A Go-To-Market Perspective

In B2B marketing, everyone talks about differentiation, bold storytelling, and building memorable brands. Yet scroll through your LinkedIn feed, and it’s hard to tell one company from another.In this episode, Rob sits down with Skott Bennett, Senior Director of Brand at Qlik, to unpack what may be the most overlooked constraint in modern go-to-market strategy: trust. Not trust in data or dashboards, but trust in people. Specifically, the willingness of leaders to empower experienced brand and creative teams to take risks, make bold decisions, and stand out.The conversation explores the narrative tension between brand and product marketing, the fatigue with the “measure everything” era, and why an overreliance on metrics may be driving B2B marketing toward a sea of sameness. If you're a CMO, founder, or go-to-market leader trying to break out of safe, forgettable marketing, this episode is a candid look at what it takes to build a stand-out brand.

No matter what country your B2B business is based in, there will come a time in your growth journey when you must evaluate regional or even global expansion as part of your go-to-market strategy. In this episode, Rob speaks with Angela Troccoli, head of marketing at Revecore, who shares real-world insights from her experience as an American marketing leader working for companies headquartered outside the U.S. and helping organizations expand across borders in both directions.Angela explores the cultural and organizational challenges of international marketing, from being expected to unlock the U.S. market to translating strategy, expectations, and execution across global teams. She explains why international expansion is never just about translating content. It’s a full cultural and operational shift that requires the right marketing foundation, investment, and leadership alignment.

There's no single right way to do events. But after three years of experimenting with conferences, dinners, and online community gatherings, Philippe Boutrous has found plenty of wrong ones.In this episode, Rob sits down with Philippe, cofounder of GetWhys, to get candid about what early-stage startups get wrong when they bet on events as a growth channel - from expensive conference sponsorships that go nowhere to in-person dinners that miss the mark. The conversation gets practical fast: whether to sponsor or skip major conferences, how to design events that generate real pipeline, who to bring from your team & who to leave at home, and why online community events are more valuable than most founders think.If you're a founder or early-stage marketing leader trying to figure out where events fit in your go-to-market, this episode will save you time, money, and at least a few awkward dinners.

AI is rapidly changing how marketing teams are built, but scaling from zero to one still requires judgment, creativity, and human leadership. In this episode, Rob speaks with Jakki Geiger to explore how she is using AI as a force multiplier across the earliest stages of building a modern B2B marketing organization, from brand and messaging to demand, competitive intelligence, and thought leadership. The conversation looks at practical ways Jakki and her team are using AI to synthesize voice-of-customer insights, sharpen ICPs and positioning, support distinct executive POVs, and augment SDR capacity - while keeping humans firmly in the loop. Rather than chasing an “AI-first” mandate, it’s all about an AI-forward opportunity: designing lean teams where AI and people work together to move faster, learn quicker, and scale impact without replacing the roles that matter most.

Attribution has always been one of marketing and sales' favorite ways to argue. The age-old debate of first touch, last touch, multi-touch, and everything in between hasn’t quieted down.In this episode, Rob sits down with Nadia Davis, VP of Marketing at CaliberMind, to cut through the noise on one of B2B marketing's most overcomplicated topics. Nadia challenges the all-too-common pattern of companies calling themselves data-driven while using attribution to hunt for answers rather than validate a strategy they should be defining in the first place. From the customer journey’s dark funnel of indirect touchpoints to the question of whether multi-touch attribution is nirvana or a rathole, this conversation gets honest about what attribution can and can't do, and where human judgment still has to lead before AI and technology can accelerate anything.Nadia also shares the findings of a comprehensive market study (2026 State of Attribution Report) conducted by Scott Brinker, the father of MarTech, and Frans Riemersma from MarTech Tribe - the two prominent MarTech gurus - on the state of attribution in 2026.If you're in demand gen, marketing ops, or leading GTM strategy, this episode is a grounded reality check on where attribution stands today.

Analyst Relations has always been a relationship business; it’s not all about dot placement. In this episode, Rob sits down with Alyssa Stone to unpack what actually makes AR effective in 2026: earning analyst trust, building real executive relationships, and knowing which individual analysts truly influence buyers and sales cycles.They explore how AI is reshaping AR workflows (from research to briefing prep), where automation genuinely helps, and why AI can’t replace experience, intuition, or human connection. Alyssa also shares a candid look at the disruption hitting the analyst ecosystem itself, including declining market values and layoffs at firms like Gartner and Forrester, alongside the rising relevance of independent and second-tier analyst firms.If you lead AR, comms, product marketing, or GTM strategy, this conversation offers a grounded, real-world playbook for navigating both AI transformation and analyst market upheaval.

Product marketing touches so much, from positioning and product launches to sales enablement, competitive intelligence, and analyst relations. Yet, many product marketers often feel they have little direct ownership of execution and results.In this episode of A Go-To-Market Perspective, Rob Karel sits down with Beth Barach, VP of Product Marketing at Brinqa, to explore how to build and scale a product marketing team empowered to drive meaningful results.They cover where product marketing fits in modern GTM orgs, the most common cross-functional challenges they face, what skills matter most at different company stages, and how leaders should think about building (or evolving) the function. Beth also shares how AI is reshaping her day-to-day work and what that means for product marketing teams in 2026 and beyond.

What happens when marketing stops waiting for tools and starts building them instead?In this episode, Rob sits down with Amanda Wilson, VP & Head of Marketing and AI GTM at Tellius, to unpack how she’s redefining modern marketing leadership by operationalizing AI across the entire go-to-market engine.Amanda shares how her team is leapfrogging traditional workflows by turning projects that once took months into hours, and rolling out internal AI capabilities without chasing elusive headcount. You’ll hear how she’s creating space for innovation, why “AI GTM Leader” is becoming a real role inside forward-thinking companies, and what it looks like to build marketing systems that scale faster than your org chart.

There is no straight-line path from product marketing to CMO. Each winding and twisting journey is wildly different. Join Rob as he sits down with Thomas Brence, Chief Marketing Officer at Collibra, to describe the steps he took as his role evolved from head of portfolio marketing. With a product-first mindset, he approached org design differently with the goal of tight GTM alignment and transparency. We'll unpack how that transition reshaped the team around customer retention while balancing demand generation with long-term brand building. The conversation explores what changes when a CMO deeply understands the customer, the product, the personas, and the buying journey - and how clear priorities, ownership, and operating models can turn marketing into a balanced growth engine. A must-listen for product marketers, marketing leaders, and anyone designing modern B2B marketing organizations.

The market for senior-level marketing roles is changing fast. In this episode, Rob sits down with executive marketing recruiter Michael King to unpack what it really takes to land a senior marketing role in 2026. They dive into today’s buyer’s market realities, a growing bias prioritizing AI skills over marketing experience, and how founder, board, and investor expectations to do more with less are reshaping marketing leadership roles. If you’re navigating a senior marketing search (or building your next leadership bench), this episode offers an honest look at what’s changing, what’s not, and how to adapt.

Customer engagement is not simply a support function. It’s increasingly a primary driver of cross-sell, retention, and long-term account growth in B2B go-to-market strategies.In this episode, Rob speaks with Ashley Swift, Director of Customer Marketing and Advocacy at Druva, to explore how she is intentionally designing engagement across the customer lifecycle, aligning community, events, advocacy, product alignment, and loyalty programs to support expansion and sustained value.Whether you’re looking to reduce churn, increase net retention, or strengthen internal champions, this conversation offers practical perspectives on turning customer engagement into a repeatable, revenue-impacting growth lever.

Pricing and packaging have always sat at the intersection of product, go-to-market, and finance, but AI is fundamentally reshaping how B2B SaaS companies think about value, monetization, and growth.In this episode, Rob chats with Ismail Madni, Sr Director of Product Pricing Strategy & Business Operations at Mimecast, to unpack how AI is disrupting both what we charge for and how we get there. This isn’t just a strategy conversation; it’s a practical look at the real-world processes companies are using to price AI-driven products, redesign packaging, and adapt to new buying behaviors.Whether you’re launching AI-powered features, rethinking your monetization model, or trying to modernize a legacy pricing approach, this episode delivers practical frameworks, cautionary lessons, and clear guidance for navigating pricing and packaging in the age of AI.