#31 Rethinking Go-To-Market with Jennifer Montague

It's time to rethink Go-to-market and put the funnel to rest. In this episode of Frenemies, Julia sits down with Jennifer Montague, Senior Director of Go-To-Market at Verdane, to unpack what truly drives sustainable growth in B2B companies. Drawing on her experience in private equity and scaling SaaS businesses, Jennifer challenges the traditional funnel mindset and introduces the “bow tie” model, where growth doesn’t stop at acquisition but extends to retention, expansion, and customer advocacy. Topics discussed in this episode:Why companies over-prioritize new customer acquisitionHow misaligned teams and poor data foundations hurt growthWhy focusing on the right ICP is critical. Jennifer also shares practical insights on aligning marketing, sales, CS, and product, improving CRM discipline, and using data (not opinions) to guide decisions. From tackling CAC and churn to navigating leadership buy-in and organizational change, this episode is packed with actionable advice for founders and GTM leaders looking to build scalable, efficient, and truly aligned growth engines.Follow Jennifer Montague on LinkedInListen to the Marketing Corner podcast