Cooking up GTM

We’re back from our short hiatus with a fun announcement! We’re now Studio Level Clay Partners!

This week, we discuss our Clay partnership and how it came to fruition. Then we dive into 2 topics we’ve touched on before to see how our opinions have changed. First, when should you build v. buy in the AI era? Second, how has AI changed the job market?

We’re planning on bringing on some guests soon, so if you or someone you know might be interested, we’d love to hear from you!

00:00 Intro

5:00 Clay Partner Announcement

15:48 Build v. Buy Debate

30:38 How AI has Changed the GTM Job Market

We’re back with some hot topics in GTM!

This week we discuss something that’s been on everyone’s mind lately: AI token and credit spend. How do you choose the right tool and model for the job? Do you *really* need AI for that deterministic workflow?

Then we test Hubspot’s AI SDR Avatar and see how things have changed since the last time we reviewed an AI Avatar. Lastly, we plug a great job opportunity… One right here at CS2!

We’ll see you there.

This week:

00:00 Intro

01:27 How to manage AI token/credit spend in GTM

20:48 Testing Hubspot’s AI SDR avatar

39:00 CS2’s new job opening

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

We have another guest this week! Our GTM Engineering Lead, Xander Broeffle joins us for a conversation on various tools and tech and how they are adapting in today's market.

First, could Zoominfo be back from the dead with their new GTM.ai? Can agents find this data without ZI or does ZI have an edge? Then, Xander covers some Clay use cases we've been seeing in clients and discusses recent updates. Finally, can Marketo turn the ship around and release actually useful AI features? Let's dive in!

This week:

0:00 Intro

5:00 ZoomInfo’s new GTM.AI

21:05 Clay Updates

39:30 Can Marketo Turn the Ship Around?

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

This week, we're lucky to be joined by our Chief Analyst and Architect, Alison Rouse!

In the bulk of this episode, Alison walks through how she's used AI for revenue planning for our clients. Together, Charlie, Crissy, and Alison also review 2 social media posts touching on what is *actually* possible with AI v. what the expectations are from leadership.

This week:

0:00 Intro

0:33 Are CEOs Delusional About AI?

15:44 Using AI for Revenue Planning

47:43 Vibe Coding a CRM?

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

Fresh out of 2 recent events, Charlie and Crissy are excited to share some tangible AI Use Cases.

After a quick review of events and the current state of GTM content, Charlie and Crissy discuss how good data is foundational to how AI works. Then they dive into 6 concrete AI use cases: 3 that we've implemented for our clients, and 3 that we've been using in our own internal operations.

This week:

00:00 Intro

05:37 Does AI Need Good Data?

15:31 3 Client AI Use Cases

34:51 3 Internal Ops AI Use Cases

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

We're back at in-person events! This week, Crissy starts by discussing her main takeaways from Winning by Design's Impact Summit.

Then, Charlie shares a LinkedIn post that brings up a familiar argument: Where should GTMEs sit on your team? Does it even matter? Lastly, they cover why every tool is trying to own the agent layer of AI, a topic that has been becoming impossible to ignore in the GTM World.

This week:

00:00 Intro

00:10 Impact Summit Takeaways

15:05 Where Should GTMEs Sit?

31:00 Everyone Wants to be your Agent Hub

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

This week, Crissy and Charlie discuss some hot topics in AI, starting with a question on everyone's mind: does using AI mean fewer employees, or more?

Next, they tackle two debates happening in the GTM space. First up: Do you still need Clay if you have Claude Code? Then they make the case against sending "scored-up" MQLs (except hand-raisers) to sales based on analysis CS2 has done for all of their clients over the years, and what they would do instead.

This week:

00:00 Intro: We're back to In-Person Events!

01:52 Can AI Really do More with Less Time?

11:18 Clay v. Claude Code

27:05 Replace Scoring with Signals?

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

Hot take: not every AI use case needs an autonomous agent.

This week, Charlie and Crissy are unpacking Salesforce's new "headless" CRM. Then, they walk through CS2's AI Maturity Framework, grounding it in a real-world account research example.

Our biggest takeaway? Stop thinking about AI maturity at the company level and go use case by use case. The most complex solution isn't always the right answer.

This week:

00:00 Intro

00:43 Salesforce's "Headless" CRM

15:30 AI Maturity Framework & Account Research Example

38:01 How to Decide Which Maturity Level to Use

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

After almost a year off the podcast, we’re back. We just couldn’t hold in all our thoughts on AI in GTM any longer so we are bringing back the podcast under the “Cooking Up GTM” umbrella (Crissy’s weekly newsletter).

Expect weekly GTM AI news, candid discussion on what is working (and not working) in GTM right now, walk-throughs of use cases we are deploying for clients, interviews, and a lot more.

GTM is changing and we’re on the front lines with clients every day, making sense of it all.

Come hang with us.

This week:

00:00 Why we're back to podcasting

10:08 Current State of AI in GTM

18:10 Using AI for Data Analysis

28:05 Using Job Descriptions for Buying Signal Data

Hear more from us:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

After an incredible run, we’re wrapping up the Revenue Growth Architects Podcast.

Along the way, we’ve had meaningful conversations, explored big ideas, and hopefully helped you feel a little more confident navigating the complex world of marketing ops, RevOps, and GTM strategy.

Thank you to every listener who tuned in, shared an episode, or sent us feedback. Your support has meant the world.

We’re stepping back from the podcast to focus our energy on share content on Linkedin and Youtube. So, while the mic might be off for now, this isn’t goodbye forever.

Keep following along:

Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w

Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter

Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/

Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/

Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/