GTM Vault

Pricing is not a finance line item. It is a go-to-market system decision that determines who you can sell to, how sales sell, and whether revenue compounds or quietly leaks.

In this episode of GTM Vault, Rick Koleta sits down with Roee Hartuv, Senior Pricing Advisor and Head of GTM Expertise at Willingness to Pay, to unpack why so many GTM transformations fail even when teams execute harder. The problem is rarely effort. It is design.

They explore how pricing and packaging decisions shape sales velocity, customer lifetime value, and margin durability long before results show up in dashboards. When pricing is owned in isolation, friction appears across marketing, sales, and customer success, and growth stalls without a clear breaking point.

The conversation also dives into why traditional SaaS pricing assumptions collapse in AI-driven products, how usage-based costs change monetization strategy, and why GTM engineers have emerged as system owners rather than tool admins.

If your pipeline looks healthy but revenue is stalling, this episode explains where the GTM system is already broken and what to redesign before execution fails again.

What actually scales enterprise revenue when complexity exposes weak GTM systems?

In this episode of GTM Vault, host Rick Koleta sits down with Rik Schrader, Chief Revenue Officer at GreyOrange, to break down what holds up when theory stops working and reality shows up.

Rik brings more than three decades of experience building and rebuilding enterprise go to market systems across IBM, NCR, Honeywell, and Körber. He has led SaaS transitions, global sales organizations, and partner ecosystems where mistakes were expensive and visible.

We dig into why enterprise revenue fails under complexity, how activity metrics quietly replace outcomes as companies scale, and where forecast accuracy actually breaks. Rik shares the execution patterns that stay constant across eras and categories, the hardest GTM transition most companies underestimate, and what great CROs deliberately do not change in their first 90 days.

We also unpack why partner channels fail when they are performative instead of operational, how incentives and handoffs quietly destroy accountability, and why durable revenue growth is always a systems problem, not a data problem.

This episode is for founders, CROs, RevOps leaders, and operators running enterprise GTM motions who care more about durability than noise.

In this episode of GTM Vault, host Rick Koleta speaks with Vignesh Ravichandran, founder of MyClone, about why AI-native GTM is fundamentally an infrastructure problem, not a tooling one.

We dig into what breaks when teams layer AI on top of fragmented systems, and why identity, context, and data graphs matter more than prompts or point solutions. Vignesh shares how modern GTM systems should be designed so AI can actually reason, not just respond.

The conversation covers what it means to treat identity as infrastructure, how knowledge compounds across workflows, and why most “AI GTM stacks” feel dumb despite powerful models underneath. We also explore the shift from task automation to system-level intelligence, what operators misunderstand about clones and agents, and how to build leverage without adding headcount.

Clear mental models, infrastructure-first thinking, and practical insight for founders and GTM leaders building durable, AI-native revenue systems.

In this episode of GTM Vault, host Rick Koleta speaks with Jason Patel, co-founder and CEO of Open Forge AI, about why generative engines are becoming the new gatekeepers of discovery. We dig into how GEO, Generative Engine Optimization, reshapes brand visibility inside AI answers and how LLMs interpret companies through entities, knowledge graphs, and machine-readable content.

Jason breaks down the three-part GEO system behind recall in generative engines, the role of structured data and third-party citations, and why visibility is shifting from ranking in blue links to being selected as the answer. We also explore how distribution and attribution change when chat replaces search, what it means to rent vs own AI traffic, and why AEO, Agentic Engine Optimization, will shape the next era of vendor evaluation.

Clear playbooks, practical examples, and the early moves operators should run to stay visible in an AI-native discovery landscape.

In this episode of GTM Vault, host Rick Koleta unpacks the hidden pattern behind companies that scale predictably. We break down why clarity, alignment and operating rhythm beat raw activity, and how elite CROs create systems where execution becomes consistent across Marketing, Sales and Customer Success. Amber reveals her AAA diagnostic for the first 30 to 60 days, how to remove friction from fast-moving GTM engines and why industry-focused selling creates repeatable outcomes at scale.

Guest Amber Brooner of XTEL shares the frameworks she has used across SAP, Salesforce, PagerDuty and Informatica to lead global GTM teams through transformation. She shows how to build trust through uncertainty, why alignment eliminates revenue drag, and where AI is already making the biggest impact in forecasting, pricing and frontline execution. We also dig into the leadership traits that matter, the metrics that actually signal performance and the system cadence that turns a complex organization into a predictable revenue engine.

In this episode of GTM Vault, host Rick Koleta explores how predictive enablement becomes the hidden engine behind scalable revenue teams. We dig into frameworks that align marketing, sales, and customer success—covering the shift from reactive training to forward-looking skill-flows, how revenue ops becomes an intelligence layer, and why enabling your team predictively isn’t optional—it’s the lever for growth in 2025.

Guest Christina Brady of Luster walks through how her GTM system transforms pipeline performance with real numbers, drills into the roles that matter (and the ones that cost), and shows how to convert enablement from a checkbox into measurable revenue. We also discuss the metrics that matter, the system cadence you’ll need, and how to unite your GTM stack so one engine drives growth — not three silos chasing their own goals.

In this episode of GTM Vault, host Rick Koleta speaks with Michele Shepard - Chief Revenue Officer at Emburse - about scaling predictive revenue systems and turning AI into an intelligence layer for enterprise growth.

Michele shares her frameworks for building repeatable GTM systems that align people, process, and technology - including the 30-60 Framework for new CROs, the Opportunity Scorecard, and how to unify GTM, Product, and Engineering around measurable, predictable growth.

We explore how Emburse is redefining finance through AI-powered Expense Intelligence, where finance, travel, and accounts payable shift from reactive workflows to proactive, predictive orchestration. Michele also breaks down what metrics actually matter in 2025 and how agentic AI is transforming enterprise roles.

Sponsored by ZoomInfo — GTM Intelligence that automates outreach, triggers plays, and turns signals into revenue. Learn more at zoominfo.com/gtmvault.

In this episode of GTM Vault, host Rick Koleta speaks with Harsha Gaddipati — founder & CEO of Slashy.ai (YC S25) — about building AI that connects reasoning with real-world execution.
We explore how Slashy’s agents automate complex workflows across sales, marketing, and operations — turning intent into action without human handoffs. Harsha shares his framework for “AI that does,” insights into agent coordination, and why the next era of GTM will be defined by tools that can think and act.

Sponsored by ZoomInfo — GTM Intelligence that automates outreach, triggers plays, and turns signals into revenue. Learn more at zoominfo.com/gtmvault.

In this episode of GTM Vault, host Rick Koleta speaks with Jin Kim, founder & CEO of Miracle — a platform built to bring operational transparency, real-time tracking, and unified data integration to clinical trials.

Miracle helps biopharma teams break down data silos, forecast enrollment, monitor sites live, and ensure accountability across vendors and stakeholders — all while maintaining compliance. Discover how this technology is helping cut months off trial timelines and what the future holds with AI in clinical operations.

Sponsored by ZoomInfo — GTM Intelligence that automates outreach, triggers plays, and turns signals into revenue. Learn more at zoominfo.com/gtmvault.

Customer support is broken — and reply-only bots aren’t enough. In this episode, Rick Koleta sits down with Rafael Broshi, co-founder and CEO of Notch, to unpack how resolution-first AI agents are transforming CX. Unlike traditional chatbots or GPT wrappers, Notch agents actually resolve issues end-to-end, delivering 40x faster response times, 80 percent lower cost-to-serve, and measurable lifts in CSAT and conversion.

Rafael explains why FAQ bots cap at 70 to 80 percent accuracy, how agentic architectures combine deterministic rules with LLMs, and what customer support orgs will look like by 2027 when autonomous agents go mainstream. He also shares a case study where Notch tripled VIP campaign response rates, insights into which industries are adopting fastest, and lessons on selling enterprise AI in production environments.

Resolution-first AI isn’t just cutting costs — it’s turning customer experience into a growth engine.

Sponsored by ZoomInfo — GTM Intelligence that automates outreach, triggers plays, and turns signals into revenue. Learn more at zoominfo.com/gtmvault.