudera, and more.A chance to tour (and maybe even race on?) Austin's F1 track.Candid, off-the-record conversations — no recordings here.A highly curated group of 200 GTM leaders, 85% director level and above across Sales, Marketing, and Partnerships.Claim your tickets today, including a limited number of special two-for-the-price-of-one tickets.


    The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 38 min
    GTM 83: Redefining Marketing with AI and Personalization | Amanda Cole

    GTM 83: Redefining Marketing with AI and Personalization | Amanda Cole

    Amanda Cole serves as Chief Marketing Officer, leading the execution of the company’s marketing strategy to drive further business demand and brand awareness. Amanda is a passionate marketing professional with more than 15 years of experience in helping SaaS companies build impactful brands, communicate differentiated value, and grow high-performing marketing teams. She previously served as the company’s Senior Vice President of Global Marketing, having joined in January 2021 through the acquisition of Exponea. Prior to joining Exponea, Amanda served as Vice President, Demand Generation at Blueshift, a Customer Data Platform, and before that served as Vice President of Marketing, Americas and Global Programs at Basware, a financial software company.

    Discussed in this Episode:
    The challenges of personalization in marketing and the role of AI in addressing these challenges. Insights on the future of AI in marketing and the importance of storytelling in building impactful brands.Personal journey lessons learned, emphasizing the value of mentorship and the power of vulnerability. Advice on navigating a company rebrand and challenges the belief that marketing generates pipeline. The importance of being a support function for revenue teams and the need for marketers to focus on storytelling and emotional connection.Highlights:
    (05:11) Challenges of personalization in marketing.
    (08:01) The role of AI in personalization.

    (10:44) Regulations and ethical considerations of AI.

    (16:04) The future of AI in marketing.

    (19:32) Lessons from personal journey.

    (23:09) Hiring and mentoring.

    (28:21) Navigating a company rebrand.

    (35:17) Shifting perspective on marketing's role.

    (40:04) Challenging the belief that marketing generates pipeline.

    (44:07) The power of storytelling in marketing.

    (34:21) One thing revenue leaders believe to be true that Amanda thinks is bull$***.

    (38:00) One thing that is working for Amanda in go-to-market right now.

    Guest Speaker Links (Amanda Cole):
    LinkedIn: www.linkedin.com/in/aelam/
    Website: www.bloomreach.com/

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Today’s episode is sponsored by Flex, a finance super app built around a credit card with unique Net-60 day terms that enables businesses to make an investment today and pay it back 60 days later with zero percent interest. If your business growth is constrained by the cashflow you need for inventory, advertising, or something else, Flex could provide you with an interesting growth lever.


    The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 41 min
    GTM 82: Use These Sales Negotiation Tactics to Win with Richard Harris

    GTM 82: Use These Sales Negotiation Tactics to Win with Richard Harris

    Helping founders with GTM Strategies and teaching sales reps how to earn the right to ask questions, which questions to ask, and when is the primary driver for Richard Harris. He brings 20+ years of experience, having done all the roles - SDR, AE, Manager, Director, VP of Sales, and Director of Sales Ops - to the table. His client list includes Zoom, Salesforce, Gainsight and 80+ SaaS start-ups. He is also the Co-Founder of Surf and Sales as well as the host of the Surf and Sales Podcast. 
    What You Will Learn:
    Key strategies for handling sales negotiations, including preparing for negotiations with procurement departments, and delivering pricing effectively. Perspective on the future of AI in the sales industry.Common mistakes that Richard sees founders make and how to avoid them. The importance of sales coaching and role playing. Highlights:
    (5:13) Unveiling Richard's book: The Seller's Journey.
    (10:51) The art of negotiation: engaging with procurement.

    (19:52) Understanding pricing and commercial terms.

    (21:47) The art of negotiation: offering discounts. 

    (25:31) The future of sales in the age of AI. 

    (31:26) Common mistakes founders make and how to avoid them.

    (36:44) The importance of training and role playing in sales.

    (34:55) One thing revenue leaders believe to be true that Richard thinks is bull$***.

    (36:39) One thing that is working for Richard in go-to-market right now.
    Guest Speaker Links (Richard Harris):
    LinkedIn: www.linkedin.com/in/rharris415/
    Phone Number: 415-596-9149
    Book: www.thesellersjourney.co/the-sellers-journey-free-preview
    Book (Amazon): www.amazon.com/Sellers-Journey-Guidebook-N-T-ebook/dp/B0CV32BJ5K
    Surf and Sales Podcast: www.surfandsales.com/the-surf-sales-podcast

    Host Speaker Links (Scott Barker):
    LinkedIn: www.linkedin.com/in/ssbarker/
    Newsletter: thegtmnewsletter.substack.com/

    Sponsor:
    Today’s episode is sponsored by Wiza. If you’ve used big-name prospecting tools before, you know that they all share one, massive problem: bad data. These tools are built on static databases, playing cat-and-mouse to keep up with job titles changes, employee turnover, and bouncing emails. As sales professionals and operators ourselves, we needed more. So, we built Wiza, the only prospecting platform that sources and verifies its data in real-time, the moment it’s requested, using LinkedIn as its source of truth.

    Wiza offers an accuracy-obsessed B2B contact database with 99% coverage of LinkedIn profiles as well as a powerful Chrome extension that works on LinkedIn and with Sales Nav. If you’re struggling with inaccurate data from clunky database tools, try Wiza for free today at wiza.co - and see why 300,000+ GTM professionals trust it in their daily prospecting.
    The GTM Podcast
    Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

    • 39 min

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