In this episode of BetterTech, host Jocelyn Houle sits down with Paul Sullivan, Founder of

Arise GTM and creator of the Arise Go-To-Market methodology. Together, they unpack what

go-to-market (GTM) truly means in today’s fast-changing tech landscape. Paul shares the three

foundational questions every leadership team should be asking, exposes common GTM

mistakes, and highlights the critical role of CRM, data, and AI in driving scalable success. This

episode challenges traditional thinking and offers a simplified, strategic approach to market

execution. Whether you're a startup founder or a GTM leader at an enterprise, you’ll walk away

with bold insights and fresh clarity.