In this discussion, Garrath Robinson, co-founder and head of marketing for RevXL, and Sebastian Hidalgo, co-founder and head of sales at RevXcel, dive into the evolving landscape of go-to-market strategies. They emphasize the necessity for speed and trust in today’s market. The duo advocates for breaking down silos between sales and marketing and introduces frameworks like STRIKE and SWAT for effective collaboration. Their insights challenge traditional methods, stressing that better execution can dramatically reshape how teams engage with buyers.
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insights INSIGHT
Speed Comes From Frontline Execution
Frontline execution is key to developing speed in GTM efforts over time.
Trust and clear daily execution priorities empower teams to move quickly and effectively.
insights INSIGHT
Connection and Speed Are Key
Speed and connection are the last competitive advantages in a post-AI world.
Marketing drives connection while sales drives speed to outcompete rivals.
question_answer ANECDOTE
60-Second Window to Close Deals
In commercial real estate, contacting leads within 60 seconds yields a 90% close rate.
This experience showed how speed is critical in sales of high-value deals.
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Execution: The Discipline of Getting Things Done emphasizes the importance of linking people, strategy, and operations to deliver results. It highlights execution as a core discipline necessary for competitive advantage, especially in uncertain business environments. The book provides practical advice on how leaders can ensure effective execution within their organizations.
Join us as we welcome back Garrath Robinson and first-time guest Sebastian Hidalgo from RevXcel for a deep dive into what it really takes to execute a go-to-market (GTM) strategy effectively today. Spoiler: it’s not just about tactics or tools—it’s about speed, trust, and team unity.
Garrath and Sebastian challenge the old playbook of siloed teams and rigid strategies, and instead offer practical insights into how GTM execution needs to evolve to match buyer behavior and internal team dynamics. From sales being the true face of the brand to using frameworks like STRIKE and SWAT to stay agile, this conversation is packed with hard-earned lessons and bold takes.
💡 Episode Highlights
Why connection and speed are the only competitive advantages left in a post-AI world
How frontline execution—not just strategy—can make or break your GTM motion
The gap between marketing and sales (and why the “revenue team” mindset matters more than ever)
Why “best practices” might be your biggest blocker to moving fast and being relevant
How frameworks like STRIKE and SWAT bring clarity and execution back to the people doing the work
🎧 Tune in to rethink how your team shows up at every stage of the buyer journey—and why now’s the time to ditch the handoffs and play as one team.
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