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. 2d ago

    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

  2. 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

  3. 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

  4. 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

  5. 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

  6. Jul 15

    Heather Nemelka: Returning to Work? Watch This Before Your Next Interview

    In this episode of Go-To-Market, Amy Osmond Cook sits down with Heather Nemelka, keynote speaker, workshop facilitator, and one of Utah's leading advocates for helping professionals—especially women—return to meaningful careers. After taking an 18-year career break to raise her family, Heather successfully re-entered the workforce, built an accomplished career in technology marketing with organizations including Amazon Web Services, and ultimately founded Elevar, a nonprofit dedicated to helping caregivers confidently return to work. Together, Amy and Heather explore one of today's biggest challenges for go-to-market professionals: How do you stay competitive when AI is changing every job description? Rather than viewing artificial intelligence as a threat, Heather shares why today's professionals should see AI as an opportunity to elevate their skills, think more strategically, and focus on the uniquely human strengths technology can't replace. In this episode, you'll learn: –How to successfully re-enter the workforce after an extended career break –Why AI should be viewed as a career accelerator—not a career replacement –The skills hiring managers are looking for in today's go-to-market talent –Practical ways to stand out in an increasingly competitive job market –Why emotional intelligence is becoming more valuable than ever –The surprising interview follow-up that helped Heather choose one candidate over another –How storytelling and authenticity create stronger brands and stronger careers One of the conversation's biggest takeaways is that technology may change how we work, but it shouldn't change why we work. As Heather explains, the future belongs to professionals who know how to combine technical skills with empathy, communication, curiosity, and leadership. For marketers, RevOps leaders, sales professionals, hiring managers, and anyone navigating career transitions, this episode offers practical advice and genuine encouragement for thriving in the AI era.

    Heather Nemelka: Returning to Work? Watch This Before Your Next Interview

  7. Jul 8

    Sumit Parashar: Quantum Computing is Closer Than You Think

    Most conversations about artificial intelligence focus on better models, larger datasets, and faster automation. But according to Sumit Parashar, CEO and founder of BODEX, the next technological revolution won't be driven by AI alone—it will be powered by quantum computing. In this episode of Go-To-Market, Amy Osmond Cook sits down with one of Utah's leading technology innovators to explore what comes after today's AI boom.  As CEO of BODEX, co-founder of Utah Quantum, Chair of Silicon Slopes Quantum, and co-host of The Entangled Show, Sumit has spent decades working at the intersection of data, software development, artificial intelligence, and emerging technologies. Together, they discuss one of technology's most misunderstood topics, and they explain it in language anyone can understand. In This Episode Why data is still the most valuable asset in every AI strategy The difference between classical computing and quantum computing What qubits are—and why they change everything How quantum computing could dramatically increase AI's capabilities Why future AI systems may require far fewer data centers How quantum computing could accelerate scientific discovery The story behind Sumit's new concept, "Quantonomy" The Blue Ocean Strategy that has guided his entrepreneurial career The daily habits that help innovators stay ahead of rapid technological change Why meditation and deep thinking are competitive advantages for modern leaders Whether you're a RevOps leader, technology executive, entrepreneur, or simply curious about where AI is headed next, this conversation offers a rare glimpse into the future from someone helping build it.

    Sumit Parashar: Quantum Computing is Closer Than You Think

  8. Jul 1

    Can AI Replace Doctors? Dr. April Larson Weighs In

    Healthcare doesn't change easily. In fact, according to many healthcare leaders, technology is often the easiest part of transformation. The real challenge is helping people embrace it. In this episode of Go-To-Market, Amy Osmond Cook sits down with Dr. April Larson, Medical Director of Dermatopathology at Sonic Healthcare, board-certified dermatologist, and co-founder of Pathology Watch, to discuss what it really takes to bring innovation into one of the most complex and highly regulated industries in the world. After spending more than 20 years caring for patients in private practice, Dr. Larson helped build Pathology Watch, a healthcare technology company that transformed traditional pathology workflows through digital pathology and AI-assisted diagnostics. Following the company's acquisition by Sonic Healthcare, she helped lead digital transformation initiatives across multiple laboratories and physician organizations. Together, Amy and April explore: How Pathology Watch digitized pathology workflows and reduced turnaround times Why most healthcare software fails adoption despite strong technology The role of AI in supporting physicians—not replacing them Change management lessons every leader should understand How to gain buy-in from teams resistant to new technology Why listening is one of the most underrated leadership skills The importance of creating a shared vision during transformation Practical advice for leaders implementing AI and automation today One of the most powerful insights from the conversation is Dr. Larson's belief that successful transformation isn't primarily about technology. "It's really 20% the product and 80% change management." Whether you're leading a healthcare organization, a revenue team, or a company-wide AI initiative, this conversation offers valuable lessons on adoption, trust, leadership, and scaling innovation.

    Can AI Replace Doctors? Dr. April Larson Weighs In
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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
    97
  • Rating
    Clean
  • Copyright
    © 2024
  • Show Website
    Go To Market

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