Go To Market

AI can write the email. Build the campaign. Analyze the data. Recommend the next move. But can it actually sound like you? In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Chris Perkins, president of Model B, to talk about one of the biggest challenges facing modern marketing and go-to-market teams: how to embrace AI without automating away the very thing that makes customers trust you. Perkins is a veteran global marketer whose career has included client-side and agency leadership and campaigns reaching markets around the world. Today, he leads Model B, an independent marketing consultancy focused on helping companies drive growth. And he has a warning for marketers rushing to automate everything: "AI is an incredible cover band, but it's not the original artist." That distinction drives a fascinating conversation about authenticity, trust, AI agents, marketing technology, critical thinking, and where humans still belong in an increasingly automated GTM motion. Rather than asking AI to imitate everything humans already do, Perkins encourages teams to start with the problem. Ask what technology can solve, understand the strengths of different systems, and use automation to free people for the critical thinking, creativity, judgment, and relationships that machines still struggle to replicate. In This Episode, You'll Learn: Why "people buy people" still matters in an AI-powered GTM world Why authenticity may become more valuable as marketing becomes easier to automate How AI can help teams become more human, not less Why companies should be transparent about when customers are interacting with AI How Chris evaluates new AI and marketing tools Why marketers should challenge AI instead of simply accepting its answers How to use AI to create more time for strategic and critical thinking Why human judgment remains essential in complex customer conversations How GTM leaders can balance automation, efficiency, trust, and brand voice One of the most important ideas in the conversation is deceptively simple: stop asking AI to do everything the way you've always done it. Instead, start with the business problem. And when everyone has access to similar technology, your point of view may become one of the few competitive advantages nobody else can automate. Listen here.

Everyone wants AI in their go-to-market strategy. But not every use of AI is making your revenue organization better. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with global Revenue Operations expert and advisor Debra Estrada for a candid conversation about predictability, pipeline, data governance, AI, and the evolving role of RevOps. Debra brings a particularly valuable perspective to the conversation. With a background in sales and extensive experience across Revenue Operations, she understands what happens when strategy, data, technology, and the day-to-day realities of sellers collide. Her philosophy comes down to one goal every revenue leader is chasing right now: Predictability. How do you create predictable revenue when budgets are tighter, buying cycles are changing, attribution is complicated, and sales and marketing are competing for the same resources? For Debra, the answer begins with breaking down silos. Sales, marketing, customer success, finance, and RevOps need a shared view of how revenue is actually created. And increasingly, AI is becoming part of that equation. But Debra offers an important warning: AI can amplify a great revenue operation. It can also amplify a bad one. In This Episode, You'll Learn: Why predictability has become one of RevOps' most important objectives How Debra's sales background shaped her approach to Revenue Operations Why sales, marketing, and other GTM functions can't afford to operate in silos How multi-touch attribution changes the conversation around marketing and sales performance Where AI is delivering meaningful productivity gains in RevOps Why outbound AI automation can create more noise without creating more revenue How data hygiene and data governance become even more important as AI adoption increases Why pipeline health still depends on human behavior and consistent sales processes How revenue teams can use AI to analyze sales velocity, discounts, close rates, and customer behavior Why RevOps professionals must continually evolve instead of adopting a "set it and forget it" mentality One of the biggest challenges facing today's CROs, CIOs, CMOs, and RevOps leaders isn't whether employees will use AI. They already are. The challenge is creating enough governance to protect company and customer data without eliminating the experimentation that makes AI valuable in the first place.    About the Go-To-Market Podcast Hosted by Amy Osmond Cook, CMO and co-founder of Fullcast, the Go-To-Market Podcast brings together RevOps executives, sales and marketing leaders, founders, and GTM experts to explore the strategies shaping modern revenue organizations. Subscribe for conversations about Revenue Operations, GTM strategy, sales performance, marketing, revenue intelligence, AI, compensation, forecasting, and predictable growth.

What happens when everyone suddenly has the technology to send more emails, create more content, and automate more prospecting? We all get really good at ignoring it. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Olivier Roth, co-founder and Chief Growth Officer at The Swarm, to explore an intriguing shift taking place in modern sales: The more AI automates outbound, the more valuable real human relationships become. Olivier believes relationships remain one of the most powerful—and underutilized—assets inside a company. Employees, executives, investors, advisors, partners, customers, and former colleagues collectively represent an enormous network of potential connections. The problem is that most companies have no idea how to use it. The Swarm was created to change that by helping organizations map relationships across their extended networks and uncover credible paths to warm introductions. And in a world increasingly flooded with automated outreach, those introductions may matter more than ever. In This Episode, You'll Learn: Why relationships may be one of your company's most underutilized GTM assets How relationship mapping can uncover new paths into target accounts Why a LinkedIn connection doesn't necessarily represent a real relationship How AI can strengthen human-to-human selling rather than replace it Why AI-generated cold outbound is losing effectiveness The difference between using AI for GTM efficiency and using it for sheer volume How warm introductions can influence enterprise account strategy Why relationship intelligence could become an important account-scoring signal How RevOps and GTM teams can prioritize accounts based on relationship strength Why enterprise sales teams may need to rethink how they identify their best opportunities Your Company's Network Is Bigger Than You Think Great salespeople have always understood the value of relationships. They know their customers. They remember former colleagues. They call investors, advisors, partners, and friends when they need an introduction. But, what would happen if an entire company could operate that way? Olivier's point is that instead of relying solely on individual Rolodexes or LinkedIn connections, organizations can begin thinking about the collective network surrounding the business as a strategic GTM asset. Here's how.   

What separates your best sellers from everyone else? The answer may already be sitting inside your revenue data. In this episode of the Go-To-Market Podcast with Dr. Amy Cook, we revisit one of the most data-packed presentations from GTM Live, featuring Guy Rubin, founder of Ebsta and Managing Director of Revenue Intelligence at Fullcast. Rubin takes revenue leaders inside a massive benchmark study analyzing more than 650,000 opportunities representing nearly $48 billion in pipeline, along with insights from more than 2,000 revenue leaders. And some of the findings should make every CRO, RevOps leader, and sales executive pay attention. Among the biggest: Just 14% of sellers are responsible for 80% of new-logo revenue. The performance gap between top sellers and everyone else has become enormous. Top performers manage more opportunities, maintain momentum through the sales cycle, qualify more aggressively, build stronger customer relationships, and spend their time on deals that actually have a chance of closing. But Rubin argues that the solution isn't simply hiring more salespeople. It's understanding what your best performers consistently do differently, and using your own revenue data to help the rest of the organization replicate it. What Revenue Leaders Will Learn In this episode, Rubin explores: Why top sellers dramatically outperform average sellers on sales velocity How poor qualification creates what looks like a late-stage pipeline problem Why sellers need permission to walk away from bad opportunities earlier How better qualification can shorten the sales cycle Why bringing finance into opportunities earlier can improve win rates Why customer relationships remain one of the strongest predictors of revenue How strategic C-suite QBRs can create expansion opportunities Why existing customers deserve far more attention from revenue teams How revenue intelligence can reveal exactly what top performers do differently One particularly important finding involves customer expansion. When the previous two QBRs involve C-suite leaders, companies are seven times more likely to open a cross-sell or upsell opportunity, with a 45% win rate. When those QBRs happen below the C-suite, customers are four times more likely to churn. The takeaway is surprisingly human for a presentation packed with data: Relationships still drive revenue. Technology can analyze conversations, clean data, identify patterns, and surface opportunities. But sellers still need to spend time doing what great sellers do best — talking to customers, building trust, understanding priorities, and creating momentum. From GTM Live to the Revenue Roadshow The conversations that started at GTM Live aren't staying in Utah. This fall, Dr. Amy Cook and a mobile team of RevOps and go-to-market thought leaders are taking the conversation coast to coast with the Fullcast Revenue Roadshow. Six stops. Six cities. One big question: How do revenue organizations turn better planning, cleaner data, stronger execution, and smarter compensation into more predictable growth? The Revenue Roadshow brings the ideas, benchmarks, debates, and practical strategies of GTM Live directly to revenue leaders around the country. Because the next breakthrough in your go-to-market strategy probably isn't another dashboard. It may be discovering what your best people are already doing — and building a revenue organization capable of doing it consistently. Watch the episode, dig into the benchmarks, and then join us on the road this fall. Visit www.fullcast.com for tour schedule and registration details!  

Last fall, hundreds of founders, entrepreneurs, authors, industry experts, CROs, CMOs, CEOs, RevOps leaders, and revenue executives gathered in Lehi, Utah, for GTM Live, for a premier event that focused on modern go-to-market strategy. One of the most talked-about sessions came from Bryan Brown, President of GTM Partners and one of the pioneers behind today's go-to-market operating model. In this featured presentation—introduced by Amy Osmond Cook, CMO and co-founder of Fullcast and host of the Go-To-Market Podcast—Bryan shares exclusive research from GTM Partners that answers one of the biggest questions facing revenue leaders today: Why do companies with similar products, funding, and markets produce dramatically different growth outcomes? Drawing on research from hundreds of B2B organizations, Bryan explains why most companies misinterpret their go-to-market alignment problem.  From RevOps and Customer Success to Marketing, Product, Finance, and Sales, this session explores how today's fastest-growing companies are replacing disconnected planning with a unified go-to-market operating system built for predictable growth. What You'll Learn Why product-market fit isn't enough to build a scalable company The hidden "optionality tax" that slows revenue growth Why sales, marketing, customer success, product, finance, and RevOps must plan together—not separately Why most revenue teams chase more pipeline instead of better revenue How Net Revenue Retention (NRR) reveals whether your go-to-market strategy actually works The future of territory planning, compensation design, and organizational alignment Why CEOs—not individual departments—must own go-to-market strategy GTM Live Was Just the Beginning The ideas shared on the GTM Live stage continue to shape how modern revenue organizations operate. That's why Amy Osmond Cook and Fullcast are taking the conversation on the road. The Revenue Road Show is bringing GTM directly to revenue leaders across America. Instead of asking hundreds of leaders to travel to Utah, Fullcast is traveling coast to coast with an all-star lineup of revenue operations, RevOps, AI, sales, marketing, and customer success experts. Each stop delivers practical insights, executive networking, and real-world strategies for building predictable revenue in today's rapidly changing market. Go-to-market isn't staying in one city anymore. It's coming to you. Whether you're planning next year's territories, redesigning compensation, improving forecast accuracy, or preparing your organization for AI-powered revenue operations, the Revenue Road Show was built for today's executive revenue teams. Join Amy Osmond Cook and an incredible lineup of GTM experts as they bring the industry's most important revenue conversations directly to your city. Watch for details at fullcast.com!

In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and Co-Founder of Fullcast, sits down with John Ivie, Founder and Managing Partner of Ivie League Growth, to discuss why traditional hiring models often create unnecessary risk for growing companies and how founders can build revenue organizations that are both capital efficient and built to scale. Drawing on experience helping more than 50 B2B SaaS companies, John shares why many startups hire too quickly, why experienced leadership matters more than headcount, and how fractional revenue leadership is changing the economics of growth. The conversation also explores one of today's biggest questions: Where does AI actually belong inside modern go-to-market organizations? Rather than replacing people, John explains why the best revenue teams are using AI to sharpen judgment, recognize patterns faster, and create more meaningful customer relationships. In This Episode You'll Learn: Why startups often hire sales teams before building the right go-to-market foundation How fractional CROs and revenue leadership reduce execution risk The difference between consultants who advise and operators who execute Why aligning incentives through revenue-share models changes agency relationships How capital-efficient growth outperforms "growth at all costs" The hidden mistakes founders make when setting quotas Why AI should amplify human expertise—not replace it How top revenue leaders use pattern recognition to outperform competitors Why authentic relationships become even more valuable in an AI-driven world Why You Should Watch Every founder eventually reaches the same crossroads: Should you keep hiring more people, or should you build a better revenue system? John argues that sustainable growth comes from strengthening the system first. The companies that win aren't always the ones spending the most. They're the ones making smarter decisions about where to invest, how to execute, and when to scale. For revenue leaders navigating today's AI disruption, this episode offers a grounded perspective on what actually creates long-term competitive advantage.

What separates an event people attend from an experience they never stop talking about? In this episode of Go-To-Market, Amy Osmond Cook welcomes Lindsey Ivie, Vice President of Partnerships at Silicon Slopes, to explore how community, partnerships, and innovative event design have become some of the most powerful growth strategies in business today. From retail and channel partnerships to consulting with startups and building partner ecosystems from the ground up, every step taught Lindsey the same lesson: People don't remember events. They remember experiences. Now leading partnerships at Silicon Slopes, Lindsey oversees many of the organization's largest initiatives, bringing together founders, executives, investors, and technology leaders through experiences that educate, inspire, and create lasting relationships. In this episode, Amy and Lindsey discuss: –Why community has become one of the strongest go-to-market advantages –How partnerships accelerate growth more effectively than traditional sales tactics –What today's event attendees actually expect—and why panels alone aren't enough –Why hands-on AI workshops are replacing passive conference sessions –How immersive experiences create stronger business relationships –Using AI to design, visualize, and execute world-class events –Why every great event starts by putting yourself in the attendee's shoes One of Lindsey's biggest insights is that successful events are built around the attendee experience, not just agendas. Instead of asking, "What do we want to present?" She asks: "What will create the most value for the people who invested their time to be here?" That philosophy has helped Silicon Slopes develop some of the technology community's most engaging events—from AI learning retreats and executive offsites to Startup Festival workshops designed around participation rather than presentations. Amy and Lindsey also discuss how AI is changing event planning itself. As visual thinkers, they share how AI tools now allow ideas that once lived only in their imagination to become fully designed experiences. Whether you're leading partnerships, building pipeline, planning customer events, or creating community around your brand, this conversation offers practical insights into designing experiences people genuinely want to attend.  

In this episode of Go-To-Market, Amy Osmond Cook sits down with Heather Nemelka, keynote speaker, workshop facilitator, and one of Utah's leading advocates for helping professionals—especially women—return to meaningful careers. After taking an 18-year career break to raise her family, Heather successfully re-entered the workforce, built an accomplished career in technology marketing with organizations including Amazon Web Services, and ultimately founded Elevar, a nonprofit dedicated to helping caregivers confidently return to work. Together, Amy and Heather explore one of today's biggest challenges for go-to-market professionals: How do you stay competitive when AI is changing every job description? Rather than viewing artificial intelligence as a threat, Heather shares why today's professionals should see AI as an opportunity to elevate their skills, think more strategically, and focus on the uniquely human strengths technology can't replace. In this episode, you'll learn: –How to successfully re-enter the workforce after an extended career break –Why AI should be viewed as a career accelerator—not a career replacement –The skills hiring managers are looking for in today's go-to-market talent –Practical ways to stand out in an increasingly competitive job market –Why emotional intelligence is becoming more valuable than ever –The surprising interview follow-up that helped Heather choose one candidate over another –How storytelling and authenticity create stronger brands and stronger careers One of the conversation's biggest takeaways is that technology may change how we work, but it shouldn't change why we work. As Heather explains, the future belongs to professionals who know how to combine technical skills with empathy, communication, curiosity, and leadership. For marketers, RevOps leaders, sales professionals, hiring managers, and anyone navigating career transitions, this episode offers practical advice and genuine encouragement for thriving in the AI era.

Most conversations about artificial intelligence focus on better models, larger datasets, and faster automation. But according to Sumit Parashar, CEO and founder of BODEX, the next technological revolution won't be driven by AI alone—it will be powered by quantum computing. In this episode of Go-To-Market, Amy Osmond Cook sits down with one of Utah's leading technology innovators to explore what comes after today's AI boom.  As CEO of BODEX, co-founder of Utah Quantum, Chair of Silicon Slopes Quantum, and co-host of The Entangled Show, Sumit has spent decades working at the intersection of data, software development, artificial intelligence, and emerging technologies. Together, they discuss one of technology's most misunderstood topics, and they explain it in language anyone can understand. In This Episode Why data is still the most valuable asset in every AI strategy The difference between classical computing and quantum computing What qubits are—and why they change everything How quantum computing could dramatically increase AI's capabilities Why future AI systems may require far fewer data centers How quantum computing could accelerate scientific discovery The story behind Sumit's new concept, "Quantonomy" The Blue Ocean Strategy that has guided his entrepreneurial career The daily habits that help innovators stay ahead of rapid technological change Why meditation and deep thinking are competitive advantages for modern leaders Whether you're a RevOps leader, technology executive, entrepreneur, or simply curious about where AI is headed next, this conversation offers a rare glimpse into the future from someone helping build it.  

Healthcare doesn't change easily. In fact, according to many healthcare leaders, technology is often the easiest part of transformation. The real challenge is helping people embrace it. In this episode of Go-To-Market, Amy Osmond Cook sits down with Dr. April Larson, Medical Director of Dermatopathology at Sonic Healthcare, board-certified dermatologist, and co-founder of Pathology Watch, to discuss what it really takes to bring innovation into one of the most complex and highly regulated industries in the world. After spending more than 20 years caring for patients in private practice, Dr. Larson helped build Pathology Watch, a healthcare technology company that transformed traditional pathology workflows through digital pathology and AI-assisted diagnostics. Following the company's acquisition by Sonic Healthcare, she helped lead digital transformation initiatives across multiple laboratories and physician organizations. Together, Amy and April explore: How Pathology Watch digitized pathology workflows and reduced turnaround times Why most healthcare software fails adoption despite strong technology The role of AI in supporting physicians—not replacing them Change management lessons every leader should understand How to gain buy-in from teams resistant to new technology Why listening is one of the most underrated leadership skills The importance of creating a shared vision during transformation Practical advice for leaders implementing AI and automation today One of the most powerful insights from the conversation is Dr. Larson's belief that successful transformation isn't primarily about technology. "It's really 20% the product and 80% change management." Whether you're leading a healthcare organization, a revenue team, or a company-wide AI initiative, this conversation offers valuable lessons on adoption, trust, leadership, and scaling innovation.

As AI reshapes the workplace, most leaders are focused on productivity, efficiency, and innovation. But there's another conversation happening beneath the surface, and it's one that could have an even greater impact on organizational success. In this episode of Go-To-Market, Amy Osmond Cook sits down with licensed psychologist, business consultant, and mental health expert Dr. David Morgan to explore one of the most overlooked challenges facing modern organizations: the mental health of employees navigating rapid technological change. With more than 20 years of clinical experience and over 20,000 clients treated, Dr. Morgan shares why anxiety is thriving in today's workplace, how AI is influencing human connection, and why resilient organizations will outperform those that ignore employee well-being. This conversation goes far beyond wellness initiatives. Dr. Morgan makes the case that workplace mental health should be treated as a risk management priority—just as important as cybersecurity, compliance, or operational planning. In This Episode: Why AI-related job uncertainty is creating new forms of workplace anxiety The connection between resilience, risk-taking, and mental health How leaders can have meaningful conversations with employees about uncertainty Why Employee Assistance Programs (EAPs) remain one of the most underutilized workplace resources The hidden cost of absenteeism and presenteeism on business performance How AI companionship and AI therapists may impact human relationships Why resilience—not avoidance—is the foundation of long-term mental health What executives can do today to build mentally healthier organizations Why Leaders Should Watch The future of work isn't just about AI adoption. It's about helping people adapt to change without sacrificing their well-being. Whether you're a CEO, CRO, RevOps leader, founder, HR executive, or frontline manager, this discussion offers practical insights for supporting employees while building stronger, more resilient organizations. Because technology may change how we work but human connection remains the foundation of high-performing teams.

What happens when revenue leaders, operators, and executives stop working in silos and start aligning around a single source of truth? In this special encore presentation from the 2025 Go-To-Market Live event at Silicon Slopes headquarters, Amy Cook, co-founder and CMO at Fullcast drove a discussion with industry leaders to share the ideas behind the bestselling book, The RevOps Advantage, and why revenue operations has become one of the most important strategic functions in modern business. As AI reshapes how organizations operate and go-to-market teams face growing pressure to do more with less, RevOps has emerged as the connective tissue that links marketing, sales, customer success, finance, and executive leadership. It's no longer enough to simply report on what happened.  The most effective RevOps leaders help shape what happens next. Get your FREE copy of The RevOps Advantage In This Episode Why RevOps is the first function to truly connect the entire customer journey—from campaign to cash How AI can eliminate repetitive work and free teams to focus on strategic decisions The risks of handing accountability to AI without proper governance and visibility Why storytelling is more valuable than reporting when presenting data to executives How RevOps leaders earn trust, influence, and a seat at the executive table Practical strategies for navigating company politics, organizational change, and executive alignment The communication habits that prevent surprises and strengthen leadership partnerships Why This Conversation Matters Today The advice shared during this panel is even more relevant now than when it was recorded. Organizations are investing heavily in AI, automation, forecasting, and revenue intelligence. Yet many are still struggling with fragmented systems, conflicting metrics, and disconnected teams. RevOps provides the framework that allows leaders to scale intelligently without sacrificing accountability. If you're a revenue leader, RevOps professional, CRO, CMO, CEO, sales leader, or anyone responsible for driving predictable growth, this conversation offers practical guidance you can apply immediately. About The RevOps Advantage Written by Amy Osmond Cook, Bala Balabaskaran, and Ryan Westwood, The RevOps Advantage provides a blueprint for aligning strategy, systems, people, and data to drive sustainable growth. The book explores how modern organizations can break down functional silos, improve forecasting accuracy, accelerate decision-making, and create a more predictable path to revenue. Download your free copy!

What happens when AI can create content, answer questions, and automate customer interactions faster than ever before? According to Matthew Holman, the answer isn't less human connection—it's more. In this episode of the Go-To-Market Podcast, Amy Osmond Cook sits down with Matthew Holman, founder of Commerce Catalyst, to discuss how community, collaboration, and human expertise are becoming even more valuable as AI reshapes the business landscape. Matthew shares his entrepreneurial journey from marketing director to startup operator and community builder, revealing how a small meetup for ecommerce professionals evolved into one of Utah's most active commerce communities.  Today, Commerce Catalyst connects ecommerce leaders through events, networking groups, newsletters, Slack communities, conferences, and peer-to-peer learning experiences. During this discussion, Matthew explains why ecommerce may be more resilient to disruption than many industries, how brands can use AI without sacrificing authenticity, and why human judgment remains the ultimate competitive advantage. Amy and Matthew also explore emerging AI-powered networking tools, the future of professional communities, and why the best business insights still come from conversations with peers who have faced the same challenges. In This Episode: How Commerce Catalyst grew from a small meetup into a thriving professional community Why AI is changing marketing and customer engagement faster than product development The growing challenge of maintaining authenticity in an AI-generated world Why AI should be viewed as an amplifier—not a replacement—for human expertise How ecommerce brands are leveraging AI agents and automation today The importance of peer-to-peer learning and in-person networking AI-powered matchmaking, engagement pods, and mastermind communities Why "cross-pollination" helps leaders stay ahead of industry disruption The skills professionals need to thrive alongside AI Whether you're a RevOps leader, ecommerce operator, founder, marketer, or GTM executive, this episode offers practical insights on balancing technology, community, and human expertise in an increasingly automated world.  

What if the biggest problem in healthcare isn't a lack of innovation—but innovation aimed at the wrong targets? In this episode of Go-To-Market, host Amy Osmond Cook sits down with Mike Woodruff, Executive Medical Director at Regence BlueCross BlueShield of Utah, to discuss one of the most complex challenges facing entrepreneurs, healthcare leaders, and policymakers today: how to make healthcare more affordable, accessible, and effective for patients. Drawing on more than two decades as an emergency physician and healthcare leader, Mike shares a candid look at the realities behind America's healthcare system, why many common assumptions about health insurance are inaccurate, and where innovators should focus their efforts if they want to create meaningful change. Together, Amy and Mike explore: – Why the U.S. healthcare system struggles despite world-class resources – The misconception that health insurance companies exist to deny care – How affordability, accessibility, and patient outcomes should guide healthcare innovation – Why preventive care may be one of the largest untapped opportunities in healthcare – The rise of personalized medicine and its impact on future treatment models – How value-based care is reshaping relationships between providers, payers, and patients – Why AI should solve real healthcare problems—not just create new technology for technology's sake – The ethical responsibilities innovators must embrace when building healthcare solutions – How entrepreneurs can collaborate with physicians, nurses, patients, and insurers to create stronger products One of Mike's most powerful messages is that healthcare doesn't need more expensive widgets. What it needs are solutions to systemic problems.  Whether you're a healthcare entrepreneur, startup founder, healthcare executive, investor, physician, or simply someone passionate about improving patient outcomes, this conversation offers a practical roadmap for building innovation that truly matters.  

In this episode of the Go-To-Market Podcast, host Amy Osmond Cook, co-founder and CMO at Fullcast, sits down with Brian Samson, founder and chairman at Plugg Technologies, to talk about the rise of nearshoring, global talent strategy, geopolitics, and why Latin America is quietly becoming one of the most important innovation hubs in technology. Brian shares how his experience living in Argentina helped shape the vision behind Plugg Technologies and explains why companies are rethinking offshore development models in favor of real-time collaboration across similar time zones.  The discussion also explores the hidden advantages of hiring talent from complex economic environments where adaptability, resilience, and problem-solving aren't buzzwords, but survival skills. What You'll Learn in This Episode Why nearshoring is accelerating faster than traditional offshoring How Latin America became a major winner in the global talent economy The hidden productivity cost of offshore teams operating in opposite time zones How changing U.S. visa policies are reshaping software hiring Why venture capital is flooding into Latin American startups The difference between "maintenance engineers" and innovation-driven R&D talent Why resilience and adaptability matter more than ever in tech hiring How Plugg Technologies helps companies hire top technical talent across Latin America The operational advantages of same-time-zone collaboration What CEOs should prioritize to stay mentally sharp and operationally effective If you're a RevOps leader, startup founder, SaaS executive, or GTM strategist trying to build leaner, smarter, and more scalable teams, this episode is packed with insights you can apply immediately.

What happens to sales and marketing when AI can clone your voice, write your emails, and interview your prospects before you ever pick up the phone? In this episode of the Go-To-Market Podcast, host Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Dr. Jeremy Weisz, co-founder of Rise25 and host of the Inspired Insider podcast, to dig into a question every revenue leader needs to answer right now: In a world flooded with AI-generated content, how do you build the kind of trust that actually closes deals? Jeremy has been building relationships through podcasting since 2007 — long before it was a mainstream marketing strategy — and he's turned that obsession into Rise25, a done-for-you B2B podcast agency that helps companies connect with their Dream 200 clients, referral partners, and strategic alliances.  His framework is a systematic, relationship-first revenue engine, and in this conversation, he shares exactly how it works. In this episode, you'll learn: Jeremy's "Columns of Giving" framework and why it outperforms traditional sales pipelines Why authentic relationships will become even MORE valuable as AI-generated content floods every channel How to use AI tools like Whisper Flow, Gemini, Delphi, and Suno to deepen — not replace — human connection The right (and wrong) ways to use AI in your content and outreach strategy without eroding trust Why Jeremy told an SEO company CEO point-blank: "You should not host a podcast" — and what he should do instead The honest truth about whether AI is actually making us more productive or just raising the bar for output Whether you're building a B2B pipeline, scaling content, or trying to figure out where authentic human connection fits in your go-to-market motion, this conversation will sharpen your thinking.    

What happens when one of the original architects of Customer Success turns his attention toward the future of AI-powered revenue activation? In this episode of the Go-To-Market Podcast, host Amy Osmond Cook sits down with Sreedhar Peddineni for a fascinating conversation about the evolution of SaaS, the birth of Customer Success, the rise of AI-powered enablement, and why the next generation of software companies must move beyond simple LLM wrappers to deliver real business outcomes. Sreedhar shares the inside story behind founding Host Analytics during the earliest days of SaaS, helping launch Gainsight before most companies even had a Customer Success department, and building GTM Buddy to solve one of the most overlooked challenges in modern revenue organizations: helping sellers find the right answers, content, and context at exactly the right moment. This conversation goes deep into: Why most AI conversations are stuck between "fear" and "hype" The dangerous gap between AI adoption and AI understanding How semantic AI and ontology-driven systems are reshaping enablement Why "revenue activation" is replacing traditional revenue enablement The future of software valuations in an AI-first world Why human workflows still matter, even as AI accelerates everything How power users of AI will dramatically outperform everyone else Sreedhar also offers a grounded perspective on hallucinations, AI skills frameworks, co-working agents, and why businesses that fail to integrate AI into everyday workflows risk falling dramatically behind. If you care about RevOps, GTM strategy, Customer Success, AI enablement, sales technology, or the future of SaaS, this is an episode you do not want to miss.     

In this episode of Go-To-Market with Amy Osmond Cook, Amy sits down with Mike Sitter, Vice President of Revenue Operations at AssetWatch, to discuss what separates tactical sales support from true Revenue Operations leadership. With two decades in revenue operations and deep SaaS operating experience, Mike believes RevOps exists to make revenue predictable, repeatable, and efficient. And when it works, it's nearly invisible. That may sound simple, but it isn't. Because behind every high-performing revenue engine is a system of strategic choices around planning, capacity, forecasting, alignment, and operating discipline that most organizations don't get right. Mike breaks down why elite RevOps leaders start "outside in"—not with dashboards or territories, but with investor priorities, board expectations, and what's actually happening in the field with customers.  One of the most compelling themes in this episode is that great RevOps leaders don't just optimize systems. They act as strategic advisors to the business. In this episode, you'll learn: Why predictable revenue is built, not hoped for What Mike means when he says great RevOps should be "invisible" How investor priorities should shape GTM execution Why growth-vs-profitability strategy changes everything in RevOps planning How to balance tactical execution with long-range revenue design Why some RevOps teams stay reactive while others become strategic growth partners The reporting structures that can elevate (or constrain) RevOps influence How forward-looking capacity planning strengthens the revenue engine Mike also shares practical insights for RevOps practitioners trying to rise above ticket-taking and become true operators—advisors who influence outcomes, not just report on them. If you think RevOps is about dashboards and process workflows, this episode may completely change your perspective.

Did you know consumers are often making high-stakes healthcare decisions without knowing the cost upfront? This episode explores why that's still the case and what needs to change. In this episode of the Go-To-Market Podcast, host Amy Osmond Cook sits down with Lincoln Haycock to discuss one of the most frustrating—and expensive—systems in the world: American healthcare. The U.S. spends nearly 18% of GDP on healthcare yet outcomes remain inconsistent, and life expectancy hasn't improved at the pace you'd expect. Why? Because data is siloed, pricing is opaque, incentives reward volume—not outcomes, and patients are left navigating complexity without visibility. As Lincoln explains, we're dealing with a system design problem. Together, he and Amy explore why a lack of coordination across providers, payers, and systems prevents patients from receiving true value—despite rising costs.  If you've ever wondered why healthcare feels so complex and what it will actually take to fix it, this episode delivers a fresh perspective. Watch now to understand what's broken, what's changing, and how leaders across industries can apply these lessons to drive real transformation.

What happens when an entrepreneur who built businesses around structuring messy, unstructured data turns his attention to healthcare? You don't get incremental change. You get a complete reimagining of how money moves through the system. In this episode of the Go-To-Market Podcast, host Amy Osmond Cook sits down with Jake Fackrell, COO at Savvos Health, for a conversation that challenges one of the most entrenched—and broken—systems in the U.S. economy: healthcare payments. Jake shares how his early ventures by structuring raw real estate data and building near real-time obituary and death record systems, laid the foundation for tackling healthcare's biggest inefficiencies. Why This Episode Matters Healthcare costs are rising at unsustainable rates—often increasing 20–30% annually for employers. But according to Jake, the real problem isn't just cost. It's complexity, opacity, and a system designed around delayed transactions and misaligned incentives. He reflects on building early "AI-like" systems using regex and structured logic and how modern AI has collapsed timelines from years to months (or even weeks). Jake explains that while most companies try to improve claims processing, Savvos Health asks, what if claims processing didn't exist at all? Instead of adding features to a broken model, Jake explains how Savvos Health is doing something far more disruptive: –Eliminating claims processing altogether –Replacing reimbursement cycles with real-time payments –Creating transparent, pre-negotiated pricing before care is delivered This conversation illustrates what happens when you apply data thinking—and now AI acceleration—to one of the most inefficient financial systems in existence. Watch now to see how one company is rewriting the rules of healthcare and what it means for every industry still clinging to outdated processes.

In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with David Carlebach, COO & Head of Business Services at World Trade Center Utah, for a conversation that reframes how revenue leaders should think about growth beyond borders, beyond pipeline, and beyond traditional GTM strategy. From launching his own ventures, advising global companies as a consultant in Germany, to bringing Goldman Sachs to Utah and later leading operations across Asia, each chapter built a different lens on growth. Now, at World Trade Center Utah, David is doing something most GTM teams struggle to operationalize: Connecting the right companies, in the right markets, at exactly the right time. Whether it's helping Utah businesses expand internationally or pairing global companies with local innovation ecosystems, his work highlights a truth most revenue teams overlook: Growth is orchestrated. David explains that too many revenue teams think in terms of: Pipeline Conversion rates Territory coverage But global operators think in terms of: Market access Strategic relationships Long-term credibility This episode challenges a core assumption: What if your next best deal isn't in your CRM but in a market you're not even looking at yet? This conversation covers what happens when global finance, entrepreneurship, and economic development collide. Learn:  –How connection (not just data) drives revenue expansion –Why economic development is the ultimate GTM strategy –And what RevOps leaders can learn from global market builders –Why the best go-to-market strategies don't stop at national borders –How to identify expansion opportunities before your competitors see them –The hidden role of network credibility in closing high-value deals –What RevOps teams can learn from global trade and economic ecosystems –How AI (including LLMs) is quietly shaping executive performance and decision-making –Why "serendipity" is often the byproduct of disciplined execution—not luck If you are a RevOps leader thinking about international expansion, a CRO or GTM executive looking for new growth levers, a founder exploring global markets, or anyone who wants to understand how real-world economic systems shape revenue strategy, this episode is for you.   

In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with Jonathan Kvarfordt — known as "Coach K" — VP of GTM Strategy & Marketing at Momentum (now part of Salesforce), founder of the GTM AI Academy, and one of the most credible AI practitioners in the revenue space today. Jonathan was one of the earliest voices sounding the alarm that AI would reshape GTM — long before ChatGPT made it fashionable. He faced ridicule. Now those same critics are calling him for help. In this conversation, Jonathan shares what separates teams that are actually operationalizing AI from those just buying tools and hoping for results. He shares the story behind Momentum's acquisition by Salesforce, why the "unsexy" foundational work is the real competitive moat, and why human relationships — not automation — are the ultimate differentiator in an AI-saturated world. In this episode, you'll learn: Why AI adoption is still failing for most companies and what the top 7% are doing differently The "Slingshot Effect": why slowing down to do foundational work creates explosive future momentum How Momentum went from a "Zapier for sales" to a Salesforce acquisition target What it really means to have an "experimental mindset" with AI and how to build one on your team Why live events, rapport-building, and one-on-one relationships are becoming more valuable, not less, in the age of AI How Coach K stays ahead: the deep-dive method he uses to evaluate new AI tools before anyone else Whether you're a CRO, CMO, RevOps leader, or sales enablement pro, this episode will challenge how you think about AI and give you a practical framework for building GTM systems that actually scale. Listen now: Connect with Jonathan Kvarfordt: LinkedIn: https://www.linkedin.com/in/jmkmba/ GTM AI Academy: https://www.gtmaiacademy.com/ Connect with Amy Osmond Cook & Fullcast: Website: https://fullcast.com LinkedIn: https://www.linkedin.com/company/fullcast/

In this episode of the Go-To-Market Podcast, host Amy Cook (CMO & Co-Founder, Fullcast) sits down with Michelle Seger, Chief Operating Officer at Sales Globe. Michelle's extensive background in global consulting, entrepreneurship, and executive leadership gives her a practical perspective on operational excellence, organizational change, and AI adoption. From her early days in change management at Accenture to building an entrepreneurial business importing Italian ceramics (and negotiating contracts in French), Michelle brings a rare perspective on what it really takes to stay relevant in a rapidly shifting market. But the heart of this conversation is how leading firms are operationalizing AI in real time.  What You'll Learn: Why AI won't replace consultants but will dramatically raise expectations How "job decontamination" is redefining productivity in consulting Inside Sales Globe's AI sandbox and how firms are safely adopting AI tools Why removing low-value work leads to better client outcomes, not just faster delivery How AI agents will evolve into project partners (and where human oversight still matters) The hidden skill that separates average consultants from high-impact advisors How top operators structure their day to sustain performance and clarity   This episode is a must-listen for anyone navigating the intersection of AI, consulting, and go-to-market strategy.  

Is your business falling for the biggest myth in AI right now? In this episode of the Go-To-Market Podcast, Dr. Amy Cook, CMO and Co-Founder of Fullcast, talks with Jacob Andra, CEO of Talbot West, about what AI can and cannot do for your business. His take? AI is not the Ozempic of business efficiency.  Real AI transformation requires strategy, data readiness, change management, and a clear-eyed understanding of what these tools actually do. In this episode, you'll discover: Why most AI advice you're getting is dangerously biased What "magical thinking" about AI looks like and how to spot it in your organization Why AI is a narrow set of tools, not a business transformation solution on its own How Talbot West helps companies cut through the fog of war and prioritize AI adoption realistically The people, processes, systems and data framework for evaluating AI opportunities Jacob's top practical tips for evaluating AI tools, including his favorite large language model right now How to set up an AI advisor for your specific business in minutes Whether you're a business leader, entrepreneur, or operations executive trying to figure out where AI actually fits in your growth strategy, this episode will save you time, money, and a whole lot of frustration.       The Go-To-Market Podcast is hosted by Dr. Amy Cook, CMO and Co-Founder of Fullcast, where she sits down with top business leaders to explore the strategies, tools, and mindsets driving growth in today's market.   Subscribe so you never miss an episode  Like this video if it brought you value  Comment below — what's your biggest AI challenge right now?     

What if the biggest problem in modern marketing isn't your ads… it's what happens after someone clicks them? In this episode of the Go-To-Market Podcast, host Amy Cook, Co-Founder and CMO at Fullcast, sits down with Shamir Duverseau, Co-Founder, Managing Director and Chief Strategist at Smart Panda Labs, to challenge one of marketing's biggest blind spots. Most companies obsess over the click—the ad creative, the targeting, the cost per acquisition. But what happens after the click is often where deals are actually won or lost. Drawing on his experience working with global brands like Southwest Airlines, NBCUniversal, The Walt Disney Company, and Marriott International, Shamir explains why the post-click experience is the most overlooked driver of revenue in modern marketing. This conversation explores the evolving role of marketers, why marketing and sales alignment still breaks down, and how understanding human behavior and buyer psychology can dramatically improve lead quality and long-term customer value. According to Shamir, the future of marketing belongs to professionals who can connect creative storytelling, technical systems, and customer psychology. In a world where automation and AI tools are expanding rapidly, the marketers who thrive will be those who can: Ask smarter questions Understand the full customer journey Translate insights between technical teams, marketing leaders, and sales organizations Because at the end of the day, marketing isn't just about traffic. It's about trust, clarity, and action.  Listen here:

What if trust wasn't a soft skill… but a measurable strategy? In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Amy Osmond Cook sits down with David Homan, President and Founder of SOAR Connect, to explore a bold idea: what if we could quantify authentic relationships and use that data to drive meaningful action? David's path to building "connector tech" is anything but traditional. A working classical composer turned international arts philanthropist, he spent 25 years building a powerful global network in New York.  After running a private community of super connectors for a decade and attempting 120 times to use existing referral and CRM tools he realized something fundamental was missing. So he built it. Before founding SOAR Connect, David built a life around connection through music, philanthropy, and family offices. As the 2025 bestselling author of Orchestrating Connection, he believes trust isn't built through transactions. It's built through time, action, and intentional generosity. Five Principles for Building Trust That Lasts In this episode, David shares five core principles for building authentic, high-impact networks: Be curious and vulnerable Seek diverse connections Be generous Be grateful Take action, because trust is earned through doing Watch the full episode to explore how measuring trust could redefine the future of networking, community building, and go-to-market strategy.

What if the reason your revenue growth feels harder than it should… isn't your market, your product, or even your talent but your compensation plan? In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described "mercenary" of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple.  Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design obsessively — and writes extensively to sharpen his thinking. In this episode, Dan introduces a powerful metaphor from his time on a Nebraska cattle ranch: Hunters close. Farmers maintain. Ranchers build ecosystems. And here's something to think about: Half of your best salespeople are probably ranchers, and your compensation plan doesn't even recognize it. Dan Walter's Hot Takes on Incentive Compensation Short-term quotas sabotage long-term enterprise growth. You cannot motivate consultative sellers with transactional comp plans. RevOps often builds systems for reporting — not for selling. If your tools help the CFO more than the salesperson, you've already lost. Most companies misclassify their top revenue talent. If your revenue has plateaued… If your enterprise deals take years but your comp plan only rewards quarters… If your best salespeople don't fit neatly into "hunter" or "farmer"… You're going to want to hear this.  Sponsored by Fullcast and Silicon Slopes, Go-To-Market with Dr. Amy Cook dives deep into the industry insights and best practices that revenue, sales, and marketing leaders need to stay competitive. Tune in each week for a new episode!       

Kris Rudeegraap, co-CEO of Sendoso, didn't start in software. He started in sales, hustling during the early days of mail merge when 90% email response rates were real (yes, really). But when inboxes became saturated and automation tools exploded, he asked a pivotal question: What's my competitive advantage now? His answer? Actively listen to what his customers were saying and respond with:  –Handwritten notes. –Personalized gifts.  For instance, Kris sent swag after hearing a dog bark on a Zoom call. It worked.  But it was messy and unscalable. So Kris built the platform he wished existed to operationalize gifting, global fulfillment, and ABM into what would become Sendoso. Nine years later? The category has never been more relevant. In this episode of Go-To-Market, host Amy Cook, CMO and Co-Founder of Fullcast, sits down with Kris to explore one of the most overlooked growth levers in modern B2B:  Strategic, scalable human connection. Kris and Amy discuss the truth most teams don't want to admit: You can't run a digital-only strategy anymore. Email. Ads. Content. Events. Direct mail. Field marketing. AI. You need all of it. And in a world flooded with automation, the brands that stand out are the ones that make people feel something. Watch now to rethink how you build pipeline, create differentiation, and engineer a modern go-to-market strategy that actually works.    

In this episode of Go To Market, sponsored by Fullcast and Silicon Slopes, host Amy Cook sits down with Navin Persaud, VP of RevOps at 1Password, to talk about what it takes to scale revenue with discipline, data, and operational muscle. But let's start at the beginning.  Navin didn't start in operations. Instead, he started in sales, carrying a bag, and chasing quota, until he realized he was far more energized by the systems behind the sale: forecasting models, territory design, tech stack decisions, compensation plans, and the data story that tells the truth about a business. This conversation is timely. Because more and more GTM teams are learning that revenue growth doesn't break because of bad selling; It breaks because of: Inconsistent forecasting Misaligned territories Poor data architecture Compensation misfires Fragmented tech stacks For companies building RevOps today, Navin's advice is clear: Keep the GTM tech stack under RevOps control while scaling Move quickly, then optimize later Hire your RevOps leader early Build systems that generate strategic clarity, not just reports And perhaps most importantly: Hire people who want to do right, not be right. Navin explains why RevOps should represent roughly 10% of your total go-to-market organization. If you've achieved product-market fit but haven't invested in operational muscle, growth will eventually stall. He also explains why: RevOps should NOT report to Sales RevOps should NOT be owned by IT Neutrality is critical for predictive accuracy Poor strategy is often just poor data This episode is a masterclass in building the operational backbone that allows sales, marketing, and partnerships to scale confidently. If you're a CRO, CEO, RevOps leader, or scaling SaaS founder — this one's for you.  

In this episode of Go To Market, host Dr. Amy Cook sits down with Jon Pierre Francia, Founder & President of Life Cider, to discuss the health crisis that sparked a fast-growing consumer brand built on real science—not trends. This conversation exposes why many people don't have too much stomach acid but too little, how apple cider vinegar can transform digestion and blood sugar response, and what it takes to bring a science-backed product to market at scale. In this episode, you'll learn: Why antacids failed and what actually fixed Jon Pierre's decade-long acid reflux How apple cider vinegar improves insulin sensitivity and metabolic health The pivot that led Life Cider from a kitchen experiment to 242 Walmart stores How NFL players became early believers, customers, and investors Why paraxanthine (not caffeine) powers Life Cider X with no jitters or crash Founder advice on building a "killer product" and raising strategic capital Jon Pierre also shares the deeply personal mission behind Life Cider—shaped by growing up with a diabetic father—and why scaling fast with the right partners matters when the goal is global health impact. If you care about founder-led brands, real wellness science, or how products actually win in-market, this episode is for you. Check it out!       

In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Dr. Amy Cook, CMO at Fullcast, sits down with Michael Maximoff, Chief Growth Officer and Co-Founder of Belkins, to discuss what's actually holding sales and marketing teams back in 2026. With a background that spans B2B sales, agency leadership, and scaling an eight-figure company at nearly 200% year-over-year growth, Michael offers a rare operator's perspective to the AI SDR debate. His take is clear: AI is one of the best things to happen to go-to-market teams but only when it's layered onto a process that already works. Otherwise, it just accelerates what's broken. Together, Amy and Michael explore why 78% of sellers missed quota despite more tools, more data, and more spend than ever before, and why access to cheap automation has quietly commoditized outreach. When everyone can send emails at scale, the real differentiator becomes painfully simple—and brutally hard to execute: "Show me that you know me." If you're a CRO, CMO, RevOps leader, or founder navigating AI adoption, missed quotas, or diminishing returns on traditional outreach, this conversation will challenge how you think about growth, personalization, and what modern GTM excellence really requires. Tune in to hear: Why AI SDRs won't save a broken sales process The hidden reason quotas are being missed at record rates How cohort-based ABM creates real differentiation at scale What it takes to rebuild a GTM engine for today's buyers This isn't about doing more. It's about doing what matters—on purpose.    

In this episode of the Go-To-Market Podcast, Dr. Amy Cook sits down with longtime collaborator and GTM leader Will Spendlove to share how AI, analytics, and RevOps are colliding to fundamentally change how companies operate, sell, and scale. From Will's early days in product and growth marketing to carrying a bag as an AE at Symantec, to leadership roles at Salesforce, DocuSign, and now Alteryx, this conversation dives deep into what it actually takes to democratize data, operationalize AI, and empower revenue teams—without bottlenecking RevOps or IT. You'll hear why the future of GTM isn't about replacing people with AI, but about: Designing workflows that combine private company data with public LLMs Giving sellers and leaders self-service insights without sacrificing governance Shifting RevOps from "report runners" to strategic architects of revenue Rethinking SDR, analytics, and territory strategy in an AI-powered world Amy and Will also explore why "jobs to be done" thinking is the missing link in most GTM strategies and how AI finally makes that vision scalable. If you're a revenue leader, marketer, RevOps professional, or product strategist trying to separate AI hype from real operational impact, this episode is required listening.    

What happens when AI meets your SaaS stack?  During this panel discussion, industry leaders tackle one of the most pressing questions in tech today: Is SaaS dead, or evolving with AI?  Panelists: Pete Kazanjy – Co-founder, Atrium (now part of Fullcast). Shawn Killpack – VP, GTM Strategy & Operations, Gong.  Aditya Gautam – Tech & ML Lead, Meta. Louis Poulin – Principal Advisor, Quantum Fused AI  Moderator: Bala Balabaskaran, Fullcast Co-founder & CTO In this special episode of Go-To-Market with Dr, Amy Cook, industry leaders discuss: How AI is transforming legacy SaaS platforms and CRMs The critical role of data hygiene and clean data in AI workflows Using large language models (LLMs) for synthesis, content generation, and automation AI-driven innovations in customer sentiment tracking, cross-sell/upsell strategies, and revenue insights Emerging AI pricing and monetization models for SaaS companies How RevOps, product management, and enablement teams must adapt to an AI-first world And more.  Whether you're a RevOps professional, SaaS founder, product manager, or sales leader, this discussion is packed with insights on navigating the AI-powered evolution of SaaS.    

AI is everywhere in go-to-market conversations.  But is it actually helping revenue teams grow? In this episode of the Go-To-Market Podcast with Dr. Amy Cook, Justin Rashidi, Co-Founder and Chief Strategy Officer of SeedX, discusses what's really working in modern B2B go-to-market strategy and what's being overhyped. Justin shares insights from working with CMOs and revenue leaders across B2B, B2C, and B2B2C organizations, and explains why many teams are overcomplicating GTM with AI, attribution models, and complex funnels while ignoring the fundamentals that still drive predictable revenue. This conversation examines the future of SDRs and BDRs, the rise of AI agents with humans in the loop, why cold email is losing effectiveness, and how high-performing teams use LinkedIn, search intent, and in-person meetings to build trust and close deals. If you're a CMO, CRO, RevOps leader, or founder, this episode will challenge assumptions and help you refocus your go-to-market strategy on what actually converts.  What You'll Learn in This Episode: Why AI won't fix a broken go-to-market strategy The B2B marketing basics most teams overlook How to turn online demand into real-world relationships The future of SDRs, BDRs, and AI-powered sales development How CMOs can better align with sales and revenue leadership Why marketing attribution obsession can hurt pipeline growth Listen now.  Tune in each week for a new episode of Go-To-Market with Dr. Amy Cook!   

What do marine biology, revenue operations, and bloated tech stacks have in common? According to Helena Aryafar, SVP of Revenue Operations at Interos.ai, a lot more than you think. In this episode of Go-To-Market, host Amy Cook, CMO and co-founder of Fullcast and Helena share some of the biggest challenges facing modern GTM teams today, particularly tooling overload that looks powerful but doesn't actually solve the problem. Helena shares her unconventional journey from fisheries biologist to RevOps leader, and why a scientific mindset gives ops teams a competitive edge. Together, Amy and Helena compare the real-world consequences of fragmented GTM systems, redundant tools, AI hype, and "Frankensteined" workflows that look great in demos but fall apart in practice. You'll hear insights on: How to decide build vs. buy without blowing your budget Why consolidation can increase confusion instead of reducing it The hidden cost of redundant tools—beyond just dollars How to evaluate AI features without falling for shiny-object syndrome Practical frameworks for prioritizing tooling decisions that actually move the needle If you're a RevOps, Sales Ops, Marketing Ops, or GTM leader navigating budget pressure, platform sprawl, and AI promises that sound too good to be true, this episode will be incredibly useful.    

One discussion.  Five leading voices, spanning AI, academia, RevOps, and startups, come together to dodge the hype and answer the questions revenue leaders are really asking: Where is AI headed in the next 24 months? How will AI reshape entry-level roles, career progression, and education? What does "AI-first" actually mean for GTM and RevOps teams? Which human skills become more valuable as AI accelerates? What are the real risks—and opportunities—around agents, security, robotics, and AGI? Whether you're a CRO, RevOps leader, founder, investor, or operator trying to stay ahead of the curve, this special episode of GTM Live will challenge how you think about AI, work, and what matters most in the age of intelligent systems. Featured Panelists Aditya Galton — Machine Learning, Meta Jason Lowe — Professor, University of Utah & AI Podcaster, Founder of Aptivon Kelly Chamberlain — CEO, NClouds John Bradshaw — President, AI Utah & CEO, Codebase Mason McMullin — VP of RevOps & GTM Strategy, Elissio  

As we wrap up the holiday season, Dr. Amy Cook—CMO and co-founder of Fullcast and host of Go-To-Market with Dr. Amy Cook—shares a heartfelt message of gratitude and reflection with our listeners, partners, customers, and the entire go-to-market community. This special holiday episode is both a thank-you and a year-in-review, highlighting the bold moves, meaningful connections, and real-world outcomes that defined Fullcast's journey in 2025. None of it would have been possible without the trust, partnership, and feedback of the ecosystem we're proud to serve. 2025 Highlights: A Year of Growth, Innovation, and Community Building the First AI-Native Sales Performance Management Platform 2025 marked a major leap forward as Fullcast expanded its platform and vision through strategic acquisitions. We proudly welcomed Commissionly, Atrium, Epstein, and Copy.ai into the Fullcast family—bringing us closer to our goal of becoming the first truly AI-native sales performance management platform. Expanding Partnerships Across the GTM Ecosystem This year, collaboration was everything. We formed strategic alliances and deepened our relationships with communities and organizations that elevate go-to-market excellence, including: Pavilion, RevOps Co-Op, RevGenius, CRO Collective, Marketing Ops community, Go-To-Market Leaders Society, RevOps Alliance, Go-To-Market Partners, Go-To-Market Council, and many others. Your support helped fuel not just Fullcast's growth, but the broader GTM movement. Fostering the Conversation with the Go-To-Market Podcast The Go-To-Market podcast continued to be a space for real, honest conversations from the front lines of revenue. We hope these stories, insights, and perspectives helped challenge assumptions, spark ideas, and support you in your own GTM journeys. Launching Go-To-Market Live In 2025, we hosted our first annual Go-To-Market Live conference, welcoming more than 125 executives across CRO, CEO, CMO, and revenue leadership tracks. It was an energizing, executive-level forum focused on strategy, alignment, and execution—and just the beginning of what's to come. Sharing Our Playbook We published The RevOps Advantage, our definitive guide to building a modern, efficient, and resilient go-to-market engine—distilling what we've learned into actionable guidance for GTM leaders everywhere. Strengthening Leadership We were thrilled to welcome Ryan Worthington as Chief Customer Officer, reinforcing our commitment to customer success and long-term value. Celebrating Recognition & Giving Back Fullcast was honored to be named one of Utah's 100 Companies Championing Women, a reflection of the inclusive, values-driven team we're building. Giving Back: Fullcast Foundation We also launched the Fullcast Foundation, committing 1% of our equity to education-focused causes, including support for Silicon Slopes and the Academy for Creating Enterprise, among others. A Holiday Thank You To our customers, partners, friends, and listeners: thank you for being the driving force behind every milestone we achieved this year. We're honored to be your partner in building resilient, efficient, and data-driven go-to-market strategies. From all of us at Fullcast, we wish you and your teams a restorative, joy-filled holiday season and we can't wait to build what's next together in the year ahead. Thank you for listening. Thank you for believing. And thank you for being part of this journey.  

Cold calls. Spammy emails. AI-generated "personalization." If your pipeline still depends on these tactics, this episode is a must-listen. In this conversation, Dr. Amy Cook sits down with Timothy Hughes, one of the original architects of modern social selling, to unpack why traditional outbound sales motions are collapsing under their own weight and how top-performing teams are quietly replacing them with something far more effective: human influence at scale. With 35+ years in complex B2B sales, Timothy has seen every trend come and go. He co-authored Smarketing in 2018—years before RevOps became mainstream—and published one of the earliest books on social selling nearly a decade ago. Today, his methodology consistently helps sales teams generate 5–35 high-quality meetings per week without cold calling, email spam, or "touch-point theater." This episode breaks down the myth that selling is a numbers game and challenges the assumption that more AI equals better outcomes. Timothy explains why AI-powered outreach has "completely killed email marketing," why buyers actively avoid anything that smells like sales, and why your LinkedIn profile—not your pitch deck—is your most important revenue asset. Amid this race toward automation, Timothy makes the case for a powerful truth: the most human company wins.      

Think you understand how boards work? Think again. In this keynote, Ryan Westwood, entrepreneur, board member, and CEO of Fullcast, reveals the boardroom dynamics that most executives NEVER learn until it's too late. Keep in mind, this is not a talk about sales, marketing, or RevOps. Instead, this is the career-unlocking discussion that top operators wished they had heard ten years ago.  Ryan breaks down: The hidden rules of boards that even seasoned CEOs misunderstand. Why most executives fail to align with their boards and how to avoid getting blindsided. The exact decisions that should (and should NOT) ever go to a board meeting. How to instantly read a board's structure to understand a company's speed, culture and risk. Why board size predicts company momentum and what dysfunctional boards look like. The governance traps that derail CEOs. What every future board member must understand before accepting a seat. Why many CEOs get "railroaded" by their boards and how to prevent it. The overlooked importance of audited financials (and why Ryan won't work with companies that skip them). And much more. . .  Whether you're part of a newly formed C-suite, a future founder, or aspiring board member… These 60 minutes could change the trajectory of your career.  

Are you uptight about AI taking over the C-suite? Relax! The CRO role isn't disappearing. It's just having the biggest glow-up in GTM history. In this conversation, Amy Cook, co-founder and CMO at Fullcast and host of the Silicon Slopes Go-To-Market Podcast, sits down with Jon Bradshaw, founder of CodeBase and creator of AI Utah to speculate on one of the spiciest AI debates of the year. Where is AI taking us?  According to Jon, AI is changing how we build products, and it's changing what it means to have a job at all. Inside this episode, they discuss: Why the future workforce is heading toward a 30-hour workweek. How AI is democratizing "elitist" white-collar jobs and turning many of them into blue-collar, piecemeal work Why developers who refuse to use AI won't be hired The surprising reason senior engineers now need whiteboard skills more than keyboard skills How a new generation of engineers are "coding without touching a keyboard" Why executives who don't learn AI will make catastrophic company-wide decisions The real differentiator between top performers and everyone else: a willingness to lean into the hard thing Bradshaw reveals why everyone now carries a "PhD in their pocket," how AI is collapsing traditional hierarchies, and what it takes to stay relevant in a world where the advantage goes to the curious, not the senior. If you've wondered where AI is really taking us — and who will thrive or be left behind — you won't want to miss this.    

How do we move faster without breaking quality and without breaking our teams? Don't look now, but your go-to-market may need a reset.  In this exclusive conversation, Fullcast CEO Ryan Westwood, CMO Dr. Amy Cook, and Copy.ai founder Chris Lu unpack the real story behind their groundbreaking collaboration and what it means for the future of go-to-market, productivity, and human-centered AI. During this interview, the expert panel explores why most companies are "AI powered" in name only and how true AI nativity requires rethinking everything from how data is collected and stored to how strategies are built, aligned, and executed.  They expand on Fullcast's decisive approach to platform architecture, acquisitions, and unified GTM leadership. And they reveal how adopting Copy.ai, for instance, can increase a marketing team's productivity without replacing the writers, strategists, and thought leaders behind the work. Together, they dive into: AI-Native vs. AI-Driven vs. AI-Featured: What's real and what's marketing fluff Why slapping an LLM onto a product doesn't unlock transformational value How Copy.ai and Fullcast together create a true end-to-end GTM operating system What the new era of people-centric AI means for CROs, RevOps leaders, and CEOs Why bureaucracy is dying—and how AI is reshaping organizational design How marketing productivity jumped 3× with Copy.ai (without losing human creativity) The leadership decisions that make or break post-acquisition integration Why original human thought—not AI—is now the most valuable skill in the workplace And much more.  The overall message is that the future of GTM isn't automated. It's AI-native, people-centric, and operationally unified. Tune in to hear how these leaders are building it.

In this episode of the Go To Market Podcast, host Dr. Amy Cook, CMO at Fullcast, sits down with Warren Zenna, Founder and CEO of The CRO Collective, to explore one of the most misunderstood executive roles in modern business: the Chief Revenue Officer. Warren has spent years studying the CRO function across startups, scaleups, private equity rollups, and enterprise organizations. His conclusion? Most companies want a CRO… but very few actually understand what a CRO does, how the role differs from sales leadership, or how to build the organizational environment required for one to succeed. Together, Amy and Warren discuss: Why CROs are not "super VPs of Sales" How misalignment across sales, marketing, and customer success quietly destroys growth The shift from acquisition-focused revenue to retention, expansion, and advocacy How interest rates, market cycles, and the SaaS funding model reshaped the CRO role What aspiring CROs must learn before pursuing the title Why companies need a "CRO readiness" plan just as much as CROs need training How stage, size, and business model (PLG, SMB, enterprise, services) fundamentally change what a CRO should look like This is a must-listen for revenue leaders, founders, aspiring CROs, and anyone navigating the complexity of modern GTM leadership. Warren's insights on competencies, curiosity, business acumen, and organizational maturity will reshape how you think about revenue.  

"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.      

What happens when a former Paris "tour guide" and SEO expert decides to reinvent how we think about content marketing in the age of AI? You get Nathan Thompson, Director of Marketing at Fullcast and core member of the newly acquired Copy.ai team, who believes the future belongs to those who stay human in an automated world.  In this episode, Nathan and Amy dive deep into: Why content marketing isn't "content marketing" anymore. It's just marketing. How to use AI as your research and structure partner (not your creative replacement). Why marketers who outsource thinking to AI are missing the point entirely. How to optimize content for LLMs like ChatGPT and Gemini (and why "thin" AI content will kill your brand authority). Practical workflows for human-in-the-loop creativity, where automation supports originality. Whether you're a marketer wondering how to adapt, or a RevOps leader thinking about how AI fits into your go-to-market strategy, this conversation will change the way you see content, creativity, and the future of marketing.

When every quarter feels like a reset button, who's really driving growth? Join Dr. Amy Cook and Jeremy Baras, Executive Senior Partner and Go-To-Market Practice Lead at TalentFoot, for a candid, insider conversation about the power players shaping the new GTM era — and the roles that might be going extinct. In this episode, Jeremy shares what he's hearing straight from the boardroom: Why AI isn't replacing RevOps (but bad strategy might) The rise of product-led growth and the hybrid GTM model Why finance-led growth is a trap — and where RevOps leaders should sit in the org The truth about "fuzzy math" and the future of efficient growth If you've ever wondered where your GTM career is headed or how the smartest companies are hiring, scaling, and surviving 2025's chaos, this episode will challenge your assumptions and fire up your strategy.    

What happens when a childhood hospital stay sparks a lifelong mission to improve healthcare? Meet Saul Marquez, founder and CEO of Outcomes Rocket, who went from the medical device field to building one of the most trusted healthcare marketing agencies today.  In this episode of Go-To-Market with Dr. Amy Cook, Saul opens up about his journey from humble Chicago beginnings to leading a San Diego-based company that helps healthcare brands solve real commercial problems with strategy, empathy, and data-driven storytelling. Amy and Saul discuss what's keeping healthcare leaders up at night: shrinking budgets, cybersecurity threats, and the rise of AI-powered marketing.  Together, they explore: How Generative Engine Optimization (GEO) is transforming the content landscape. Why open-access thought leadership is crucial to visibility. How sales and marketing alignment can significantly impact your go-to-market success. This episode is packed with insight, laughter, and honesty. Who knows? You may walk away rethinking how you market in the age of AI and maybe even checking your shower's water pressure with a little more gratitude.   

What happens when the speed of innovation outpaces society's ability to adapt? In this episode of Go To Market with Dr. Amy Cook, tech visionary Jason Lowe, AI consultant and host of AI Diatribe, joins Amy to unpack one of the most urgent questions of our time: how do we, as business leaders and human beings, keep up with AI's exponential acceleration?  From coding his first programs in high school to building an AI practice inside a global tech distributorship, Jason has lived through every era of digital transformation. Together, he and Amy explore the seismic shift AI is driving across industries—where both blue-collar and white-collar work are being redefined at once. Listen here!   

In this episode, Amy Cook sits down with Garth Fasano, President and Co-Founder of Raynmaker, to discuss how AI sales automation is reshaping the future of sales and service. Discover how Garth's journey from managing 8,000-agent call centers to building AI voice assistants for sales led to the creation of the Raynmaker platform, a tool that can answer calls, qualify leads, handle objections, schedule services, and take payments automatically. Listen to Garth describe the future of AI that is happening right now.  Why small businesses are adopting AI faster than enterprise How AI-powered voice agents are redefining customer engagement The psychology behind honest AI conversations What ethical sales automation looks like in 2025 If you're curious about how AI automation can supercharge your revenue team and free up your time with uncanny precision that delivers an unprecedented customer experience, this is the episode for you.

What does it really take to build and scale Revenue Operations? Beyond the buzzwords, the dashboards, and the endless "alignment" meetings, of course.  On this episode, Amy Cook goes straight to the source: Emme Thacher, VP of Revenue Operations at Beam Benefits.  Together, they dig into the messy, powerful, and often misunderstood role of RevOps in rewriting GTM strategy, fueling sales enablement, and tearing down the walls between sales, marketing, and customer success. Here's what you'll get: How RevOps strategy flips between transactional grind and strategic enterprise playbooks What RevOps looks like at Goldman Sachs vs. a scrappy startup—and why both are chaotic in their own ways Career hacks to escape grunt work and catapult yourself into leadership Why the best RevOps leaders don't just "oversee," they roll up their sleeves and get dirty How AI (and who you know) is rewriting the playbook for RevOps leaders everywhere If you're tired of surface-level "best practices" and want the unfiltered playbook for scaling revenue and building a killer RevOps career, you'll want to hit play. Listen in and see how Emme is leading (and redefining) RevOps.    

This week on Go To Market with Dr. Amy Cook, we sit down with Guy Rubin, one of the most influential voices in revenue operations today. As the founder of Ebsta, Guy reshaped how companies think about customer engagement with data-driven sales intelligence. Now, in his role as Managing Director of Insights at Fullcast, he's helping revenue leaders harness data, technology, and strategy to fuel sustainable growth. What makes this conversation unmissable? Guy has lived the full go-to-market journey—from building a startup to shaping strategy at one of today's most innovative GTM organizations. His perspective is rare, his insights are practical, and his track record speaks for itself. In this episode, you'll hear Guy's take on: The latest findings from the Go-To-Market Benchmark Report. This is a must-read for CROs and RevOps leaders worldwide. Why the performance gap in sales is widening and what top performers are doing differently. How AI can amplify human connection rather than replace it, and why that distinction matters now more than ever. Tune in now to hear how Guy Rubin is redefining what it takes to win in today's competitive landscape.  If you care about sales, revenue operations, or the future of go-to-market strategy, this episode is a masterclass you can't afford to miss.