Can customer obsession really drive sustainable growth, or is it just a buzzword?
Is your team aligned to create a seamless customer experience?
How do you turn data into actionable insights for better customer journeys?

In this episode of GTM News Desk, Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares her insights on the power of customer obsession in driving growth. She discusses how aligning sales, marketing, and customer success teams can create a unified customer journey, why data plays a crucial role, and how fostering a customer-first culture is key to long-term success. Don’t miss Kirsty’s proven strategies for building lasting customer relationships that lead to tangible, measurable impact.

Our sources from today’s headlines:

• Top 11 B2B Marketing Case Studies [2025]
• AI Voiced audio recaps “how do we feel about this?” (example)
• Chelsea Castle’s LinkedIn post

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can event-led growth truly drive growth or merely serve as another acronym?

Are B2B buyers asking for yet another framework to learn?

What does it mean to capture revenue in the room at events?

We cover all of it in this episode of GTM News Desk. Steph Pennell, founder of The Event Critic, shares why events need to be planned around immovable dates, how brands can choose between booths and ancillary plays. And what speed to lead looks like when event buzz converts into pipeline.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:11) Event-led growth and why ELG matters
(06:56) HubSpot’s Loop Marketing and missed opportunities
(10:33) Nike’s “Why Do It?” slogan and brand consistency
(13:23) Rethinking trade shows and capitalizing differently
(15:34) Why tentpole events shape strategy while people drive impact
(18:32) Choosing between booths, dinners, and ancillary events
(25:13) Speed to lead + turning buzz into ROI

To hear Steph’s perspective on why large trade shows need to evolve, how to evaluate which events are worth your time, and the principles behind building meaningful in-room connections, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Steph Pennell: https://www.linkedin.com/in/theeventcritic/

Produced in partnership with: https://shareyourgenius.com/

Why are B2B sales processes still have so much friction?

Do buyers actually want to buy?

And how can aligning on value alter the way teams work across the customer journey?

That’s what we cover on this episode of GTM News Desk. Ryan Schultz, CEO of DIVACS, shares why most companies miss connecting value from presale through renewal, and it’s possible to align sales and customer success. He explains why acronyms and methodologies only go so far, how to continuously renew value, and what leaders have to do to build trust.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:27) Why B2B sales feel broken today

(09:10) What buyers really want from vendors

(13:19) Do sales acronyms actually create value?

(15:30) Ryan Schultz on founding DIVACS

(20:53) Selling features vs. building real outcomes

(27:16) Teaching teams how to sell with value

(31:40) Value outcomes and impact are not the same

To hear Ryan’s thoughts on value-driven business cases, features to outcomes, and winning executive buy-in, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/

Produced in partnership with: https://shareyourgenius.com/

Is Clay’s new GTM Engineer title a real function or just clever positioning?

Do we really need another founder preaching about their morning routine?

What’s it like to scale lean GTM teams with AI without losing the human touch?

We get into all of this in this episode of GTM News Desk. Max Gartner, Head of GTM at Brightwave, explains how his team blends product-led growth with relationship building, why depth matters more than ever, and how AI reshapes customer enablement.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:50) Clay’s $100M raise and the GTM Engineer debate

(06:49) Nobody in B2B wants your morning routine

(11:32) Max Gartner on leading GTM at Brightwave

(12:47) How Brightwave uses AI to analyze complex investments

(19:26) Why strong narratives and domain expertise power AI success

(23:40) Product-led growth in a fast-moving AI market

(28:24) Putting customers at the center of GTM strategy

To hear Max’s insights on balancing brand creativity with pipeline demands, smart bets that compound over time, and why smaller, focused teams can win big in the age of AI.

Check out the extended conversation on TACK Insider: https://tackinsider.com/

Amos Bar-Joseph’s LinkedIn post: https://www.linkedin.com/posts/amos-bar-joseph_everyones-celebrating-clays-latest-100m-activity-7359228899823607809-YbY1?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFemkUB1QHA4V_1UyGT2RF53rLzjQQoH20

The Economic Times: Founder shares his success routine: ‘3 cups of coffee, ice bath’; ‘Is he working in a kitchen?’ quips netizens - The Economic Times

Connect with Max Gartner: https://www.linkedin.com/in/maximiliangartner/

Produced in partnership with: https://shareyourgenius.com/

Is Google’s AI mode a complete game-changer for search engines, or is Pew’s latest research overstated?

Why are B2B leaders still scrambling to make sense of AI’s real value?

And how do we realistically & responsibly scale AI that serves both teams and customers?

We get into all of this in this episode of GTM News Desk. Nicole Warshauer, Marketing Executive at Nicolewarshauer.com, shares how to approach AI with intention, why pilots matter more than promises, and what it looks like to use technology in the service of people.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:20) Google disputes Pew Research on AI’s impact on businesses

(07:08) Why B2B leaders feel lost in the AI frenzy

(11:09) Nicole Warshauer’s marketing journey

(15:59) Building HSAnswers at HealthEquity to simplify healthcare benefits

(18:54) Why AI pilots reduce risk and accelerate organizational buy-in

(25:10) Teaching teams to master the process before using AI tools

(27:52) Three ways to use AI for creativity and consistency

To hear Nicole’s insights on navigating career pivots, building resilience after a RIF, and staying sharp with craft, curiosity, and community, check out the extended conversation on TACK Insider: https://tackinsider.com/

Pew Research Center on Google AI: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

Amanda Nielsen’s LinkedIn Post: https://www.linkedin.com/posts/verydemanda_me-trying-to-understand-the-difference-between-activity-7354514525187969024-iPZi/

Mark Kilens: https://www.linkedin.com/posts/markkilens_stop-getting-fooled-by-all-the-ai-experts-activity-7359220638957375488-aynr/

Connect with Nicole Warshauer: https://www.linkedin.com/in/nicolewarshauer/

Produced in partnership with: https://shareyourgenius.com/

What’s the impact of a controversial brand partnership, and how can brands avoid the pitfalls?

Why does the B2B space shy away from influencers, and what’s a better alternative?

And how can you build a brand that thrives in a world of AI and innovation?

We explore all this and more in today’s episode of GTM News Desk. Adam Kaiser, VP Brand Growth and Marketing at 6sense, opens up about balancing brand integrity with innovation, using AI to enhance creative processes while maintaining the soul of the brand.

Jump into the action:

(00:00) Welcome to GTM News Desk

(02:05) The risks of controversial brand partnerships

(08:04) Why B2B brands should focus on credible insiders

(17:12) How AI can support brand authenticity

(20:24) Defining brand and its core components at 6sense

(23:36) The value of events and community in brand expression

(28:36) Adding “soul” and human touch in AI content

(37:51) Exploring the challenges of AI in video content creation

To hear Adam's insights on blending creativity with AI, hiring for curiosity, and building a high-performing team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Adam Kaiser: https://www.linkedin.com/in/akaiser/

Produced in partnership with: https://shareyourgenius.com/

What actually happens when companies apply automation & AI to ABM strategies?

Is Salesforce delivering on its AI productivity promises or just selling the vision?

And how do you build a movement around a new way of doing business?

That’s exactly what we’re looking at on this episode of GTM News Desk. Amos Bar-Joseph, CEO of Swan, outlines his vision for the Autonomous Business Model, where lean teams meet AI agents to operate with outstanding impact. He shares how Swan has driven revenue without a sales team, what it looks like to architect a new GTM system from scratch, and why storytelling is the key to market momentum.

Jump into the action:

(00:00) Welcome to GTM News Desk

(02:07) ABM is not a real strategy

(08:25) Is Salesforce actually benefiting from AI?

(12:29) What the Autonomous Business Model means

(17:51) Why AI doesn’t necessarily mean cutting people

(24:04) Building AI agents around content strengths

(29:16) Choosing marketing-led and partner-led over outbound

(35:03) The secret to a viral brand story

To hear Amos’ thoughts on crafting viral narratives, building autonomous businesses, and scaling with intelligence instead of headcount, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Amos Bar-Joseph: https://www.linkedin.com/in/amos-bar-joseph/

Our sources from today’s headlines:

• Just 40% of marketers say they’re using generative AI in ABM at limited scale, while 33% are still exploring it: https://www.digitalcommerce360.com/2025/06/18/b2b-marketers-abm-investment-targeted-strategies-ai/
• Salesforce Says AI Agents Will Handle Boring Tasks So Marketers Can Be More “Creative” https://www.adweek.com/media/salesforces-new-ai-agents-reduce-rote-marketing-tasks-and-save-costs/
• Financial Times reports AI Is Now “Agentic,” Meaning It Can Make Marketing Decisions On Its Own: https://www.ft.com/content/50f2c741-54b1-42a5-966b-edbc15d7e0b0?utm_source=chatgpt.com

Produced in partnership with: https://shareyourgenius.com/

What’s behind the rise of acronyms like CBM?

Is “Vibe Growth Marketing Manager” even a real job?

What does it take to build a pipeline through genuine relationships instead of volume?

Those are the three big topics we’re covering in this episode of GTM News Desk. Todd Busler, CEO and co-founder of Champify, joins us to share why contact-level data is changing how marketers operate, what it really means for outbound to be ten times harder, and why the best GTM teams emphasize specificity, relationships, and long-term trust.

Jump into the action:

(00:00) Welcome to GTM News Desk
(03:08) What contact-based marketing is really trying to fix

(09:50) Should marketers actually chase the “vibe” in GTM?

(16:08) Todd Busler on scaling sales from Heap to Champify

(19:27) Outbound is 10x harder in 2025

(23:14) Three outbound tactics that outperform generic cadences

(27:50) How to turn past users into future champions

(34:30) Uniting sales and marketing under a smarter outbound motion

Our sources from today’s headlines:

• Another Annoying Acronym: https://www.linkedin.com/posts/joshuaperk_matt-bilotti-was-the-reason-vector-took-off-activity-7338179219731980291-LWaF?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFemkUB1QHA4V_1UyGT2RF53rLzjQQoH20
• Vibe Growth Marketing Manager – new GTM role or 2025 AI-fueled fever dream?: https://www.linkedin.com/posts/tadavidson41_i-cant-tell-if-the-ramp-hiring-crew-is-just-activity-7338353287051603968-RXnX?utm_source=share&utm_medium=member_desktop&rcm=ACoAABQUL_EB4SQeMltsv6dKesrVkIS0h_7YYQU

To hear Todd’s perspective on first-party signals, relationship-driven plays, and why the messenger matters more than the message, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Todd Busler: https://www.linkedin.com/in/todd-busler/

Check out Todd’s podcast Cracking Outbound: https://podcasts.apple.com/us/podcast/cracking-outbound/id1803014111

Produced in partnership with: https://shareyourgenius.com/