GTM Uncensored™

Adam Jay & Dale Zwizinski

Most GTM content covers the same ground. GTM Uncensored finds the operators actually in the seat and digs into what's true in today's GTM, not what sounds good. Every guest is currently building a company, leading a revenue team, or running a GTM function inside a real business. During the show, Adam and Dale push the envelope until the real story comes out. The show goes where most content won't: The motions that determine whether a company stays in business, or goes under. GTM Uncensored is built for B2B revenue leaders at $5M–$100M ARR who are accountable to a number and need a real-world playbook, not philosophy. Every episode ends with a Monday Morning Move. One specific action you can take this week, and a series of Uncensored Questions where listeners get unfiltered answers from people who've actually been there. What we cover: Pipeline & GTM motion, post-sale architecture, CS & retention, NRR/GRR mechanics, RevOps, AI in the revenue org, executive branding, and more. Your hosts: Adam Jay and Dale Zwizinski are co-founders of Revenue Reimagined. They didn't build a consulting firm. They flipped the fractional CRO model because strategy without execution doesn't move the needle. The questions they ask on air are the same ones they're solving inside real companies right now. GTM Uncensored is the GTM conversations nobody else is having.

  1. 4d ago

    One Dinner Beat an Entire AI SDR Team

    AI flooded every digital channel, and the teams winning pipeline right now are the ones getting people in the same room. Matthew Volm is the founder and CEO of Eventful and RevOps Co-op, and he’s run hundreds of dinners and conferences for go-to-market teams. He joins Adam Jay and Dale Zwizinski on GTM Uncensored. They get into why in-person moments now drive trust, and what it takes to turn an event into pipeline you can prove. We discuss: Why AI SDR meetings rarely turn into pipelineThe simple metrics Matt uses to judge whether an event workedWhy your post-event playbook matters more than the eventWhy some teams should start a new CRM from a clean slateWhy the best events put customers in the room instead of extra reps(00:00) Why the inbox stopped earning responses(00:33) The AI SDR that booked 100 meetings and closed nothing(02:45) Trading volume for fewer, better conversations(05:53) Why event attribution is so hard to get right(10:36) What an event motion that drives revenue looks like(14:48) The hidden cost of event tool sprawl(17:37) Starting fresh instead of migrating a messy CRM(23:33) How to pick the city and venue for your next event(29:24) Booking meetings before the big conference(33:25) Sending peers instead of reps to events(37:19) Monday Morning Move(40:30) Uncensored questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    One Dinner Beat an Entire AI SDR Team
  2. Oct 21

    Revenue Misses Happen at 5 Levels. Sales Owns 1.

    When revenue misses, most CEOs start with sales, which owns only one of the five levels. Nigel Green, founder of Sea Suite and author of Revenue Harvest and How to Hire Elite Salespeople, spent ten years assessing more than 200 sales teams. Adam Jay and Dale Zwizinski sit down with him on GTM Uncensored. They dig into where revenue problems really start and who belongs on a sales team. Then Nigel grades Adam's Monday Morning Move. We discuss: Why a revenue miss has five levels and sales owns only the last oneWhy reps need to buy into their number before the year startsWhy the best salespeople don't interview for jobs, and why scouting beats tryoutsThe four sales archetypes: expert, visionary, killer, and connectorWhy chemistry matters as much as competence in a sales hire(00:00) Why great salespeople don't interview for jobs (00:38) Rock Bottom Analytics: a 61% miss (01:37) The five levels of a revenue miss (06:06) The company with 40% less inventory (08:31) Why the plan is useless and planning is indispensable (13:04) Why most salespeople aren't really salespeople (16:14) Scout, don't hold tryouts (18:12) The elite salesperson matrix and four archetypes (22:03) CRO tenure and the 18-month window (30:11) Revenue Harvest vs. Sea Suite (39:42) Monday Morning Move (43:37) GTM Uncensored Questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    Revenue Misses Happen at 5 Levels. Sales Owns 1.
  3. Oct 14

    Why Green Health Scores Still Churn

    Ninety percent of this company's enterprise accounts were flagged green. They still lost seven of them, and two million dollars in ARR with them. Anika Zubair, founder of The Customer Success Pro, has led and built CS organizations at Karbon, inSided, and Griffin. This week she sits down with Adam Jay and Dale Zwizinski on the question most health scores never answer: are you measuring what your customer is doing with your product, or what it's actually doing for their business?  Anika breaks down why NPS is a vanity metric, how AI and vibe coding are compressing how long customers will wait for value, and the exact renewal she lost early in her career by being too nice instead of too commercial. We discuss: Why green health scores measure usage instead of outcomeWhat "value amnesia" is and why it has to be fought every conversationWhy AI and vibe coding are shrinking customer patience for time to valueThe renewal Anika lost by focusing on being liked instead of being usefulWhy NPS doesn't tell you anything about revenue risk Chapters:(00:00) Why customers don't actually buy your product(00:33) The Kombucha Cloud scenario: 90% green, still lost $2.1M in ARR(03:26) Who owns defining customer success from day one(05:46) Why GRR risk starts before the contract is signed(09:11) The dashboard blind spot: CS is built to look backward(11:44) How vibe coding shrank customer patience for time to value(14:20) Why product managers need a seat in CS conversations(19:37) The renewal Anika lost by being "too nice"(24:03) Fixing "value amnesia": how often is often enough(33:27) Monday Morning Move: audit your green-to-churn accounts(37:26) Uncensored Questions: NPS, firing a CS team, the future of the title We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    Why Green Health Scores Still Churn
  4. Oct 7

    Why a Comp Plan Can Pay Out Clean and Still Miss

    A comp plan can pay out like a record quarter even when bookings land at 61%. AJ Bruno, co-founder and CEO of QuotaPath, joins hosts Adam Jay and Dale Zwizinski to work out who is accountable when it does. They get into why AJ wants the CEO to sign off on comp, how short CRO tenure changes the picture, and where AI fits when it helps write the plan. AJ also scores Adam's Monday Morning Move. We discuss: Why a rep at 70% of target can still be paid 85% of OTEWhy AJ wants comp signed off at the CEO levelWhat the CAC layer cake says about the real cost of a dealWhy QuotaPath's admin NPS sits near 60 while rep NPS sits near zeroWhere AJ, Adam, and Dale land on clawbacks and mid-quarter plan changes (00:00) The CRO who lasted two and a half months (00:30) A made-up company that paid out on a miss (02:45) How a rep at 70% of target takes home 85% of OTE (04:15) The CAC layer cake and the real cost of a deal (05:00) Why the CEO blames the CRO, and the three envelope story (09:50) Who is accountable when AI builds the comp plan (15:40) Admin NPS 60, rep NPS zero (18:25) Nineteen month CRO tenure and boards that don't tell the truth (24:25) Clawbacks, windfall clauses, and retention-based pay (30:25) Monday Morning Move: AJ scores Adam's comp plan test (36:20) Why changing a comp plan mid-quarter breaks trust (37:55) Uncensored Questions: pay compression, Atlas bias, and dream vacations We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    Why a Comp Plan Can Pay Out Clean and Still Miss
  5. Sep 30

    Your Best Sales Reps Don't Know Why They're Winning

    Most sales teams can win their best year ever and still not be able to explain why. Jeff Bajorek, founder of Parabola Consulting and author of Rethink The Way You Sell, has spent his career pushing sales teams past comfortable half-truths. He joins hosts Adam Jay and Dale Zwizinski to dig into why so few companies actually know why they win. They get into the uncomfortable questions most sales leaders avoid asking, and what AI is doing to make the problem worse. We discuss: Why success is a worse teacher than failureHow AI is flattening every company's messaging into the same pitchThe five questions Jeff asks a client's best customersWhat happens to a sales team when its top performers retireWhy perfectionism is quietly killing sales performance (00:00) The cost of knowledge vs. the value of expertise(00:49) The $42M distributor that can't explain its own best year(03:42) Why success is a terrible teacher(07:37) The 5/15/80 rule for why reps don't know why they win(09:52) Why most companies still don't do enablement well(10:44) When everyone claims to be the "gold standard"(13:33) Where mediocrity is actually useful, and where it isn't(24:32) Jeff's two-circle framework: what your best rep does and why your best customer buys(25:58) The five questions for killer customer conversations(30:20) What Jeff got wrong about why he was winning(36:22) Monday Morning Move: find the gap between what your reps think and why customers buy(39:45) Uncensored Questions: AI, sales training, and hard truths We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    Your Best Sales Reps Don't Know Why They're Winning
  6. Sep 23

    The Comp Plan Mistake That Quietly Kills Team Trust

    Firing people is the kindest thing you can do. Barrett Brooks spent years as COO of ConvertKit, scaling the company past $30M before becoming an executive coach to founders and leaders. He joins hosts Adam Jay and Dale Zwizinski for a conversation about the uncomfortable side of people-first culture. They get into what most leaders get wrong about kindness, accountability, and the gap between what a company says it values and what it actually rewards. We discuss: Why a "people-first" culture can quietly protect your worst performersThe real reason firing conversations get avoided, and why that's not kindnessHow to close the gap between stated values and lived behaviorBuilding comp plans for intrinsically motivated, creative salespeopleA simple exercise to learn what actually drives the people on your teamChapters:(00:00) Treating coaching like an athlete's craft(01:29) Talent as a Culture Multiplier(02:18) The hidden cost of an overly people-first culture(05:00) "We should have fired more people"(06:17) Setting boundaries like you would with a toddler(09:14) The 1% of managers willing to have the hard conversation(11:28) Where values collided with P&L at Kit(14:50) What actually builds a winning culture(18:46) Rebuilding a team after burnout(25:56) The unsolved psychology of comp plans(31:55) Monday Morning Move: closing the culture-phrase gap(38:40) The Craft & Commerce speaker equity story(41:48) Uncensored Questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    The Comp Plan Mistake That Quietly Kills Team Trust
  7. Sep 16

    The MSP Mistake That Breaks Sales, Support, and Trust

    Most MSP programs don't fail because of bad partners. They fail because nobody built the foundation before trying to scale. Jon Purcell is the founder of Untapped Channel Strategy and spent 13 years building channel programs inside Apple, VMware, and Workiva. He joins Adam Jay and Dale Zwizinski to break down why so many channel programs look busy on paper while producing almost nothing. They dig into comp plan misalignment, pricing mistakes, and the expectations that sink MSP programs before they launch. We discuss: Why signing 20 MSP partners on day one guarantees chaos instead of momentumHow a mismatched comp plan quietly turns reps against your own channel programWhy Apple's MSP program was built backward, for the vendor instead of the partnerWhat it actually means to turn an MSP into a "super user" of your technologyWhy enterprise pricing models break the moment you apply them to MSPsThe MDF trap that forces partners to spend first and wait to get reimbursed Chapters:(00:00) Jon's lawn analogy: why some companies won't buy no matter what (00:48) The Grumpy Walrus Cloud story: 20 MSP partners, 8% close rate (02:08) Why companies skip foundations before building MSP programs (04:09) How comp plans quietly break channel programs (05:22) Turning MSPs into super users (10:00) The biggest mistake vendors make in the first 90 days (13:33) Why Apple's MSP program was broken from day one (15:54) Why enterprise pricing models don't work for MSPs (21:33) The MDF trap that breaks channel programs (24:14) Why leadership still treats MSP programs like a side project (28:52) Monday Morning Move: audit your MSP program in one week (34:44) Uncensored Questions: VMware, Broadcom, and ConnectWise We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

    The MSP Mistake That Breaks Sales, Support, and Trust
4.9
out of 5
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About

Most GTM content covers the same ground. GTM Uncensored finds the operators actually in the seat and digs into what's true in today's GTM, not what sounds good. Every guest is currently building a company, leading a revenue team, or running a GTM function inside a real business. During the show, Adam and Dale push the envelope until the real story comes out. The show goes where most content won't: The motions that determine whether a company stays in business, or goes under. GTM Uncensored is built for B2B revenue leaders at $5M–$100M ARR who are accountable to a number and need a real-world playbook, not philosophy. Every episode ends with a Monday Morning Move. One specific action you can take this week, and a series of Uncensored Questions where listeners get unfiltered answers from people who've actually been there. What we cover: Pipeline & GTM motion, post-sale architecture, CS & retention, NRR/GRR mechanics, RevOps, AI in the revenue org, executive branding, and more. Your hosts: Adam Jay and Dale Zwizinski are co-founders of Revenue Reimagined. They didn't build a consulting firm. They flipped the fractional CRO model because strategy without execution doesn't move the needle. The questions they ask on air are the same ones they're solving inside real companies right now. GTM Uncensored is the GTM conversations nobody else is having.

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