Go To Masters Show

Matt Dornfeld is the Senior Director of Global AI GTM at Commerce, the public holding company behind BigCommerce and Feedonomics, where he leads the effort to embed AI across every workflow in the revenue organization. On this episode of the Go To Masters Show, he shares what building an AI GTM practice from the inside actually looks like. He covers why most teams sabotage themselves before they start, and what separates companies getting real outcomes from those chasing shiny objects.

• Why doing one AI use case completely beats running 50 halfway, and the FOMO that keeps pushing teams toward the latter
• The data-first framework: take stock of what you have, centralize it, connect the sets, and only then ask what becomes possible
• How top brands decide whether a new channel is worth the investment, and why focus is a competitive advantage most teams underestimate

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Shiv Walia is the Director of Sales Compensation at A Place For Mom, leading comp strategy in the senior living industry. On this episode of the Go To Masters Show, he shares insights from 12 years in GTM, starting as a computer engineer at Accenture, then moving through sales ops at Dell and Mindbody before specializing in compensation across B2B and B2C models.

• Why a bad comp plan causes attrition faster than anything—and why what reps focus on is always what they get paid on
• How showing a graph of rep productivity going from 20 to 40 sales overnight made leadership realize you can't 2X productivity instantly
• Why sales comp is an emotional topic about someone's livelihood—data alone won't get buy-in if you ignore the human side

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Burak Ciflikli is the Chief Operating Officer at JotForm, a bootstrapped online form builder celebrating its 20th anniversary with 35 million organizations in its user base. On this episode of the Go To Masters Show, he shares insights from his journey as a software engineer turned COO, and how staying investor-free gave JotForm the freedom to focus entirely on what customers actually need.

• Why bootstrapping creates freedom to build for customers rather than maximize investor returns
• How a hack week idea about "forms that can talk" pivoted into a full customer service AI product
• Why the COO's job in an ideal world is to not be needed at all—creating space for the founder to act like a founder

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Melissa Ramirez is the Director of Commission Operations at Cox Communications, where she leads a team supporting 3,000+ sales employees with 99.9% first-pay accuracy. On this episode of the Go To Masters Show, she shares insights from over a decade in comp strategy, technology, and business operations—delivering daily commission statements with mobile access to eliminate shadow accounting and build seller trust.

• Why shadow accounting happens when reps don't trust the system—daily transparency eliminates mysteries
• The three-legged stool: people (aligned teams), process (documented intake), and systems (data + internal auditor)
• How treating comp as strategic versus back-office gets you a seat at the table through storytelling with data

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Darren Fay is the VP of Operations at Littera, one of the few full-service AI-native legal software companies. On this episode of the Go To Masters Show, he shares insights from an unconventional path—starting as a firefighter where process and procedures became second nature, then leading operations across Sprint, seed-stage startups, and publicly traded companies.

Why firefighting prepared him for operations—both require following processes to keep scenes safe and stable
The Five Whys methodology: solve root causes, not surface issues that keep rearing their ugly heads
Why comp plans fail when they're too complex or tied to outcomes reps can't control

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Benito Piuzzi is the Senior Vice President of Organization Strategy at Lakeview Loan Servicing. On this episode of the Go To Masters Show, he shares insights from scaling better.com from a figure to massive growth in 18 months, his McKinsey consulting foundation, and now navigating mortgage tech acquisitions—all through the lens of intentional operations and strategy.

Why businesses that win with AI won't have better AI—they'll have better strategies, talent, and org structures
The "widget model" that scaled better.com: treating mortgage like an assembly line with precise gearing ratios per role
How voice AI held a 20-minute conversation without the customer knowing—and what that means for lead conversion

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Christopher Goff is the Senior Director of Sales Compensation at LabCorp. On this episode of the Go To Masters Show, he shares insights from "growing up in sales operations"—falling into comp when his manager left three months in, then bridging the language barrier between HR and sales across quotas, territories, market analysis, and now global compensation spanning 35+ countries.

Why comp leaders are speechwriters, not speakers—you support the business's message, not deliver your own
How handwritten notes and walking cube-to-cube saying "thank you" create cultural shifts that people remember decades later
The library approach to global comp: consistent skeleton with regional "meat" pulled from agreed-upon measures

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Ankit Chopra is the Director of Financial Planning and Analytics for Cloud and AI Products at Neo4j. On this episode of the Finance Fireside podcast, he shares insights from applying AI and ML models to forecasting across Meta, Mambo, Atlassian, and Kespry—expertise that's now mainstream as the world catches up to what he's been doing for a decade.

• Why finance is the "central nervous system" tracking and sending signals across product, engineering, and GTM teams
• The pricing alignment triangle: customer value, usage, and financials must all synchronize for sustainable growth
• How partnerships with cloud/AI providers create shared ecosystems of efficiency versus local optimization

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Jordan Rogers is the Founding Partner at GTM Advisor Group. On this episode of the Go To Masters Show, he shares insights from 10+ years scaling RevOps functions across unicorns and PE-backed companies—including building Thumbtack's sales org from 4 reps using sticky notes to 90 reps with structured processes.

• Why data is just a byproduct of good process—without consistent process, everything downstream is made up or wrong
• The "scream test" for system cleanup: who will complain if you delete this field, record, or entire CRM?
• Why RevOps should build for the rep, not the board—because unhappy reps don't follow processes, which makes boards unhappy anyway

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Mark Rosenthal is the Chief Revenue Officer at Castle, a $200 million managed security-as-a-service company focused on commercial real estate. On this episode of the Finance Fireside podcast, he shares insights from scaling revenue across vastly different stages—from $194K ARR to $35M at HQO, leading a $3.5B business at Google, and now $200M at Castle.

• Why great sales leaders are skeptical while great salespeople are optimistic—and how to balance both
• The "Three Moments of Truth" framework: champion confirmed, time-based incentive, and executive flyover email
• Why he interviews every candidate, from salespeople to coordinators—holding the bar matters at every stage

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