In this episode of GTM by the Numbers, host Brandon Redlinger chats with Jacco van der Kooij, founder of Winning by Design, to unpack why most GTM efficiency metrics are dead wrong—and what CROs should be tracking instead. They dive into the Bow Tie model, the rising cost of acquisition, and the untapped power of customer-led growth. If you're leading a SaaS revenue team and questioning whether your metrics actually reflect success, this conversation will give you the clarity, and the playbook, you need.

What you’ll hear in this episode:

• Why most SaaS GTM teams are addicted to acquisition
• How to calculate GTM efficiency and what "good" really looks like
• The impact of operational debt on growth
• How to create customer-led campaigns that scale
• Why post-sale motions are underfunded (and how to fix it)
• When expansion should drive more growth than acquisition
• Why modern sales trips should feel like “Lollapaloozas”
• The rise of HLG (Human-Led Growth) and what to do about it

Resources mentioned in this episode:

Winning by Design AI – “Talk to Jack”: An AI-powered assistant on the Winning by Design site that answers GTM questions and includes hidden “Easter eggs” for curious users.

Link: https://www.winningbydesign.com/ai

Pavilion: A community platform for reps and leaders to leverage for peer-based networking and customer engagement during sales trips.

Link: https://bit.ly/pavilion-membership

David Spitz Reports on SaaS GTM Efficiency: Mentioned as a leading source for analyzing GTM efficiency across public SaaS companies, especially in relation to CAC trends.

Link: https://benchsights.com/

Connect with Jacco

• LinkedIn: https://www.linkedin.com/in/jaccovanderkooij/
• Winning By Design: https://winningbydesign.com/

Connect with Brandon

• LinkedIn: linkedin.com/in/brandonredlinger

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of GTM by the Numbers, host Brandon Redlinger sits down with Bill Macaitis—the former CMO who propelled Salesforce, Zendesk, and Slack to breakout growth and now advises the next generation of SaaS disruptors through SaaS CMO Pro. Together they unpack what it really takes to build a capital-efficient, customer-obsessed GTM engine in 2025.

Bill explains why traditional last-touch attribution is broken, how to prove marketing impact with control-group experiments, and the mindset shifts every GTM leader needs in an AI-driven world. They also dive into aligning incentives across marketing, sales, and product, the underrated power of NPS, and why brand is the ultimate growth lever when budgets tighten. If you’re a GTM executive aiming to scale fast without burning cash, this conversation is a must-listen.

What you’ll learn in this episode

• The fatal flaws in common attribution models, and how AI-powered regression analysis fixes them
• How to design low-cost control groups (city, segment, or account) that finally silence board-room skepticism
• Why Bill tracks NPS and post-sale CSAT alongside pipeline targets
• A practical framework for unifying marketing, sales, and product around shared revenue metrics
• The comp-plan adjustments that stop channel infighting and start collective quota-crushing
• Where AI is taking attribution next—and how to future-proof your RevOps stack
• How to build a lovable B2B brand that fuels word-of-mouth and lowers CAC

Connect with Bill

• LinkedIn: linkedin.com/in/bmacaitis
• SaaS CMO Pro: saascmopro.com

Connect with Brandon

• LinkedIn: linkedin.com/in/brandonredlinger

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of GTM By the Numbers, host Brandon Redlinger sits down with Kyle Norton, CRO of Owner.com and host of the Revenue Leadership Podcast, to unpack what it truly takes to lead a high-performing, metrics-driven GTM org. Known for his obsession with operational rigor and data fluency, Kyle breaks down his Revenue Operating System. Kyle explains he builds dashboards, forecasts with precision, and trains frontline leaders to make data-backed decisions.

They also explore the CRO’s real job (hint: it’s not just hitting a number), how to prevent your team from gaming inputs, and why the best GTM leaders think like systems engineers and behavioral psychologists. If you’re a revenue leader who wants to scale with speed and sustainability, this episode is a must-listen.

What you’ll learn in this episode:

• Why most CROs misunderstand what VCs actually value
• How Kyle structures daily dashboards and BI tools for clarity, not chaos
• The behavioral psychology behind “breadcrumb selling”
• The metric he uses instead of activity volume to assess SDRs
• How to build data literacy into frontline managers
• The real ROI of investing in post-sale ops and onboarding
• Why great GTM leaders think in systems, not just quotas

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.