Go To Market

Amy Cook
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Go to Market is a podcast for Revops, Sales, and Marketing leaders to dive deep into industry insights and best practices. Go to Market is sponsored by Fullcast, the Go-to-Market Cloud.

  1. 5d ago

    Tommy Barlow: AI Won't Eliminate Salespeople. It Will Change Where We Need Them

    AI can prospect. It can analyze signals. It can orchestrate campaigns. It can help determine which accounts deserve attention. So where does the salesperson belong? In this episode of the Go-To-Market Podcast, Fullcast CMO and co-founder Dr. Amy Osmond Cook sits down with Tommy Barlow, Vice President of Global Revenue at LearnUpon, to talk about what happens to sales, RevOps and revenue leadership as AI takes over more of the traditional GTM motion. Barlow has spent much of his career thinking about revenue through an operator's lens. Long before he knew the term "RevOps," he was studying funnel math while helping his father reshape a plumbing business by tracking calls, conversion rates and opportunities to expand customer relationships. That mindset followed him into SaaS, including leadership roles at Pluralsight and AWS, and eventually to LearnUpon, where he saw firsthand what a strong RevOps function could do for a growing revenue organization. Barlow boils growth down to three pillars: clarity, coverage and operational excellence. But AI is changing how teams deliver against those pillars. Tommy believes the traditional boundaries separating prospecting, selling, marketing and revenue operations are beginning to collapse. Tomorrow's account executives may need to orchestrate their own signals, agents and campaigns while knowing exactly when a human should enter the buying journey.  And that human moment still matters. In this episode: Why Barlow was practicing RevOps before he knew what to call it The three pillars he uses to think about revenue growth How RevOps helped support SaaS growth and scale What AI changes — and doesn't change — about B2B buying Where humans should remain in the revenue loop Why the traditional SDR-to-AE model may be changing How the go-to-market engineer could reshape revenue teams Why tomorrow's AEs may need to run the entire funnel Why domain expertise becomes more valuable as AI improves What sales leaders need to understand about finance and RevOps Why RevOps is becoming the connective tissue between sales, finance and the rest of the business Barlow argues that people ultimately make major buying decisions emotionally and justify them logically. AI can improve the machinery surrounding a deal, but complex purchases still require confidence, expertise and trust. That means the future salesperson may actually need to become more skilled, not less. Account executives will need deeper domain expertise. Sales leaders will need to understand finance, capacity, territories, quotas and customer acquisition costs. And RevOps will increasingly serve as the connective tissue bringing those functions together. Listen to the interview here.

    Tommy Barlow: AI Won't Eliminate Salespeople. It Will Change Where We Need Them

  2. Sep 2

    Chris Perkins: AI Is an Incredible Cover Band. But It's Not the Original Artist.

    AI can write the email. Build the campaign. Analyze the data. Recommend the next move. But can it actually sound like you? In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Chris Perkins, president of Model B, to talk about one of the biggest challenges facing modern marketing and go-to-market teams: how to embrace AI without automating away the very thing that makes customers trust you. Perkins is a veteran global marketer whose career has included client-side and agency leadership and campaigns reaching markets around the world. Today, he leads Model B, an independent marketing consultancy focused on helping companies drive growth. And he has a warning for marketers rushing to automate everything: "AI is an incredible cover band, but it's not the original artist." That distinction drives a fascinating conversation about authenticity, trust, AI agents, marketing technology, critical thinking, and where humans still belong in an increasingly automated GTM motion. Rather than asking AI to imitate everything humans already do, Perkins encourages teams to start with the problem. Ask what technology can solve, understand the strengths of different systems, and use automation to free people for the critical thinking, creativity, judgment, and relationships that machines still struggle to replicate. In This Episode, You'll Learn: Why "people buy people" still matters in an AI-powered GTM world Why authenticity may become more valuable as marketing becomes easier to automate How AI can help teams become more human, not less Why companies should be transparent about when customers are interacting with AI How Chris evaluates new AI and marketing tools Why marketers should challenge AI instead of simply accepting its answers How to use AI to create more time for strategic and critical thinking Why human judgment remains essential in complex customer conversations How GTM leaders can balance automation, efficiency, trust, and brand voice One of the most important ideas in the conversation is deceptively simple: stop asking AI to do everything the way you've always done it. Instead, start with the business problem. And when everyone has access to similar technology, your point of view may become one of the few competitive advantages nobody else can automate. Listen here.

    Chris Perkins: AI Is an Incredible Cover Band. But It's Not the Original Artist.

  3. Aug 26

    Debra Estrada: AI Is Everywhere in RevOps. But Should It Be?

    Everyone wants AI in their go-to-market strategy. But not every use of AI is making your revenue organization better. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with global Revenue Operations expert and advisor Debra Estrada for a candid conversation about predictability, pipeline, data governance, AI, and the evolving role of RevOps. Debra brings a particularly valuable perspective to the conversation. With a background in sales and extensive experience across Revenue Operations, she understands what happens when strategy, data, technology, and the day-to-day realities of sellers collide. Her philosophy comes down to one goal every revenue leader is chasing right now: Predictability. How do you create predictable revenue when budgets are tighter, buying cycles are changing, attribution is complicated, and sales and marketing are competing for the same resources? For Debra, the answer begins with breaking down silos. Sales, marketing, customer success, finance, and RevOps need a shared view of how revenue is actually created. And increasingly, AI is becoming part of that equation. But Debra offers an important warning: AI can amplify a great revenue operation. It can also amplify a bad one. In This Episode, You'll Learn: Why predictability has become one of RevOps' most important objectives How Debra's sales background shaped her approach to Revenue Operations Why sales, marketing, and other GTM functions can't afford to operate in silos How multi-touch attribution changes the conversation around marketing and sales performance Where AI is delivering meaningful productivity gains in RevOps Why outbound AI automation can create more noise without creating more revenue How data hygiene and data governance become even more important as AI adoption increases Why pipeline health still depends on human behavior and consistent sales processes How revenue teams can use AI to analyze sales velocity, discounts, close rates, and customer behavior Why RevOps professionals must continually evolve instead of adopting a "set it and forget it" mentality One of the biggest challenges facing today's CROs, CIOs, CMOs, and RevOps leaders isn't whether employees will use AI. They already are. The challenge is creating enough governance to protect company and customer data without eliminating the experimentation that makes AI valuable in the first place.    About the Go-To-Market Podcast Hosted by Amy Osmond Cook, CMO and co-founder of Fullcast, the Go-To-Market Podcast brings together RevOps executives, sales and marketing leaders, founders, and GTM experts to explore the strategies shaping modern revenue organizations. Subscribe for conversations about Revenue Operations, GTM strategy, sales performance, marketing, revenue intelligence, AI, compensation, forecasting, and predictable growth.

    Debra Estrada: AI Is Everywhere in RevOps. But Should It Be?

  4. Aug 19

    Olivier Roth: Your Network May Be Your Best GTM Channel

    What happens when everyone suddenly has the technology to send more emails, create more content, and automate more prospecting? We all get really good at ignoring it. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Olivier Roth, co-founder and Chief Growth Officer at The Swarm, to explore an intriguing shift taking place in modern sales: The more AI automates outbound, the more valuable real human relationships become. Olivier believes relationships remain one of the most powerful—and underutilized—assets inside a company. Employees, executives, investors, advisors, partners, customers, and former colleagues collectively represent an enormous network of potential connections. The problem is that most companies have no idea how to use it. The Swarm was created to change that by helping organizations map relationships across their extended networks and uncover credible paths to warm introductions. And in a world increasingly flooded with automated outreach, those introductions may matter more than ever. In This Episode, You'll Learn: Why relationships may be one of your company's most underutilized GTM assets How relationship mapping can uncover new paths into target accounts Why a LinkedIn connection doesn't necessarily represent a real relationship How AI can strengthen human-to-human selling rather than replace it Why AI-generated cold outbound is losing effectiveness The difference between using AI for GTM efficiency and using it for sheer volume How warm introductions can influence enterprise account strategy Why relationship intelligence could become an important account-scoring signal How RevOps and GTM teams can prioritize accounts based on relationship strength Why enterprise sales teams may need to rethink how they identify their best opportunities Your Company's Network Is Bigger Than You Think Great salespeople have always understood the value of relationships. They know their customers. They remember former colleagues. They call investors, advisors, partners, and friends when they need an introduction. But, what would happen if an entire company could operate that way? Olivier's point is that instead of relying solely on individual Rolodexes or LinkedIn connections, organizations can begin thinking about the collective network surrounding the business as a strategic GTM asset. Here's how.

    Olivier Roth: Your Network May Be Your Best GTM Channel

  5. Aug 12

    Why 14% of Sellers Are Driving 80% of New Revenue and What Revenue Leaders Can Do About It

    What separates your best sellers from everyone else? The answer may already be sitting inside your revenue data. In this episode of the Go-To-Market Podcast with Dr. Amy Cook, we revisit one of the most data-packed presentations from GTM Live, featuring Guy Rubin, founder of Ebsta and Managing Director of Revenue Intelligence at Fullcast. Rubin takes revenue leaders inside a massive benchmark study analyzing more than 650,000 opportunities representing nearly $48 billion in pipeline, along with insights from more than 2,000 revenue leaders. And some of the findings should make every CRO, RevOps leader, and sales executive pay attention. Among the biggest: Just 14% of sellers are responsible for 80% of new-logo revenue. The performance gap between top sellers and everyone else has become enormous. Top performers manage more opportunities, maintain momentum through the sales cycle, qualify more aggressively, build stronger customer relationships, and spend their time on deals that actually have a chance of closing. But Rubin argues that the solution isn't simply hiring more salespeople. It's understanding what your best performers consistently do differently, and using your own revenue data to help the rest of the organization replicate it. What Revenue Leaders Will Learn In this episode, Rubin explores: Why top sellers dramatically outperform average sellers on sales velocity How poor qualification creates what looks like a late-stage pipeline problem Why sellers need permission to walk away from bad opportunities earlier How better qualification can shorten the sales cycle Why bringing finance into opportunities earlier can improve win rates Why customer relationships remain one of the strongest predictors of revenue How strategic C-suite QBRs can create expansion opportunities Why existing customers deserve far more attention from revenue teams How revenue intelligence can reveal exactly what top performers do differently One particularly important finding involves customer expansion. When the previous two QBRs involve C-suite leaders, companies are seven times more likely to open a cross-sell or upsell opportunity, with a 45% win rate. When those QBRs happen below the C-suite, customers are four times more likely to churn. The takeaway is surprisingly human for a presentation packed with data: Relationships still drive revenue. Technology can analyze conversations, clean data, identify patterns, and surface opportunities. But sellers still need to spend time doing what great sellers do best — talking to customers, building trust, understanding priorities, and creating momentum. From GTM Live to the Revenue Roadshow The conversations that started at GTM Live aren't staying in Utah. This fall, Dr. Amy Cook and a mobile team of RevOps and go-to-market thought leaders are taking the conversation coast to coast with the Fullcast Revenue Roadshow. Six stops. Six cities. One big question: How do revenue organizations turn better planning, cleaner data, stronger execution, and smarter compensation into more predictable growth? The Revenue Roadshow brings the ideas, benchmarks, debates, and practical strategies of GTM Live directly to revenue leaders around the country. Because the next breakthrough in your go-to-market strategy probably isn't another dashboard. It may be discovering what your best people are already doing — and building a revenue organization capable of doing it consistently. Watch the episode, dig into the benchmarks, and then join us on the road this fall. Visit www.fullcast.com for tour schedule and registration details!

    Why 14% of Sellers Are Driving 80% of New Revenue and What Revenue Leaders Can Do About It

  6. Aug 5

    The 8 Questions Every Executive Team Should Answer Before Annual Planning

    Last fall, hundreds of founders, entrepreneurs, authors, industry experts, CROs, CMOs, CEOs, RevOps leaders, and revenue executives gathered in Lehi, Utah, for GTM Live, for a premier event that focused on modern go-to-market strategy. One of the most talked-about sessions came from Bryan Brown, President of GTM Partners and one of the pioneers behind today's go-to-market operating model. In this featured presentation—introduced by Amy Osmond Cook, CMO and co-founder of Fullcast and host of the Go-To-Market Podcast—Bryan shares exclusive research from GTM Partners that answers one of the biggest questions facing revenue leaders today: Why do companies with similar products, funding, and markets produce dramatically different growth outcomes? Drawing on research from hundreds of B2B organizations, Bryan explains why most companies misinterpret their go-to-market alignment problem.  From RevOps and Customer Success to Marketing, Product, Finance, and Sales, this session explores how today's fastest-growing companies are replacing disconnected planning with a unified go-to-market operating system built for predictable growth. What You'll Learn Why product-market fit isn't enough to build a scalable company The hidden "optionality tax" that slows revenue growth Why sales, marketing, customer success, product, finance, and RevOps must plan together—not separately Why most revenue teams chase more pipeline instead of better revenue How Net Revenue Retention (NRR) reveals whether your go-to-market strategy actually works The future of territory planning, compensation design, and organizational alignment Why CEOs—not individual departments—must own go-to-market strategy GTM Live Was Just the Beginning The ideas shared on the GTM Live stage continue to shape how modern revenue organizations operate. That's why Amy Osmond Cook and Fullcast are taking the conversation on the road. The Revenue Road Show is bringing GTM directly to revenue leaders across America. Instead of asking hundreds of leaders to travel to Utah, Fullcast is traveling coast to coast with an all-star lineup of revenue operations, RevOps, AI, sales, marketing, and customer success experts. Each stop delivers practical insights, executive networking, and real-world strategies for building predictable revenue in today's rapidly changing market. Go-to-market isn't staying in one city anymore. It's coming to you. Whether you're planning next year's territories, redesigning compensation, improving forecast accuracy, or preparing your organization for AI-powered revenue operations, the Revenue Road Show was built for today's executive revenue teams. Join Amy Osmond Cook and an incredible lineup of GTM experts as they bring the industry's most important revenue conversations directly to your city. Watch for details at fullcast.com!

    The 8 Questions Every Executive Team Should Answer Before Annual Planning

  7. Jul 29

    John Ivie: What Every Founder Gets Wrong About Go-to-Market

    In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and Co-Founder of Fullcast, sits down with John Ivie, Founder and Managing Partner of Ivie League Growth, to discuss why traditional hiring models often create unnecessary risk for growing companies and how founders can build revenue organizations that are both capital efficient and built to scale. Drawing on experience helping more than 50 B2B SaaS companies, John shares why many startups hire too quickly, why experienced leadership matters more than headcount, and how fractional revenue leadership is changing the economics of growth. The conversation also explores one of today's biggest questions: Where does AI actually belong inside modern go-to-market organizations? Rather than replacing people, John explains why the best revenue teams are using AI to sharpen judgment, recognize patterns faster, and create more meaningful customer relationships. In This Episode You'll Learn: Why startups often hire sales teams before building the right go-to-market foundation How fractional CROs and revenue leadership reduce execution risk The difference between consultants who advise and operators who execute Why aligning incentives through revenue-share models changes agency relationships How capital-efficient growth outperforms "growth at all costs" The hidden mistakes founders make when setting quotas Why AI should amplify human expertise—not replace it How top revenue leaders use pattern recognition to outperform competitors Why authentic relationships become even more valuable in an AI-driven world Why You Should Watch Every founder eventually reaches the same crossroads: Should you keep hiring more people, or should you build a better revenue system? John argues that sustainable growth comes from strengthening the system first. The companies that win aren't always the ones spending the most. They're the ones making smarter decisions about where to invest, how to execute, and when to scale. For revenue leaders navigating today's AI disruption, this episode offers a grounded perspective on what actually creates long-term competitive advantage.

    John Ivie: What Every Founder Gets Wrong About Go-to-Market

  8. Jul 22

    Lindsey Ivie: The Secret to Building Events People Actually Want to Attend

    What separates an event people attend from an experience they never stop talking about? In this episode of Go-To-Market, Amy Osmond Cook welcomes Lindsey Ivie, Vice President of Partnerships at Silicon Slopes, to explore how community, partnerships, and innovative event design have become some of the most powerful growth strategies in business today. From retail and channel partnerships to consulting with startups and building partner ecosystems from the ground up, every step taught Lindsey the same lesson: People don't remember events. They remember experiences. Now leading partnerships at Silicon Slopes, Lindsey oversees many of the organization's largest initiatives, bringing together founders, executives, investors, and technology leaders through experiences that educate, inspire, and create lasting relationships. In this episode, Amy and Lindsey discuss: –Why community has become one of the strongest go-to-market advantages –How partnerships accelerate growth more effectively than traditional sales tactics –What today's event attendees actually expect—and why panels alone aren't enough –Why hands-on AI workshops are replacing passive conference sessions –How immersive experiences create stronger business relationships –Using AI to design, visualize, and execute world-class events –Why every great event starts by putting yourself in the attendee's shoes One of Lindsey's biggest insights is that successful events are built around the attendee experience, not just agendas. Instead of asking, "What do we want to present?" She asks: "What will create the most value for the people who invested their time to be here?" That philosophy has helped Silicon Slopes develop some of the technology community's most engaging events—from AI learning retreats and executive offsites to Startup Festival workshops designed around participation rather than presentations. Amy and Lindsey also discuss how AI is changing event planning itself. As visual thinkers, they share how AI tools now allow ideas that once lived only in their imagination to become fully designed experiences. Whether you're leading partnerships, building pipeline, planning customer events, or creating community around your brand, this conversation offers practical insights into designing experiences people genuinely want to attend.

    Lindsey Ivie: The Secret to Building Events People Actually Want to Attend
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About

Go to Market is a podcast for Revops, Sales, and Marketing leaders to dive deep into industry insights and best practices. Go to Market is sponsored by Fullcast, the Go-to-Market Cloud.

Information

  • Creator
    Amy Cook
  • Years Active
    2024 - 2026
  • Episodes
    100
  • Rating
    Clean
  • Copyright
    © 2024
  • Show Website
    Go To Market

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