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. 4d ago

    Ray Smithson: AI Made Startups Easier to Build. It Also Made Them Easier to Copy

    In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with investor and startup advisor Ray Smithson to discuss what he's seeing across today's startup ecosystem and what founders need to understand before chasing venture capital. Ray is a venture partner at Fraser VC and Omni Ventures and COO of Connect Capital, giving him a front-row view into startup deal flow, AI, fundraising, and emerging technology. One of the biggest changes he's seeing? AI is allowing smaller teams to build faster, operate more efficiently, and generate serious revenue before raising outside capital. Ray says he's seeing companies with just a handful of employees reach $1 million to $3 million in annual recurring revenue without venture or angel investment. Great news for founders. But there's a catch. In This Episode, You'll Learn: Why AI is enabling startups to operate with much smaller teams How founders are reaching 1M–3M ARR without outside investment Why traction matters more in today's funding environment Why proprietary data is becoming a powerful AI-era moat What investors want to see before writing a check When founders should bootstrap versus pursue venture capital Why taking investment means thinking about an eventual exit What makes a GTM technology company defensible Why founders should build investor relationships before they need funding The tools have changed. The fundamentals of building something worth investing in haven't. Learn more.

    Ray Smithson: AI Made Startups Easier to Build. It Also Made Them Easier to Copy

  2. Sep 30

    Adam Wardel: AI Can Build It. But Can Your Company Defend It?

    AI just made it possible for almost anyone to build their own revenue technology. But that doesn't necessarily mean they should.  In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with attorney, chief legal officer, and technology advisor Adam Wardel to tackle a growing question for revenue teams: Where should you build with AI, and where does DIY become a business risk? Wardel walks through the risks that can hide behind homegrown AI systems, from intellectual property and sensitive data to regulatory exposure and systems that change over time. And he raises one deceptively simple question every AI builder should answer:  What happens if it fails? For Adam, the answer isn't to stop building. It's to know what to build, what to buy, and where human judgment still belongs. In this episode: The rise of the "Claude Cowboy" and DIY AI Hidden IP, data, privacy, and compliance risks Why AI can create exposure across geographic borders The questions to ask before deploying an AI system Why human oversight still matters How RevOps leaders should approach build vs. buy Why "buy the infrastructure, build the intelligence" may be a smarter approach to AI Wardel's advice is ultimately practical: AI can be an incredibly powerful extension of human thinking, but organizations still need people to set the boundaries, review the output, and take responsibility for what happens next. Because AI may be able to do the work. That doesn't mean it gets the blame when something goes wrong. Check it out.

    Adam Wardel: AI Can Build It. But Can Your Company Defend It?

  3. Sep 23

    Cory Coult: Your RevOps Team Is Building a Product. Are You Treating It Like One?

    In this episode of the Go-To-Market Podcast, Fullcast CMO and co-founder Dr. Amy Osmond Cook sits down with Cory Coult, a revenue operations leader at Avalara, to discuss what happens when RevOps teams stop simply managing technology and start building the revenue engine as a product. Coult has watched RevOps evolve through several eras from running basic operations, to driving productivity, to today's environment where operators are expected to connect increasingly sophisticated technologies, workflows and data into something the entire business can actually use. And AI is raising the stakes. Teams can build more than ever before. But every new agent, workflow and application introduces something executives can easily underestimate: someone has to own and maintain it. Coult argues that RevOps leaders increasingly need to think like product leaders. That means making deliberate tradeoffs among speed, cost and quality, deciding when to build versus buy, and setting realistic expectations about what a first version should accomplish. His approach is refreshingly practical: start with a C product. The result is a different way of thinking about modern RevOps: The revenue engine itself is the product. In this episode: Why today's best RevOps operators are connecting technologies into a unified view of the business Why AI creates an ongoing maintenance and governance burden How to balance speed, cost and quality Cory's "C product, B product, A product" approach to innovation When RevOps teams should build versus buy How to evaluate enterprise platforms against emerging AI tools Why internal experimentation can lead to smarter technology purchases How AI is changing the skills RevOps professionals need to stay competitive Why strong repositories, data and fundamentals still determine whether AI actually works How RevOps is evolving from a support function into a product-building discipline This conversation is for RevOps, Sales and GTM leaders trying to figure out where AI belongs in the revenue engine, Coult offers something more useful than another prediction about the future: a framework for deciding what is actually worth building.

    Cory Coult: Your RevOps Team Is Building a Product. Are You Treating It Like One?

  4. Sep 16

    Mark Hartmann: If Your Business Can't Run Without You, It May Be Worth Less Than You Think

    You built the company. You landed the customers. You know the critical relationships. You solve the problems nobody else can solve. Congratulations. You may have just made yourself one of the biggest risks in your own business. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Mark Hartmann, founder and principal of HartmannRhodes, to talk about what actually makes a business valuable — and sellable. Hartmann knows the process from both sides. Before becoming an M&A advisor, he bootstrapped a medical claims cost-containment company, made the Inc. 5000 three years in a row, and ultimately sold the business. Today, he advises owners of companies in the $1 million to $25 million lower-middle market. One lesson stands out: Buyers aren't just buying revenue. They're buying revenue and profits that can survive the founder's exit. Hartmann tests that idea with what he calls the "kidnap test." What happens when the owner disappears for an afternoon? A week? A month? A quarter? The longer the company can operate successfully without its founder, the more transferable — and potentially more valuable — it becomes. Amy shares her own experience learning that lesson. Her deep involvement in customer success and operations at a previous company became a disadvantage when it was time to sell. It changed how she thinks about building businesses today: the goal isn't to become indispensable. It's to build a company that can "run like a clock" without you. Mark and Amy also explore what's changing in lower-middle-market M&A, why home-services companies have become attractive acquisition targets, how roll-ups are reshaping industries, and why AI is reaching businesses that once seemed insulated from technological disruption. From roofers using technology to measure homes and generate estimates remotely to CRM systems managing quote follow-up, Hartmann sees technology changing jobs rather than simply eliminating them. "AI is just going to create different jobs." In this episode: Why founder dependency can reduce business value What buyers evaluate before acquiring a company Mark Hartmann's "kidnap test" Why de-risking should begin years before a sale How customer, employee, vendor, and salesperson concentration create risk Why transferable revenue and profit matter How roll-ups are reshaping the lower-middle market Why home services have become attractive acquisition targets How AI and automation are changing traditional businesses How to build a company that can thrive without its founder For founders, CEOs, RevOps leaders, and anyone thinking about long-term enterprise value, the conversation comes down to one uncomfortable question: Are you building a business or a business that still depends on you?

    Mark Hartmann: If Your Business Can't Run Without You, It May Be Worth Less Than You Think

  5. Sep 9

    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

  6. 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.

  7. 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?

  8. 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
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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
    104
  • Rating
    Clean
  • Copyright
    © 2024
  • Show Website
    Go To Market

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