In this episode, Rachel Shi, a seasoned go-to-market professional with a background in sales and technology, shares insights on her journey and thoughtful best practices for GTM leaders.

• Professional Journey: Rachel's unconventional start in sales, coming from a creative background, led her to discover a talent for sales, particularly in early-stage tech companies. She now runs her own consulting business, helping early-stage founders with sales processes and go-to-market strategies.
• Creativity in Sales: Rachel's creative background has been a significant asset in her sales career, especially in early-stage companies where there's more ambiguity. She emphasizes the importance of lateral thinking and creative problem-solving in building successful go-to-market strategies.
• Customer Focus: Rachel highlights the importance of getting to know your customer deeply, understanding their needs, and translating those insights into product development and sales strategies. She also emphasizes the value of common-sense practices like responsiveness and human-centered sales approaches.
• Buyer-Centric Sales: In the current era, Rachel stresses the shift towards buyer-centric sales, where understanding the customer's specific pain points and needs is paramount. She advises sales leaders to hire reps with a mindset of curiosity and empathy, rather than just following a sales methodology.
• Attributes of Successful Sellers: For early-stage companies, Rachel suggests looking for sellers who are curious, resilient, and adaptable. These traits are crucial in an environment where everything is in flux, from the ideal customer profile to messaging and product development.
• Adapting to Change: Rachel advises go-to-market leaders to stay open-minded and embrace change, especially with the rapid evolution of AI and technology in sales. What worked in the past may not work now, so it's essential to be flexible and willing to try new approaches.

Rachel's insights underscore the importance of creativity, customer focus, and adaptability in building successful go-to-market strategies in today's ever-changing business landscape.

1. Introduction and Background (00:00 - 02:57) - Josh Ellars introduces Rachel Shi and they discuss her unconventional start in sales and her journey to becoming a go-to-market professional.
2. The Role of Creativity in Sales (02:57 - 05:48) - Rachel shares how her creative background has helped her succeed in sales, especially in early-stage companies where creativity is crucial in building effective go-to-market strategies.
3. Customer Focus and Building Relationships (05:48 - 08:18) - Rachel emphasizes the importance of getting to know your customer well and providing a personalized, human-centered sales approach.
4. Adapting to the New Era of Sales (08:18 - 11:36) - Rachel discusses the shift towards a more buyer-centric approach in sales and the need for sales leaders to adapt to new technologies and methodologies.
5. Attributes of Successful Sellers (11:36 - 14:32) - Rachel shares key traits that make a successful sales rep, including curiosity, resilience, and adaptability, especially in early-stage companies.
6. Final Advice for Go-to-Market Leaders (14:32 - 17:55) - Rachel emphasizes the importance of staying open-minded.

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Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this engaging episode, we explore the versatile and evolving career of Laura Wheeler. From her initial roles in sales to her pivotal shifts into revenue operations and enablement, Laura now leads Renegade Operations. Throughout the episode, Laura shares insights from her experiences at major companies like Tableau, delving into her philosophy of "Dare to Operate Differently." Her approach centers on humanizing operations and challenging the status quo with intentionality.

Key Takeaways:

• Adapting Roles for Growth: Laura discusses the evolution of her role within organizations, starting from identifying operational gaps at Tableau to proposing new roles she would occupy to enhance efficiency and foster a culture that encourages curiosity and ownership.
• Integration of RevOps and Enablement: Laura emphasizes that the merging of revenue operations and enablement is creating substantial efficiencies, reflecting a significant shift from traditional organizational structures where enablement was largely disconnected from core business operations. She notes that these roles are increasingly converging, leading to more integrated and effective go-to-market.
• Customer-Centric Operations: Stressing the importance of understanding the buyer’s journey, Laura advocates for aligning internal processes to better meet customer needs. This includes conducting empathy workshops and detailed customer journey mapping, ensuring that every team member comprehends and prioritizes the buyer's perspective and experience.
• Empowering Technology in GTM: While acknowledging the powerful role of technology in accelerating GTM processes and capturing critical data, Laura warns against over-reliance on tech without adequate emphasis on processes and people. She advises a balanced approach where technology supports, rather than dictates, GTM strategies.
• Vendor Relationships and Tech Stack Management: Laura discusses the strategic selection and management of technology vendors, stressing the importance of choosing partners that genuinely add value and align with company goals. She highlights the need for a meticulous evaluation process that ensures technology investments deliver measurable ROI and support revenue objectives.
• Advice for GTM Leaders: Laura urges GTM leaders to embrace a slower, more deliberate approach to decision-making. By not rushing, leaders can avoid accumulating 'go-to-market debt' and ensure that their strategies are thoughtful, effective, and sustainable. She also touches on the importance of ensuring that operations and enablement activities are tightly aligned with the company's strategic objectives and customer needs.

Chapter Time Stamps:

• [00:00] Introduction to Laura Wheeler
• [03:27] From Sales to RevOps: Laura’s Career Evolution
• [07:00] Exploring the Convergence of RevOps and Enablement
• [13:31] Customer Journey Mapping: Key Components & Strategies
• [20:02] The Role of Technology in GTM
• [24:37] Evaluating and Choosing the Right Vendors
• [27:18] Final Advice for GTM Leaders: Emphasizing Intentionality and Customer Focus

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Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this episode of Next-Gen GTM, host Josh Ellars welcomes Matt Nelson, Vice President of Product Marketing at AuditBoard, to discuss the evolving landscape of go-to-market (GTM) strategies. With a rich background in marketing and growth across various high-profile companies, Matt shares his insights on what's working, what's not, and how companies can innovate in their GTM approaches. The conversation delves into the importance of understanding core GTM principles over following fleeting trends, the power of empathy in customer interactions, and the necessity of cross-functional collaboration for successful GTM initiatives.

Key Takeaways:

• Focus on Core GTM Principles Over Trends: Matt emphasizes the danger of getting distracted by what's currently trending rather than focusing on what truly works for one's specific business context. He advocates for a balance between being aware of new practices and staying grounded in proven GTM fundamentals.
• Innovative Customer Experiences: The discussion highlights how companies have adapted to virtual engagement post-pandemic, stressing the importance of creating meaningful and memorable customer experiences, which are more effective than traditional, transactional interactions.
• Empathy and Personalized Engagement: Matt recounts successful strategies that involved high degrees of personalization and empathy, such as unique event experiences that resonate on a human level, rather than viewing customers merely as targets.
• Cross-Functional Collaboration: The importance of alignment and collaboration across different departments (such as marketing, sales, and product teams) is stressed as crucial for the holistic success of GTM strategies. Shared understanding and goals lead to more effective and coherent customer interactions.
• Iterative Learning and Adaptation: The conversation concludes with advice on the necessity of ongoing iteration and adaptation in GTM strategies. Learning from each cycle of implementation and maintaining flexibility to adjust tactics based on real-world feedback are key to long-term success.

Chapters:

• 00:00 - Introduction to Matt Nelson and Episode Overview
• 01:15 - The Shift from Trend-Following to Principle-Based GTM Strategies
• 04:19 - Creating Innovative and Empathetic Customer Experiences
• 06:18 - Case Study: Empathy in Customer Engagement
• 08:46 - The Importance of Personalization in GTM
• 09:10 - Closing Thoughts: Cross-Functional Collaboration and Iterative Adaptation

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

Summary:

In this insightful episode of Next Gen GTM, host Josh Ellars engages in a captivating conversation with Eric DiProspero, Senior Vice President of Sales at OpenGov.

With a career marked by exceptional growth and a direct hand in propelling OpenGov's impressive expansion, Eric shares his journey from a field account executive to a senior leadership role, imparting wisdom gained from his experiences. His narrative underscores the critical importance of personal development, mentorship, and an unwavering focus on the customer for go-to-market (GTM) success.

Eric's philosophy of always being in learning mode and aspiring to be an authentic version of oneself resonates throughout the discussion, offering invaluable takeaways for GTM leaders.

Key Takeaways:

• The Power of Self-Improvement: Eric emphasizes the significance of constant learning and improvement, even in the face of success. He advocates for taking ownership of one's growth and surrounding oneself with people who inspire and challenge.
• Customer-Centric Approach: Reflecting on OpenGov's journey, Eric highlights the critical role of aligning product development and GTM strategies around the customer's needs, preferences, and feedback, advocating for a customer-driven roadmap.
• Leadership and Team Culture: Eric's transition from an individual contributor to a senior leadership role underscores the importance of leadership skills and building a supportive, collaborative team culture.
• Navigating Product Market Fit: Sharing insights on achieving and recognizing product market fit, Eric advises on the importance of market engagement, competitor focus, and the dangers of premature expansion into new markets.
• Selling as Partnership: He stresses viewing oneself as an extension of the customer's team, fostering trust, and being seen as an integral part of their problem-solving process.

Chapter Time Stamps:

• Introduction to Eric DiProspero (00:00) - Josh introduces Eric and highlights his career achievements.
• Eric's Professional Journey (00:40) - Eric shares his career trajectory from joining OpenGov to becoming SVP of Sales.
• Personal Growth and Leadership (02:13) - Discussion on personal development, leadership, and the importance of mentorship.
• Achieving Product Market Fit (06:15) - Insights into the challenges and strategies for attaining product market fit.
• Focus on Customer-Centric Growth (08:41) - Emphasizing customer-focused growth and avoiding distractions.
• Advice for GTM Professionals (13:14) - Parting advice on embracing customer partnership and trust-building.

This episode delivers a deep dive into the nuances of GTM strategies, leadership, and the relentless pursuit of growth, making it a must-listen for GTM leaders aiming to elevate their approach and drive meaningful customer connections.

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this episode of Next-Gen GTM, host Josh Ellars talks with KC Brothers, a seasoned product marketing and sales enablement leader, drawing from her extensive experience at Qualtrics, Podium, Weave, and Canopy. KC shares insightful reflections on her journey, emphasizing the importance of humanizing go-to-market strategies and fostering a workplace that values flexibility and trust. She advocates for recognizing the human aspect in both internal team dynamics and external customer interactions, suggesting that understanding someone's context can significantly enhance work output and overall life satisfaction.

Summary of Key Takeaways:

• Humanizing Business and Go-to-Market Strategies: KC discusses the importance of acknowledging and addressing the human element in business, particularly in the context of go-to-market strategies. She highlights how the pandemic has brought about a greater level of humanization in the workplace, showing the benefits of understanding employees' and customers' contexts.
• The Role of Trust and Flexibility in the Workplace: Emphasizing the significance of treating employees as adults, KC points out that providing flexibility is a form of trust that leads to better performance and satisfaction.
• Connecting with Customers on a Human Level: She stresses that successful sales and marketing involve connecting with customers' humanity, understanding their pains, and addressing them in a relatable manner.
• Creativity and Innovation in Messaging: KC shares examples from her career where creative and innovative messaging helped improve the connection with target audiences, underscoring the value of crafting messages that resonate on an emotional level.
• Confidence as a Right, Not a Privilege: Concluding the podcast, KC encourages listeners to embrace confidence as a fundamental right, which can significantly impact professional interactions and personal growth.

Chapter Time Stamps:

1. Introduction to KC Brothers and Background (00:00 - 01:08) - Josh introduces KC and briefly reviews her career trajectory.
2. Humanizing Go-to-Market Strategies (01:08 - 05:06) - KC shares her thoughts on the importance of humanizing business practices and go-to-market strategies.
3. Case Studies in Messaging and Positioning (05:48 - 10:34) - KC discusses specific instances where she helped companies humanize their messaging and positioning.
4. External Branding and Internal Culture (10:48 - 15:10) - Insights on external branding efforts and fostering an internal culture that acknowledges the human aspect.
5. Personal Hobbies and Professional Growth (16:13 - 20:50) - How personal interests like cooking and baking can influence professional skills and creativity.
6. Embracing Confidence in Professional Settings (20:56 - 23:23) - KC underscores the importance of confidence in personal and professional development.

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this episode of Next-Gen GTM, host Josh Ellars engages with Dustin Haisler of e.Republic, delving into the future of go-to-market strategies. Their conversation uncovers the pivotal role of personalized marketing and innovative technologies in shaping effective go-to-market approaches. Here are some key takeaways:

• Hyper-Personalization and Contextual Marketing: The shift towards customized marketing messages tailored to individual needs, enabled by advancements in generative AI, underscores the need for businesses to adopt a more nuanced and personal approach in their marketing strategies.
• Data Foundation and Integration: Dustin stresses the importance of a solid data infrastructure, internally named "Data OS", to support advanced analytics and personalized marketing efforts. This involves integrating various data sources to form a cohesive, actionable database.
• Targeted Engagement and Buyer Journey: Highlighting the importance of understanding and engaging with various buyer personas throughout their purchasing journey, Dustin advocates for a strategic, data-informed approach to influence decision-makers effectively.
• Embracing New Technologies: Both Josh and Dustin are excited about the potential of AI and machine learning in optimizing go-to-market strategies. They discuss how these technologies can streamline operations, enhance personalization, and offer new insights for targeted marketing efforts.
• Empowerment and Innovation: Dustin advises empowering teams and dedicating time for innovation and strategic thinking. He suggests creating opportunities for team members to contribute ideas and strategies that could lead to business growth and improved market positioning.

This episode offers valuable insights for go-to-market leaders looking to leverage data, technology, and innovative marketing strategies to grow their business, especially within niche markets like the public sector.

Chapters:

(00:01) Introduction to Dustin Haisler and e.Republic

(02:24) Go-To-Market as a Service

(07:08) Data OS and Advanced Segmentation

(10:49) Future of Go-To-Market Practices

(16:41) Leveraging AI and Machine Learning

(21:14) Strategic Advice for Growth

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

This Next-Gen GTM episode features guest Jordan Nelson, who shares valuable insights from his vast experience in CRM-focused RevOps, particularly with tech startups and mid-market companies.

• Journey to RevOps Expertise: Jordan began his career striving to stand out in the CRM landscape. Opting for social media engagement over accumulating certifications, he successfully leveraged LinkedIn to enhance his professional visibility, ultimately facilitating his journey through companies like Vercel, Podium, Divvy, and Health Equity.
• The Power of Social Media Presence: With nearly 100,000 followers on LinkedIn, Jordan underscores the importance of providing value-driven content without expecting immediate returns. His approach demonstrates that a strong social media presence is essential for go-to-market leaders in today's digital age.
• CRM as the Business Brain: Jordan discusses the critical role of Salesforce in integrating various business functions. He highlights common pitfalls companies face, such as underutilizing CRM capabilities and the detrimental impact of piecemeal systems on business efficiency and scalability.
• The Importance of CRM Optimization: Through his consultancy, Simple Salesforce, Jordan focuses on optimizing CRM operations and underscores the necessity of aligning internal systems for better decision-making and operational efficiency.
• Collaboration Across Departments: Jordan emphasizes the need for better understanding and collaboration between CRM administrators and other departments. Sharing insights and involving multiple departments in CRM decisions can lead to improved empathy, efficiency, and unified business goals.
• Advice for Go-to-Market Leaders: For GTM leaders seeking to enhance their stack and operations, Jordan suggests integrating complementary technologies with CRM, like HubSpot with Salesforce, to streamline data flow and decision-making processes.
• Future of Go-to-Market Tech: Looking ahead, Jordan sees a more strategic approach to CRM and tech stack optimization as pivotal. He advocates for quantifying the ROI of CRM investments and aligning tech solutions with the overarching goal of business growth and efficiency.

Chapters:

00:00 Introduction to Jordan Nelson and Simple Salesforce

02:32 Salesforce: Beyond a CRM Tool

07:50 Optimizing CRM for Overall Efficiency

10:10 Advice for Go-to-Market Leaders

15:11 The Future of Go-to-Market Tech

22:19 Collaboration and Understanding Across Departments

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.

In this engaging episode of Next-Gen GTM, host Josh Ellars (OpenGTM) talks with Mike Mattson (GrowthPath) about his unique journey from an accountant to a sales professional, eventually becoming a head of sales and a founder.

Mattson shares invaluable insights from his rich career trajectory, focusing on the transformative power of data-driven strategies and the significance of active listening in achieving organizational growth. Highlighting his time at OpenGov, which was just sold for $1.8 billion, Mattson emphasizes the lessons learned from scaling companies efficiently in today’s fast-paced market.

Key Takeaways:

• Career Evolution: Mike Mattson's career journey is a testament to adaptability and growth, transitioning from accounting to becoming a pivotal figure in sales and leadership, demonstrating the importance of continuous learning and evolution in one’s career.
• Data-Driven Growth: A core theme of the conversation is the strategic emphasis on being data-driven. Mattson credits the success at OpenGov to building a data-driven strategy, underscoring the value of data in making informed decisions and understanding market dynamics.
• Active Listening: The significance of active listening was highlighted as a crucial skill for understanding customer needs and market trends. Mattson shares how tools like Gong helped OpenGov record and analyze sales calls, leading to improved strategies and customer engagement.
• Cross-Functional Collaboration: Mattson discusses the importance of creating a culture of transparency and collaboration, especially between go-to-market teams and product development, ensuring that products meet the evolving needs of the market.
• Adapting to Change: The conversation delves into the importance of staying ahead of market trends and being open to adopting new technologies and strategies, illustrating the need for businesses to be agile and forward-thinking.
• Learning and Adaptability: Both Ellars and Mattson emphasize the importance of active learning and seeking out new information and strategies to remain competitive and effective in go-to-market roles.
• GrowthPath: Mattson introduces his new venture, GrowthPath, aimed at helping organizations navigate the complexities of growth in today’s market, focusing on efficient capital allocation, product-market fit, and strategic growth planning.

This episode offers valuable insights for anyone interested in the intricacies of go-to-market strategies, organizational growth, and the power of adaptability and data-driven decision-making in the modern business landscape.

Chapters:

00:00 Introduction and Background

05:00 Mistakes in Go-to-Market Strategies

08:00 Importance of Data-Driven Approach

13:00 Aligning Go-to-Market with Product and Engineering

21:00 Prioritizing Active Learning

23:00 Introduction to GrowthPath

24:00 Key Takeaways

________

Want to learn more about how to truly make your buyers the center of your go-to-market efforts? Check out OpenGTM's 5 core use cases, leveraging the detailed, machine learning-powered, attributes of your buyers:

• Buyer segmentation
• Deal + Lead Scoring
• Revenue Predictions
• Blog + Social Content
• Lead Sourcing

Check it all out at opengtm.ai.