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.