A conversation with Karl Newlin, a B2B growth leader who’s spent over $100M in ad spend across companies like Stripe, Gusto, and Carta. We dig into why most teams confuse reach with actually being known, what it really takes to make distribution work, and where pipeline actually breaks down. Karl shares hard-earned lessons from paid media, a sharper way to think about GTM through “surfaces,” and how early-stage companies can build marketing that sticks.