The Cheat Code & Friends

In this episode, JT Bricker, CEO of Grazzy, shares what it takes to lead a growing company when every opportunity looks important and every decision carries long-term consequences. Drawing on decades of experience scaling organizations, JT explains why the best operators don't try to do everything. They build systems, align teams around a few critical priorities, and stay relentlessly focused on creating customer value.Together, JT and the hosts explore why customer adoption matters more than sales heroics, how leaders create alignment across growing organizations, and why operational discipline often becomes a bigger competitive advantage than strategy itself.Tune in to hear more about building the right culture, balancing long-term strategy with day-to-day execution, and why sustainable growth comes from helping customers succeed, not simply winning more deals.Chapters02:36 JT Bricker's background and role at Grazzy05:39 Prioritization in high-growth SaaS companies09:08 Entering a business organically and intentionally13:39 Assessing companies in a changing funding environment17:27 The importance of focus and operational excellence21:02 Triangulating customer value and growth23:17 Pricing, packaging, and unit economics in SaaS26:36 Building usage flywheels and scalable products30:41 The shift to consumption-based models and sales strategies34:20 Impact of AI on sales, customer success, and talent43:56 Talent acquisition and strategic hiring in SaaS48:24 Final thoughts on prioritization and growth strategiesReferences in the Show:https://www.forbes.com/sites/larryenglish/2026/03/24/the-ai-era-is-changing-what-it-means-to-be-a-ceo/ https://inrevenue.com/insights/what-kills-saas-companies-between-1m-and-10m-arr/ Quote of the Show:“Good customer success, which means good customer relationships, does a good portion of the selling on the front end of the business. It doesn't mean that a salesperson doesn't have to sell the product, but the story that they can tell is, ‘hey, here's an operator, here's a customer that looks just like you, here's exactly what they're getting out of the platform.’ They're showing the real results through that.” - JT BrickerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

The hardest part of building a company isn't finding more opportunities. It's deciding which ones deserve your attention.In this episode, Grant Siders, founder and CEO of Helia, shares how founders can stay focused as companies grow, funding arrives, and priorities multiply. He explains why raising capital doesn't remove constraints, it changes them, and why great leaders learn to separate what's existential from what's simply distracting.The conversation explores prioritization, operating cadence, hiring, company culture, and the systems that help organizations stay aligned when plans inevitably change.Chapters03:54 Grant Siders: Background and Helia's Mission08:01 Understanding Healthcare Procurement Challenges12:32 The Financial Implications of Medical Device Procurement17:44 Prioritizing Focus and Decision-Making in Startups21:41 Driving Enterprise Value in Healthcare Networks24:00 Navigating Early Sales Cycles and Market Education26:04 Data-Driven Decisions in Healthcare27:55 Operational Cadence and Strategic Clarity34:01 Building a Culture of Accountability38:56 Adapting to Change and Future GrowthReferences in the Show:https://startupgrowthhacking.substack.com/p/the-first-90-days-post-funding-where  https://hbr.org/2026/01/the-risks-of-prioritizing-short-term-revenue-over-customer-fit Quote of the Show:“Early on, I thought prioritization was making a list, right? Like, I'm a list guy. I got one right here next to me. I make one every morning. Everything feels important, but it's not. I think over time I realized prioritization was about identifying the constraints, and what's a single thing today limiting the business right now? That's where I would shift my focus and then mobilize the team, the org, and the leadership around that.” - Grant SidersWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Looking for insights on customer obsession, trust, and what modern marketing leaders should actually be focusing on? This episode has you covered.In this episode of the Cheat Code + Friends podcast, Matt Heinz shares why the best marketers are still solving many of the same problems they were solving twenty years ago. Despite the rise of AI, automation, and new go-to-market tools, he argues that customer understanding, trust, and buyer confidence remain the foundations of sustainable growth.Matt explains why too many companies get distracted by technology before deeply understanding the customers they're trying to serve. He discusses sales and marketing alignment, brand building, customer confidence, and why great marketing should help buyers make better decisions, not just generate more leads.Chapters00:00 The Evolution of Tech Conferences09:00 Navigating the Changing Landscape of Marketing19:00 The Role of CMOs in Modern Marketing22:04 Cultural Change in Marketing24:34 Rethinking Marketing's Role26:18 Trust and Marketing Leadership28:54 The Evolution of Marketing Metrics30:11 Challenges in Early-Stage Marketing32:26 The Importance of Brand Credibility34:54 Building Customer Confidence39:20 The Comeback of Events42:28 Creative Approaches to Events47:10 Budgeting for Marketing SuccesReferences in the Show:https://www.gartner.com/en/newsroom/press-releases/2026-02-23-gartner-survey-reveals-cmo-ai-blind-spot-as-65-percent-expect-role-disruption-yet-only-32-percent-say-significant-skill-changes-are-needed https://www.forrester.com/blogs/predictions-2026-marketing-agencies-resign-their-agency/ Quote of the Show:“I see so many CMOs burn out just trying to do the right thing and just really challenged because you're not playing with a full deck. You're given this many cards and you're still expected to win.” - Matt HeinzWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

A lot of leaders look successful right before they burn out.In this episode of the Cheat Code + Friends podcast, Jason Yarborough talks about the pressure behind modern leadership and why constant performance is leaving people disconnected from themselves, their teams, and the work they used to care about.The conversation explores burnout, identity, company culture, and the growing expectation that leaders should always be available, always producing, and always winning. Jason also shares why self-awareness, community, and honest conversations are becoming essential for leaders trying to build high-performing teams without losing themselves in the process.Chapters00:00 Introduction and Setting the Scene04:32 The Modern Leadership Trap09:52 Finding Self-Worth in Leadership15:01 The Impact of Social Media on Leadership Perception18:08 Influencing Organizational Culture18:48 Understanding Motivation and Empowerment20:54 Navigating Organizational Change and Leadership22:41 The Impact of Leadership on Team Dynamics23:51 Balancing Performance and Personal Well-being26:02 Adapting to Market Changes and Personal Fulfillment29:25 Generational Shifts in Work Culture31:38 Creating Safe Spaces for Personal Growth34:38 The Role of Leadership in Organizational Health37:43 Demand for Mental Health and Coaching in Organizations39:45 Individual Responsibility in Personal Development42:57 The Arcadia Leadership ExperienceReferences in the Show:https://www.cnbc.com/2026/05/05/executives-are-burning-out-dont-know-how-to-cope-management-experts.html https://www.forbes.com/sites/lisacurtis/2026/04/29/the-ceos-beating-burnout-retention-loss-and-hustle-culture-all-at-once/ Quote of the Show:“I think part of the reason why we want Arcadia to focus on leaders is that everything rises and falls on leadership. How you operate and how you show up as a leader are going to be everything, and so is how your team shows up. The pressure you put under your team is going to rise and fall on the pressure that you feel in yourself.” - Jason YarboroughWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

The best companies win by changing how buyers think about the problem.Mike Damphousse joins the podcast to share the principles behind category creation and why most startups get trapped competing inside crowded markets they did not define. Drawing from his work with founders, investors, and high-growth companies, Mike explains how category design shifts the conversation away from product comparisons and toward strategic narrative.This episode covers product-market fit, emotional storytelling, positioning, and why strong messaging starts with identifying the missing piece in the market. Mike also shares lessons from working with startups at every stage, how companies create momentum around new ideas, and where AI may reshape strategic consulting in the years ahead.Chapters00:00 Introduction to Category Design and Founding Journey02:57 The Evolution of Green Leads and Category Design Advisors06:11 The Importance of Category Creation in Business Strategy09:01 Understanding Market Product Fit vs. Product Market Fit11:50 The Role of Category Designers in Business15:06 Challenges in Category Creation Mindset18:10 Marketing the Problem, Not the Product21:57 The Importance of Data in Category Design23:59 Aligning Organizations for Category Creation26:54 Deliverables and Execution in Category Design30:11 The Future of Category Creation in an AI WorldReferences in the Show:https://www.thecategorycreationformula.com/ https://www.categorydesignadvisors.com/category-design-rx/ Quote of the Show:“I'm so impressed with what anybody can do with AI today. It's going to change the way we work, but it's not going to take away the work. It's just going to change how we operate. The new electricity.” - Mike Damphousse Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode of the Cheat Code + Friends podcast, Hannah Ajikawo shares what actually drives sales performance in competitive markets. As CEO and founder of Revenue Funnel, she explains why most teams focus too much on internal process and not enough on how buyers make decisions, which ultimately creates a gap that stalls growth.In her experience, sales fundamentals are getting ignored and buyers are getting harder to convince. Hannah shares how credibility is built, why borrowing trust can accelerate deals, and how strong execution often matters more than product differentiation. She also covers hiring, consultative selling, and the role of AI in shaping modern go-to-market without replacing the fundamentals.Looking for advice on partnerships, customer experience, and why helping buyers make confident decisions is the real job of sales? This episode has you covered. Chapters00:00 The Unsexy Fundamentals of Sales05:53 Understanding Buyer Dynamics09:02 Building Credibility in Sales12:09 Navigating Competitive Markets14:49 The Importance of Customer Experience17:55 The Role of AI in Sales Strategy20:49 The Power of Partnerships in B2B24:23 Innovative Go-to-Market Strategies25:19 Leveraging AI in Consulting28:10 The Importance of Authenticity in Sales30:49 Hiring the Right Sales Reps39:45 Revenue Funnel's Unique ApproachReferences in the Show:https://www.fastcompany.com/91464721/2026-will-be-the-year-marketers-rediscover-the-basics https://www.forbes.com/councils/forbesagencycouncil/2026/02/10/the-b2b-buyer-journey-isnt-what-it-used-to-be Quote of the Show:“When we think about the fundamentals, particularly wrapping it around the startup world, it's, who are you selling to? What problem are you solving? It's so unsexy that people cannot believe that's the conversation that we're starting with.” - Hannah AjikawoWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Listen now: Digital channels are getting saturated, and AI is accelerating the noise.Kris Rudeegraap shares how that shift is changing the way companies capture attention and build relationships. As CEO of Sendoso, he walks through why email alone no longer works, how gifting and direct mail are being used across the entire funnel, and what makes certain outreach actually stand out.Kris explains how teams are combining channels, using data to personalize at the individual level, and experimenting with creative sends that drive real engagement. He also breaks down how AI is shaping the future of go-to-market, from smarter timing and messaging to autonomous agents that support sales teams. Tune in for insights on acquisitions, scaling into new markets, and why human relationships are becoming more important as automation increases.Chapters00:00 Introduction and Personal Updates06:28 The Evolution of Sendoso and Gifting Strategies12:27 Market Trends and Segment Adoption14:29 Changing Buyer Behavior and Sales Strategies14:57 The Power of Gifting in Marketing18:10 Creative Use Cases for Gifting22:00 AI's Role in Personalization and Gifting24:17 Market Expansion and Customer Insights28:01 Navigating Acquisitions and Integration Challenges37:58 The Future of Sales with AI and Human InteractionReferences in the Show:https://www.giftbit.com/2026-trend-report https://ddbricks.com/post/corporate-gifting-trends-2026-from-objects-to-experiences-why-budgets-are-shifting Quote of the Show:“I still believe in email. I don't think email is dead. I just think you can't be email-only, which you could have been five years ago, 10 years ago. And so when you need to add other channels, one of the obvious ones that works really well is gifting a direct mail, and we're poised for helping a lot of companies since we've built the infrastructure and the data layer over the last decade.” - Kris RudeegraapWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Bad sales reps have always had places to hide. AI is starting to remove them.In this episode, Matthew Whyatt shares what happens when sales teams finally see the truth: which reps are really performing, which managers are actually coaching, and where deals start breaking down. The conversation focuses less on AI hype and more on what sales leaders can do with better visibility, better data, and better training.Matthew gives his opinion on why strong sales remains a human-to-human skill, even as AI reshapes how teams prepare, practice, and improve. He talks through the role of discovery, the danger of over-explaining in demos, and why guiding the buyer is often just as important as pitching the product.They also dig into objection handling, onboarding, sales management, and the growing pressure on leaders to raise standards rather than rely on instinct. Chapters00:00 Introduction and Light Banter02:59 Sales Backgrounds and Early Experiences06:01 The Impact of AI on Sales11:51 Sales Management and Coaching Challenges18:00 The Future of Sales with AI19:38 AI in Sales Training and Onboarding22:29 Challenges in Mid-Market and Enterprise Sales25:15 Real-Time Coaching and Sales Skills27:16 The Importance of Human Connection in Sales30:01 Guiding the Buyer Through the Sales Process36:01 The Role of Marketing in Modern Sales42:54 Tech Talk: Insights from Matthew WhyattReferences in the Show:https://www.linkedin.com/pulse/ai-wont-replace-your-sales-team-itll-just-expose-lazy-matthew-whyatt-kpq9c/?trackingId=a%2BGQ6EiGSH%2BeaPS8yVR63Q%3D%3D https://podcasts.apple.com/us/podcast/the-ceo-and-the-salesman-podcast/id1635865557 Quote of the Show:“AI is removing the nooks and crannies that crappy salespeople can hide in.” - Matthew Whyatt Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

This episode will change the way you think about sales leadership, buyer behavior, and what growth teams need to do next.Join the hosts for a conversation with Jake Dunlap, CEO of Skaled, on how AI is reshaping the modern revenue engine from the inside out. Jake breaks down why CROs are running out of time to treat AI like a side project, where most teams are misapplying it, and how the biggest opportunity isn’t in automating more noise, but in improving how sellers think, work, and create value.From prospecting and deal strategy to coaching, hiring, and customer experience, Jake shares a sharp perspective on what’s changing fastest in B2B sales. Listen in as he explains why buyers are moving ahead of most sales teams, why traditional sales playbooks are losing relevance, and why the future belongs to organizations that remove friction, move faster, and meet customers where they are.Chapters00:00 Introduction and Excitement for Snowboarding02:56 The Evolving Role of the CRO05:53 AI's Impact on Sales Processes09:04 Prospecting and Sales Strategies with AI11:53 The Future of Sales Leadership14:56 Implementing AI in Organizations18:01 Hiring and AI Proficiency21:04 The Changing Buyer Landscape24:03 Customer Experience and Sales27:11 Conclusion and Key TakeawaysReferences in the Show:https://www.forbes.com/councils/forbesbusinesscouncil/2025/12/15/the-winning-ai-strategies-of-high-growth-companies https://synoviadigital.com/insights/the-state-of-ai-in-2025-what-mckinseys-data-tells-us-about-2026 Quote of the Show:“AI is more of a shift in how we solve problems as humans, less of a new interesting technology.” - Jake DunlapWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Startup land can be complete chaos… shifting buyer behavior, distributed teams, tighter budgets, and AI changing how work gets done. In this episode, John Eitel, CRO at Orum, explains what it all means for modern revenue leaders and why agility is no longer optional.Together, the hosts and John explore the death of the linear funnel, the resurgence of outbound, and why what was “old” in sales is suddenly working again. John also dives into the real leverage point most teams ignore: coaching and how AI can finally make it scalable without losing the human edge.The conversation questions long-held assumptions about SDRs, role specialization, and career paths, pushing leaders to rethink how their sales org is actually structured. This is about building revenue teams that experiment faster, learn quicker, and adapt before the market forces them to.Chapters00:00 Introduction to the Podcast and Guest02:55 Navigating Chaos in Startup Land05:52 The Impact of AI on Sales08:49 Balancing Scale and Personal Touch in Sales12:06 The Evolution of Sales Roles15:06 Understanding Ideal Customer Profiles (ICP)17:53 The Importance of Coaching in Sales21:02 Rethinking Sales Development Roles23:59 Career Pathing in Sales27:10 The Future of Sales Teams29:46 Final Thoughts on Experimentation and AdaptabilityReferences in the Show:https://www.sellingpower.com/23217/from-pipeline-to-prediction-the-ai-playbook-for-high-growth-sales-teams https://www.forbes.com/sites/lilianraji/2025/12/31/your-2026-marketing-strategy-edge-email-education-and-authenticity/ Quote of the Show:“No longer do our buyers all come into an office and sit at a desk with a phone on it. They're in a coffee shop, they're in their homes. They're now moving targets that buy differently. And then you put AI on top of that. I think that really was the third domino in this effect. But I think probably, again, those things all coming together have really sent this thing into a spin of change here.” - John EitelWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Joey Gilkey, CEO of TitanX, joins the show to tear down one of the most sacred ideas in go-to-market: that more activity equals more revenue.Joey argues that most sales teams aren’t failing because reps aren’t working hard enough. They’re failing because the system they’re operating inside is broken. Cold calling still works, but only if you stop treating every prospect the same. Most people will never answer the phone, and pretending otherwise destroys rep productivity, forecasting, and morale. By identifying who is actually reachable before a call is made, teams can radically change the economics of outbound.The conversation covers why SDR teams should be treated like a signal engine, not a meeting factory, and why founders keep defaulting to headcount when efficiency is the real constraint. By the end of the conversation, it’s hard to look at SDRs, outbound, or ‘activity metrics’ the same way again.Chapters00:00 Introduction and Setting the Stage05:05 Understanding Titan X's Value Proposition10:29 The Shift in Sales Strategies17:14 Redefining Sales Development as an Ad Channel20:15 The Importance of Messaging and Targeting21:21 Understanding Messaging by Persona24:41 The Importance of Follow-Up and Data27:49 Dispositions and Their Impact on Sales30:46 Data Aggregation and Coordination Drag34:22 The Reach Rate and Cold Calling Strategy39:18 Identifying Skill Gaps and Data Quality40:05 Customer Success and Operationalizing Sales43:01 The Challenges of Product-Led GrowthReferences in the Show:https://www.marketingbrew.com/stories/2025/12/18/cmos-on-overhyped-marketing-trends-in-2025 https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-cmos-comeback-aligning-the-c-suite-to-drive-customer-centric-growth Quote of the Show:"An ad doesn't give us feedback. An email doesn't give us feedback. It's why I love the phone. It's just conversational advertising. If we can activate an audience, not even around conversions and appointments and meetings, and instead we can uncover interest and intrigue and intent, the three I's, and we can take that intel, that could be the mitochondria, the powerhouse of the go-to-market cell, which is, I'm on the front lines getting information that no one else has from my SDRs.” - Joey GilkeyWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Mike Huffaker, CRO, Planet DDS, joins the show to share what actually drives real growth in a vertical SaaS market where “going broad” is the default trap.Mike explains why narrowing to a true ideal customer profile can feel terrifying, but becomes a growth cheat code once you commit: higher win rates, higher ASPs, clearer messaging, and less competitive deal cycles. He also gets candid about the part most teams underestimate after they move upmarket: implementation. In Mike’s dental niche, going live means data conversion, workflow change, training across roles, and real internal leadership from the customer side. If you can’t deliver outcomes post-sale… none of the bookings matter.Chapters00:00 Introduction to Growth Strategies02:56 Targeting Ideal Customer Profiles05:51 Internal Buy-In for Market Focus09:12 Team Structure and Talent Acquisition11:59 Implementation Challenges and Customer Success14:58 The Role of AI in Implementation18:13 Revenue Growth and Account Management20:56 Navigating Complex Sales Processes23:59 Hiring for Success in Enterprise Sales26:50 Conclusion and Key TakeawaysReferences in the Show:https://www.forbes.com/sites/jodiecook/2025/08/08/5-chatgpt-prompts-to-define-your-ideal-customer-profile/ https://www.entrepreneur.com/growing-a-business/how-defining-my-ideal-client-profile-transformed-my-business/498064 https://martech.org/the-biggest-ideal-customer-profile-mistakes-businesses-make-and-how-to-fix-them/ Quote of the Show:"We did a lot of modeling on what we were generating from an MQL perspective, what we expected we could do from an outbound motion as well. And we got everyone pretty comfortable with it. And it's turned out to be something where the team now appreciates not having to work through. I guess, for lack of a better term, things that just keep you busy that don't really drive results.” - Mike HuffakerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Hiring marketing talent is one of the biggest blind spots for early-stage founders, and Jessica Gilmartin has seen the same mistakes play out over and over again.In this episode, Jessica (former CMO/CRO at Calendly) shares why “marketing” is actually multiple jobs, how to decide whether you need demand gen, product marketing, or brand, and why most founders hire the right person for the wrong stage. She shares real frameworks for setting clear expectations, building trust through communication, and avoiding the toxic ripple effects of a bad hire.The conversation also covers what the best early marketing leaders have in common (including the underrated value of entrepreneurial experience), why duct-tape marketing eventually collapses at scale, and why marketing needs a real seat at the executive table… not tucked under sales.Chapters00:00 Introduction and Guest Background02:53 The Challenge of Hiring Marketing Talent04:04 Understanding Marketing Roles05:44 Evaluating Marketing Needs07:40 The Importance of Experience in Marketing10:48 Hiring for the Right Stage12:55 Setting Expectations and Goals22:29 Red Flags in Hiring24:46 Communication and Trust in Marketing30:09 The Distinction Between CMO and CRO34:12 The Importance of Marketing at the Executive TableReferences in the Show:https://www.entrepreneur.com/starting-a-business/the-5-mistakes-that-kill-startups/499868 https://hbr.org/podcast/2024/10/why-founders-need-to-focus-more-on-sales-and-marketing https://www.linkedin.com/pulse/12-most-common-mistakes-made-building-your-first-sales-lemkin-ucw7c/ Quote of the Show:"I've never been sad that I have fired too early. I've only been upset with myself if I have fired too late. I think a bad hire or a bad employee is absolutely toxic to everybody else in the organization.” - Jessica GilmartinWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

It’s the Cheat Code Christmas Special! Join the hosts for an always colorful, yet never without value, conversation with Craig Rosenberg and Scott Albro on what actually works in go-to-market right now and why most founders are getting it wrong.If you’re trying to break through buyer apathy, build a brand from scratch, or rethink how you go to market in 2026, this episode will challenge a lot of assumptions. In a world defined by the attention economy, economic uncertainty, and buyer skepticism, Craig and Scott break down why traditional GTM playbooks are failing and what’s replacing them.  The conversation goes deep into why founders, especially technical ones, tend to dismiss go-to-market, how ABM has evolved (and why it’s far from dead), and what differentiated outreach really looks like today. They also explore where AI actually adds value, why productivity gains aren’t enough on their own, and how strong points of view and charismatic leadership can cut through noise in even the most crowded markets.Chapters00:00 Introduction and Holiday Cheer02:59 Understanding Go-To-Market Strategies06:02 The Attention Economy and Market Dynamics08:55 Differentiated Marketing Tactics12:10 Navigating Economic Uncertainty15:09 Building a Brand in a Crowded Market18:01 The Role of Founders in Go-To-Market20:50 Unscalable Tactics for Scalable Success23:56 The Importance of Brand Recognition26:23 Understanding Dismissiveness in Founders28:09 The Role of Charismatic Leadership in Go-to-Market Strategies30:06 Risk-Taking in Brand Building32:10 The Evolution of Account-Based Marketing (ABM)34:44 Leveraging Vertical SaaS for Targeted Marketing36:10 Innovative Outreach Strategies in Sales39:01 The Importance of Understanding Your Buyer41:43 Transforming Sales Teams for Success44:19 Addressing Buyer Apprehension in SaaS45:54 Navigating AI in Go-to-Market StrategiesReferences in the Show:https://www.forbes.com/sites/forrester/2025/11/05/navigating-2026-key-predictions-for-b2b-leaders/ https://synapticincorporated.com/all/customer-acquisition-strategies-for-2025-the-latest-trends/ Quote of the Show:"I think the crazy observation for me around what I'm seeing in the market is that buyers are really apprehensive. There's two things that drive that. One, is SaaS over the last 10, 15 years, I think, burned a lot of people with a lot of promises and not a lot of results that they could point to. And it may have put them on the hot seat to a certain extent. Then the other side of it is this massive acceleration of AI that they don't even understand. They can't wrap their head around it.” - Josh WagnerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in for a conversation with Kyle Norton, Chief Revenue Officer at Owner.com, on how modern revenue teams are using AI, data, and systems thinking to do more with less. Kyle breaks down how Owner built a highly efficient go-to-market engine by combining deep customer understanding with proprietary data, machine learning models, and relentless operational rigor. The hosts dig into why today’s CRO must think like a systems engineer, how to evaluate AI tools without chasing silver bullets, and what founders get wrong when they expect AI to fix broken sales motions. They also explore the future of CRMs, agentic workflows, and why disciplined execution, not flashy tools, is the real competitive advantage in an AI-powered sales world.Chapters00:00 Introduction to AI in Revenue Generation03:54 Leveraging Data for Targeting in Vertical SaaS10:16 Building an Outbound Engine: Strategies and Results13:13 Attention to Detail: The Key to Sales Efficiency18:00 The Evolving Role of Sales Leadership22:04 AI Integration: Balancing Top-Down and Bottom-Up Approaches24:52 AI in Sales: Understanding Market Dynamics28:12 Evaluating AI Tools: Testing and Implementation Strategies32:53 The Future of CRM: Disruption and Integration39:57 Architecting AI Solutions: Master Agents and Context Management43:03 Organizational Design for AI: Building Effective TeamsReferences in the Show:https://www.revenuebrew.com/stories/2025/10/06/why-cros-are-rising-in-popularityhttps://www.hansonsearch.com/articles/sales-marketing-chief-revenue-officer/ Quote of the Show:"You have to combine art and science. Like you can't just tell a model, hey, tell me what my ICP is. You have to bring nuance to it. And you have to have a very in-depth and intimate understanding of the types of customers that you feel like you can win and serve really well and try to get hyper-targeted with it. And all the AI tools can help tremendously to do that refinement and then eventually do the scraping, enrichment, scoring and targeting. But it all starts with a really clear understanding of ICP.” - Kyle NortonWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join the hosts for a conversation with Jon Miller, co-founder of Marketo and one of the most influential minds in modern marketing, on how AI, tactic fatigue, and buyer anonymity are forcing marketers to evolve faster than ever. Together they explore the cracks forming in legacy marketing automation and the rise of signal-based journeys. Jon breaks down why the next decade of marketing won’t look anything like the last.This episode explains why marketers must shift from tactics to context, how AI can streamline operations without sacrificing creativity, and why sales and marketing alignment is still so painfully hard (and what might finally fix it). Jon also digs into the innovator’s dilemma facing big MarTech vendors, the resurgence of niche vertical plays, and the new skills marketers will need to thrive.If you’ve ever felt like your marketing is losing its edge, this episode will redefine how you think about innovation, AI, and the future of go-to-market.Chapters00:00 Thanksgiving Reflections and Family Dynamics02:59 The Evolution of Marketing Technology06:01 The Impact of AI on Marketing Strategies09:06 Tactic Fatigue and the Tragedy of the Commons11:59 The Role of Specialization in Marketing15:00 Training AI: The New Marketing Operations19:59 Future of Marketing Jobs and Operations20:34 The Role of AI in Marketing Operations23:08 Evolving Skills in Marketing Operations24:52 Sales and Marketing Alignment Challenges27:05 Leveraging AI for Content Creation30:19 Insights from Market Mapping31:41 The Future of AI in B2B Marketing34:27 Innovator's Dilemma in MarTech39:22 Pricing Innovations in the AI Era42:09 Personalizing Buyer Journeys with AIReferences in the Show:https://chiefmartec.com/2025/05/beyond-ai-assistants-how-ai-is-being-more-deeply-embedded-in-marketing-and-martech-stacks/ https://martech.org/the-three-forces-that-shaped-martech-in-2025/ Quote of the Show:"Can your average field marketer now come along and just say, hey, AI, go make me a new webinar for this audience and for this segment? And it actually does it the right way.” - Jon MillerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

If you’ve ever underestimated the power of hiring, this episode will change the way you think about growth.Join the hosts for a conversation with Dr. Heidi Ojha, Founder and CEO of Aware Health, on how no-nonsense hiring can make or break your growth story. From identifying organizational gaps to building scalable hiring processes, Heidi shares what it takes to grow a team in one of the toughest sectors: healthcare. She explains why founders should approach hiring like a marketing campaign, the traits that define true high performers, and how onboarding and culture influence long-term success. Listen in as they discuss startup realities, flexibility, career pathing, and why founders should spend nearly half their time recruiting. Chapters00:00 Introduction and Energy Check01:57 The Importance of Hiring in Growth06:10 Identifying Gaps and Roles09:51 Hiring for Clinical and Non-Clinical Roles13:56 Qualities of High Performers17:53 The Hiring Process as a Marketing Campaign21:52 Onboarding and Setting Up for Success23:24 Revamping Onboarding Processes27:15 The Importance of Team Integration30:31 Flexibility in Roles and Responsibilities32:45 Career Pathing and Growth Opportunities39:11 Vision and Future Planning in StartupsReferences in the Show:https://www.forbes.com/advisor/business/recruitment-strategies/ https://vettio.com/blog/startup-hiring-practices-the-ultimate-guide-for-founders/ Quote of the Show:"If they're lukewarm in the beginning, that's probably not a good recipe for them working out and being a really strong team fit. So, I think it's a bummer sometimes because I'm like, oh my gosh, this is a perfect candidate, and they're like, eh. So I'm like, nope, I'm going to be eh and pass on them because I want somebody who's like, this is what I want to do with my life.” - Dr. Heidi OjhaWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in for a conversation with the man, the myth, the legend, Bill Binch, Operating Partner at Battery Ventures and former sales executive at Marketo, on what it really takes to build high-performing sales teams in today’s AI-driven world.From hiring for the right sales mindset to building customer-focused teams and scalable sales processes, Bill shares hard-earned lessons from decades of leading and advising top SaaS companies. He breaks down how founders can make smarter sales hires, why continuous learning separates great leaders from the rest, and how AI is reshaping the future of selling.Chapters00:00 Introduction and Overview of the Conversation03:05 A Day in the Life of an Operating Partner05:57 Sales Hiring Challenges and Strategies11:37 Identifying the Right Sales DNA17:50 The Importance of Value Selling23:52 Building a Sales Process in Early-Stage Companies29:47 Adapting to AI in Sales35:42 Success Signals for New Sales Hires41:37 Navigating Stale Deals and Customer RelationshipsReferences in the Show:https://www.businessinsider.com/microsoft-layoffs-salespeople-relationship-guy-ai-solution-engineer-investor-2025-7 https://hbr.org/2025/09/how-successful-sales-teams-are-embracing-agentic-ai Quote of the Show:"I wish I could write the one-size-fits-all book on your first sales hire or your first five sales hires and what order they should be. Should it be a sales rep? Should it be a sales leader? Should you have sales engineers? What should you have? What shouldn't you have? But I don't think that exists because it really depends on a number of different factors.” - Bill BinchWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

The world of sales is changing fast and the playbooks that fueled growth a few years ago aren’t enough anymore.In this special hosts-only episode, Justin, Josh and Sean break down what today’s shifting startup and sales environment really means for go-to-market teams. From evolving buyer expectations to the rise of AI-driven strategies, they explore how top performers are adapting to meet customers where they are and where they’re going next. You’ll hear insights on the new role of full-cycle AEs, why post-sale engagement is the key to long-term growth, and how marketing and thought leadership can drive meaningful differentiation in a crowded market.They also zoom out with an investor’s view of the market: why Series B and C rounds are getting squeezed, how bridge-to-profitability funding is on the rise, and where private equity rollups in verticals are reshaping go-to-market. Tune in to get an inside look at their perspectives and how modern sales leaders are redefining growth in a more complex, connected, and customer-centric world.Chapters00:00 Introduction and Market Landscape Overview02:47 Startup Growth and Benchmarking Insights05:44 Challenges in Sales and Buyer Expectations08:38 The Evolution of Sales Models11:40 The Role of AI in Sales Dynamics14:30 Consolidation Trends in Various Industries17:39 Navigating the New Buyer Landscape20:31 Reimagining Sales Strategies for Success23:13 The Evolution of Information Access25:34 Marketing Strategies in a Changing Landscape27:23 The Role of Executives in Sales29:38 Sales Hiring Trends and AI Impact32:34 Building Strategic Relationships35:38 The Importance of Post-Sale Relationships38:34 Navigating the Investment Landscape41:29 The Future of Sales and MarketingReferences in the Show:https://jurassiccapital.us19.list-manage.com/track/click?u=e3cbd001231a704e4826ed17e&id=28024b7e6d&e=781361f180 https://www.inc.com/brian-contreras/inc-5000-companies-ceo-survey-growing-sales-teams/91222802 Quote of the Show:"It's hard to hire salespeople because everyone says they're great at relationships. ‘Tell me where you've done that and show me what those results have been,’ should be the follow-up question to that. And then go talk to the parties that are involved within that story or that analogy, and you'll find out really quickly who did what.” - Justin GrayWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in for a conversation with Mark Schopmeyer, Co-Founder and Co-CEO of CaptivateIQ, on how incentive compensation can make or break the success of an early-stage company.From the critical role of founding AEs to the delicate balance between keeping plans simple and aligning them with big-picture goals, Mark explains why no single model works for every business. They dig into the importance of trust and transparency in compensation plans, how leadership choices shape performance, and why cultural alignment is just as powerful as equity when it comes to motivating teams. You’ll also hear highlights from CaptivateIQ’s latest State of Incentive Compensation report, filled with trends and best practices that modern companies can’t afford to ignore.Chapters00:00 Introduction and Team Dynamics02:51 Incentive Compensation Overview05:49 Founding AE Concept and Compensation Strategies08:49 The Importance of Simplicity in Compensation Plans11:44 Leadership and Organizational Culture in Compensation14:47 Equity Packages and Early Stage Hiring17:28 Balancing Risk and Reward in Startups20:30 The Role of Accountability in Startup Success27:40 Building a Long-Term Vision30:42 Incentivizing Performance: Equity vs. Compensation32:20 Understanding the Bigger Picture in Startups32:54 Unlocking Outsized Performance through Trust34:25 The Role of Culture in Compensation36:07 The Relationship Between Ops and Frontlines39:02 Building Trust in Compensation Plans42:21 The Value of High Performers43:48 Behavioral Insights in Sales Performance45:20 Integrating Performance Culture Post-M&A46:28 Incentivizing Beyond Traditional Roles51:25 The State of Compensation ReportReferences in the Show:https://www.captivateiq.com/resources/captivateiq-2025-sales-compensation-benchmarks-report? https://www.hrdive.com/news/2026-raises-to-hold-steady-compensation/759671/? Quote of the Show:"If there's anything I've learned working with startups and early stage companies and early stage founders, there's no correct way to do [things]. There's just a lot of methods to the madness. And I think founding AEs is no different.” - Mark SchopmeyerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

A former single mom, stripper, and felon turned two-time author and VP of Innovative Disruption at Lift Enablement, Dr. V lays out hard lessons and simple truths on resilience, sales talent, and reporting—without the euphemisms. In this episode, we talk about what most teams tiptoe around: who you hire, how you build culture, and why “return to office” means nothing if the office isn’t safe.This episode is candid, occasionally spicy, and packed with immediately usable hiring and enablement takeaways.Chapters00:00 — Cold open & why “Dr. V”03:00 — From single mom & felon to author and executive06:10 — Sales lessons from the club: price floors, personas, and conversion14:20 — The RTO debate: safety, reporting, and retaliation28:30 — Are remote teams less productive? Training vs. environment33:40 — Hiring beyond pedigree: what hunger looks like on a sales team46:30 — What “disruptive innovation” work actually is (and isn’t)53:10 — Founders: take calculated risks on peopleReferences in the Show:https://www.cdc.gov/niosh/violence/about/index.html#:~:text=Quick%20facts%20and%20stats&text=Of%20those%20victims%20who%20experienced,5%20days%20away%20from%20work https://drvboykin.com/pages/fix-your-face-the-book https://stopstreetharassment.org/our-work/nationalstudy/2024metoostudy/ Quote of the Show:“Well, I'll be happy to return to work when the workplace becomes safe. What does that mean? Well, women aren't safe in the workplace and they're not free from sexual harassment. 38% of women have reported experiencing sexual harassment. That's one in seven women who have left a job or declined a job because of sexual harassment. 60% of women have said they'd experienced unwanted sexual attention in the workplace. And in some industries, more than nine out of 10 women say they've been harassed sexually. So if you want me to return to work, and 85% of people don't who have experienced sexual harassment don't report sexual harassment, yet we still have these numbers attached to it from a 15% reporting sample. Why would I want to return to work when you haven't made it safe to do so?” - Dr. VWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in for a conversation with Don Fotsch, Cofounder of BDS AI (Battery Detection Systems), on how Arizona’s tech ecosystem is growing into a hub of innovation and opportunity.From bridging the gap between talent and funding to redefining how values shape hiring and community building, Don explains what it takes to grow a thriving startup culture outside of Silicon Valley. They dig into the challenges of post-pandemic workforce development, why real-world experience is often more valuable than traditional education, and how mentorship and collaboration can fuel the next generation of entrepreneurs. If you’re ready to discover what makes Arizona’s startup scene one to watch, this episode is for you.Chapters00:00 Introduction and Guest Introduction02:55 Don's Background and Career Journey05:57 Transition to Arizona and Observations08:52 The Arizona Nerd Network and Its Purpose11:58 Building a Tech Community in Arizona14:57 Future of Tech in Arizona and Closing Thoughts17:27 Embracing Growth Opportunities19:57 The Value of Community and Talent21:57 Building Connections in Tech24:49 The Importance of Education and Context28:05 Understanding Arizona's Unique Position29:59 The Role of Values in Technology31:51 Shifting Perspectives on Industry and Innovation33:59 Learning from Successful Founders36:11 Recruiting Talent with a Personal Touch39:23 Building Connections in Arizona's Startup Ecosystem40:01 Scaling Arizona's Manufacturing and Engineering Potential42:17 Navigating the Challenges of Hiring New Graduates46:51 The Future of Education and Job Readiness50:04 Mastery Learning and Education Productivity51:55 Real-World Experience and Job Readiness52:25 The Importance of Context in Education53:52 Relevance in Education and Skills for the Future54:59 The Role of Universities in Modern Education56:08 Community Involvement and Parental Guidance57:07 Building a Supportive Ecosystem for Founders58:34 The Power of Conversation and Networking59:54 Funding Challenges and Opportunities in Arizona01:01:11 Augmenting the Ecosystem for SuccessReferences in the Show:https://www.fastcompany.com/91290430/zero-to-one-the-fundamentals-of-building-and-growing-a-startup https://siteselection.com/arizona-the-region-redefining-the-future-of-tech/?utm_source=chatgpt.com https://batterydetection.com/ Quote of the Show:“The only thing better than hiring the people who have the talent that you need, is hiring people who have the talent that you need, who you already know and are values aligned to. Which is why, like in Silicon Valley, you bump it into people, or Austin, Boston, pick your favorite ones. And a lot of people are hiring people they know.” - Don FotschWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in for a conversation with Justin Michael, Founder of the Justin Michael Method, on how AI is reshaping sales without replacing what matters most: the human connection. From the enduring power of cold calling to the fine line between hyper-personalization and just being relevant, Justin explains what modern sales teams need to know to win. They dig into the rise of fractional work, why consulting can unlock both freedom and income, and how the smartest sales leaders are using AI as a force multiplier, not a crutch. If you want a front-row seat to the future of sales strategy, start listening now. Chapters00:00 Introduction to AI in Sales03:05 The Evolution of AI and Sales05:52 Challenges in Cold Calling with AI08:49 The Human Element in Sales11:48 Hyper-Personalization vs. Relevance14:46 The Role of AI in Top Funnel Sales17:33 Fractional Work and the Gig Economy20:44 The Future of Sales and AI23:27 Books and Thought Leadership26:32 Conclusion and Key TakeawaysReferences in the Show:https://gptzero.me/news/ai-adoption-by-industry/ https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5136877 https://www.saastr.com/where-ai-will-and-wont-replace-sales-reps-in-2026/ Quote of the Show:“It’s very hard to tell AI, hey, chop it up, make it look like a text message. And even when you use those commands, it’s not short and ugly with bad grammar and weird syntax.” - Justin MichaelWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join the hosts for a conversation with Vasant Kamath, General Partner at Noro-Moseley Partners, on what it really takes to win in today’s venture capital game. From navigating high-stakes funding rounds to building sales teams that actually close, Vasant shares hard-earned insights on driving sustainable growth without losing speed. They dig into what’s driving change in venture capital, the non-negotiable need to know your customer cold, and why adaptability isn’t optional, it’s survival.Chapters00:00 Introduction and Light Banter02:59 The Current State of Venture Capital Funding05:46 Understanding Growth and Sustainability in Startups08:53 The Shift in Venture Capital Mindset11:35 Navigating Early Stage Investments14:39 The Importance of Founders in Sales17:29 Building a Strong Go-to-Market Strategy20:47 The Role of Sales Teams in Startups23:29 Challenges in Forecasting and Pipeline Management26:41 Exciting Trends in the Market29:22 Final Thoughts and Wrap-UpReferences in the Show:https://www.businessinsider.com/vc-ai-herd-mentality-jay-hoag-tcv-kids-playing-soccer-2025-06 https://www.saastr.com/the-great-saas-slowdown-what-q1-2025-numbers-reveal-about-the-cloud-software-market/ https://news.crunchbase.com/venture/startup-investment-charts-q1-2025/ Quote of the Show:"You've got to figure stuff out really fast because that's the only way you survive in early stage. And then once you find something that works, you can double down on it. But oftentimes I see early stage companies, that's not just founders and CEOs, but their management teams, fall into the trap of being really scared. Scared of making decisions, scared of making tough decisions, scared of moving on from strategies or people or whatever, what happens then is that they're just prolonging the failure of the company.” - Vasant KamathWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Listen in as we talk with Craig Coppola, a seasoned investor, entrepreneur, and commercial real estate legend, to discuss the messy reality of startup investing. From assessing founder grit to navigating lean liquidity environments, Craig shares what makes a deal worth chasing (and what makes him walk away). We talk about the hard truths of entrepreneurship, why trusting the “jockey” matters more than the “horse,” and how the best investors build long-term success on discipline, culture, and conviction.If you're raising capital, building a company, or considering your first investment, this episode shares what it takes to win and what pitfalls to avoid when betting on startups.Chapters00:00 Introduction and Team Dynamics02:58 Craig's Journey into Investing06:05 The Evolution of Investment Strategies09:12 Navigating Deal Flow and Investment Decisions11:47 The Importance of Cash Flow in Startups15:04 Market Trends and Liquidity Challenges22:35 Navigating Founder Commitments and Financial Strategies23:48 Evaluating Deals: Red Flags and Founder Investment25:53 The Challenges of Business Growth and Execution28:41 Lessons from Experience: The Hard Truths of Startups30:06 The Importance of Sales and Team Dynamics32:09 Building a Culture of Execution and Learning34:51 Transitioning from Founder-Led Sales to a Sales Team39:15 Advice for Aspiring Investors: Finding the Right PathReferences in the Show:https://www.wsj.com/articles/angel-investing-isnt-what-it-used-to-be-e643c862https://www.linkedin.com/posts/craigcoppola_c2voice-recenttransactions-officemarket-activity-7320929470763171840-Qv_K/?utm_source=share&utm_medium=member_desktop&rcm=ACoAABGQUe0BsV-UBJEAh7QOmp9oMj11PxcnemE  Quote of the Show:“Entrepreneurial means you've got to make great business decisions. And so to me, you can negotiate a better deal if you're cashflow positive and you're telling them, I don't need the money. We have one of those right now where he's growing like crazy. He doesn't need the money. And it's like, if I take money, it's going to be for the right reason…This is what I want. When you look like a founder like that, I don't mind investing with somebody for the second time.” - Craig CoppolaWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, we sit down with Chris Ronzio, Founder and CEO of Trainual, to explore how companies can build smarter, more scalable systems for onboarding, training, and internal knowledge management. Chris shares why documenting institutional knowledge is a necessity and how AI is changing the game for employee development and organizational efficiency.From creating proactive candidate pipelines to rethinking how we prepare people for the workforce, this conversation covers all things education, hiring, and training. If you’re scaling a team, rethinking your hiring strategy, or simply trying to keep up with the pace of change, this episode shares insights on the systems and mindsets needed to succeed in the future of work.Chapters00:00 Introduction and Background03:01 The Importance of Onboarding and Training05:58 The Role of Culture in Employee Retention09:01 Leveraging Technology for Knowledge Management11:51 Data-Driven Insights on Onboarding14:56 The Last Mile of Employee Training18:06 Hiring Trends and Talent Gaps21:09 Proactive Hiring Strategies24:14 Building a Talent Pipeline26:09 Leveraging AI in Recruitment30:36 Roles and Responsibilities in Organizations32:34 The Future of Education and Skills Training37:26 The Role of AI in Enhancing Productivity42:23 The Evolution of Entry-Level Jobs46:35 The Need for Specialized Training ProgramsReferences in the Show:https://www.mgt.us/insights/top-5-k-12-enrollment-trends-for-2025/ https://trainual.com/https://www.washingtontimes.com/news/2024/oct/8/report-finds-charter-school-enrollment-booming-whi/ Quote of the Show:“AI is really no different than hiring a new junior-level employee that you're going to delegate to so that you can take on the higher-level work in the business. So everybody that's working at these companies, if they're afraid of AI, it's because they have this scarcity mindset of just holding on to what they've always done. People will not be doing the same work 10 years from now that they've always done. It just won't make any economic sense.” - Chris RonzioWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join us for a conversation with Jared Fuller as he shares his unique journey from the world of B2B and GTM partnerships to the forefront of education reform. As Partner and Chief Operating Officer of OpenEd.co, Jared is on a mission to transform homeschooling by empowering families with customizable curriculum options and a more personalized approach to learning.This episode explores the shift from the economics of homeschooling and state funding models to the growing demand for alternatives to traditional schools. Jared shares why trust, community, and flexibility are becoming essential pillars of modern education—and what it could all mean for the future of college, careers, and lifelong learning.Chapters00:00 Introduction and Personal Updates03:46 Transitioning to Open Education05:42 Understanding Open Education and Its Mission09:02 The Economics of Homeschooling14:04 Funding and Support for Homeschooling18:09 The Shift in Education Choices21:38 The Future of Education and Trust in Institutions24:10 Crisis in Education: Trust and Control25:57 The Role of Socioeconomic Status in Homeschooling27:45 The Benefits of Homeschooling: Flexibility and Customization30:21 Innovative Learning Experiences Beyond Traditional Education32:46 Community-Driven Learning: The Power of Shared Experiences34:37 Empowering Parents: Taking Responsibility for Education37:58 Navigating State Regulations in Education41:31 The Future of College: A Shift in Educational ParadigmsReferences in the Show:https://www.mgt.us/insights/top-5-k-12-enrollment-trends-for-2025/ https://www.pewresearch.org/short-reads/2025/02/20/a-look-at-homeschooling-in-the-us/ https://www.washingtontimes.com/news/2024/oct/8/report-finds-charter-school-enrollment-booming-whi/ https://opened.co/ Quote of the Show:“Trust is the new data. We do not trust institutions anymore as a country. If anyone pays attention to the news right now, it's like, I can't trust anyone on anything. We've been lied to so much and I'm not even naming anything. I'm not taking a political side as we don't trust institutions. Our institutions are in a mode of crisis and families are having to take more charge, more control of their kids.” - Jared FullerWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join us for a lively conversation with Dan Tyre, one of HubSpot’s earliest employees and a passionate advocate for startup growth, sales excellence, and lifelong learning. With humor and energy, Dan shares his journey at HubSpot and how the company’s sales strategy evolved alongside a rapidly changing workforce.  From tackling ageism in tech to highlighting the value of curiosity, this episode explores what it takes to succeed in today’s job market. Dan shares practical tips on adaptability, preparation, and building strong relationships, offering a roadmap for anyone navigating career growth or startup life. Chapters 02:59 The Journey of Dan Tyre at HubSpot 06:08 The Evolution of Work and AI 09:03 Building Relationships in Business 11:59 Creating Value for Startups 13:47 The Evolution of HubSpot's Sales Strategy 15:53 Ageism in the Workplace: A Personal Perspective 22:03 Building a Culture of Learning and Adaptability 30:06 The Importance of Curiosity and Business Acumen 34:15 The Power of Business Acumen in Sales 35:58 Curiosity and Learning in Sales 39:31 Identifying and Developing Sales Talent 42:55 Navigating the Future Workforce 46:02 The Importance of Preparation in Interviews 51:29 Closing Thoughts on Competitive Advantage References in the Show: https://www.entrepreneur.com/business-news/fiverr-ceo-says-ai-will-take-your-job-heres-what-to-do/491198  https://www.marketwatch.com/story/why-a-record-number-of-adults-over-65-are-working-and-its-not-just-about-money-85d2f15d?utm_source  https://www.marketwatch.com/story/why-a-record-number-of-adults-over-65-are-working-and-its-not-just-about-money-85d2f15d?utm_source  https://www.linkedin.com/pulse/experts-weigh-why-2025-holds-hope-older-workers-janine-vanderburg-tytkc/   Quote of the Show: “Who needs a 66-year-old man telling them what to do, right? That's stupid. This is the modern age and you've got to be smart enough to say, alright, I know what this person needs and then ask the right question so you play inception, right?” - Dan Tyre  Ways to Tune In: Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190  Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912  YouTube: https://www.youtube.com/@CheatCodePodcast 

Listen in for a conversation with Jason and Sam Yarborough on what it takes to build a business and their experience building Arcadia, a consultancy focused on partner programs. From the challenges of fractional leadership to the power of authentic partnerships, this episode explores how today’s founders are navigating business growth, community building, and curating connections. Plus, a look ahead at the future of Arcadia and the role of digital tools in preserving meaningful relationships. Chapters00:00 Introduction  03:01 Starting a Business in the Age of AI06:04 The Evolution of Arcadia08:49 Operationalizing Partner Programs10:16 Building Relationships Through Shared Experiences11:01 Navigating the Partnership Landscape12:39 The Evolution of Entrepreneurial Journeys16:20 The Importance of Relationships in Partnerships17:33 The Entrepreneurial Journey: From Idea to Execution19:14 Setting Expectations in Partnerships21:47 The Challenges of Fractional Leadership23:32 The Role of Relationships in Business Success25:37 Learning the Art of Relationship Building30:50 The Future of Arcadia and Community Building36:20 Curating Quality Connections38:00 The Demand for Bespoke Experiences44:58 Navigating the Future of Arcadia51:01 Closing Thoughts and Future DirectionsReferences in the Show:https://www.forbes.com/sites/jodiecook/2025/02/25/how-to-be-an-entrepreneur-in-the-age-of-ai/ https://www.northone.com/blog/small-business/entrepreneur-statistics https://www.gartner.com/en/articles/product-differentiation https://hbr.org/2024/06/why-cofounder-partnerships-fail-and-how-to-make-them-last https://mobidev.biz/blog/future-artificial-intelligence-technology-ai-trends Quote of the Show:“Arcadia means harmony, and that's the idyllic version of natural splendor. We chose that name for the business because that's what the partner leaders should be trying to do, is establish harmony between their partners, between their internal sales leaders, their internal marketing leaders, et cetera. But on the flip side of that, what Sam and I look for is, how do we help individuals find that harmony in their life? How do we help them find that and bring that into the work that they do, the life that they live, and the pursuits that they take on? It's very important to us to help them find that whole self and that person within everything that they do.” - Jason YarboroughWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Gregg Scoresby, Founder and Managing Partner of Phoenix Ventures, joins the hosts to break down the traits that separate winning Founders from wannabes. From hiring blind spots to co-founder clashes, founder-to-CEO transitions, and spotting red flags, this episode looks at what it really takes to build and lead a killer startup.Chapters00:00 The Essence of Founder Traits10:01 The Role of Subject Matter Expertise14:28 The Path to Foundership: Backgrounds and Skills19:29 Hiring for Deficits: The Key to Team Success22:41 Navigating Co-Founder Relationships: The Importance of Alignment25:58 From Founder to CEO: The Evolution of Leadership30:24 Assessing Self-Awareness in Founders35:00 The Role of Honesty and Transparency in Leadership39:38 Red Flags in Founder Narratives: The Importance of RealismReferences in the Show:https://startupnation.com/manage-your-business/the-9-types-of-startup-founders-and-how-to-build-a-great-co-founder-team/https://hbr.org/2024/10/the-strengths-and-weaknesses-that-set-founders-apart https://www.saastr.com/top-10-founder-gtm-mistakes-with-saastr-founder-and-ceo-jason-lemkin/ https://www.liveplan.com/blog/starting/traits-of-entrepreneurs?srsltid=AfmBOopgdo-3EvV8JQ5Y5CyDEoKlefYsv5gFfhCuTYA4sf6OaCO0YhgY Quote of the Show:“I would say over a third of the times I've invested early in a co-founding relationship, the co-founder relationship blows up.” - Gregg ScoresbyWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

What’s the real story behind funding a startup today? Greg Head, founder of Practical Founders, joins the hosts to break down the world of bootstrapping vs VC funding. From capital strategy to AI-driven growth, this episode digs into what actually works in today’s market. From chasing VC or building lean, this episode is packed with discussion on funding models, founder expectations, and the impact of AI on business strategies.Chapters00:00 Market Trends and Economic Challenges02:47 Capital Allocation vs. Bootstrapping06:12 The Global Landscape of Founders08:52 Characteristics of Practical Founders11:53 Growth Strategies and Metrics14:51 Evaluating Great Companies18:04 The Role of Founders in Company Success21:11 Navigating Between VC and Bootstrap Models28:26 The Evolving Landscape of Venture Capital31:45 Navigating Funding Models and Founder Expectations36:33 Understanding the Dynamics of Syndicated Deals39:44 The Role of AI in Modern Business Strategies54:22 Finding the Right Fit: Aligning Founders and FundersReferences in the Show:https://www.saastr.com/carta-38-of-bootstrapped-start-ups-have-solo-founders-but-only-17-of-vc-backed-ones-do-and-10-12-of-ones-that-ipo/ https://therecursive.com/tally-bootstrapped-success/https://practicalfounders.com/ Quote of the Show:“The practical founders I work with are adding AI incrementally and practically in useful ways into their product. They're not stopping everything, saying we're going to be AI-first. They're not just waving AI out there, but they're using it in their business to get more efficient, and faster. Then we're back to the choice of how fast do you want to grow and what do you want to do with those extra dollars?” - Greg Head Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Marketing has never been more complicated or more important. In this episode, Kyle Lacy, CMO of Docebo, joins the hosts to unpack the chaos: from hiring in a fragmented job market to redefining marketing's role in driving revenue. Together they dive into personal branding, pipeline obsession, AI’s creeping influence, and whether great marketers really exist, or if it’s all just great products. If you’ve ever questioned the hype around brand, customer-centricity, or why marketing still feels misunderstood, this one’s for you.Chapters00:00 Introduction to Marketing Conversations02:57 The Role of Marketing in Sales06:00 Hiring Challenges in Marketing09:04 Defining Marketing Metrics11:56 Communication and Expectations in Marketing15:09 Aligning Sales and Marketing Goals18:09 The Importance of Documentation in Marketing24:03 The Importance of Documentation and Communication27:05 Marketing's Role in Pipeline Conversations30:44 Personal Branding and Hiring Perspectives34:34 The Impact of AI on Marketing39:59 The Future of Marketing in an AI-Driven World44:47 The Human Element in MarketingReferences in the Show:https://www.morningbrew.com/stories/2025/03/18/job-hopping-pay-bump-is-gone https://technative.io/customer-centricity-will-drive-2025s-tech-acquisitions/ https://www.therevenuediaries.com/p/revenue-diaries-entry-21 Quote of the Show:“Usually 90% of the time, if people are frustrated, it's probably because the communication did not happen on what it means to have an MQL and how valuable it is. That's like 90% of the time that's the issue.” - Kyle LacyWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, Stacey Lewis, founder and CEO of HR Interrupted, sits down for a brass-tacks conversation on how startups and high-growth businesses can navigate the murky waters of human resources (HR) and diversity, equity, and inclusion (DEI). As the pendulum swings, seemingly away from what has dominated the business landscape for the last half-decade, it’s more difficult than ever to simply “do the right thing” and even to know what that right thing is. Together the group discusses what really matters when attempting to build high-performing teams, the importance of employee voices, and fostering workplace relationships while also navigating what has become a landmine-riddled field around the concept of DEI.Chapters00:00 Introduction 02:57 The Evolution of HR and DEI05:59 The Impact of COVID-19 and Social Movements08:59 Navigating Employee Expectations11:50 The Relationship Between Employers and Employees15:02 Understanding DEI and Its Challenges17:55 Finding Balance in Workplace Dynamics26:35 Core Values and Organizational Identity29:11 The Evolution of DEI and Its Challenges30:21 Understanding Equity vs. Equality in the Workplace34:06 Navigating Relationships in Organizations37:31 The Importance of Commitment in DEI Initiatives40:20 Creating Safe Spaces for Authenticity44:24 Building a Thoughtful Hiring Process49:17 Trust and Relationship Dynamics in the WorkplaceReferences in the Show:https://www.bizjournals.com/bizwomen/news/latest-news/2025/02/pay-salary-decline-quit-job-market-raise-gartner.html?utm_source=st&utm_medium=en&utm_campaign=nch&ana=e_n_bizwomen_teasehttps://techcrunch.com/2025/02/26/here-are-all-the-tech-companies-rolling-back-dei-or-still-committed-to-it-so-far/?guccounter=1 https://www.axios.com/2024/11/27/walmart-dei-trump-lgbtq https://diginomica.com/dei-20-how-companies-are-navigating-diversity-and-inclusion-reset-politically-charged-environment Quote of the Show:"I need to know that you got my back or at bare minimum, you at least acknowledged my pain. With all of this equity work and DEI scaling back, my heart is broken as an equity strategist because it's gotten so far off of the mark. It was never ever intended to isolate a demographic” - Stacey LewisWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

The hosts welcome Scott Albro to their podcast for a discussion on venture capital trends and AI. They compare B2B vs. B2C AI adoption, emphasizing outcome-driven solutions. Together they explore AI’s impact on industries, labor markets, job roles, and startup founding teams. Chapters04:59 The State of Venture Capital and AI Startups10:01 B2B vs B2C in AI Adoption15:00 Transformative Growth in AI Startups18:48 Addressing Labor Market Challenges22:32 The Evolution of Job Roles in Tech23:43 Agent-to-Agent Communication and LLMs28:00 Data Cleanliness as a Precursor to AI30:58 The Hype Cycle of AI Technology35:00 The Future of Venture Capital39:13 The Importance of Founding Teams39:54 Work Culture and Remote Work DynamicsReferences in the Show:https://www.linkedin.com/posts/joefloyd_letthemeattech-activity-7294760958327930881-IAH9?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoIpIBycGOZH95BvXnzuOv2UcnyeyhFDs https://www.linkedin.com/posts/scottalbro_seeing-some-vc-chatter-that-the-old-triple-activity-7296175283265511424-gAwM?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoIpIBycGOZH95BvXnzuOv2UcnyeyhFDs https://www.linkedin.com/posts/scottalbro_the-other-day-jason-m-lemkin-asked-for-activity-7285699611132911617-5ktv?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADoIpIBycGOZH95BvXnzuOv2UcnyeyhFDsQuote of the Show:"The founding team is all that matters. Because the market is changing so fast, these founding teams need to be really smart, really adaptable, really resilient. ” - Scott AlbroWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

From the GTM Cheat Code to ‘The Cheat Code and Friends,’ season 4 kicks off with the core crew only as Justin, Josh and Sean introduce this season's new format and cover some burning topics revealed by the start of the year - better known as 'Board meeting season.'00:00 Introduction and Setup for New Season(05:51) Board Meeting Dynamics(09:03) Board Structure and CEO Support(11:59) Effective Board Presentations(15:03) Decision-Making in Board Meetings(17:59) Go-To-Market Strategies and Challenges(22:12) Navigating the Marketing and Sales Landscape(26:10) The Power of Fundamentals in Sales(34:10) Unlocking Partnerships for Growth(36:29) Traits of Successful CEOsReferences in the Show:https://hbr.org/2025/01/how-the-best-boards-engage-with-management https://hbr.org/2025/02/research-how-boards-can-increase-ceo-accountability?ab=HP-hero-latest-text-1 https://www.linkedin.com/posts/jasonmlemkin_holy-crp-shopify-at-an-112-billion-run-activity-7296998848474791936-QMuO Quote of the Show:"Are you going into a call thinking about what you need to learn from them to be successful? Or are you going in thinking, ‘What do I need to tell them so I'm successful?’ That mentality leads to night and day results.” - Justin GrayWays to Tune In:SpotifyApple PodcastsAmazon MusicYouTube

Join us for the Season 3 finale! Kyle Lacy dives into the pivotal role marketing plays in achieving goals across the business and how owning a number is key. From navigating top-down and bottom-up revenue goal setting to empowering founders in the process, Kyle unpacks strategies that keep marketing leaders agile and data-driven. Plus, hear about Kyle’s latest venture, The Revenue Diaries, where he shares lessons on scaling software businesses and personal growth. If you’re ready to supercharge your marketing efforts, this episode is a must-listen! Takeaways: Marketing Owns a Revenue Number: Marketing’s job isn’t just to deliver MQLs—it’s to take ownership of a revenue or pipeline number. That means driving alignment with sales and customer success, leading key conversations, and taking accountability for results. This shift from “supporting” to “owning” ensures marketing plays a leadership role in achieving shared business goals.Build Revenue Plans from the Bottom Up: Don’t rely on top-down booking targets that lack a connection to reality. Instead, start with granular metrics like conversion rates and pipeline coverage. Bottom-up modeling allows for iterative adjustments and realistic goal-setting, especially for companies without much historical data.Turn Call Recordings into Marketing Gold: Tools like Gong go beyond sales enablement—they’re essential for marketing insights too. From competitive analysis to campaign effectiveness, call recordings provide valuable data that can refine messaging, improve alignment, and enhance conversion strategies.Master the Metrics That Matter: Marketing leaders must understand core business metrics like CAC, ARR, and NRR to align with company priorities. Build strong relationships with finance or the CEO, and ask smart questions about board-level goals. This business acumen is essential to driving informed strategies and delivering measurable impact.  Quote of the Show:"How can you do everything you want to do from a brand, creative, enablement, product marketing perspective - anything you could think of? By actually owning a number instead of supporting it.” - Kyle Lacy Links:LinkedIn: https://www.linkedin.com/in/kylelacy/  Shoutouts:Joe Chernov: https://www.linkedin.com/in/jchernov/ Anthony Kennada: https://www.linkedin.com/in/akennada/ Gainsight: https://www.gainsight.com/ Jellyfish: https://jellyfish.co/   Ways to Tune In:●      Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 ●      Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 ●      Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 ●      YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, Amanda Kahlow dives into how embracing change with love and leading with emotional intelligence can transform the way we work and connect. She explores the evolving role of AI in marketing, the power of resilience and positivity, and why building authentic relationships is more important than ever.Takeaways: Embrace Change with Optimism: With rapid tech transformation, especially with AI reshaping industries, Amanda emphasizes the power of a positive mindset. Instead of fearing disruption, lean into innovation with optimism and confidence. Change isn’t a threat—it’s an opportunity to reimagine possibilities and deliver greater value for your customers.Build Connections That Matter: Despite AI’s advancements, the human element remains irreplaceable. Amanda highlights the importance of emotional intelligence in building meaningful relationships—with your team, your customers, and your community. In sales and marketing, trust and connection drive success, and these values should be at the core of how we lead and grow.Turn Challenges into Opportunities: Whether facing setbacks or receiving a “no,” Amanda’s advice is clear: reframe obstacles as chances to innovate. From industry-defining successes like Airbnb to everyday wins, perseverance and perspective are essential. Helping others and fostering collaboration can unlock new paths to success, both personally and professionally.Quote of the Show:"In the world of AI, where there is a lot of fear right now that AI will be taking, augmenting and in some cases, replacing jobs, we have a choice to say, yes, I'm going to embrace this and I'm going to lean into it or no, I'm going to be afraid of it and run away. My recommendation and my cheat code is lean into it with as much love as you possibly can. And yes, your existing functions and tasks may change and may go away. But at the end of the day, I believe it's going to make all of our lives better. And I have a healthy amount of love for it.” - Amanda KahlowLinks:LinkedIn: https://www.linkedin.com/in/amandakahlow/ Shoutouts:1mind: https://www.1mind.com/ 6sense: https://6sense.com/ Mike Maples Jr: https://www.linkedin.com/in/maples/ Airbnb: https://www.airbnb.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, marketing leader, concert photographer, and author Jason Miller explores the foundational marketing pillars of brand, events, and community. Together, Jason and the hosts unpack what it takes to build a brand that resonates and drives trust, breaking down misconceptions about community building and the power of having a distinct, purpose-driven perspective. Listen into discussions on the shift from traditional demand gen to a new era where authenticity, trust, and relationships drive growth.Takeaways: Focus on Core Marketing Pillars: Brand, Events, and Community: Building a strong brand, engaging in key events, and fostering community are the essential marketing pillars for B2B success. Demand gen should support these pillars, with brand-building taking center stage to establish trust and differentiate in competitive markets.Start with Positioning and Messaging for Brand Impact: A brand’s power lies in its foundational positioning and messaging. Clear, cohesive messaging enables companies to convey their unique value effectively. Too often skipped, this essential groundwork ensures consistent and compelling narratives that protect brand integrity, especially in the era of AI automation.Build Niche Brands with a Personal Connection: For startups, a niche focus allows for more personalized connections and targeted messaging that resonate deeply with specific audiences. Leaders and founders should embrace their roles as brand ambassadors, confidently sharing unique perspectives to create a distinctive voice—even if it means polarizing some audiences.Invest in Small, Trusted Communities Over Broad Platforms: The value of intimate, trusted communities often surpasses that of large platforms. Smaller groups foster authentic connections, allowing members to ask questions and share insights without the noise. These close-knit environments often lead to more meaningful professional support and collaboration.Network and Collaborate with Empathy: Peer connections are invaluable. Exchanging insights, challenges, and successes with other marketers fosters empathy and mutual support, creating a powerful feedback loop that keeps teams agile, motivated, and informed.Quote of the Show:"It's literally finding your tribe and bringing them into a place and giving them some sort of value. I think if you sell it as the point of, you can learn here, you can share here, it's a trusted space, I think people will respond.” - Jason MillerLinks:LinkedIn: https://www.linkedin.com/in/jsnmiller/ Shoutouts:Jon MillerSecond Skin: Tales and Truths from the Mosh Pit of LifeWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, we sat down with David Meerman, limited partner and strategic advisor at Stage 2 Capital, to discuss the power of newsjacking and how it helps brands capture attention and drive leads.Interview Takeaways: Timeliness and Relevance are Key: Newsjacking allows you to bring your expertise into breaking news moments, creating opportunities to reach your audience fast.Be Ready to Act in Real-Time: Successful newsjacking hinges on pre-approvals. Establishing clear guidelines with PR, legal, and marketing teams ensures your organization is primed to respond with relevant content right when it counts.Choose Your Moments: Not every trending story is a fit for your brand. Selectivity is essential.Handle Sensitive Topics with Care: David cautions against newsjacking stories involving politics, death, or disasters unless your organization plays a direct, positive role in the situation.Quote of the Show:"As [a story] is breaking, that's when the media is looking for an expert to quote. That's when, if it's a product related kind of story, that's when people are looking to buy something. That's when you need to get your information out into the marketplace right then.” - David Meerman ScottLinks:LinkedIn: https://www.linkedin.com/in/davidmeermanscott/  Shoutouts:FanocracyThe New Rules of Marketing & PRMarketing Lessons from the Grateful DeadBrian HalliganMarketing the Moon: The Selling of the Apollo Lunar ProgramWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this conversation, hosts Sean Kester and Justin Gray sit down with Eric Martin, senior vice president of marketing at Stack Overflow, to discuss the critical alignment between marketing and finance. Together they emphasize the importance of understanding metrics, communicating effectively with the board, and building a cohesive team that is aligned with the company's vision. Eric shares the importance of strategic business decisions, team dynamics, and the impact of unique marketing events. They discuss the challenges faced by marketing leaders and share effective budgeting strategies to drive success.Takeaways: Marketing and Finance Alignment: Eric emphasizes the importance of strong alignment between marketing and finance. This alignment is critical for navigating economic challenges and ensuring that marketing efforts are directly tied to business goals. Marketing teams that work closely with finance can maintain stability and efficiency, even in turbulent times.Simplicity in Metrics: Marketing teams should focus on basic, easy-to-understand business metrics, like customer acquisition cost, rather than overly complex attribution models. Sticking to straightforward financial metrics helps build credibility with finance and leadership teams.Speaking the Language of the Board: One of the key points Eric discusses is the need for marketers to understand and speak the same language as their board and investors. This means aligning marketing strategies with the broader business objectives, articulating clear results, and focusing on what the board cares about—revenue, expenses, and business growth.Zero-Based Budgeting Over "Use It or Lose It": Instead of scrambling to use a budget before it expires, the focus should be on aligning spending with performance metrics and business goals. Building trust with finance can enable more flexibility in budget discussions, avoiding the pitfalls of overspending for fear of losing next year’s allocation.Quote of the Show:"If you're thrashing on a business model or on campaigns that aren't working, a great reset is talking to a person from finance and understanding what their goals are, double checking what you are doing and making sure that everything you're doing is working toward one of those goals.” - Eric MartinLinks:LinkedIn: https://www.linkedin.com/in/ericjmartin/ Shoutouts:Joe ChernovKevin OMalleyWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join hosts Josh Wagner and Justin Gray for a conversation with Pablo Gonzalez, the co-founder and CEO of Be The Stage. They discuss the importance of super consumers and engineering moments where prospects overhear super consumers talking about your brand. Pablo shares his insights on creating a point of view (POV), designing a content stream, and organizing in-person events to strengthen communities. Together they explore the importance of having a unique POV, the challenges organizations face in defining it, and the benefits of doing so. Takeaways: The Power of Super Consumers: Pablo explains the concept of "super consumers," derived from Eddie Yoon's work, referring to a small percentage of a company's client base (1-10%) that generates the majority of revenue (50-70%). These loyal customers are not only heavily invested in the product but also act as evangelists, offering invaluable insights and promoting the brand within their networks.Community Building as a Business Development Tool: Creating a community around a brand where prospects can overhear super consumers discussing their positive experiences, is incredibly important. This community approach fosters authenticity, connection, and trust, making it a powerful tool for driving business without directly pitching.Shifting Event Value Propositions: Both Pablo and Justin highlight how the value of events has evolved post-COVID. Traditional events focused on large crowds and curated content are no longer as effective. Now, people are drawn to smaller, more intimate gatherings centered around peer-to-peer collaboration and shared knowledge, making smaller, focused communities more valuable for business development than large-scale conferences.The Importance of a Clear Point of View (POV): Companies must clearly articulate their differentiation and the urgency of their solution.Only solutions with a direct, immediate impact are considered for purchase. This applies to both companies in their go-to-market strategies and individuals in the hiring process—having a clear, hyper-relevant opinion is critical for standing out.Tying Strategy to Measurable Metrics: A consistent theme is the importance of tying any strategy, whether in community building, partnerships, or sales, to a specific metric that can move the needle. Whether driving higher conversions or increasing revenue, organizations and individuals should focus on metrics that demonstrate real impact, both short- and long-term, to ensure their relevance and success.Quote of the Show:"I've never found anything to work better as a way to convince somebody to do business with you than engineering moments where your prospects are overhearing two of your super consumers talk about you without you in the room.” - Pablo GonzalezLinks:LinkedIn: https://www.linkedin.com/in/pablotheconnector/ Shoutouts:Play BiggerSuperconsumers: A Simple, Speedy, and Sustainable Path to Superior GrowthClariArcadia Leadership ExperienceWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in as hosts Josh Wagner and Justin Gray chat with Adam Needle, CEO and co-founder of  ANNUITAS, Inc., on the importance of the customer journey in go-to-market strategies. Adam emphasizes the need for organizations to be customer-centric not only in product delivery but also in their sales and marketing efforts. Adam introduces the concept of conversation tracks, which are designed to activate the customer journey and align all aspects of the organization towards engaging with the customer. Together they highlight the challenges organizations face in understanding their customers and conducting in-depth customer research to gain valuable insights. Listen now to learn more about the impact of post-sale demand and the need for live interactions to foster customer engagement.Takeaways: Customer Journey as the Core Focus: Adam emphasized the importance of aligning an organization's go-to-market strategy with the customer journey. He noted that while companies often claim to be customer-centric, many focus only on product innovation and fail to apply the same rigor to understanding and engaging customers effectively.Context and Customer Insights: Many organizations are good at product research but neglect gathering insights on customer behavior, pain points, and content consumption preferences, leading to ineffective go-to-market strategies.Importance of Conversation Tracks: Adam described the concept of "conversation tracks" as a simplified, actionable approach to activating customer journeys. This involves segmenting customers at different stages and building content and demand programs tailored to these segments, ensuring the entire organization is aligned around this strategy.Avoiding Random Acts of Marketing: A common pitfall in B2B companies where they engage in random acts of marketing, trying various tactics without a coherent strategy. This leads to inefficiency and a downward spiral in go-to-market effectiveness.Shocking Customer Insights: Adam shared an example of a software company discovering through data analysis that their outbound sales team, which was responsible for most customer interactions, was actually contributing the least to sales success. This type of insight, gained from thorough customer research, can drastically shift how organizations approach sales and marketing.Quote of the Show:"I think a lot of organizations know how to do marketing research around a product, but they don't really know how to do it around go-to-market execution, around sales and marketing phases. They're not looking at higher order pain points. What was the issue that someone had before they looked for your product? What were those steps that led to? What was the actual composition of how many people were involved with that buying process? Who were the influencers? What were their roles?” - Adam NeedlesLinks:LinkedIn: https://www.linkedin.com/in/abneedles/  https://www.annuitas.com/ Shoutouts:Scott CookMartin SchneiderThe Chief Growth Officer’s HandbookWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join hosts Josh Wagner and Justin Gray for a conversation with Sei Suriyakumar, head of marketing at Superhuman, on making one plus one equal three. This means combining different efforts and initiatives in a way that the value generated is greater than the sum of its parts. Sei emphasizes the importance of having a great product and building trust within the organization to implement these unconventional marketing strategies. Tune in for examples and advice on picking the right mix of marketing channels that are uniquely suited to your business to drive growth and success. Takeaways: Strategically orchestrating campaigns can create a viral effect and generate excitement among customers: Successful marketing campaigns are not just a result of creativity but also strategic planning. Sei shares that by carefully designing each element of the campaign—from messaging to timing and channel selection—companies can tap into customer emotions and behaviors that encourage sharing and engagement. This orchestration often includes leveraging the right influencers, integrating multi-channel marketing, and creating moments that resonate deeply with the audience. Essentially, it's about building momentum that customers drive forward themselves, turning them into brand advocates.Using responsible marketing by focusing on revenue and cost of acquiring that revenue: Sei shares advice on how marketers must align their efforts with financial metrics, ensuring that campaigns are both effective and efficient. This approach fosters sustainable growth by optimizing marketing spend, prioritizing high-impact strategies, and constantly measuring return on investment (ROI). The emphasis is on quality over quantity—acquiring the right customers at the right cost rather than chasing vanity metrics like impressions or clicks.The race car framework: According to Sei, the "race car" framework is a metaphor that highlights how companies can accelerate growth (turbo boosts) while also improving long-term sustainability (bending the baseline). The key is balancing these two elements: using turbo boosts strategically to capitalize on immediate opportunities while ensuring that the underlying business model is robust enough to sustain growth in the long run.Quote of the Show:"We often say that marketing is a game of cake layers. You're building one thing on top of another, on top of another, and really the win comes when those things combine to be that birthday cake at the end of the day. They're much more than just the individual ingredients, but together they come out to something so much more.” - Sei SuriyakumarLinks:LinkedIn: https://www.linkedin.com/in/seiyonne/ Shoutouts:Rahul VohraPaul TeyssierKristen HaywardWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this conversation, hosts Josh Wagner and Justin Gray chat with Joe Chernov, CMO at Pendo.io, on what he calls the streetlight effect in B2B marketing and the need to break free from the conventional KPIs that limit creativity and innovation. Joe emphasizes the importance of appealing to buyers and focusing on what would truly resonate with them, rather than solely relying on measurable metrics. He shares examples of marketing strategies that have worked for him, such as collaborations with influential individuals and podcast sponsorships. Together, they highlight the significance of trust between marketers and CEOs in order to create a culture that values good marketing over dashboard metrics.  Takeaways:  Recognize and overcome the streetlight effect: Joe emphasizes how marketers often focus on the metrics that are easy to measure — such as MQLs and lead generation — simply because they can. He defines this as the "streetlight effect," where marketers look for success under the easiest, most obvious indicators, even when those indicators don’t necessarily align with buyer behavior. Joe recommends shifting focus from easily measurable metrics to understanding and appealing to what truly resonates with buyers. Break free from conventional KPIs that limit creativity and innovation: The key is to avoid becoming so beholden to dashboards and metrics that you lose sight of marketing’s core mission — building real, human connections with potential buyers. Prioritize value creation and authentic engagement over rigid adherence to traditional KPIs that stifle creativity. Experiment with marketing strategies outside the norm: Embrace unconventional marketing tactics, such as innovative demos and partnerships, to engage prospects in authentic and meaningful ways. Build trust between marketers and CEOs: One of the key points Joe makes is the importance of having a CEO who trusts the marketing team to do its job well, without needing to justify every decision with a dashboard. Foster a collaborative culture where CEOs empower marketing teams to innovate without constant reliance on dashboard metrics for validation.  Quote of the Show: "I think a good foundational question is, what would you do to appeal to your buyer? It's deliberately a generic word. I'm not saying convert. I'm not saying engage. Appeal to them. If KPIs didn't matter, what would you do just to appeal to them?" - Joe Chernov  Links: LinkedIn: https://www.linkedin.com/in/jchernov/    Shoutouts: Reprise Pendo.io Todd Olson Bill Binch Ways to Tune In: Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190  Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912  YouTube: https://www.youtube.com/@CheatCodePodcast  

Andrea Lechner-Becker, a self-proclaimed, “recovering CMO” and published author, reads a lot and has rarely found a problem there isn’t already a book about. In this episode, she details a few of her favorite examples, including the initial key to sticky ideas, which requires marketers to break people's guessing machine and surprise them. Andrea also covers the need to build relationships and educate leadership teams on the value of marketing.Takeaways: Find a book that tells you how to do something and actually apply the lessons from it. Andrea shares how a wealth of knowledge is often hidden in plain sight within books, but it only becomes useful when put into action. The key isn’t just reading but applying what you’ve learned. Many people consume vast amounts of content but never take the steps to implement that knowledge. When you actively integrate insights from books into your work or life, you turn theory into practice and start seeing tangible results. Break people's guessing machine and surprise them to make your ideas stick. People are naturally wired to predict and make assumptions based on familiar patterns, but when you disrupt those expectations, you capture attention and make your message memorable. In marketing, this concept is critical because customers are constantly bombarded with information. Whether it’s a bold creative idea, an unconventional campaign, or an innovative product, when you defy expectations, your message resonates more deeply.Creativity and taking risks are essential in marketing. At the heart of great marketing lies creativity — the ability to come up with fresh, innovative ideas that break through the noise. But creativity often comes with a level of risk, as it challenges the status quo and pushes boundaries. Risk-taking doesn’t mean being reckless; rather, it involves experimenting with bold ideas, understanding your audience, and being willing to step outside of your comfort zone. Great marketing is a balance between creativity and risk, where you learn to embrace uncertainty in order to create lasting impact.Quote of the Show:"You have to break someone's guessing machine in order to get them to pay attention to the message that you are using to get them to do something." - Andrea Lechner-BeckerLinks:LinkedIn: https://www.linkedin.com/in/andreaelbee/  Shoutouts:Drew Smith 'Obviously Awesome' by April Dunford 'Made to Stick' by Chip and Dan Heath 'The Challenger Sale' by Matthew Dixon and Brent AdamsonWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this conversation, hosts Josh Wagner and Justin Gray chat with Marco DePaulis, Director of Partnerships at Loop, on the power of co-marketing and partnerships in driving brand recognition and demand gen. Marco emphasizes the importance of going to market with symbiotic players in the space to reach the desired audience and build trust. Marco also discusses the need for alignment and buy-in from leadership and other teams within the organization to ensure the success of partnership initiatives. This episode highlights the value of tracking both qualitative and quantitative data to measure the impact of partnerships and justify continued investment.Takeaways: The Power of Strategic Partnerships: Marco discussed how collaborating with symbiotic partners who already have established trust with the target audience can greatly enhance credibility, efficiency, and effectiveness in reaching new customers.Importance of Alignment and Execution in Co-Marketing: Successful co-marketing depends on choosing the right partners who can actually mobilize and participate effectively. Marco shared that it’s crucial to align on shared goals and expectations early on to avoid execution issues down the line.Building Brand Recognition Through Partnerships: Marco highlighted how partnerships can accelerate brand recognition, especially when entering new markets or verticals. By leveraging the credibility and reach of established partners, brands can quickly establish themselves as key players in a new space.Tracking and Leveraging Data for Success: Tracking both qualitative and quantitative data to support the effectiveness of partnerships is critical. Marco emphasized that success is often measured not just by direct revenue, but also by the impact on broader metrics like brand awareness, demand generation, and customer retention.Quote of the Show:"There's so much opportunity to go to market with symbiotic players in your space that work with the brands and customers that you want to be in front of and that already have their trust. So why not go out to them and talk to them as a trusted partner of somebody that they're already working with or speaking or have some sort of a relationship with? You are just that much more efficient and effective and trustworthy.” - Marco De PaulisLinks:LinkedIn: https://www.linkedin.com/in/mdepaulis/ Website: https://www.loopreturns.com/ Shoutouts:https://www.linkedin.com/in/davegerhardt/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Join hosts Josh Wagner and Justin Gray for a conversation with Kelly Hopping, CMO of Demandbase, on being a business athlete. In this episode, Kelly emphasizes the importance of understanding the financials and thinking like a business person in order to gain the respect of peers, justify marketing's value, and make better decisions. Kelly provides tips on gaining context by talking to finance partners, listening to investor calls, and leveraging the revenue operations team. Takeaways: Ask Questions and Seek Context: It's crucial for marketers to be curious and proactive in learning about the business. Kelly suggests asking questions, collaborating with finance and rev ops teams, and listening to investor calls to gain insights into the company's priorities and performance. This knowledge allows marketers to make informed decisions and contribute more effectively.Balance ROI with Brand Building: Kelly explains that while it's important to measure the ROI of marketing activities, there should also be an understanding that not all initiatives can be directly tied to immediate financial returns. Some efforts, like corporate events, play a significant role in brand building and long-term success. Marketers need to strike a balance between proving ROI and investing in these intangibles.Digital Engagement is Crucial: The modern B2B buyer prefers to conduct extensive research digitally before engaging with a salesperson. This trend necessitates ungated content, product demos on websites, and influencer marketing to effectively reach and engage potential customers.Account-Based Marketing (ABM) Delivers High ROI: ABM has shown significant ROI compared to traditional demand generation, as it allows companies to target and engage with specific accounts showing buying signals. Kelly shares that this approach is more effective in identifying and converting the 5% of the market actively looking for a solution.Importance of Value Selling and Customer Onboarding: For complex B2B sales, it's essential to focus on value selling rather than just competing on features and price. Ensuring customers see value quickly through proper onboarding and integration is key to retention and expansion.Quote of the Show:"Common sense doesn't always translate to getting the CFO to give you more money. Sometimes that's the hard part.” - Kelly HoppingLinks:LinkedIn: https://www.linkedin.com/in/kellyhopping/ Website: https://www.demandbase.com/ Shoutouts:https://www.linkedin.com/in/jtbricker/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, hosts Josh Wagner and Sean Kester are joined by Steve Armenti, B2B Marketing VP, ex-Google, to discuss two angles of storytelling: how to storytell to the market and how to storytell internally to build a career and achieve goals. Steve shares his experience of bringing ABM (Account-Based Marketing) into Google Chrome and the playbook he ran. Together, they touch on the importance of storytelling in marketing and the need for operational infrastructure to support marketing efforts. Steve emphasizes the significance of understanding the audience and tailoring the story accordingly. Tune in for a discussion on the challenges of marketing to marketers and selling to salespeople and advice for creating a compelling narrative.Takeaways: Storytelling as a Core Strategy: This applies not only to external marketing efforts but also internally within an organization. Steve shares that effective storytelling is crucial for securing budget, aligning teams, and driving initiatives forward.Importance of Internal Alignment: Achieving internal buy-in, especially between marketing and sales, is critical. Steve emphasized the need for joint OKRs (Objectives and Key Results) and cross-functional collaboration to ensure both departments are aligned in their goals and strategies, particularly in a challenging environment where budgets are tight and expectations are high.Operational Efficiency and Data-Driven Marketing: Operational infrastructure, including data management and automation, is essential to enhance marketing effectiveness. Organizations must invest in operations to handle large-scale lead generation efforts effectively and reduce inefficiencies, such as high rejection rates of marketing-qualified leads (MQLs).Targeting the Right Audience: Steve shares that when marketing or selling, understanding the specific type of person you're dealing with is key. Tailoring your approach to their specific needs and roles can significantly improve the effectiveness of your message.Quote of the Show:"Tune into the emotional aspect of your customer and make them the main character of the story. When you get that right and you do that repetitively and it's true in everything you create, then it starts to stick and that's what makes a good brand.” - Steve ArmentiLinks:LinkedIn: https://www.linkedin.com/in/stephenarmenti/  Shoutouts:https://hockeystack.com/ https://www.lavender.ai/ https://www.clay.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

In this episode, the hosts dive deep into the intersection of marketing and partnerships with a special focus on leveraging personal brand development as a powerful marketing cheat code. Greg shares how he unexpectedly became a thought leader in the B2B space by sharing genuine insights and experiences on LinkedIn, a platform he once viewed with skepticism.Greg discusses the journey of launching his company and how building a personal brand through authentic content creation on LinkedIn not only expanded their audience but also significantly contributed to the company’s growth—all without spending a dime on traditional marketing. Takeaways: Humility and Authenticity in Building a Brand: Greg discussed the importance of staying humble and authentic when building a brand on social media. He found that sharing genuine experiences and insights resonated deeply with the audience.Organic Growth Through Community Engagement: Greg grew his LinkedIn audience from 5,000 to 15,000 in six months by consistently providing valuable content without any paid promotion. This organic growth was driven by community engagement and the positive response to helpful, experience-based posts.Challenges of Scaling Personal Brand and Influence: Greg highlighted the difficulty of scaling personal brand-building efforts while maintaining quality and authenticity. As the speaker’s influence grew, they received offers to promote products, but Greg stressed the importance of staying true to their values and not diluting their message.The Role of Personal Connections in B2B Marketing: Greg noted that B2B marketing is increasingly adopting tactics from B2C, like influencer marketing, but emphasized that in B2B, the quality of personal connections and trust is crucial. Scaling these efforts without losing the personal touch is a significant challenge in the B2B space.Quote of the Show:"You can't really run partnerships successfully, at least in my opinion, without a strong marketing footprint and a strong go to market footprint."- Justin GrayLinks:LinkedIn: https://www.linkedin.com/in/gregportnoy/ Website: https://eulerapp.com/ Shoutouts:EulerARCADIA Leadership Summit Spiff  Ways to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast 

Tune in as hosts Josh Wagner and Sean Kester sit down with Gauri Chawla, SVP of Alliances at Stibo Systems, to discuss the importance of messaging and value proposition in go-to-market strategies. Gauri emphasizes the need to communicate the value of a product or solution clearly to customers and partners, and highlights the role of messaging in building strong relationships and driving success. Together they discuss the collaboration required between different teams and stakeholders, including marketing, sales, and executives, to create and iterate on value propositions. Takeaways: Clear messaging and value proposition are critical in go-to-market strategies. Gauri discusses how potential customers must immediately understand what your product does, how it solves their pain points, and why it's superior to alternatives. A well-defined value proposition should be tailored to resonate with your target audience, addressing their specific needs and challenges.Effective communication of the value of a product or solution is essential for success. Gauri explains how consistency in messaging across all platforms and interactions ensures that customers receive a unified and compelling narrative about your product, increasing their confidence in choosing your solution.Collaboration between different teams and stakeholders is necessary to create and iterate on the value proposition. Creating a compelling value proposition requires input from various teams—marketing, sales, product development, customer support, and more. Each team brings a unique perspective on what customers need and how the product can meet those needs. As market conditions, customer preferences, and competitive landscapes change, so too should your value proposition. Ongoing training and enablement are important to ensure the value proposition is effectively communicated. Providing your teams with the right tools, such as detailed product guides, value proposition documents, and customer personas, ensures they have the resources they need to convey the value of your product consistently and convincingly.The partner ecosystem presents both challenges and opportunities in go-to-market strategies. Partners can extend your reach, open up new markets, and add credibility to your product. A strong partner ecosystem can be a significant driver of growth, helping you scale more effectively. However, managing partnerships can be complex. Misalignment on goals, communication issues, and conflicts of interest can arise. Successful go-to-market strategies involve carefully selecting partners, aligning on mutual goals, and maintaining strong, open communication to navigate these challenges.Quote of the Show:"If you can't communicate the value of what you're trying to have your customers buy, then what are you doing?" - Gauri ChawlaLinks:LinkedIn: https://www.linkedin.com/in/gauri-chawla-422425/  Website: http://www.stibosystems.com/ Shoutouts:Sam YarboroughJason YarboroughMicrosoftWays to Tune In:Spotify: https://open.spotify.com/show/5GpM8myxsUinc5bfLIbjJz?si=0af576adfb8e49f8 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-cheat-code/id1692445190 Amazon Music: https://music.amazon.com/podcasts/cb0b3afa-063f-4f3b-96be-b98214c74912 YouTube: https://www.youtube.com/@CheatCodePodcast