Roee Hartuv: Forget the Tools—Talk Strategy, Instead

"Stop talking about tools. Start talking about impact—revenue, conversion, and growth." — Roee Hartuv In this episode of Go-To-Market, host Amy Cook sits down with Roee Hartuv, a seasoned go-to-market strategist and senior pricing advisor at Willingness to Pay, to unpack how fast-changing market conditions—from COVID to AI—are reshaping the modern revenue engine. Roee shares his journey from engineer to sales leader to global advisor and reveals how system thinking can help businesses eliminate friction across marketing, sales, and customer success.  "Every handoff between marketing, sales, and success creates friction," Roee said. "It's time to treat the customer journey as one system, not a series of silos."  Together, they explore why RevOps is the only team that truly sees the entire customer journey and why it's time for RevOps professionals to stop talking about tools and start leading with strategy. You'll hear insights on: How market shifts from COVID to AI changed the playbook for GTM teams Why company silos between marketing, sales, and success are holding growth back The role of system thinking in creating seamless customer experiences Why RevOps should evolve from "report builders" to strategic growth leaders What it really takes to stay at the top of your game in a fast-moving market If you're a CRO, CMO, or RevOps leader looking to future-proof your go-to-market strategy, this conversation is a must-listen.