The best prospects aren’t the biggest list. They’re the buyers with a problem they need solved right now.

In this episode, Paul Clinton breaks down how to find B2B prospects with active pain points, why broad, generic outreach gets ignored, and which platforms and signals help you spot high-quality leads. You’ll learn how to trade volume for focus and turn cold outreach into real sales conversations.

Book an intro meeting here: writewaymarketing.com/messaging-audit.

Kris Blackmon oversees the partner channel for AvePoint, an enterprise software company, along with her other duties as director of global marketing. She joins us to talk about how to approach GTM messaging and sales enablement for this channel.

John Wright, recently SVP at Employ, shares thoughts about what sales-marketing alignment looks like at the enterprise level, what sales looks for in GTM messaging, and whether lead attribution is helpful.

We talked with Franck Ardourel, who specializes in helping companies implement AI to improve operational efficiency. Franck shares 3 ways A.I. can help your business, including when to use it to help with GTM messaging.

Sean Lyden, of Systematic Selling, helps Paul define sales and marketing functions and discusses the dysfunctions of siloing, opportunities of integration, and tactical ways to connect these core growth levers.