The GTM Pack Show

Assetmule
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A podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, on this show, we interview top business leaders from CEOs to product marketing professionals in an effort to learn how the best go-to-market! Jorge is a long-time startup entrepreneur who has worked at top technology companies in Silicon Valley and New York such as Twitter (now X), MoPub (sold to Twitter), and more.

  1. Episode 148: Getting ABM Right: From Intent Signals to True Account-Based Revenue

    12/10/2025

    Episode 148: Getting ABM Right: From Intent Signals to True Account-Based Revenue

    Most “ABM programs” are just dressed-up demand gen with expensive tech on top. Lots of activity, lots of pipeline… and not nearly enough revenue. In this episode, Jorge Soto sits down with Kristina Jaramillo (President of Personal ABM) to break down what real account-based go-to-market looks like when it’s done strategically, not just tech-first. We get into why so many teams are not actually ABM-ready when they buy tools like Demandbase, 6sense, Terminus, etc., and how to re-center around revenue, ICP discipline, and account experiences instead of vanity engagement metrics.In this episode, we cover: -How ABM evolved from “better targeting” to a true account-based revenue strategy -The big mistake: putting ABM tech before ABM strategy and just amplifying mediocre marketing -The difference between TAM, TRM (Total Relevant Market), and ICP — and why most teams confuse them -How to define an ICP that’s actually predictive of revenue (not just firmographics + technographics from your intent tools) -Why intent platforms are only a stepping stone, not your North Star -How to layer account insights + intent signals and hand sales something actionable (not just a score) -What a unified account-based go-to-market looks like across marketing, sales, and customer success -How to arm sales and CS with 1:1 ABM content and messaging that tells the account’s story, not just an industry or persona story -Content that answers “What happens if I buy?” and paints a 6–24 month vision your buyers can see themselves in -Why alignment is really a human problem (CRO + CMO or bust) and how to close the trust gap between sales and marketing -A real-world example of using ABM to drive 25%+ margin growth with a client working with Sephora by shifting from “firefighting” to strategic partner If you’re a B2B marketer, revenue leader, or seller who’s tired of fake ABM, bloated tech stacks, and “more pipeline, same revenue,” this conversation will give you a much sharper way to think about ICP, intent, and tier-one accounts.Connect with Kristina Jaramillo: 🔗 Website: personalabm.com🔗 LinkedIn: search “Kristina Jaramillo Personal ABM” or https://www.linkedin.com/in/kristinajaramillo/Connect with Jorge: 👋 Follow for more unedited GTM, ABM, and sales conversations: https://www.linkedin.com/in/startupjorge/If this episode was helpful, like, subscribe, and drop a comment with how you’re currently running ABM (or trying to). What’s working? What’s breaking? Let’s unpack it.

    34 min
  2. Episode 147: AI Pricing in 2025: Hybrid, Usage & Outcome Models

    09/29/2025

    Episode 147: AI Pricing in 2025: Hybrid, Usage & Outcome Models

    Pricing GenAI products is not “seats + shrug” anymore. In this episode of #TheGTMPack, host Justin Dorfman digs into AI pricing and packaging with Michael Hoy, Co-Founder & CEO of Atlas - the billing infrastructure purpose-built for AI-native SaaS. We cover why seat-based breaks for AI, how to design hybrid pricing (subscription + usage/credits), what “outcome-based” could look like, and practical steps to price v1 of your product today. What you’ll learn:-Why seat-based pricing fails for AI agents and automation-How to structure hybrid models (base subscription + usage/credits)-Managing variable COGS (model calls) without killing margins-Buyer predictability: minimums, maximums, tiers & rollover-PLG to sales-led handoffs using credits/pay-as-you-go-A 3-point framework to find your first price: customers, internal ROI math, market comps-Examples to study (Snowflake, cloud compute, leading AI apps)Chapters:00:00 Intro & why pricing AI is hard02:45 What Atlas is (billing infra + pricing agent)06:10 Why seat-based breaks for AI09:20 Variable costs & margin protection10:45 Hybrid pricing done right15:00 Credits: where they help (and where they confuse)17:50 Enterprise predictability: floors, caps, tiers20:30 Who’s doing it well & what to copy21:50 How to price your v1 (3 data points)24:30 Pricing as differentiation in crowded markets26:00 Resources & who to follow30:30 Follow-up by AssetMule: early pricing thoughts Guest:Michael Hoy, Co-Founder & CEO, Atlas — billing infrastructure with an AI pricing & packaging agent for AI-enabled SaaS.Resources mentionedMetronome: State of AI Pricing reportKyle Poyer (Tidemark) on AI/SaaS pricing & GTMManny Medina (PAID) on modern pricing motionsAtlas “20 live AI pricing examples” resourceFollow-up by AssetMule (AI that turns sales call transcripts into personalized Digital Sales Rooms)Try the productsAtlas (AI-native billing + pricing agent): [runonatlas.com]Follow-up by AssetMule (Digital Sales Rooms from transcripts): [https://www.gofollowup.ai/]About the show#TheGTMPack is for founders, product marketers, and AEs who want practical GTM, pricing, and sales enablement tactics—no fluff.Connect:Michael on LinkedIn (look for the 🚀): https://www.linkedin.com/in/michaelthoy/Atlas: [runonatlas.com]Justin / #TheGTMPack: https://www.linkedin.com/in/justindorfman87/If this helped, hit 👍, subscribe, and drop your AI pricing questions in the comments - we’ll cover them in a follow-up episode.

    33 min
  3. Episode 146: The “Invisible Pipeline” Is Real: Move Customer References to the Top of Funnel

    09/29/2025

    Episode 146: The “Invisible Pipeline” Is Real: Move Customer References to the Top of Funnel

    Cold email is burning out, social is noisy, and buyers don’t follow a neat demo → proposal → close path anymore. In this episode, Jorge Soto sits down with Braydan Young (Co-Founder of Sendoso, now CEO at Slash Experts) to unpack a better way to build pipeline: make the invisible pipeline visible by connecting prospects with real customers early—not just at the end of a deal. We dig into why peer-to-peer validation beats glossy case studies, where to insert references in your buyer journey, how this cuts churn and accelerates land-and-expand, and how first-party conversation data becomes a long-term moat. Guest: Braydan Young Host: Jorge Soto Learn more: https://slashexperts.com What you’ll learn: -Why cold email deliverability & webinars aren’t filling calendars like they used to -How to surface the invisible pipeline of peer conversations happening off your radar -The simple play: move references to top of funnel (or immediately post-demo) -Using customer connections to reduce churn & power land-and-expand -Founder lessons from zero → one (process, tooling, and staying insanely organized) -Balancing “build for now” with a 5–10 year data moat + LLM strategyChapters:00:00 Intro & history00:32 What’s changed in pipeline building01:33 The invisible pipeline (peer-to-peer proof)03:44 Put references before the demo05:07 Beyond glossy case studies: buyers want real talk06:42 Churn reduction & land-and-expand use cases08:30 Starting from zero again—Sendoso → Slash Experts lessons10:18 Founder learning loops & discovery mistakes14:18 Now vs 5–10 year vision (fundraising balance)15:14 First-party data as a moat (LLMs, insights)18:38 Humans still buy from humans19:59 Advice for early sales leaders (talk to everyone, get organized)21:03 Where to find Slash ExpertsLinks & ResourcesSlash Experts: https://slashexperts.com (hit Experts to talk to real customers)Braydan on LinkedIn: https://www.linkedin.com/in/braydanyoung/Jorge on LinkedIn: https://www.linkedin.com/in/startupjorge/Gear this episode helpsB2B founders, CROs, product marketers, AEs, and anyone trying to build pipeline without burning their domain or budget.

    22 min
  4. Episode 145: How to Go Fractional as a PMM Consulting, Pricing & Pipeline

    09/21/2025

    Episode 145: How to Go Fractional as a PMM Consulting, Pricing & Pipeline

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

    26 min
  5. Episode 144: PMM Masterclass: B2B vs B2C, PLG vs Sales Led & Why “AI Is the New UI”

    09/16/2025

    Episode 144: PMM Masterclass: B2B vs B2C, PLG vs Sales Led & Why “AI Is the New UI”

    Shannon Kearns joins host Justin Dorfman on #TheGTMPack to unpack what great product marketing really looks like across B2B and B2C, how to shift from sales-led to product-led growth without face-planting, and why behavioral psychology (not just copy) should drive your launches, claims, and lifecycle. We also riff on Shannon’s spicy take that “AI is the new UI.” What you’ll learn: The real B2B vs B2C differences: brand pillars, emotional promises, and claim-driven messaging PLG mindset shifts: experimentation discipline, XRDs (experiment reference docs), and data fluency Using internal product data to make credible, user-level claims (not just vanity stats) Behavioral psychology every PMM must know (paradox of choice, intent vs behavior, storytelling) Practical AI uses for PMMs today: competitor intel, persona GPTs, bias checks—plus where this is headed Chapters:00:00 Intro00:47 Shannon’s path: research → demand gen → PMM04:55 B2B vs B2C: brand pillars, emotions, and product principles09:04 Claims that convert: moving beyond “100 integrations”11:00 Sales-led → Product-led: what actually changes12:50 Experimentation muscle: agility, guardrails, and XRDs20:45 Biggest PLG mistake leaders make23:50 Behavioral psychology for PMMs (and why it’s non-negotiable)26:40 Must-read: Using Behavioral Science in Marketing (Nancy Harhut)28:45 AI for PMMs today—and “AI is the new UI”36:30 Where to follow Shannon + wrap Guest:Shannon Kearns — Product Marketer (Austin, TX). Host:Justin Dorfman — Co-Founder, AssetMule Mentioned resources: Nancy Harhut — Using Behavioral Science in Marketing Robert Cialdini — Influence Product Marketing Alliance, PMM Camp (Tamara Grominsky) If you enjoyed this episode, hit Subscribe, drop a comment with your favorite takeaway, and share with a PMM friend who’s flirting with PLG. #ProductMarketing #B2BMarketing #PLG #SalesLed #BehavioralScience #AI #TheGTMPack #AssetMule

    38 min
  6. Episode 143: From PMM to GTM Engineer: Breaking Silos & Owning Revenue

    09/05/2025

    Episode 143: From PMM to GTM Engineer: Breaking Silos & Owning Revenue

    In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Kenny Lee - veteran product marketer and demand gen leader (ex-Adobe, Twitter, Seismic) - to break down what “great GTM” really looks like when sales, marketing, and product truly work as one. They dive into: Why sales–marketing misalignment happens (and how to fix it with one revenue model) Building a revenue operating system: stage gates, feedback loops, and shared metrics The real charter of Product Marketing (beyond decks): owning the problem and the business Founding PMM vs. growth PMM: the rise of the “PMM × Demand Gen” unicorn Practical change management: creating trust so teams can actually adopt new processes Sales enablement lessons from Seismic: meeting sellers where they work How AI is reshaping enablement and GTM engineering (Clay, Unified data, agents, and more) Career advice for up-and-coming PMMs and growth marketers looking to level up If you’re in B2B product marketing, sales, or GTM leadership, this is a practical playbook for aligning teams, sharpening your motion, and driving revenue with fewer silos. 🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders. #TheGTMPack #ProductMarketing #B2BMarketing #SalesEnablement #DemandGen #GTM #RevOps #AIforGTM Try our tool for free: https://followup.assetmule.ai/

    39 min
  7. Episode 142: How Product Marketers Can Own Pricing Strategy and Earn Their Seat at the Table

    08/26/2025

    Episode 142: How Product Marketers Can Own Pricing Strategy and Earn Their Seat at the Table

    In this episode of #TheGTMPack podcast, we sit down with Meenal Relekar, Career Coach & PMM Consultant, based in San Francisco, CA. In this conversation with Meenal, a seasoned product marketer with 16+ years of experience across CPG giants like Unilever and tech companies including Adobe, Dropbox, and DoorDash, we explore how product marketers can transform from tactical order-takers into strategic powerhouses. Drawing from her unique background and real-world pricing overhauls that generated hundreds of thousands in additional monthly revenue, Meenal reveals why pricing is one of the most overlooked yet powerful levers for PMM strategic impact. Her perspective challenges the conventional wisdom about who should own pricing decisions and provides a roadmap for product marketers to earn their seat at the executive table through data-driven customer insights and strategic thinking. A few key takeaways: 💡 Product Marketers Should Own Pricing Strategy: Most companies fail at pricing because no one truly owns it - it floats between PMs, finance, and executives without clear accountability. PMMs are uniquely positioned to lead pricing decisions because they understand the three critical elements: dollar amount, packaging/configuration, and perceived value. Success requires proper research methodologies (conjoint analysis for tiers, Van Westendorp for price ranges, MaxDiff for feature preferences) rather than just copying competitors or guessing. 💡 Elevate from Tactical to Strategic Impact: Too many product marketers get stuck creating launch checklists and sales decks instead of driving strategy. To earn a seat at the table, PMMs must: get involved early in product development (not just launches), own the company narrative about value and differentiation, and bring data-driven insights from customer research and competitive analysis. Real strategic impact comes from connecting customer pain points to business decisions and closing the loop on insights with end-to-end execution. 💡 AI Changes Pricing Expectations: AI features have evolved from nice-to-have to expected in SaaS products, but customers will only pay premium for AI that genuinely saves time and improves workflows. Pricing models are shifting from technical usage-based pricing (tokens/API calls) to bundled approaches - AI included in premium tiers or as add-ons. The key is focusing on the value AI delivers rather than promoting AI for its own sake, with successful examples like Notion and Canva bundling AI into higher subscription tiers..#productmarketing #pmm #sales #gtm #salesenablement #pricing #ai

    29 min
  8. Episode 141: Marketing to Skeptical Audiences Product Marketing, Security, and AI

    08/26/2025

    Episode 141: Marketing to Skeptical Audiences Product Marketing, Security, and AI

    In this episode of #TheGTMPack, AssetMule CEO Justin Dorfman sits down with Stas Neyman, Director of Product Marketing at Akamai, to unpack the art (and challenges) of marketing to technical and security-minded audiences. They dive into: -Why technical audiences are skeptical of marketing - and how to earn their trust -How to market security solutions without fluff (and avoid credibility traps) -The role of analysts, peer validation, and technical proof in enterprise buying decisions -Best practices for competitive positioning without falling into feature wars -How product marketers can support sales teams during enterprise security reviews -The future of AI adoption in the enterprise and its security implications If you’re in B2B product marketing, sales, or security, this is a playbook on how to communicate with the most skeptical - and most important - audiences. 🎧 Subscribe to #TheGTMPack for weekly episodes with modern GTM leaders. #TheGTMPack #ProductMarketing #B2BMarketing #SalesEnablement #SecurityMarketing #Akamai #AIinSecurity Try our tool for free: https://followup.assetmule.ai/

    34 min
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About

A podcast about all things go-to-market. Hosted by Jorge Soto, Co-Founder at AssetMule, on this show, we interview top business leaders from CEOs to product marketing professionals in an effort to learn how the best go-to-market! Jorge is a long-time startup entrepreneur who has worked at top technology companies in Silicon Valley and New York such as Twitter (now X), MoPub (sold to Twitter), and more.

Information

  • Creator
    Assetmule
  • Years Active
    2024 - 2025
  • Episodes
    149
  • Rating
    Clean
  • Copyright
    © Assetmule
  • Show Website
    The GTM Pack Show