“The Who is Everything” with Kathy Macchi, Co-Founder of Inverta - Ep 71

For our first episode of the new year, we’re thrilled to welcome special guest Kathy Macchi,  the Executive Vice President, Innovation & Co-Founder at Inverta.Kathy joins co-hosts Craig Rosenberg & Matt Amundson to discuss where so many go-to-market leaders go wrong with their segmentation, why your message matters more than the channel you deliver it through, and how to design a successful mid-market marketing org amidst massive pressure for budget cuts.Also, Craig bemoans eating vegetables, Matt gives an update on Craig’s health, and some may have been kidnapped at Producer Sam’s house. Critical TakeawaysBefore chasing hyper-specifc and fancy AI tools, codify ICP, targeting, messaging, and what “good” outreach looks like. Then use AI to scale research and execution (with humans judging output), instead of hoping automation will invent strategy from scratch.If the account list is wrong, everything downstream gets harder (sales cycle, conversion, retention, even CSM load). Institutionalize segmentation by use case and continuously prune/refresh the target universe instead of debating tactics in the abstract.Stop obsessing over which channels you’re using and start focusing more on whether you have something worth saying to a specific buyer group. Then should ship that personalized, relevant message across every relevant channel as an integrated system, not as disconnected one-off campaigns.Chapters00:00 Harrowing Health Foods, Rave Recaps, & Tennis Talk08:30 Introducing Kathy Macchi, Co-founder at Inverta12:40 The Business Concerns Coming up In CMO Councils, Primarily AI & Budget Cuts18:43 Why Cultivating Good Taste Transcends AI Advancements & Solving The Problem Before Adding AI Tools30:27 AI's Impact on B2B Marketing Jobs and Economy32:37 Rethinking Marketing and Business Processes with AI34:06 The Role of Effective Targeting for Account-Based Marketing in the AI-era37:02 Effective Use of AI in Marketing42:13 Messaging + B2B Marketing Channel Strategies and Multi-Channel Marketing53:04 B2B Sales and Territory PlanningJoin our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/Epic Quotes“The who is everything” - Kathy Macchi“ We forgot that early pipeline, until you figure it out, costs money.  It costs money and you're going to fail.” - Craig RosenbergConnect with KathyLinkedIn: https://www.linkedin.com/in/kathy-macchi-aa148b/ Inverta Website: https://www.inverta.com/ ShoutoutsGeoffrey Moore: https://www.linkedin.com/in/geoffreyamoore/ Jason Lemkin: https://www.linkedin.com/in/jasonmlemkin/ Carlos AlcarazDavid Boskovic: https://www.linkedin.com/in/dboskovic/ Our Episode with David: https://open.substack.com/pub/thetransaction/p/building-an-ai-first-go-to-marketOmar Akhtar: https://www.linkedin.com/in/omarbilalakhtar/Love the show? Give us a shoutout on LinkedIn and tell us what you loved!