What if the reason your revenue growth feels harder than it should… isn't your market, your product, or even your talent but your compensation plan?

In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described "mercenary" of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple.

Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design obsessively — and writes extensively to sharpen his thinking.

In this episode, Dan introduces a powerful metaphor from his time on a Nebraska cattle ranch:

Hunters close. Farmers maintain. Ranchers build ecosystems.

And here's something to think about:

Half of your best salespeople are probably ranchers, and your compensation plan doesn't even recognize it.

• Short-term quotas sabotage long-term enterprise growth.

• You cannot motivate consultative sellers with transactional comp plans.

• RevOps often builds systems for reporting — not for selling.

• If your tools help the CFO more than the salesperson, you've already lost.

• Most companies misclassify their top revenue talent.

If your revenue has plateaued… If your enterprise deals take years but your comp plan only rewards quarters… If your best salespeople don't fit neatly into "hunter" or "farmer"…

You're going to want to hear this.

Sponsored by Fullcast and Silicon Slopes, Go-To-Market with Dr. Amy Cook dives deep into the industry insights and best practices that revenue, sales, and marketing leaders need to stay competitive. Tune in each week for a new episode!

Kris Rudeegraap, co-CEO of Sendoso, didn't start in software. He started in sales, hustling during the early days of mail merge when 90% email response rates were real (yes, really). But when inboxes became saturated and automation tools exploded, he asked a pivotal question:

What's my competitive advantage now?

His answer?

Actively listen to what his customers were saying and respond with:

–Handwritten notes. –Personalized gifts.

For instance, Kris sent swag after hearing a dog bark on a Zoom call.

It worked.

But it was messy and unscalable.

So Kris built the platform he wished existed to operationalize gifting, global fulfillment, and ABM into what would become Sendoso.

Nine years later? The category has never been more relevant.

In this episode of Go-To-Market, host Amy Cook, CMO and Co-Founder of Fullcast, sits down with Kris to explore one of the most overlooked growth levers in modern B2B:

Strategic, scalable human connection.

Kris and Amy discuss the truth most teams don't want to admit: You can't run a digital-only strategy anymore.

Email. Ads. Content. Events. Direct mail. Field marketing. AI. You need all of it.

And in a world flooded with automation, the brands that stand out are the ones that make people feel something.

Watch now to rethink how you build pipeline, create differentiation, and engineer a modern go-to-market strategy that actually works.

In this episode of Go To Market, sponsored by Fullcast and Silicon Slopes, host Amy Cook sits down with Navin Persaud, VP of RevOps at 1Password, to talk about what it takes to scale revenue with discipline, data, and operational muscle.

But let's start at the beginning.

Navin didn't start in operations. Instead, he started in sales, carrying a bag, and chasing quota, until he realized he was far more energized by the systems behind the sale: forecasting models, territory design, tech stack decisions, compensation plans, and the data story that tells the truth about a business.

This conversation is timely. Because more and more GTM teams are learning that revenue growth doesn't break because of bad selling; It breaks because of:

• Inconsistent forecasting

• Misaligned territories

• Poor data architecture

• Compensation misfires

• Fragmented tech stacks

For companies building RevOps today, Navin's advice is clear:

• Keep the GTM tech stack under RevOps control while scaling

• Move quickly, then optimize later

• Hire your RevOps leader early

• Build systems that generate strategic clarity, not just reports

And perhaps most importantly:

Hire people who want to do right, not be right.

Navin explains why RevOps should represent roughly 10% of your total go-to-market organization. If you've achieved product-market fit but haven't invested in operational muscle, growth will eventually stall.

He also explains why:

• RevOps should NOT report to Sales

• RevOps should NOT be owned by IT

• Neutrality is critical for predictive accuracy

• Poor strategy is often just poor data

This episode is a masterclass in building the operational backbone that allows sales, marketing, and partnerships to scale confidently. If you're a CRO, CEO, RevOps leader, or scaling SaaS founder — this one's for you.

In this episode of Go To Market, host Dr. Amy Cook sits down with Jon Pierre Francia, Founder & President of Life Cider, to discuss the health crisis that sparked a fast-growing consumer brand built on real science—not trends.

This conversation exposes why many people don't have too much stomach acid but too little, how apple cider vinegar can transform digestion and blood sugar response, and what it takes to bring a science-backed product to market at scale.

In this episode, you'll learn:

• Why antacids failed and what actually fixed Jon Pierre's decade-long acid reflux

• How apple cider vinegar improves insulin sensitivity and metabolic health

• The pivot that led Life Cider from a kitchen experiment to 242 Walmart stores

• How NFL players became early believers, customers, and investors

• Why paraxanthine (not caffeine) powers Life Cider X with no jitters or crash

• Founder advice on building a "killer product" and raising strategic capital

Jon Pierre also shares the deeply personal mission behind Life Cider—shaped by growing up with a diabetic father—and why scaling fast with the right partners matters when the goal is global health impact.

If you care about founder-led brands, real wellness science, or how products actually win in-market, this episode is for you. Check it out!

In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Dr. Amy Cook, CMO at Fullcast, sits down with Michael Maximoff, Chief Growth Officer and Co-Founder of Belkins, to discuss what's actually holding sales and marketing teams back in 2026.

With a background that spans B2B sales, agency leadership, and scaling an eight-figure company at nearly 200% year-over-year growth, Michael offers a rare operator's perspective to the AI SDR debate. His take is clear: AI is one of the best things to happen to go-to-market teams but only when it's layered onto a process that already works. Otherwise, it just accelerates what's broken.

Together, Amy and Michael explore why 78% of sellers missed quota despite more tools, more data, and more spend than ever before, and why access to cheap automation has quietly commoditized outreach. When everyone can send emails at scale, the real differentiator becomes painfully simple—and brutally hard to execute: "Show me that you know me."

If you're a CRO, CMO, RevOps leader, or founder navigating AI adoption, missed quotas, or diminishing returns on traditional outreach, this conversation will challenge how you think about growth, personalization, and what modern GTM excellence really requires.

Tune in to hear:

• Why AI SDRs won't save a broken sales process

• The hidden reason quotas are being missed at record rates

• How cohort-based ABM creates real differentiation at scale

• What it takes to rebuild a GTM engine for today's buyers

This isn't about doing more. It's about doing what matters—on purpose.

In this episode of the Go-To-Market Podcast, Dr. Amy Cook sits down with longtime collaborator and GTM leader Will Spendlove to share how AI, analytics, and RevOps are colliding to fundamentally change how companies operate, sell, and scale.

From Will's early days in product and growth marketing to carrying a bag as an AE at Symantec, to leadership roles at Salesforce, DocuSign, and now Alteryx, this conversation dives deep into what it actually takes to democratize data, operationalize AI, and empower revenue teams—without bottlenecking RevOps or IT.

You'll hear why the future of GTM isn't about replacing people with AI, but about:

• Designing workflows that combine private company data with public LLMs

• Giving sellers and leaders self-service insights without sacrificing governance

• Shifting RevOps from "report runners" to strategic architects of revenue

• Rethinking SDR, analytics, and territory strategy in an AI-powered world

Amy and Will also explore why "jobs to be done" thinking is the missing link in most GTM strategies and how AI finally makes that vision scalable.

If you're a revenue leader, marketer, RevOps professional, or product strategist trying to separate AI hype from real operational impact, this episode is required listening.

What happens when AI meets your SaaS stack?

During this panel discussion, industry leaders tackle one of the most pressing questions in tech today: Is SaaS dead, or evolving with AI?

Panelists:

• Pete Kazanjy – Co-founder, Atrium (now part of Fullcast).

• Shawn Killpack – VP, GTM Strategy & Operations, Gong.

• Aditya Gautam – Tech & ML Lead, Meta.

• Louis Poulin – Principal Advisor, Quantum Fused AI

• Moderator: Bala Balabaskaran, Fullcast Co-founder & CTO

In this special episode of Go-To-Market with Dr, Amy Cook, industry leaders discuss:

• How AI is transforming legacy SaaS platforms and CRMs

• The critical role of data hygiene and clean data in AI workflows

• Using large language models (LLMs) for synthesis, content generation, and automation

• AI-driven innovations in customer sentiment tracking, cross-sell/upsell strategies, and revenue insights

• Emerging AI pricing and monetization models for SaaS companies

• How RevOps, product management, and enablement teams must adapt to an AI-first world

• And more.

Whether you're a RevOps professional, SaaS founder, product manager, or sales leader, this discussion is packed with insights on navigating the AI-powered evolution of SaaS.

AI is everywhere in go-to-market conversations.

But is it actually helping revenue teams grow?

In this episode of the Go-To-Market Podcast with Dr. Amy Cook, Justin Rashidi, Co-Founder and Chief Strategy Officer of SeedX, discusses what's really working in modern B2B go-to-market strategy and what's being overhyped.

Justin shares insights from working with CMOs and revenue leaders across B2B, B2C, and B2B2C organizations, and explains why many teams are overcomplicating GTM with AI, attribution models, and complex funnels while ignoring the fundamentals that still drive predictable revenue.

This conversation examines the future of SDRs and BDRs, the rise of AI agents with humans in the loop, why cold email is losing effectiveness, and how high-performing teams use LinkedIn, search intent, and in-person meetings to build trust and close deals.

If you're a CMO, CRO, RevOps leader, or founder, this episode will challenge assumptions and help you refocus your go-to-market strategy on what actually converts.

• Why AI won't fix a broken go-to-market strategy

• The B2B marketing basics most teams overlook

• How to turn online demand into real-world relationships

• The future of SDRs, BDRs, and AI-powered sales development

• How CMOs can better align with sales and revenue leadership

• Why marketing attribution obsession can hurt pipeline growth

Listen now.

Tune in each week for a new episode of Go-To-Market with Dr. Amy Cook!

What do marine biology, revenue operations, and bloated tech stacks have in common? According to Helena Aryafar, SVP of Revenue Operations at Interos.ai, a lot more than you think.

In this episode of Go-To-Market, host Amy Cook, CMO and co-founder of Fullcast and Helena share some of the biggest challenges facing modern GTM teams today, particularly tooling overload that looks powerful but doesn't actually solve the problem.

Helena shares her unconventional journey from fisheries biologist to RevOps leader, and why a scientific mindset gives ops teams a competitive edge. Together, Amy and Helena compare the real-world consequences of fragmented GTM systems, redundant tools, AI hype, and "Frankensteined" workflows that look great in demos but fall apart in practice.

You'll hear insights on:

• How to decide build vs. buy without blowing your budget

• Why consolidation can increase confusion instead of reducing it

• The hidden cost of redundant tools—beyond just dollars

• How to evaluate AI features without falling for shiny-object syndrome

• Practical frameworks for prioritizing tooling decisions that actually move the needle

If you're a RevOps, Sales Ops, Marketing Ops, or GTM leader navigating budget pressure, platform sprawl, and AI promises that sound too good to be true, this episode will be incredibly useful.

One discussion.

Five leading voices, spanning AI, academia, RevOps, and startups, come together to dodge the hype and answer the questions revenue leaders are really asking:

• Where is AI headed in the next 24 months?

• How will AI reshape entry-level roles, career progression, and education?

• What does "AI-first" actually mean for GTM and RevOps teams?

• Which human skills become more valuable as AI accelerates?

• What are the real risks—and opportunities—around agents, security, robotics, and AGI?

Whether you're a CRO, RevOps leader, founder, investor, or operator trying to stay ahead of the curve, this special episode of GTM Live will challenge how you think about AI, work, and what matters most in the age of intelligent systems.

• Aditya Galton — Machine Learning, Meta

• Jason Lowe — Professor, University of Utah & AI Podcaster, Founder of Aptivon

• Kelly Chamberlain — CEO, NClouds

• John Bradshaw — President, AI Utah & CEO, Codebase

• Mason McMullin — VP of RevOps & GTM Strategy, Elissio