Daniel Zarick is the Co-Founder and CEO of Arrows, a collaborative customer onboarding tool built specifically for teams using HubSpot. With funding from Gradient Ventures, HubSpot Ventures, and GTMfund, Arrows. is well-positioned to become a major player in the HubSpot ecosystem.Discussed in this Episode:The benefits and challenges of going to market in a single platform ecosystem like HubSpotHow to gain traction and build relationships with key stakeholders in a crowded partner ecosystemStrategies for leveraging content marketing to punch above your weight as a startupThe power of focus and persistence in achieving outsized results with limited resourcesLessons learned from navigating a high-stakes fundraising process amid market uncertaintyThe future of the HubSpot ecosystem and where the biggest opportunities lie for emerging playersHighlights:08:46 - Benefits and challenges of going to market in a single platform ecosystem.12:01 - Strategies for gaining traction and building relationships in the HubSpot ecosystem.16:32 - The role of agencies and solutions partners in Arrows' go-to-market approach.21:09 - Leveraging content marketing to punch above your weight as a startup.25:43 - The power of focus and persistence in achieving outsized results.29:27 - One thing revenue leaders believe to be true that Daniel thinks is bull$***.41:18 - One thing that is working for Daniel in go-to-market right now.43:51 - The future of the HubSpot ecosystem and emerging opportunities.Referenced:The Happy Customer Festival on June 4, 2024. Guest Speaker Links (Daniel Zarick):LinkedIn: https://www.linkedin.com/in/danielzarickHost Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsor:Brought to you by Demandbase. Demandbase helps B2B companies hit their revenue goals using fewer resources by using the power of AI to identify and engage the accounts and buying groups most likely to purchase. Their account-based technology unites sales and marketing teams around insights that you can understand and facilitates quick actions across systems and channels to deliver big wins. It’s flexible, scalable ABM built for you.The GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.

Holly Chen, Managing Partner of ExponentialX and former Global Head of Digital Marketing at Slack, shares insights on AI startup challenges like differentiation and pricing. They discuss the importance of strong branding, concrete AI use cases, and transitioning to product-led growth. Also, the rising role of influencer marketing in B2B is highlighted.

Noah Marks, a transformative growth leader, discusses the emergence of the 'generalist specialist' in tech, CEO dashboard metrics, balancing perfection vs speed, and applying an investment banker's lens to GTM strategy. Highlights include setting up for success in an executive role, navigating economic challenges, empowering teams, and lessons learned from investment banking.

Description:Eric Gilpin is Chief Revenue Officer of G2, the world’s largest and most trusted software marketplace. In this role he oversees all aspects of G2's revenue generation, including global sales and customer success, enablement, partnerships, and revenue operations. An experienced leader with 20+ years of experience building and scaling large technology businesses, Eric joined G2 from Upwork, where he oversaw a global team of 400+ and helped lead the company to a successful IPO in 2018 (NASDAQ:UPWK) where the business scaled to north of $600 million in annual revenue in 2022 while serving 50% of the Fortune 500. Prior to his tenure at Upwork, Eric held a number of leadership roles at CareerBuilder, most recently as President of Vertical Sales. Eric also serves as a limited partner at the GTMfund investor network as well as an advisory board member at Sales Assembly. He’s been recognized as one of the Industry's top "40 under 40" by Staffing Industry Analysts in both 2017 and 2018 and as a Top 100 Global Sales Leaders in 2020 by The Modern Sale. Based in Chicago, Eric has a Masters of Business Administration from Southern Methodist University’s Cox School of Business.Discussed in this Episode:Strategies for earning the right to sell to enterprise customersHow to align product, marketing and sales to deliver customer outcomesThe importance of focus and ruthless prioritization in scaling a businessTactics for engaging C-level executives to cut through the noiseLessons learned from losing big deals and how to increase win ratesWhy being effective matters more than just being efficient in revenue orgsHow to develop business acumen in BDRs and SDRs to set them up for successHighlights:4:15 - Eric's lengthy tenures at CareerBuilder and Upwork.6:31 - Upwork's challenge of the status quo in hiring contract talent.9:40 - How Eric chooses the right companies to work for.14:09 - Challenges Upwork faced in breaking into the enterprise.17:53 - An enterprise strategy is a company strategy, not just a sales strategy.22:37 - How Eric coaches reps when pursuing sexy logos the company may not be ready for.25:48 - Deep diving into a $13M enterprise deal at CareerBuilder that led to $100M more.31:55 - Leadership lessons from managing a 400+ person team.34:33 - Aligning multiple go-to-market motions across market segments.37:00 - Listener question: Advice for improving enterprise win rates.41:28 - One thing revenue leaders believe to be true that Eric thinks is bull$***.46:18 - One thing that is working for Eric in go-to-market right now.Guest Speaker Links (Eric Gilpin):LinkedIn: https://www.linkedin.com/in/ericgilpin/Host Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsor:Brought to you by Demandbase. Demandbase helps B2B companies hit their revenue goals using fewer resources by using the power of AI to identify and engage the accounts and buying groups most likely to purchase. Their account-based technology unites salesThe GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.

Linda Lian is Co-Founder and CEO at Common Room, the all-in-one customer intelligence platform that automatically surfaces signals across 30+ channels, reveals the person and account behind the signal, and automates actions like email messaging and team alerts. Linda founded Common Room in 2020 to unlock siloed, previously untrackable signals to transform how organizations connect with people. Before Common Room, Linda led product marketing for serverless computing at Amazon Web Services, where she saw firsthand the impact connected data and person-level insights had on accelerating product adoption, earning new customers, and expanding account revenue.Discussed in this Episode:The evolution of customer intelligence from intent data to signal-based selling.Why a modern go-to-market approach requires moving beyond legacy CRM systems.How Common Room unifies siloed data to enable a 360-degree view of the customer.Lessons learned from scaling innovative products and go-to-market motions at AWS.Strategies for recruiting exceptional talent and building a customer-centric culture.The power of cold outreach and persistence in finding the right co-founders.Tactics for capturing untapped revenue by leveraging existing customer signals.Highlights:4:36 - Linda's background and the story behind founding Common Room.7:09 - The evolution of data collection and actionability in RevTech.11:07 - Differences between intent data and signal-based selling.14:38 - Is Salesforce's legacy architecture holding back the next evolution of RevTech?21:12 - Linda's strategy for recruiting and retaining exceptional talent at Common Room.24:25 - Transitioning from VC to operator: Linda's journey and lessons learned.32:49 - Challenges faced and insights gained during Linda's time at AWS.38:23 - The lightbulb moment that led Linda to found Common Room.42:47 - Advice for solo founders on finding the right co-founders.50:00 - One thing revenue leaders believe to be true that Linda thinks is bull$***.52:41 - One thing that is working for Linda in go-to-market right now.Guest Speaker Links (Linda Lian):LinkedIn: https://www.linkedin.com/in/lindamlianHost Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsor:Brought to you by Demandbase. Demandbase helps B2B companies hit their revenue goals using fewer resources by using the power of AI to identify and engage the accounts and buying groups most likely to purchase. Their account-based technology unites sales and marketing teams around insights that you can understand and facilitates quick actions across systems and channels to deliver big wins. It’s flexible, scalable ABM built for you.The GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.

James Kaikis, Head of Go-To-Market at TestBox, discusses bootstrapping a community-based business to multi-million dollar revenue, secrets behind the PreSales Collective's rapid growth and successful exit, the future of B2B software demos, lessons learned from a startup exit, and insights on go-to-market strategy and product-led growth.

Daniel Ruiz has spent his career driving growth at high-velocity startups, serving as an early employee at multiple YC companies before co-founding Synch. As CEO, he has successfully raised funding from top investors like Haystack and Jack Altman in a challenging market. With Synch, Daniel is on a mission to streamline the go-to-market tech stack, helping revenue teams spend less time on sales ops and more time actually selling. He brings hard-won insights on leveraging investors, landing crucial first hires, and scaling with in-person sales. Most importantly, Daniel is a founder who leads from the front, always eager to hop on a plane to close a big deal.Discussed in this Episode:The shifting landscape of bundling vs unbundling in the go-to-market tech stack.Key lessons and tactics from Daniel's successful fundraising process.Extracting maximum value from VCs by making specific requests and following up.Why in-person sales and remote work philosophies are crucial considerations for startups.The misguided belief that "outbound is dead" and what's working in outbound sales.How to find and land a critical first sales hire as an early-stage startup.The power of "fake travel plans" for accelerating growth through in-person sales.Highlights: (04:10) - Bundling vs unbundling in the go-to-market tech stack.(08:36) - Daniel's fundraising process and lessons learned.(13:39) - Extracting value from investors.(17:57) - Daniel's "lightbulb moment" on leveraging investors.(21:10) - In-person meetings and building trust with investors.(24:35) - Synch's in-person vs remote work philosophy.(29:52) - When to let go of sales as a founder.(32:48) - Finding the right first sales hire.(36:52) - One thing revenue leaders believe to be true that Daniel thinks is bull$***(41:14) - One thing that is working for Daniel in go-to-market right now.Guest Speaker Links (Daniel Ruiz):LinkedIn: https://www.linkedin.com/in/daniel-ruiz-a73818aa/Host Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsors:Brought to you by Pocus. Pocus turns data into revenue. Combine all product usage and intent signals your team needs to prioritize the best opportunities and take quick action. Pocus helps you build pipeline based on real buying signals, not your team’s best guess (whether it’s landing new logos or expanding existing ones). With Pocus, go-to-market teams at Asana, Canva, Miro, and Loom save 10+ hours a week digging through data to find and close deals with confidence. Create focus for your team with Pocus – see it in action by requesting a demo Pocus dot com slash demo. Brought to you by Synch. Synch is a single platform for all of your Sales & Sales Ops tooling. From using natural language to build dashboards that will make your The GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.

Kyle Lacy spent the last 17 years building, scaling, failing, and winning in high-growth software. He is currently serving the Jellyfish team as their CMO, and before joining the Jellyfish ‘bloom’, He had the pleasure of building a company called Lessonly, employing over 230 people and changed the lives of many more after the acquisition. He has also been fortunate to lead teams at Seismic, OpenView, Salesforce, and ExactTarget. Most importantly, he is the father of two wonderful boys, an energetic dog, and one too many books on World War II.Discussed in this Episode:Aligning marketing and sales is crucial for the success of a company, and marketers should focus on numbers and pipeline models from the early stages.Creativity in marketing should be balanced with alignment to sales goals and objectives.Building personal brands can be beneficial, but it's important to be mindful of what is shared on social media and how it may impact professional relationships.When choosing advisors, look for individuals with relevant experience in the stage and industry of your company.Curated dinners and high-quality content are effective strategies for building relationships and engaging prospects and customers.Highlights:(04:37) The importance of pipeline models and numbers for early-stage companies.(06:23) How Kyle gains equal footing with sales leaders(08:01) Winning over individual sales reps(09:57) Balancing proactive and reactive marketing(11:45) The story of winning a 7-figure deal against an incumbent(15:39) Using donor-choose gift cards in the sales process(17:00) Converting prospects by asking for feedback and interviews(18:18) Building a personal brand as a marketer(21:27) A personal branding misstep that got Kyle in trouble(24:30) What to look for when bringing on company advisors(29:10) A widely held belief Kyle thinks is BS(32:41) A marketing tactic that's working well now(34:55) Using Lego sets in the sales process(36:07) Roles Kyle is hiring for at Jellyfish(31:12) One thing revenue leaders believe to be true that Kyle thinks is bull$***.(34:51) One thing that is working for Kyle in go-to-market right now.Guest Speaker Links (Kyle Lacy):LinkedIn: www.linkedin.com/in/kylelacy/Host Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsors:Brought to you by Pocus. Pocus turns data into revenue. Combine all product usage and intent signals your team needs to prioritize the best opportunities and take quick action. Pocus helps you build pipeline based on real buying signals, not your team’s best guess (whether it’s landing new logos or expanding existing ones). With Pocus, go-to-market teams at Asana, Canva, Miro, and Loom save 10+ hours a week digging through data to find and close deals with confidence. Create focus for your team with Pocus - see it in action by requesting a demThe GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.

In this discussion, Anthony Kennada, former CMO of Gainsight and founder of AudiencePlus, shares insights into the evolution of B2B marketing. He emphasizes the shift from product-first to distribution-first strategies. Kennada elaborates on the power of owned media, stressing its role in building direct audience relationships. He highlights the importance of guided content journeys and personalization in engaging consumers. The conversation also covers lessons learned from high-growth environments and the transformative power of strategic marketing.

Katrina Wong is the Divisional CMO / VP Marketing at Twilio Segment. She has a proven track record for launching products in new markets and helping companies move up to the Enterprise. She has also created award-winning integrated campaigns with data storytelling. Prior to Twilio Segment, Katrina worked at Zuora, Salesforce and SAP. She started her career as a management consultant for PricewaterhouseCoopers. With over 15 years of marketing experience, Katrina is passionate about helping companies through stages of substantial growth including helping 6 companies exit successfully – from pre to post IPO as well as notable acquisitions.Discussed in this Episode:Marketing plays a crucial role in preparing a company for a successful exit by building awareness, generating pipeline, and creating a compelling narrative.The ability to execute and operate day-to-day is essential for achieving results and improving performance.An operational mindset and execution excellence are key to the success of a company.Building cohesion within marketing teams and aligning on goals and strategies leads to better execution and business results.Hyper-specific messaging and an account-based marketing (ABM) strategy can break through the noise and make marketing efforts more relevant and effective.Highlights:(05:54) Unlocking the secrets to successful startups and exits.(08:19) Operational excellence: the key to startup success.(13:38) Marketing's pivotal role in preparing for a successful exit.(20:29) Narrowing down your ideal customer profile (ICP) without breaking the bank.(22:49) A time machine trip: innovative program implementation at Salesforce.(25:49) Unlocking potential: a leadership journey.(27:33) Challenging the 'fire fast' mentality.(32:35) The power of integrated marketing and team dynamics.(35:26) Navigating company acquisitions: strategies for success.(39:00) One thing revenue leaders believe to be true that Katrina thinks is bull$***.(43:00) One thing that is working for Katrina in go-to-market right now.Guest Speaker Links (Katrina Wong):LinkedIn: www.linkedin.com/in/katrinawong11/ Host Speaker Links (Scott Barker):LinkedIn: www.linkedin.com/in/ssbarker/Newsletter: thegtmnewsletter.substack.com/Sponsor:Today’s episode is sponsored by The ELG Conference, presented by Crossbeam and The ELG Alliance. The smartest companies are embracing Ecosystem-Led Growth, or ELG.Join us at the gorgeous Proper Hotel in Austin on May 15-16 and hear how the top SaaS companies are leveraging partner ecosystems in their GTM motions aka Ecosystem-Led Growth. Early-bird tickets expire next week.What you'll get at ELG Con:Case studies from companies like Datadog, Cloudera, and more.A chance to tour (and maybe even race on?) Austin's F1 track.Candid, off-the-record conversations — no recordings here.A highly curated group of 200 GTM leaders, 85% director level and above across Sales, Marketing, and PartnershThe GTM Podcast The GTM Podcast is a weekly podcast hosted by Scott Barker, GTMfund Partner, featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.