The GTM Pack Show

In this episode, Justin Dorfman is joined by Shoshana Kordova, Founder & Lead Product Marketer at Peel Product Marketing (based in Israel), and a 3x founding PMM. Together, they unpack why customer insights are the secret weapon behind great product marketing—and why so many teams skip the step that matters most.🔍 What you'll learn:💡 How Shoshana transitioned from journalism to PMM💡 The underrated power of curiosity in GTM roles💡 Why being a founding PMM is equal parts chaotic and thrilling💡 How to actually do customer research, even with CS gatekeepersShoshana’s go-to framework: Product marketing is where product capabilities meet market needs.She also shares tactical guidance on building a repeatable customer interview pipeline, what makes a PMM impactful in early-stage startups, and how to align internal teams around insights—not just outputs.🎙️ Subscribe to this channel for more GTM content👋 Connect with Shoshana on LinkedIn📥 Get Shoshana’s playbook via PMM Jetpack - DM her on LinkedIn for details#productmarketing #startups #foundingPMM #customerinsights #GTM #marketingpodcast

In this episode of #TheGTMPack podcast, we sit down with Gaspard Pastural, a Paris, France-based positioning and messaging specialist whose company, Purple Oceans, helps early-stage B2B SaaS founders clarify their market position before scaling. Gaspard brings a unique perspective, having transitioned from growth marketing to strategic positioning after realizing that without proper messaging, even the best growth tactics fall flat. He specializes in helping founders navigate the crucial transition from broad market exploration to focused positioning that drives sustainable growth.In this conversation, we explore why first-time founders struggle with positioning, the myth of category creation, and how to differentiate without competing on features and price.Key takeaways:💡 Why First-Time Founders Skip Positioning (And Second-Time Founders Don't)Gaspard explains the pattern he sees: first-time founders want to jump straight into growth tactics, while experienced founders know that strong positioning is the foundation for sustainable scaling. Learn why this strategic work becomes essential after the initial "spray and pray" phase.💡 The Purple Ocean Strategy: Finding Your Niche in Crowded MarketsForget about creating new categories—Gaspard argues it's nearly impossible and often counterproductive. Instead, he introduces the concept of the "purple ocean": finding underserved segments within existing, proven markets where you can become the obvious choice.💡 The Hardest Part Isn't Getting Customers—It's Letting Them GoOne of the most challenging aspects of building SaaS isn't customer acquisition, it's having the discipline to churn customers who aren't the right fit. Gaspard walks through why this decision is crucial for long-term success and how to use data to make these tough calls.💡 Relevance Beats Features Every TimeBuyers don't choose the "best" software—they choose the most relevant solution for their specific situation. Learn how to position your SaaS as the obvious choice for a specific use case rather than trying to compete feature-by-feature.#productmarketing #pmm #positioning #messaging #saas #startups #gtmstrategy #differentiation #productmarketer

In this episode of #TheGTMPack podcast, we sit down with Aleksandra Mitroshkina, a product marketing leader based in Istanbul, who helps SaaS companies grow their share in saturated markets.Aleksandra brings a unique lens to product marketing, shaped by her early career in sales and product development. She’s especially passionate about Sales Enablement, go-to-market strategy for Open Source products, and applying agile methodologies to the PMM discipline.In this conversation, we dive into what it takes to market to skeptical developer audiences, how to turn open source users into paying customers, and why measuring sales confidence might be one of the most underrated tools in your go-to-market toolkit.Key takeaways:💡 From Sales to PMM: How a Cross-Functional Background Builds Better MarketersAleksandra shares how her experience in both sales and product development has made her a more well-rounded product marketer. Understanding how deals are won and how products get built gives her a clear edge when it comes to positioning, enablement, and cross-functional collaboration.💡 Marketing Open Source Products Requires a Different PlaybookSelling to developers isn’t about splashy campaigns or hard sells. Aleksandra explains why trust, community, and education are crucial when marketing open source, and how product marketers can meet developers on their terms.💡 Sales Confidence as a PMM KPIMeasuring sales confidence helps PMMs understand how well sales teams are enabled and where the gaps are. Aleksandra walks through how to run these surveys effectively, what questions to ask, and how to use the results to improve alignment, training, and ultimately—revenue.#productmarketing #pmm #salesenablement #opensource #gtmstrategy #agilemarketing #productmarketer

In this episode of #TheGTMPack podcast, we sit down with Hattie the PMM, Founder of productmarketers.com, based in London, UK.When budget cuts or layoffs hit, product marketers are often first on the chopping block—not because they aren’t doing great work, but because their impact isn’t always clearly understood across the org. In this conversation, we explore what top-performing PMMs are doing differently to protect their roles, prove their value, and position themselves as essential to the business.Key takeaways:💡 Building a Personal Brand and Authority: The episode highlights the importance of developing your personal brand and internal authority as a product marketer. By sharing her own experience navigating layoffs, the guest emphasizes how standing out and being recognized for your expertise—both within your organization and in the broader market—can help you secure career opportunities, especially in uncertain times.💡 Learning from Real-World PMM Examples: Through the creation of productmarketers.com, the episode explores the value of connecting with a global community of product marketers. Members can learn from the practical experiences of PMMs at leading companies, gaining insights into go-to-market planning, positioning, messaging, and stakeholder management—all grounded in real, tactical examples rather than theory.💡 Candid, Actionable Knowledge Sharing: The conversation critiques the prevalence of "utopian" industry advice and instead advocates for open, honest discussions about what truly works (and what doesn’t) in product marketing. By sharing both successes and failures, the guest encourages PMMs to learn from each other’s journeys and apply those lessons to their own careers.#productmarketing #pmm #productmarketer #productmarketingstrategy

In this episode of #TheGTMPack podcast, we sit down with Mitchell Tan Co-Founder & CEO at Kondo, based in Los Angeles, CA.Mitchell shares his journey from frustrated go-to-market professional to successful SaaS entrepreneur. After years of struggling with LinkedIn's inadequate messaging interface while managing outreach campaigns, Mitchell decided to build the solution he desperately needed - a tool that brings email-like organization and functionality to LinkedIn messaging. The discussion covers why LinkedIn has become an essential B2B sales channel, the specific pain points that drove Mitchell to create Kondo, and how the platform is helping sales professionals transform their LinkedIn outreach from chaotic spreadsheet management into streamlined, organized workflows.A few key takeaways:💡 The Problem: Mitchell built Condo after experiencing frustration managing LinkedIn outreach at a startup, where teams would miss important replies and resort to complex spreadsheets to track conversations - a problem he waited years for someone else to solve before building it himself.💡 Why LinkedIn Works for B2B Sales: LinkedIn messaging achieves 30-50% reply rates (10-100x better than cold email) because it provides instant credibility through profiles, has no deliverability issues, and supports rich media formats like videos and voice notes that feel more human than traditional email outreach.💡The Solution: Condo transforms LinkedIn messaging into an email-like experience with features like labels, reminders, archiving, and multiple organized inboxes - allowing sales professionals to create mini-CRMs and sales funnels directly within LinkedIn without needing to add every prospect to their main CRM system.#linkedin #b2b #sales #productmarketing #pmm #sales #gtm #salesenablement #ceo #ai #startup #founder

In this episode of #TheGTMPack podcast, we sit down with Sid Khaitan, Senior Product Marketing Manager at Beekeeper, based in Chicago, IL.Sid shares his career journey, highlighting how experiences in market research, content strategy, and business development naturally led him into product marketing. He emphasizes how these diverse roles provided the perfect foundation for his current position as a Senior Product Marketing Manager.A few key takeaways:💡 Diverse Backgrounds Strengthen Product Marketing: Experience in areas like market research, content strategy, and business development provides a solid foundation for product marketing. Skills such as understanding customer needs, conducting research, and developing messaging are highly transferable and valuable in this field.💡 Sales Experience Offers Unique Advantages: Professionals who transition from sales or account management into product marketing often excel because they possess deep empathy for buyers and firsthand knowledge of the sales process. This perspective helps them create more effective strategies and align marketing efforts with real customer challenges.💡 Collaboration and Communication Are Essential: Successful product marketing relies on close collaboration with sales teams and direct engagement with customers. Overcoming barriers—such as sales teams being protective of customer relationships—requires demonstrating empathy, conducting independent research, and building trust to foster open communication and teamwork.#productmarketing #pmm #sales #gtm #salesenablement

In this episode of #TheGTMPack podcast, we sit down with Jeff Rezabek, Director of Product Marketing at Workyard, based in Austin, TX.A few key takeaways:🎯 How to partner with sales to gather real insights that shape messaging reps actually use — from call reviews to direct interviews.🚀 Tactics for driving sales enablement and GTM alignment, including frameworks, feedback loops, and lightweight enablement sessions.🧠 Evolving personas, fresh messaging, and using interactive demos to support both sales and customer success post-launch.#productmarketing #pmm #sales #gtm #salesenablement

In this episode of #TheGTMPack podcast, we sit down with Frank Burns, Customer Success Leader, based in Austin, TX.A few key takeaways:💡 Customer Success is evolving from churn mitigation to a strategic growth and insights function, serving as a listening post for product and marketing.💡 Product Marketing and CS alignment is critical, enabling shared messaging, signal-driven engagement, and scalable customer impact.💡 AI accelerates content creation, but human creativity, relevance, and strategic signal interpretation remain essential to stand out.#gtm #customersuccess #revenue #saas #b2b

In this episode of #TheGTMPack podcast, we sit down with Mason Cosby, CEO & Founder at Scrappy ABM, based in Whitestown, Indiana.We loved unpacking what it really takes to build pipeline as a B2B brand—covering content, ABM, and the systems behind sustainable growth.A few key takeaways:💡 Build relationships before selling — and let content do the heavy lifting.The most powerful growth often starts with genuine conversations, not pitches. Reaching out for feedback can turn into unexpected opportunities, as real relationships foster trust and early traction. Podcasting, in particular, acts as a double engine—creating content while deepening your network.💡 Use frameworks to turn marketing chaos into clarity. Two frameworks—the Account Progression Model and the Four D Framework—help map your marketing activities to specific outcomes. Whether you’re trying to drive awareness, engagement, or conversion, these tools ensure each tactic serves a clear purpose and fits into a repeatable process for business growth.💡 Balance long-term brand building with short-term revenue needs. Mason recommends a 60/40 split between brand and sales activation, but stresses adaptability. If your pipeline is dry, activation becomes a priority. Still, a strong brand is what sustains growth over time. The lesson: don’t just chase leads—invest in a content engine that builds trust and compounding interest.#ABM #AccountbasedMarketing #ProductMarketing #SalesEnablement #PMM #GTM #Sales #B2B

In this episode of #TheGTMPack podcast, we interview Tamara Grominsky, Founder at PMM Camp based in Vancouver, British Columbia, Canada.In this conversation, we dig into:💡 From PMM Leader to Founder – The journey from leading product marketing at Kajabi & Unbounce to launching PMM Camp.💡 AI & Product Marketing – How AI is reshaping PMM workflows and top tools to watch.💡 Mastering Product Launches – Lessons from the best launches and what sets great ones apart.& more!#productmarketing #pmm #gtm #b2b #leadership #marketing #growth #cmo #podcast #productlaunches