GTM Expertise

Giles shared how a long career in FX inside a big corporate environment eventually led him to build Compare FX, a business designed to bring more transparency and trust to foreign exchange pricing. The turning point came while he and his partner stepped away from London and traveled for a year, creating the distance and clarity needed to see the industry’s pain points more objectively.Rather than pushing rates or acting like another FX salesperson, Compare FX takes an impartial, data-led approach: users upload quotes, the team benchmarks them against the mid-market rate, and the customer gets a clear view of what they are really being charged. The business then introduces vetted providers, secures fee protection through a margin control agreement, and keeps the process human by explaining the data rather than just sending a report.A major theme in the conversation was that strategic partnerships have become the biggest growth lever, especially with accountants, lawyers, immigration firms, chambers, and associations that can refer qualified clients while adding value to their own audience. Giles also emphasized building carefully from the ground up with his own money, learning the full customer journey manually first, and using that understanding to build a better, more scalable business later.

In this episode of GTM Expertise, host Ben Morrell welcomes Manali Hanamsagar, a seasoned expert in product-led growth and behavioural design. Manali shares her journey through the marketing landscape, highlighting her transition from traditional marketing to the modern realm of product-led growth, especially in the context of AI. She emphasises the importance of understanding user behaviour and trust in AI products, explaining how the introduction of AI has shifted the activation moments for users. Manali provides insights into how companies can effectively integrate AI into their product strategies while maintaining user trust and engagement.The conversation delves into the nuances of product-led growth versus sales-led growth, illustrating how AI can enhance these strategies. Manali discusses the significance of behavioural design in creating user experiences that foster trust and engagement. She also shares practical tips for startups on how to navigate the crowded AI landscape, emphasising the need for clear communication and realistic expectations in go-to-market strategies. The episode concludes with a focus on the importance of user feedback and advocacy in refining product offerings and driving growth.

In this episode of GTM Expertise, host Ben Morrell welcomes David Homan, a classical pianist turned entrepreneur, to discuss the importance of building trust-based relationships in business. David shares his unique journey from a middle-class upbringing in Florida to establishing a global network of ‘super connectors’ aimed at fostering genuine connections among influential individuals. He emphasizes that the value of relationships often goes unrecognized, and his mission is to change that by creating a community where trust and integrity are paramount. David also introduces his upcoming startup, Soar Connect, which aims to leverage technology to enhance human engagement and relationship-building.Throughout the conversation, David provides actionable insights for tech founders on how to cultivate a network that prioritizes trust over transactional relationships. He discusses the significance of curiosity, empathy, and vulnerability in building meaningful connections, especially in high-pressure environments like conferences. The episode concludes with a reflection on the evolving landscape of networking in the age of technology and AI, highlighting the need for a more human-centric approach to relationship management.

In this conversation, Dan shares his journey from working in advertising to founding his own creative business, Invisible Artists. He discusses the challenges of scaling the business, maintaining company culture across different locations, and adapting to changes brought on by COVID-19. Dan also reflects on the importance of honesty in business, the impact of AI on the creative industry, and the strategies he plans to implement for his new venture, The Guroos.

In this episode, Kizito shares his journey from Nigeria to Ontario and discusses the evolving landscape of the Nigerian startup ecosystem. He emphasizes the importance of understanding local nuances, community-driven marketing strategies, and the role of domestic venture capital in fostering innovation. Kizito also highlights the significance of regulatory considerations and the growing trend of financial inclusion among startups in Nigeria.

In this conversation, Luke Marshall shares his extensive journey through the startup ecosystem, discussing the transition from corporate life to the chaotic world of startups. He emphasises the importance of personal branding, the need for resilience, and the challenges of navigating the noise in the startup landscape. Luke also highlights the significance of consistency in strategy, the human side of being a founder, and the differences between corporate and startup sales dynamics. He concludes with insights into the evolving Australian startup ecosystem and the importance of community support.

In this conversation, Erika Underwood shares her unique career journey from the fashion industry to the education sector, emphasising the importance of partnerships and empathy in sales. She discusses the challenges of navigating the education sector, the transition from corporate to startup environments, and the resilience required to adapt to changing circumstances. Erika highlights the significance of data-driven decision-making and the need for flexibility in go-to-market strategies, especially in the face of competition from established practices.

In this conversation, Ben Morrell and Alex discuss the intricacies of go-to-market (GTM) strategies within the product life cycle, particularly in the context of the crypto and blockchain space. Alex shares insights on user engagement, the importance of data-driven decision-making, and the concept of bundling versus unbundling in product offerings. They explore the significance of understanding user behavior, the challenges of market feedback, and the necessity of a lean operational approach. Additionally, they delve into pricing strategies, the importance of focusing on core offerings, and the need for a disciplined information diet to navigate the complexities of startup decision-making.

Matt Lerner draws on deep B2B lead generation experience to reveal the most frequent mistakes startups make, with a strong focus on truly mapping and understanding the customer journey. He underscores the necessity of ongoing experimentation, rapid learning, and channel mastery to discover which acquisition tactics deliver results. Matt also explains how AI, when layered on a foundation of customer insight and structured testing, can accelerate marketing effectiveness—rather than replace core strategy. Finally, he stresses the impact of building the right team and tracking the metrics that reflect meaningful progress in lead generation efforts.

In this episode, Jason Friedlander explores how go-to-market strategies are transforming in the era of AI. He underscores why maintaining a human touch in content creation matters more than ever, how startups can build trust in a crowded, low-barrier market, and the growing role of real-time perception analysis. Jason also delves into the challenges of standing out and the critical need for founders to truly understand their target audience. The conversation offers rich insights for entrepreneurs aiming to thrive in an AI-driven marketing landscape.

Interview with Don Lazzari, President, Delivering ValueIn this conversation, Don Lazzari shares his extensive experience in sales and consulting, focusing on the critical aspects of building and managing a sales team, especially in emerging companies. He discusses the importance of recognizing when a founder-led sales approach needs to evolve, the significance of hiring the right sales talent, and the common pitfalls that founders encounter in the sales process. Lazzari emphasizes the need for a structured sales process, effective vetting of sales candidates, and the importance of maintaining momentum in sales conversations.

Interview with: Andrew Wierzan, Owner, Skyward ShiftIn this episode, Ben Morrell and Andrew Wierzan explore the critical role of mentorship in career development, especially within sales and technology. Andrew reflects on his own journey, underscoring the importance of building a strong foundation, adapting sales strategies as markets evolve, and cultivating trust through meaningful relationships. They discuss the shift from founder-led sales to structured processes, the hurdles founders face in finding the right mentors, and the lessons that come from both mistakes and setbacks. The conversation also highlights the often-overlooked power of saying no as a way to preserve focus and maintain authentic professional connections.

Interview with: Britta Schellenberg, Chief Flower Officer, Pryjma PetalsIn this episode, Britta shares her journey from the corporate world to becoming Chief Flower Officer at Prijma Petals. She opens up about the challenges and opportunities of stepping into entrepreneurship, the lessons learned in sales and marketing, and the importance of listening to customer feedback. Britta also highlights why a solid grasp of financials is essential and how passion fuels resilience, offering practical advice for anyone considering a similar leap into founder life.

Interview with: Volker Ballueder, Founder, ObnatusIn this episode, Volker reflects on his journey from Germany to becoming a sales leader and coach, highlighting the vital role of alignment and emotional intelligence in leadership. He explores the challenges startups face in keeping feedback loops active, navigating founder dynamics, and building a positive company culture. Volker emphasizes the power of open communication, the impact of regular workshops to drive alignment, and the value of external facilitation in handling tough but necessary conversations.

Interview with Caren Cioffi, Founder, AgendaHeroIn this episode, Caren Cioffi shares her entrepreneurial journey with a spotlight on one of the toughest challenges for startups: pricing and packaging. She reflects on the hurdles of securing that very first customer, the emotional high that comes with it, and the invaluable lessons learned from early adopters. Caren underscores the importance of staying flexible as pricing strategies evolve, setting clear expectations with both customers and teams, and exploring opportunities in down-market segments. She also stresses the value of thorough pricing research and the power of finding true believers—those early customers who become the foundation for lasting growth.

Interview with Alberto Gomez, Chief Product Officer at ChecklyIn this episode, Alberto shares his journey from software developer to Chief Product Officer at Checkly, reflecting on the central role of customer focus in effective product management. He discusses the challenges of sustaining this focus as companies grow, the complex dynamics between product and sales teams, and the key signals that point to product-market fit. Alberto also offers practical guidance for aspiring product managers, stressing the importance of empathy and a deep understanding of market needs.

Interview with Bea Alonso, Product Marketing ConsultantIn this episode, Bea Alonso draws on her extensive experience in product marketing and go-to-market (GTM) strategies to share practical insights for founders and business leaders. She highlights the importance of deeply understanding market needs, driving internal alignment, and staying adaptable as strategies evolve. The conversation touches on common mistakes in GTM execution, how approaches differ depending on company size, and why market research and team alignment are critical, especially for first-time founders.

Interview with Kat Wendelstadt, Co-Founder, GTME.AIIn this episode, Kat shares her journey from corporate marketing roles to becoming a startup founder and entrepreneur. She opens up about the realities of startup life—the importance of go-to-market strategies, the challenges of raising capital, and the constant balancing act between work and family. Kat highlights why building strong investor relationships and mastering prioritization are critical in a fast-paced startup environment. She concludes by sharing her current mission: helping founders navigate growth with clarity and focus, while using the right metrics to drive long-term success.

Interview with Stephen Halpin, Founder, PortfolioXDIn this episode, Ben Morrell and Stephen Halpin dive into the world of fractional leadership and its rising importance for startups. They discuss how fractional leaders bring specialized expertise, mentorship, and flexibility—helping companies scale without the cost and commitment of full-time hires. The conversation explores the role of investor perspectives, founder dynamics, and the key triggers that prompt businesses to embrace this model. Stephen also shares practical advice for professionals looking to transition from corporate roles into fractional leadership, highlighting the value of relevant experience and the ability to deliver impact quickly.

Interview with Mark Stanton, CRO, ShorthandIn this episode, Mark Stanton reflects on his journey from a technical background to leading SaaS teams across the Asia Pacific (APAC) region. He shares insights into the incredible diversity of APAC markets, the importance of understanding local cultures, and why tailored strategies are essential for success. Mark emphasizes the power of relationship-building, the necessity of local presence, and the value of strong partnerships. He also offers practical advice on operational planning, travel strategies, and how trust and authenticity shape business outcomes. The conversation wraps up with key lessons for companies aiming to expand into the APAC region.

Interview with Margaret Davies, VP Sales & Marketing, SynamediaIn this episode, Ben Morrell and Margaret Davies dive into the complexities of sales and go-to-market strategy, with a special focus on the startup landscape. Drawing on her deep experience in B2B technology sales and marketing, Margaret shares the foundational building blocks for scaling effectively—from understanding customer needs to implementing strong sales methodologies. They discuss the vital role of sales operations in driving transparency and accountability, while also unpacking common pitfalls that sales teams face. The conversation underscores the importance of continuously refining both sales processes and value propositions to achieve sustainable growth.

Interview with Shirin Shahin, Founder and Product Marketing Consultant at Shirin ShahinIn this episode, Shirin Shahin draws on her extensive background in product marketing to share lessons from her journey spanning corporate roles to consulting. She unpacks the evolution of the function, emphasizing the power of narrative, positioning, and messaging, as well as the growing relevance of founder-led sales. Shirin highlights why early investment in product marketing matters, the value of reflection for founders, and the ongoing practice of continuous improvement. She also explores how shifting buyer behavior and heightened competition are reshaping the product marketing landscape.

Interview with Mark Little, CEO and Cofounder at SubcastIn this episode, Mark Little shares his journey from a successful corporate career in FMCG to founding the fintech startup Pynk, built around the power of crowd wisdom in investing. He opens up about the challenges of navigating regulation, the importance of raising capital, and the complexities of co-founder dynamics. Mark reflects on the emotional toll of failure, the lessons learned from fundraising, and why timing is everything when securing venture capital. He also discusses the role of crowdfunding in building community, the balance founders must strike between technology and commercial realities, and why authenticity is crucial in sales and pitching.

Interview with Luke Gaydon, CEO and Co-founder at YoudoIn this episode, Luke Gaydon, CEO and co-founder of Youdo, takes us through his entrepreneurial journey—from the early days of launching the company to the hard-won lessons of finding product-market fit. He reflects on the pivotal shift from a B2C model to a B2B approach centered on sustainability and the importance of aligning with the right audience. Luke also shares how funding influences strategic choices, the personal growth that comes with building a startup, and why having a purpose beyond profit is essential for long-term success.

Interview with Meredith Tretiak, Founder and CEO at RYLAIn this episode, Meredith Tretiak explores why building a strong community is a cornerstone of any go-to-market strategy. Drawing on her experience in mobile apps and Web3, she highlights how communities can drive marketing impact, deepen audience engagement, and shape valuable product feedback. Meredith shares practical advice for entrepreneurs on pinpointing their core audience, creating an inclusive and welcoming environment, managing community culture, and balancing organic growth with strategic initiatives. She also emphasises the iterative nature of community development and the importance of tracking the right metrics to measure long-term success.

Interview with Andy Feinberg, Managing Partner, Argon VenturesIn this episode, Andy Feinberg breaks down the critical role founders play in shaping the go-to-market strategy of early-stage companies. He shares why patience in product development matters, how deeply understanding customer needs can set the foundation for success, and why founder involvement in early sales is non-negotiable. The conversation explores the value of pilot programs, the traits that define successful founders, and the risks of hiring a VP of Sales too soon. At its heart, this discussion underscores the importance of building a product that truly fits the market before shifting focus to scaling revenue.

GTM Expertise Interview with Tomer Azenkot, CEO of Vee24In this episode, Tomer Azenkot, CEO of Vee24, opens up about what it really takes to build and scale a high-performing sales team. He shares why hiring the right people goes far beyond resumes, how to keep teams motivated beyond compensation, and why patience is a critical ingredient in the sales process. Tomer also explores the role of meaningful conversations and authentic relationships in driving success, the ongoing challenge of hiring true A players, and the essential feedback loop between sales and product. His perspective underscores that winning in sales isn’t just about closing deals—it’s about deeply understanding customer needs and fostering a collaborative, growth-focused team culture.