Ahead of the Game How to Go to Network (Not Market)
In this episode of the DMI podcast, host Will Francis speaks with Mark Kilens, CEO and co-founder of Tack, a community and consultancy focused on helping companies go to market. Mark shares a fresh perspective on how go-to-market strategies must evolve by putting people, not companies, at the heart of everything. From building trust to leveraging networks over traditional channels, Mark offers plenty of insights that challenge the status quo and equip marketers to thrive in a rapidly changing landscape.
Mark's top 3 insights:
Focus on People-First GTM built around relationships, storytelling, and partnerships.
Build an owned audience through value-led content and free tools, not just blog posts.
Prioritize network leverage over channels: think people, places, and brands as your new marketing reach.
Timestamps
0:00:25 – What is People-First Go-To-Market (GTM)?
0:03:02 – Common challenges: Positioning and Ideal Customer Profiles
0:06:54 – The importance of ecosystems and partnerships
0:09:47 – Distribution leverage and marketing in noisy environments
0:12:31 – Channels vs. Networks: A mindset shift
0:18:24 – The role of AI in GTM strategy and marketing careers0:23:56 – Why build a community? The power of owned audiences
0:27:58 – Using free tools to deliver value and collect data0:34:00 – Real-world client scenarios and solutions Tack provides
0:36:38 – The over-reliance on paid media and what to do instead
0:41:23 – What product metrics reveal about GTM effectiveness
0:42:27 – Mark’s GTM checklist: ICPs, messaging, networks
0:45:45 – Career reflections and advice for marketers-----------------------
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