On this episode of Friday Fundamentals, we give you some practical and actionable steps that you can take to translate your strategy into a successful outcome. The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Friday Fundamentals: Ep 62: The Difference Between Strategy and Execution

Hosted by Scott Barker, the GTM Podcast has interviews with well-known tech executives, VCs, and founders. Dissecting a story from their past: what worked, what didn't and how things actually went down. You can also participate by sending in questions for the guests to answer on future episodes!GTMfund is our early-stage venture fund focused on B2B SaaS. We invest in startups with product-market fit, some traction, and are ready for hyper-growth.

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Description: Noah Marks is a transformative growth leader focused on building GTM engines and scaling organizations for sustainable growth. He has been in the strategy & operations world for the last decade (with Udemy, WalkMe, Okta and Salesforce), and has spent almost the entirely of his career in the B2B technology market (with the lone exception being a slight deviation into the world of M&A; investment banking). Noah currently resides in the Bay Area with his wife, three kids and 3 dogs, and spends as much time as he can in the mountains - fishing, hiking and skiing.

 Discussed in this Episode:The emergence of the "generalist specialist" as a critical skill set in techFostering a culture of experimentation and ownership across the orgMust-have metrics for a CEO dashboard that provides true business insightsBalancing the pursuit of perfection vs speed in a high-growth environmentApplying an investment banker's lens to GTM strategy and operationsTactics for rapidly ramping in a new leadership role at an established companyBuilding strategic alignment and efficient communication across departmentsHighlights:
7:32 - Setting yourself up for success in a new executive role.
12:10 - Navigating the current economic challenges facing tech companies.
17:21 - The concept of a "generalist specialist" and how to empower teams to think that way.
28:02 - Noah's experience working in investment banking and the lessons he learned.
35:14 - How Noah keeps his teams honest when looking at data, even when it doesn't tell the desired story.
44:16 - Must-haves in a CEO/executive roll-up dashboard.
50:27 - One thing revenue leaders believe to be true that Noah Marks thinks is bull$***.
52:13 - One thing that is working for Noah Marks in go-to-market right now.

 Guest Speaker Links (Noah Marks):
LinkedIn: https://www.linkedin.com/in/noahmarks/

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 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
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

GTM 93: Mastering the Generalist Specialist Role and Decoding the CEO Dashboard with Noah Marks

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 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
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

GTM 92: Unlocking $100M+ Deals, Winning in Enterprise and Chasing Customers Not Competitors with Eric Gilpin

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/lindamlian

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 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
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

GTM 91: Transforming Customer Intelligence, Leading a Company Before Managing a Team and Finding a Rockstar Co-Founder with Linda Lian

James Kaikis currently serves as the Head of Go-To-Market and Chief Solutions Officer at TestBox, an innovative company revolutionizing the way buyers interact with product demos. Before his tenure at TestBox, James co-founded the PreSales Collective with Yuji Higashi. Under their leadership, the community became a pivotal resource in the presales domain until its successful acquisition in November 2021. James also has a rich history in solution-oriented leadership roles at prominent companies including Salesforce and Showpad.

Discussed in this Episode:The power of presales in driving revenue growth and customer successStrategies for scaling a community-based business from zero to millionsThe future of B2B software demos and how TestBox is leading the chargeLessons learned from a successful startup exit in just 18 monthsInsights on go-to-market strategy, product-led growth, and customer-centricityHighlights: 6:05 - Bootstrapping a community-based business to multi-million dollar revenue. 8:35 - Secrets behind PreSales Collective's rapid growth and successful exit. 11:05 - Transitioning from founder to Chief Solutions Officer at TestBox. 13:35 - The future of B2B software demos and TestBox's innovative approach. 18:35 - The untapped potential of presales in driving revenue growth. 21:05 - Balancing product-led growth with customer-centricity. 23:35 - Lessons learned from building, scaling, and exiting a successful startup. 28:35 - The importance of aligning presales, sales, and customer success. 31:05 - James' vision for the future of presales and B2B software demos. 33:35 - Advice for entrepreneurs and revenue leaders looking to drive growth. 45:05 - One thing revenue leaders believe to be true that James thinks is bull$***. 48:09 - One thing that is working for James in go-to-market right now. 
 Guest Speaker Links (James Kaikis): LinkedIn: https://www.linkedin.com/in/jameskaikis/ 
 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 RevOps lead jealous, to getting forecasting, pipeline management, and lead routing from a single vendor, Synch allows you to spend more time driving the business forward. For more information, head over to withsynch.com.The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

GTM 90: The GTM Playbook Under Attack and Bootstrapping a Community to Multi-Million Dollar Revenue with James Kaikis

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 RevOps lead jealous, to getting forecasting, pipeline management, and lead routing from a single vendor, Synch allows you to spend more time driving the business forward. For more information, head over to withsynch.comThe GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Friday Fundamentals: Ep 62: The Difference Between Strategy and Execution

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