James Kaikis sits down with Elaine Zelby, CRO of Tofu, to discuss how buyer behavior is evolving and how SaaS GTM teams need to adapt. With insights from her dynamic career, Elaine offers a fresh perspective on aligning with today’s buyers.

She explores how changes in buyer expectations—like the demand for self-education and validation—are forcing GTM teams to evolve and shares Tofu’s approach to personalization at scale, using AI to create tailored buyer journeys that resonate at every touchpoint.

James and Elaine dive into aligning sales, marketing, and CS teams for a seamless customer experience, how to break down silos between GTM functions, incentivizing teams on shared revenue goals, and leveraging AI for both automation and meaningful connections.

Key Takeaways:

• Why personalization at scale is the future of SaaS buyer journeys.

• How fewer tools and better data can improve GTM alignment.

• The power of collaborative incentives in driving shared success.

Tune in to hear Elaine’s take on the future of B2B buying and how GTM teams can adapt:

• (15:20) Personalization at scale: Using AI to tailor buyer journeys

• (22:50) Breaking down the silos: Aligning sales, marketing, and CS teams

• (29:15) Collaborative incentives: Tying revenue goals to GTM alignment

• (35:40) The future of SaaS GTM: Fewer tools, better data, and leaner teams

Follow Elaine on LinkedIn: https://www.linkedin.com/in/elainezelby/

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