GTM by the Numbers

In this episode of GTM by the Numbers, host Brandon Redlinger chats with Kathleen Booth, SVP of Marketing & Growth at Pavilion, about the evolution of GTM strategy through the lens of media. Kathleen shares why she’s betting big on building an owned audience, how Pavilion is treating its media brand as a standalone subsidiary, and why YouTube could be the next frontier for B2B content.They dive into the metrics that actually matter when running a media-first GTM play, the differences between broad-based versus niche podcast distribution, and the challenges of proving out audience growth to CEOs who want fast results.What you’ll hear in this episode:Why owning your audience is the ultimate GTM moatHow Pavilion is experimenting with YouTube for audience growthThe KPIs Kathleen is tracking to measure media ROIWhy different podcast formats succeed on different platformsThe tension between leadership expectations and actual GTM executionIf you’ve been wondering whether your GTM strategy should look more like a media strategy, this episode will give you both the frameworks and the inspiration to start.Resources mentioned in this episode:Pavilion: The world's #1 private community for GTM leaders https://www.joinpavilion.com/TopLine Podcast: Pavilion’s podcast that is being used as a pilot for YouTube audience growth.https://www.joinpavilion.com/topline-podcastKyle Norton: CRO of Owner.com (and past guest on Ep 2 of GTM by the Numbers). Mentioned in context of other Pavilion podcasts.https://www.joinpavilion.com/the-revenue-leadership-podcasthttps://youtu.be/xWwDW4WLFz0?feature=sharedSaaS Talk with Ray Rike and Dave Kellogg: A podcast that provides practical strategies and metrics for improving B2B SaaS companies' revenue growthhttps://www.benchmarkit.ai/saas-talkGTM Summit: industry event both Brandon and Kathleen planned to attend. https://attendgtm.com/Connect with Kathleen on LinkedIn: https://www.linkedin.com/in/kathleenslatterybooth/Connect with Brandon on linkedin.com/in/brandonredlingerSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Cassie Young, General Partner at Primary Venture Partners, shares her unique insights as a former SaaS operator turned investor. She discusses why P&L fluency is crucial for aspiring C-suite leaders and offers tips to strengthen partnerships with CFOs. Cassie also dives into the importance of speed as a competitive advantage in the AI age, the impending renaissance of customer success, and how GTM leaders can maintain a market pulse by listening to customers. Her stories from career turnarounds are peppered with actionable advice for today’s fast-paced SaaS landscape.

In this episode of GTM by the Numbers, Brandon Redlinger chats with Jon Miller to rethink how marketing and revenue teams should operate when AI is at the core—not bolted on. Jon breaks down where AI is already working (inbound agents, agentic workflows that compress prep/follow-up) and where it isn’t (spray-and-pray outbound “personalization” without human oversight). He explains why to avoid multi-year vendor lock-in during this transition, how “AI-curated playlists” will replace rigid nurture streams, the emerging shape of GTM orgs (fewer SDR bodies, rise of GTM engineers), and how to measure AI’s impact through efficiency and effectiveness with pipeline and revenue still as the gate.In this episode, we break down:Why bolting AI onto 15–25-year-old, rules-based systems is “lipstick on a pig”, and what it looks like when reasoning replaces rules.The “AI DJ” model: 1:1 orchestration that curates a personalized playlist of actions for every contact (goodbye, one-size-fits-all nurtures).Agentic AE workflows that auto-build account plans, research, and follow-ups so reps spend less time prepping and more time selling.AI SDRs: why inbound agents shine (speed + always-up-to-date) and why outbound still needs real human oversight.Measuring AI with hard ROI on efficiency (time saved) vs. harder-to-measure effectiveness (synthetic panels, engagement lift, pipeline).How AI will disintermediate your marketing (search today, inbox tomorrow) and what survives (experiences, relationships and craftsmanship)Resources mentioned in this episode:Claude (Anthropic): Jon and Brandon reference using Claude for building and experimenting with AI workflows and prototypes.https://www.anthropic.com/claude Lovable: “Vibe-coding” tool Jon and Brandon discuss for quickly prototyping apps/sites to convey product vision.https://lovable.dev/ Clay + HubSpot integration: Used by Brandon to automate research, notes, and follow-ups in GTM workflows.https://www.clay.com/university/guide/hubspot-integration-overview All-In Podcast: One of Jon’s go-to listens to understand diverse viewpoints.https://allin.com/ Christopher S. Penn / Trust Insights: Jon’s recommended source for staying current on marketing AI.https://www.trustinsights.ai/blog/ From Impossible to Inevitable (Aaron Ross & Jason Lemkin): Quoted during the selling-time discussion.https://fromimpossible.com/ Connect with Jon at LinkedIn: https://www.linkedin.com/in/jonmiller2Connect with Brandon at linkedin.com/in/brandonredlingerSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of GTM by the Numbers, host Brandon Redlinger chats with Jacco van der Kooij, founder of Winning by Design, to unpack why most GTM efficiency metrics are dead wrong—and what CROs should be tracking instead. They dive into the Bow Tie model, the rising cost of acquisition, and the untapped power of customer-led growth. If you're leading a SaaS revenue team and questioning whether your metrics actually reflect success, this conversation will give you the clarity, and the playbook, you need.What you’ll hear in this episode:Why most SaaS GTM teams are addicted to acquisitionHow to calculate GTM efficiency and what "good" really looks likeThe impact of operational debt on growthHow to create customer-led campaigns that scaleWhy post-sale motions are underfunded (and how to fix it)When expansion should drive more growth than acquisitionWhy modern sales trips should feel like “Lollapaloozas”The rise of HLG (Human-Led Growth) and what to do about itResources mentioned in this episode: Winning by Design AI – “Talk to Jack”: An AI-powered assistant on the Winning by Design site that answers GTM questions and includes hidden “Easter eggs” for curious users.Link: https://www.winningbydesign.com/aiPavilion: A community platform for reps and leaders to leverage for peer-based networking and customer engagement during sales trips.Link: https://bit.ly/pavilion-membershipDavid Spitz Reports on SaaS GTM Efficiency: Mentioned as a leading source for analyzing GTM efficiency across public SaaS companies, especially in relation to CAC trends.Link: https://benchsights.com/Connect with JaccoLinkedIn: https://www.linkedin.com/in/jaccovanderkooij/Winning By Design: https://winningbydesign.com/Connect with BrandonLinkedIn: linkedin.com/in/brandonredlingerSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of GTM by the Numbers, host Brandon Redlinger sits down with Bill Macaitis—the former CMO who propelled Salesforce, Zendesk, and Slack to breakout growth and now advises the next generation of SaaS disruptors through SaaS CMO Pro. Together they unpack what it really takes to build a capital-efficient, customer-obsessed GTM engine in 2025.Bill explains why traditional last-touch attribution is broken, how to prove marketing impact with control-group experiments, and the mindset shifts every GTM leader needs in an AI-driven world. They also dive into aligning incentives across marketing, sales, and product, the underrated power of NPS, and why brand is the ultimate growth lever when budgets tighten. If you’re a GTM executive aiming to scale fast without burning cash, this conversation is a must-listen.What you’ll learn in this episodeThe fatal flaws in common attribution models, and how AI-powered regression analysis fixes themHow to design low-cost control groups (city, segment, or account) that finally silence board-room skepticismWhy Bill tracks NPS and post-sale CSAT alongside pipeline targetsA practical framework for unifying marketing, sales, and product around shared revenue metricsThe comp-plan adjustments that stop channel infighting and start collective quota-crushingWhere AI is taking attribution next—and how to future-proof your RevOps stackHow to build a lovable B2B brand that fuels word-of-mouth and lowers CACConnect with BillLinkedIn: linkedin.com/in/bmacaitisSaaS CMO Pro: saascmopro.comConnect with BrandonLinkedIn: linkedin.com/in/brandonredlingerSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of GTM By the Numbers, host Brandon Redlinger sits down with Kyle Norton, CRO of Owner.com and host of the Revenue Leadership Podcast, to unpack what it truly takes to lead a high-performing, metrics-driven GTM org. Known for his obsession with operational rigor and data fluency, Kyle breaks down his Revenue Operating System. Kyle explains he builds dashboards, forecasts with precision, and trains frontline leaders to make data-backed decisions.They also explore the CRO’s real job (hint: it’s not just hitting a number), how to prevent your team from gaming inputs, and why the best GTM leaders think like systems engineers and behavioral psychologists. If you’re a revenue leader who wants to scale with speed and sustainability, this episode is a must-listen.What you’ll learn in this episode:Why most CROs misunderstand what VCs actually valueHow Kyle structures daily dashboards and BI tools for clarity, not chaosThe behavioral psychology behind “breadcrumb selling”The metric he uses instead of activity volume to assess SDRsHow to build data literacy into frontline managersThe real ROI of investing in post-sale ops and onboardingWhy great GTM leaders think in systems, not just quotasSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of the GTM By the Numbers podcast, part of the BenchmarkIt podcast family, host Brandon Redlinger speaks with Scott Stouffer, a five-time SaaS CEO, founder of ScaleMatters, and one of the foremost voices in data-driven GTM strategy. With over 30 years of experience (including leading a company through IPO and multiple exits), Scott is an unapologetic metrics nerd who’s on a mission to bring clarity and precision to GTM decisions.Together, they unpack the myths of SaaS metrics, why most GTM teams are tracking the wrong KPIs, and how to rethink success through the lens of net present value and funnel balance.What you’ll hear in this episode:Why LTV-to-CAC is outdated, and what to use insteadThe real meaning of “efficient growth” and how public markets get it wrongHow customer NPV gives you a clearer picture of your GTM healthThe CFO’s surprising role as a key player in revenue alignmentWhy most RevOps orgs are misstructured, and what to do about itHow to actually know if you’ve hit product-market fitThe biggest GTM money pit you’re probably ignoringWhy pipeline coverage is a misleading metric (and what to look at instead)How to run experiments that don’t just feel scientific but areWhy modern GTM leaders must be part data analyst, part change managerIf you’ve ever questioned the metrics you’re being told to follow (or suspected there’s a smarter way to scale) this episode will challenge your assumptions and give you better tools to lead.Data should drive growth. But only if you’re measuring the right thingsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.