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The Future of Sales Is Propensity ft. Sid S.
In today's episode, I chat with Sid Singh, Worldwide GTM Lead at NetApp, about applying AI to go-to-market strategy at a global scale - balancing localization across North America, EMEA, and India while driving end-to-end workflow adoption across sales teams.
We explore his propensity scoring project that assigns 1-10 purchase likelihood scores to thousands of pipeline opportunities in Salesforce using variables like company profile, past purchases, company size, and buyer persona (engineer vs. product lead), then extended the algorithm via API to distributors and resellers in the partner channel. Sid breaks down how the feedback loop works - tracking whether high-scored opportunities actually closed faster - and using anomalies to make the algorithm smarter over time. He shares his vision for where AI in GTM is heading: moving from siloed tool usage by individual reps to end-to-end workflow impact connecting CPQ, CRM, and ERP, with customer success evolving from simple chatbots to intelligent ticket stack-ranking that identifies at-risk customers before they churn. Sid also walks through his career arc from designing high-speed backplanes for NVIDIA and Cisco as an EE, to sales engineering, product management, leading Autodesk's licensing-to-SaaS transition (learning renewal-focused GTM from the ground up), to migration go-to-market at AWS, and now worldwide GTM at NetApp. His advice for anyone starting in GTM today: ignore the shiny objects, focus on your core competency, and shift your mindset from selling products to accelerating your customer's cycle to value - because outcomes are what will always win.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:30) What a Worldwide GTM Lead Actually Does
(02:30) Propensity Scoring: Ranking Pipeline 1-10 by Purchase Likelihood
(04:16) Extending the Algorithm to the Partner Channel via API
(05:40) Building Feedback Loops to Make the Model Smarter
(06:32) Sid's Career: EE Design Engineer to Sales Engineer to GTM
(07:23) Autodesk's Licensing-to-SaaS Transition and Renewal GTM
(07:56) Migration Go-to-Market at AWS
(09:10) AI in GTM Predictions: From Silos to End-to-End Workflow Impact
(11:33) Customer Success Evolution: Smart Ticket Stack-Ranking
(12:13) Advice for Anyone Starting in GTM Today
🔗 CONNECT WITH SID
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.
View all episodes
By Saurav GuptaIn today's episode, I chat with Sid Singh, Worldwide GTM Lead at NetApp, about applying AI to go-to-market strategy at a global scale - balancing localization across North America, EMEA, and India while driving end-to-end workflow adoption across sales teams.
We explore his propensity scoring project that assigns 1-10 purchase likelihood scores to thousands of pipeline opportunities in Salesforce using variables like company profile, past purchases, company size, and buyer persona (engineer vs. product lead), then extended the algorithm via API to distributors and resellers in the partner channel. Sid breaks down how the feedback loop works - tracking whether high-scored opportunities actually closed faster - and using anomalies to make the algorithm smarter over time. He shares his vision for where AI in GTM is heading: moving from siloed tool usage by individual reps to end-to-end workflow impact connecting CPQ, CRM, and ERP, with customer success evolving from simple chatbots to intelligent ticket stack-ranking that identifies at-risk customers before they churn. Sid also walks through his career arc from designing high-speed backplanes for NVIDIA and Cisco as an EE, to sales engineering, product management, leading Autodesk's licensing-to-SaaS transition (learning renewal-focused GTM from the ground up), to migration go-to-market at AWS, and now worldwide GTM at NetApp. His advice for anyone starting in GTM today: ignore the shiny objects, focus on your core competency, and shift your mindset from selling products to accelerating your customer's cycle to value - because outcomes are what will always win.
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:30) What a Worldwide GTM Lead Actually Does
(02:30) Propensity Scoring: Ranking Pipeline 1-10 by Purchase Likelihood
(04:16) Extending the Algorithm to the Partner Channel via API
(05:40) Building Feedback Loops to Make the Model Smarter
(06:32) Sid's Career: EE Design Engineer to Sales Engineer to GTM
(07:23) Autodesk's Licensing-to-SaaS Transition and Renewal GTM
(07:56) Migration Go-to-Market at AWS
(09:10) AI in GTM Predictions: From Silos to End-to-End Workflow Impact
(11:33) Customer Success Evolution: Smart Ticket Stack-Ranking
(12:13) Advice for Anyone Starting in GTM Today
🔗 CONNECT WITH SID
🔗 CONNECT WITH SAURAV
🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - [email protected]
🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)
👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.