In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with David Carlebach, COO & Head of Business Services at World Trade Center Utah, for a conversation that reframes how revenue leaders should think about growth beyond borders, beyond pipeline, and beyond traditional GTM strategy.

From launching his own ventures, advising global companies as a consultant in Germany, to bringing Goldman Sachs to Utah and later leading operations across Asia, each chapter built a different lens on growth.

Now, at World Trade Center Utah, David is doing something most GTM teams struggle to operationalize: Connecting the right companies, in the right markets, at exactly the right time.

Whether it's helping Utah businesses expand internationally or pairing global companies with local innovation ecosystems, his work highlights a truth most revenue teams overlook: Growth is orchestrated.

David explains that too many revenue teams think in terms of:

• Pipeline

• Conversion rates

• Territory coverage

But global operators think in terms of:

• Market access

• Strategic relationships

• Long-term credibility

This episode challenges a core assumption: What if your next best deal isn't in your CRM but in a market you're not even looking at yet?

This conversation covers what happens when global finance, entrepreneurship, and economic development collide. Learn:

–How connection (not just data) drives revenue expansion
–Why economic development is the ultimate GTM strategy
–And what RevOps leaders can learn from global market builders
–Why the best go-to-market strategies don't stop at national borders
–How to identify expansion opportunities before your competitors see them
–The hidden role of network credibility in closing high-value deals
–What RevOps teams can learn from global trade and economic ecosystems
–How AI (including LLMs) is quietly shaping executive performance and decision-making
–Why "serendipity" is often the byproduct of disciplined execution—not luck

If you are a RevOps leader thinking about international expansion, a CRO or GTM executive looking for new growth levers, a founder exploring global markets, or anyone who wants to understand how real-world economic systems shape revenue strategy, this episode is for you.

In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with Jonathan Kvarfordt — known as "Coach K" — VP of GTM Strategy & Marketing at Momentum (now part of Salesforce), founder of the GTM AI Academy, and one of the most credible AI practitioners in the revenue space today.

Jonathan was one of the earliest voices sounding the alarm that AI would reshape GTM — long before ChatGPT made it fashionable. He faced ridicule. Now those same critics are calling him for help.

In this conversation, Jonathan shares what separates teams that are actually operationalizing AI from those just buying tools and hoping for results. He shares the story behind Momentum's acquisition by Salesforce, why the "unsexy" foundational work is the real competitive moat, and why human relationships — not automation — are the ultimate differentiator in an AI-saturated world.

In this episode, you'll learn:

• Why AI adoption is still failing for most companies and what the top 7% are doing differently

• The "Slingshot Effect": why slowing down to do foundational work creates explosive future momentum

• How Momentum went from a "Zapier for sales" to a Salesforce acquisition target

• What it really means to have an "experimental mindset" with AI and how to build one on your team

• Why live events, rapport-building, and one-on-one relationships are becoming more valuable, not less, in the age of AI

• How Coach K stays ahead: the deep-dive method he uses to evaluate new AI tools before anyone else

Whether you're a CRO, CMO, RevOps leader, or sales enablement pro, this episode will challenge how you think about AI and give you a practical framework for building GTM systems that actually scale. Listen now:

Connect with Jonathan Kvarfordt: LinkedIn: https://www.linkedin.com/in/jmkmba/ GTM AI Academy: https://www.gtmaiacademy.com/

Connect with Amy Osmond Cook & Fullcast: Website: https://fullcast.com LinkedIn: https://www.linkedin.com/company/fullcast/

In this episode of the Go-To-Market Podcast, host Amy Cook (CMO & Co-Founder, Fullcast) sits down with Michelle Seger, Chief Operating Officer at Sales Globe. Michelle's extensive background in global consulting, entrepreneurship, and executive leadership gives her a practical perspective on operational excellence, organizational change, and AI adoption.

From her early days in change management at Accenture to building an entrepreneurial business importing Italian ceramics (and negotiating contracts in French), Michelle brings a rare perspective on what it really takes to stay relevant in a rapidly shifting market.

But the heart of this conversation is how leading firms are operationalizing AI in real time.

• Why AI won't replace consultants but will dramatically raise expectations

• How "job decontamination" is redefining productivity in consulting

• Inside Sales Globe's AI sandbox and how firms are safely adopting AI tools

• Why removing low-value work leads to better client outcomes, not just faster delivery

• How AI agents will evolve into project partners (and where human oversight still matters)

• The hidden skill that separates average consultants from high-impact advisors

• How top operators structure their day to sustain performance and clarity

This episode is a must-listen for anyone navigating the intersection of AI, consulting, and go-to-market strategy.

Is your business falling for the biggest myth in AI right now?

In this episode of the Go-To-Market Podcast, Dr. Amy Cook, CMO and Co-Founder of Fullcast, talks with Jacob Andra, CEO of Talbot West, about what AI can and cannot do for your business.

His take? AI is not the Ozempic of business efficiency.

Real AI transformation requires strategy, data readiness, change management, and a clear-eyed understanding of what these tools actually do.

In this episode, you'll discover:

• Why most AI advice you're getting is dangerously biased

• What "magical thinking" about AI looks like and how to spot it in your organization

• Why AI is a narrow set of tools, not a business transformation solution on its own

• How Talbot West helps companies cut through the fog of war and prioritize AI adoption realistically

• The people, processes, systems and data framework for evaluating AI opportunities

• Jacob's top practical tips for evaluating AI tools, including his favorite large language model right now

• How to set up an AI advisor for your specific business in minutes

Whether you're a business leader, entrepreneur, or operations executive trying to figure out where AI actually fits in your growth strategy, this episode will save you time, money, and a whole lot of frustration.

The Go-To-Market Podcast is hosted by Dr. Amy Cook, CMO and Co-Founder of Fullcast, where she sits down with top business leaders to explore the strategies, tools, and mindsets driving growth in today's market.

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Comment below — what's your biggest AI challenge right now?

What if the biggest problem in modern marketing isn't your ads… it's what happens after someone clicks them?

In this episode of the Go-To-Market Podcast, host Amy Cook, Co-Founder and CMO at Fullcast, sits down with Shamir Duverseau, Co-Founder, Managing Director and Chief Strategist at Smart Panda Labs, to challenge one of marketing's biggest blind spots.

Most companies obsess over the click—the ad creative, the targeting, the cost per acquisition. But what happens after the click is often where deals are actually won or lost.

Drawing on his experience working with global brands like Southwest Airlines, NBCUniversal, The Walt Disney Company, and Marriott International, Shamir explains why the post-click experience is the most overlooked driver of revenue in modern marketing.

This conversation explores the evolving role of marketers, why marketing and sales alignment still breaks down, and how understanding human behavior and buyer psychology can dramatically improve lead quality and long-term customer value.

According to Shamir, the future of marketing belongs to professionals who can connect creative storytelling, technical systems, and customer psychology.

In a world where automation and AI tools are expanding rapidly, the marketers who thrive will be those who can:

• Ask smarter questions
  
  

• Understand the full customer journey
  
  

• Translate insights between technical teams, marketing leaders, and sales organizations
  
  

Because at the end of the day, marketing isn't just about traffic.

It's about trust, clarity, and action.

Listen here:

What if trust wasn't a soft skill… but a measurable strategy?

In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Amy Osmond Cook sits down with David Homan, President and Founder of SOAR Connect, to explore a bold idea: what if we could quantify authentic relationships and use that data to drive meaningful action?

David's path to building "connector tech" is anything but traditional. A working classical composer turned international arts philanthropist, he spent 25 years building a powerful global network in New York.

After running a private community of super connectors for a decade and attempting 120 times to use existing referral and CRM tools he realized something fundamental was missing.

So he built it.

Before founding SOAR Connect, David built a life around connection through music, philanthropy, and family offices. As the 2025 bestselling author of Orchestrating Connection, he believes trust isn't built through transactions. It's built through time, action, and intentional generosity.

In this episode, David shares five core principles for building authentic, high-impact networks:

1. Be curious and vulnerable
   
   

2. Seek diverse connections
   
   

3. Be generous
   
   

4. Be grateful
   
   

5. Take action, because trust is earned through doing
   
   

Watch the full episode to explore how measuring trust could redefine the future of networking, community building, and go-to-market strategy.

What if the reason your revenue growth feels harder than it should… isn't your market, your product, or even your talent but your compensation plan?

In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described "mercenary" of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple.

Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design obsessively — and writes extensively to sharpen his thinking.

In this episode, Dan introduces a powerful metaphor from his time on a Nebraska cattle ranch:

Hunters close.
Farmers maintain.
Ranchers build ecosystems.

And here's something to think about:

Half of your best salespeople are probably ranchers, and your compensation plan doesn't even recognize it.

• Short-term quotas sabotage long-term enterprise growth.
  
  

• You cannot motivate consultative sellers with transactional comp plans.
  
  

• RevOps often builds systems for reporting — not for selling.
  
  

• If your tools help the CFO more than the salesperson, you've already lost.
  
  

• Most companies misclassify their top revenue talent.
  
  

If your revenue has plateaued…
If your enterprise deals take years but your comp plan only rewards quarters…
If your best salespeople don't fit neatly into "hunter" or "farmer"…

You're going to want to hear this.

Sponsored by Fullcast and Silicon Slopes, Go-To-Market with Dr. Amy Cook dives deep into the industry insights and best practices that revenue, sales, and marketing leaders need to stay competitive. Tune in each week for a new episode!

Kris Rudeegraap, co-CEO of Sendoso, didn't start in software. He started in sales, hustling during the early days of mail merge when 90% email response rates were real (yes, really). But when inboxes became saturated and automation tools exploded, he asked a pivotal question:

What's my competitive advantage now?

His answer?

Actively listen to what his customers were saying and respond with:

–Handwritten notes.
–Personalized gifts.

For instance, Kris sent swag after hearing a dog bark on a Zoom call.

It worked.

But it was messy and unscalable.

So Kris built the platform he wished existed to operationalize gifting, global fulfillment, and ABM into what would become Sendoso.

Nine years later? The category has never been more relevant.

In this episode of Go-To-Market, host Amy Cook, CMO and Co-Founder of Fullcast, sits down with Kris to explore one of the most overlooked growth levers in modern B2B:

Strategic, scalable human connection.

Kris and Amy discuss the truth most teams don't want to admit: You can't run a digital-only strategy anymore.

Email. Ads. Content. Events. Direct mail. Field marketing. AI. You need all of it.

And in a world flooded with automation, the brands that stand out are the ones that make people feel something.

Watch now to rethink how you build pipeline, create differentiation, and engineer a modern go-to-market strategy that actually works.