Cybersecurity Ecosystem Show

The threat intel in your SIEM, the scanning engine in your endpoint tool, the analysis powering your detection platform. There's a good chance those capabilities come from a company you've never directly evaluated. That's OEM. And it touches every corner of cybersecurity.Chad Loeven has spent 20 years building OEM partnerships on both sides of the table, licensing technology inbound as a buyer and outbound as a seller. In this episode, he breaks open one of the most misunderstood parts of the cybersecurity market and explains how it actually works.We get into what qualifies as OEM versus resale or MSSP, why OEM can be the smartest go-to-market path for startups, and the real stories behind deals that worked and deals that didn't. Chad shares the seven-figure Yahoo contract that nearly drained his company, the DLP product that proved some solutions just don't OEM well, and the time he walked into a company where 25% of revenue disappeared overnight because of a single OEM dependency.But this isn't just a conversation for partnership teams. If you're a practitioner, this episode explains why some capabilities in your stack feel native and others feel bolted on. It's about your vendors' partner ecosystems and why they matter to your security posture. If you're an investor, Chad breaks down why OEM revenue gets discounted, when that discount is justified, and the concentration risk questions you should be asking during due diligence. If you're a vendor, you'll walk away with a framework for which products OEM well, how to structure deals that don't erode your margins, and why technology integrations are the front door to your best OEM relationships.OEM is the invisible infrastructure underneath most of the cybersecurity products the industry depends on. This conversation makes it visible.

Explore the ever-evolving digital battlefield on the Cybersecurity Ecosystem Show as we connect the dots between nations, history, and the future of cyber conflict. In this episode, Allie Mellen discusses her new book on how the United States, China, and Russia leverage hacking and information operations to shape global security and power. From the impact of multi-domain warfare in the Gulf War to Russia's cyber experimentation in Ukraine, Allie Mellen unpacks nation-state motivations, social contracts, and what every sector—from practitioners to investors, vendors, and regulators—needs to understand about the present and future of cyberwarfare. Join us as we bridge history, technology, and practical insights for the entire cybersecurity community.

Join Taylor Wells, Tony Kelly, and Justin Bauer on this insightful episode of Security Revenue LIVE as they dive deep into the evolving role of sales engineers in the cybersecurity space. Discover why sales engineers are key to connecting the dots between technical solutions and real business outcomes, and how they can advocate for customers while influencing product development, marketing, and customer success across the organization.Packed with practical advice and real-world stories, this episode explores best practices for building and scaling SE teams, driving effective customer engagement during the pre-sales process, and executing impactful POCs and workshops. Whether you’re a go-to-market leader, aspiring SE, or curious about the intersection of technical expertise and sales success, you’ll leave with actionable strategies to elevate your approach and drive impact in the fast-paced world of cybersecurity.Tune in for expert perspectives, audience Q&A, and the inside scoop on what works, what doesn’t, and what’s next for technical sales leaders!

Customer Success sits at the center of cybersecurity go-to-market growth. Joy Aaring, David Tirazona, and Julie Giannini share real-world strategies for transforming CS from a post-sales function into a true driver of revenue, expansion, and advocacy.Learn how top teams accelerate time to value, strengthen customer relationships, and build authentic advocacy — even in a market where privacy is paramount.

Unlocking the growth potential of OEM partnerships in cybersecurity. In this episode Taylor Wells sits down with Michael Niswender, and Raja Chokalingam to break down everything you need to know about OEM strategies—from building trust and finding the right partners, to structuring deals that work for startups and established players alike. Whether you're exploring embedded solutions or looking for practical GTM tips, you'll get actionable insights on partnership alignment, overcoming internal resistance, and real-world advice for making OEM part of your growth playbook.

Selling cybersecurity into the public sector is unlike any other market. Procurement cycles are long, regulations change constantly, and credibility often outweighs innovation.In this episode host Taylor Wells speaks with Jordan Burris, Head of Public Sector at Socure . They discuss:Key differences between public sector and commercial salesWhy trust and mission alignment matter mostHow to show value before a contract is signedCommon mistakes sellers make—and how to avoid themFor leaders building GTM strategies in federal, state, or regulated markets, this conversation offers practical insights and lessons you can apply today.

Tune in to the latest Security Revenue LIVE, where we dive deep into the world of sales enablement in cybersecurity. Host Taylor Wells is joined by industry leaders Rich Weimer (Yubico), Ivan Malia (StrongDM), and Joe Toole (Darktrace) as they discuss:What really sets cybersecurity sales apart from other industriesHow to equip your team to build trust and win complex dealsThe art of blending technical depth with value-driven storytellingReal talk on measuring the ROI of enablement effortsThe evolving role of AI in sales and enablement (pro-tip: it’s all about supporting the human element!)Whether you’re on a small team or part of a global org, this episode is packed with practical insights you won’t want to miss.

This week on Security Revenue LIVE, Taylor Wells is joined by Jabari Norton (Edge Delta) and Aaron Petterick (Zero Networks) for a deep dive into the evolving world of channel partnerships in cybersecurity. Tune in as they share:How partnership strategies have shifted with the explosion of AI and shifts in financial marketsWhy MSPs and MSSPs are more crucial than ever for scaling your go-to-market strategyInsights on enabling and empowering your channel partners for maximum impactTactical advice for co-selling, co-marketing, and accelerating growth togetherReal talk on the changing landscape—everything from quantum computing’s impact to making partnerships work for high-growth companiesHow to actually measure impact and get internal buy-in for your partnership programsWhether you’re building a partnership program from scratch or looking for new ways to drive results, this conversation is packed with actionable insights from leaders who’ve seen every stage of the cyber channel evolution.

On this episode of Security Revenue LIVE, host Taylor Wells is joined by an all-star panel of cybersecurity marketing leaders: Steve Garrison (Stellar Cyber), May (Jericho Security), Aviv Cohen (Pantera), and Isabel (The Cyber Canon). Together, they dive deep into the ins and outs of marketing leadership for cybersecurity companies in today's rapidly changing landscape.The conversation kicks off with a candid discussion on the impact of AI and large language models (LLMs) in go-to-market strategies, from driving hyperautomation and efficiency to the enduring importance of building genuine relationships and brand awareness. The panel shares practical insights on balancing long-term branding with short-term demand generation, the critical role of in-person events, and how to leverage creative, memorable experiences—even on a limited budget.You’ll hear how the fundamentals of marketing still prevail, even as tools evolve. The guests tackle the challenges of data hygiene, tracking true revenue impact, and navigating the growing expectations of leadership around ROI. Plus, they discuss the importance of close collaboration between marketing, sales, and SDRs, and why over-communication and strong cross-functional relationships are the backbone of successful GTM initiatives.This episode is packed with actionable tips, creative ideas, and honest advice for cybersecurity marketers, sales professionals, and go-to-market teams aiming to break through the noise, build trust, and drive real results.Don’t miss this lively and insight-packed roundtable—perfect for anyone looking to sharpen their marketing and GTM game in the cybersecurity space!

The Security Revenue Live Show by the Cyber GTM Alliance gathered top sales leaders in cybersecurity for a candid discussion about the evolving landscape of sales leadership, pipeline generation, AI’s limits, and how to keep revenue growing in a crowded, competitive market. Hosted by Taylor, with panelists Jessica Crytzer (CRO, LimaCharlie), Colin Brissey (VP of Sales, Eclipsium), and Lucas Hathaway (CRO, Rivial Data Security), the conversation was packed with practical advice and fresh insights.

On this episode of Security Revenue LIVE, host Taylor Wells welcomes three powerhouse guests from the cybersecurity world: Carolyn Duby (Field CTO, Cloudera), Brian Contos (Field CISO, Mitiga), and Matt (COO, Serby; former Chief Trust Officer). Together, they dive deep into the critical and evolving role of peer-to-peer go-to-market (GTM) strategies in cybersecurity—a tactic the industry has refined for decades.The roundtable explores what makes the Field CISO and Field CTO roles indispensable, especially for high-tech and security startups. Each guest highlights why these leaders are the vital bridge between technical innovation and business needs—often wearing hats in product marketing, messaging, customer advocacy, enablement, and even sales. Carolyn underscores the need for curiosity, strong communication skills, and the ability to translate complex technology into business outcomes. Brian and Matt expand on leveraging customer stories, running customer advisory boards, and the flexibility required for startup versus enterprise environments.The conversation also touches on what happens when organizations lack this role—everything from muddled messaging to missed trust with buyers. The group shares war stories about evolving markets (remember building SIM before Gartner even coined the term?) and how listening to customers can unlock untapped use cases (like security solutions rapidly morphing into compliance drivers).In the second half, Taylor prompts the team about the unmistakable impact of AI on both products and GTM efforts. Real-world examples include using AI to summarize meetings, analyze customer sentiment, automate meeting prep, and even dream of a day when an AI “prospecting agent” scours the field for the perfect leads.For security companies wondering how to consistently drive new business, the verdict is clear: activating and nurturing customer relationships is king—referrals and peer-driven advocacy remain the gold standard.In short, this episode offers a masterclass in why GTM expertise, technical credibility, and customer empathy are the cornerstone of modern cybersecurity sales—plus actionable advice and fresh insights into how AI is reshaping the field.*Tune in for stories, practical tips, and strategic inspiration from leaders who’ve seen it all, from startup trenches to the enterprise boardroom.**

On this episode of Security Revenue LIVE, host Taylor Wells (CEO and founder of the Cyber GTM Alliance) sits down with Anshuman Sharman from Verizon’s Threat Research Advisory Center (VTRACK) for an in-depth analysis of the latest Verizon Data Breach Investigation Report (DBIR). Together, they break down what has changed in cybersecurity threats over the past year and what these trends mean for go-to-market leaders—including CROs, CMOs, product teams, and customer success leaders.Anshuman shares his global perspective on security, highlighting why a worldwide view is essential and how incidents in one geography could foreshadow issues elsewhere. Listeners get a clear explanation of the DBIR, the data-driven methodology behind it, and the importance of frameworks like VERIS and the A4 model for classifying cybersecurity threats.Key takeaways include a notable rise in breaches involving third parties and supply chain partners (jumping from 15% to 30%), the ongoing surge in ransomware attacks, and the persistent challenge of credential abuse and the human factor in data breaches. Anshuman also discusses the critical need for identity security, proactive credential monitoring, stronger supply chain assurances, and a shift from just-prevention to resilience in product positioning.The episode further touches on the unique security challenges faced by SMBs vs. enterprise and public sectors, and includes actionable insights for marketers, product developers, and service providers. As the conversation winds down, Taylor and Anshuman explore the dual role of AI in cybersecurity—both as a tool for defense and a weapon for attackers, emphasizing the urgent need for AI security reference architectures.**Ideal for**: Cybersecurity professionals, GTM and product leaders, service providers, and anyone aiming to understand or respond to the latest data breach and ransomware trends with practical, actionable guidance.Tune in for a data-rich, insight-packed discussion designed to help you strengthen your company’s security strategy and stay ahead of evolving threats.

Welcome to another episode of Security Revenue LIVE, brought to you by the Cyber GTM Alliance community. In this session, Taylor Wells—fractional demand generation consultant and community founder—shares his hard-earned insights from over a decade in the trenches of cybersecurity B2B demand gen. If you’re looking to crack the code on booking more meetings, increasing ARR, and driving meaningful demand for your cybersecurity company, this episode is for you.

Unlock insights from industry leaders on the future of cybersecurity partnerships. In this dynamic roundtable, experts from partner marketing, partnerships, and the analyst side break down trends, pitfalls, and strategies for success—covering everything from channel marketing to API integrations, AI’s role, and the realities of building a strategic partner ecosystem in today’s ever-evolving cyber landscape.

What do vibe marketing, GTM engineering, cybersecurity, Kendrick Lamar and Selfless Advantage all have in common? Listen to my conversation with Nick Sal on the Vibe To Vision podcast. Thanks Nick for having me on!Head over to TaylorWells dot com to watch the full convo. 

Every month, I'll be breaking down different demand gen tactics & strategies. In November, I'll dive deep into how I use AI to accelerate my demand gen efforts: Every day, a new AI tool is released. Some are great, and some are just plain bad. In this lightning-fast session, Taylor Wells (4x B2B Demand Gen Leader) will take you behind the scenes and show you how he uses AI.

Many will say you need to build a personal brand or send a million messages on Linkedin. I'm afraid I have to disagree. I've found thoughtful and scalable ways to leverage LinkedIn to grow your business, resulting in millions of dollars generated. Join me in this quick overview of what options are available to you.

In addition to checking out my new website (TaylorWells.com), join me as I continue my Demand Gen Series and share how I’m leveraging event marketing in my business and across the organizations I work with. What you'll learn:5 Strategic Ways To Leverage Virtual EventsVirtual events are common but exceptional experiences are rare. Learn 5 ways to uplevel your virtual event strategy.3 Steps To Achieve A Higher ROI In-Person EventsIn-person events are extremely powerful but can fall falt if not do right. Learn my 3 steps for success.

For B2B marketers, it’s pretty obvious. Leveraging social proof, word of mouth, and other customer advocacy to grow your customer base is essential. Not only do all your other campaigns require social proof and see a lift in performance, but customer advocacy programs can generate net new revenue in and of themselves. This is why investing in customer advocacy in 2025 is so important.

Is your sales team struggling to generate enough opportunities? I'm partnering with Maven Learning to provide for the first time insights into the 4 ways you can generate demand for your B2B product or service. Walk away with fresh insights into what is working right now to generate efficient demand for your B2B product or service. Check out my upcoming live cohort-based course here: https://maven.com/taylor-wells/b2bdemandgeneration

Generating consistent demand and a steady flow of sales opportunities is one of the biggest challenges facing B2B companies today. With over 14 competitors vying for your prospects' attention and people being inundated by over 5,000 ads per day, it's never been harder to cut through the noise. However, by leveraging an innovative "Selfless Advantage" approach to go-to-market, you can build real trust and relationships with your ideal customers before they even become a lead. In this information-packed podcast, you'll discover counterintuitive strategies to systematically generate more pipelines by providing immense value upfront, without any expected return. You'll walk away with 3 cost-effective, proven tactics you can implement immediately to fill your funnel with more qualified opportunities.

I had the pleasure of being a guest on the “GTM Cheat Code Podcast” to discuss partnerships and partnership-led growth strategies for early-stage startups. On the episode, I share perspectives from my experience advising startups on how to build successful partnerships. We covered: - Different types of partnerships beyond referral fees (co-marketing, co-selling, channels, etc) - The importance of focusing first on customer impact - How to lead with relationships first rather than transactions - Tips for getting started small with things like co-marketingCommon mistakes companies make with partnerships #B2BMarketing #StrategicPartnerships #BusinessCollaboration

Building a community to drive growth is essential in today's crowded market. In my recent podcast with Mel Shires of Circle, we explored some insightful tactics on leveraging community for growth. Mel shared how communities can create authentic connections with your audience to accelerate business growth. 1: Communities can fuel growth for any business by creating authentic connections and relationships with your audience. Think about what your audience wants and needs from a community. 2: Map out a community strategy by understanding your story so far, figuring out what's missing, and charting a path forward. Leverage existing touchpoints you have with your audience. 3: Launch tactics based on your audience's needs and wants, while also fulfilling your own goals like positioning yourselves as thought leaders. Tactics can include webinars, reports, training programs, etc. 4: Engage your best community members by recognizing them. This creates user-generated content and word of mouth as they share their experiences organically. A little recognition goes a long way. Let me know if you want me to refine or expand on any part of this newsletter. I'm also happy to generate more detailed summaries of specific insights from the podcast.

I recently did a talk recently all about hosting impactful virtual events. Here are 4 of my biggest takeaways that you can immediately apply to your next event: 1. Keep a Fast Pace: With short attention spans, you must pack your event with value and maintain a dynamic pace. Avoid long intros and fluff. Get right into the meaty content. 2. Vary Your Guests: Don't rely on the same internal speakers. Bring on customers, prospects, influencers, and subject matter experts. This will add fresh perspectives. 3. Promote Extensively - Think of your event as its own product and promote it across paid ads, organic social media, email outreach to prospects, employee networks, and more. 4. Repurpose Widely Let your content live on! Repurpose it into blogs, newsletters, snippets on social media, and more. Repurposing drives more value and engagement. Apply these tips to make your next event a lead-generation machine. Let me know if you have any other questions!

Podcasting continues to grow rapidly, but many businesses are still wondering if there's still an opportunity or how to stand out. In my recent conversation with podcast expert Rachel Downey, she shares valuable insider tips for b2b podcasters. Let's listen in.

Influencer marketing has become an extremely popular and effective strategy in B2C marketing. Now, it's also gaining momentum in the B2B space. In this week's GTM News podcast, host Taylor Wells interviews Vinod Varma, Co-Founder of Creator, about leveraging influencers specifically for B2B marketing. Key Takeaways: 1. Consumers trust recommendations from people like them more than branded content. Influencers can help B2B brands overcome the trust barrier. 2. There is a wide spectrum of business influencers beyond just social media experts. Consider employees, customers, journalists, industry thought leaders. 3. Promoting events, creating blog/webinar series, industry presentations, instructional videos, and product reviews are effective influencer strategies. 4. Build an ambassador program to incentivize long-term partnerships with influencers to keep driving conversations about your brand. 5. Avoid treating influencer relationships as transactional. Focus on reciprocity and building connections. 6. Influencer marketing complements your existing efforts by tapping into new audiences and driving brand awareness and trust. Check out the full episode to hear examples and advice from influencer marketing expert Vinod Varma on successfully leveraging influencers to grow your B2B marketing impact.

Elevate your company's brand in the B2B marketing space with strong founder branding and thought leadership. Join Taylor Wells and Sam G. Winsbury as they discuss the essential strategies for building a powerful founder brand, including positioning, content creation, and engagement. Learn how to humanize your brand, establish authenticity, and drive inbound leads through personal branding and utilizing platforms like LinkedIn. Discover the importance of PR in amplifying your brand and gaining credibility in the industry. Get valuable insights on founder branding and content creation to take your marketing efforts to the next level.

Are you tricking buyers into opting in and giving you their email address for an ebook, and then you “lead nurture” them into oblivion? Why do you think Apple created the Hide My Email feature? Indeed, one of the reasons is that consumers are tired of unnecessary email exchanges for content. Thankfully, there is a better way to build relationships and trust with future buyers. Owned media (and really subscription-based content) has been a hot topic over the past year. Rightfully so. From the business side, rented media (organic search / PR / organic social) has become much harder. Paid media channels seem to get more expensive every year. But what if you could own the media instead of being at the mercy of rented or paid media channels? In this week’s GTM News episode, I pulled a conversation I had with Bolaji Oyejide at a recent event. Bolaji lays out a clear strategy for leveraging a subscription-based owned media strategy. Four things that stood out to me in this conversation: Research your ideal customer profile (ICP) deeply to uncover their real pain points and frustrations. Use this understanding to create content that resonates emotionally. Build content that feels like a “flag” around which your ICP can rally. Position yourself not as the hero but as the flag bearer for their cause. Create stakes and anticipation through devices like contests and competition. Think about formats like reality TV that create drama to hook the audience. Infuse your personality, tastes, and quirks into content to make it “category adjacent”—familiar yet distinct. The most creatively owned media feels like “x but different.”

Discover valuable insights from Casey Hill at ActiveCampaign on the resurgence of B2B newsletters and email marketing. Dive into the effectiveness of B2B newsletters, strategies for creating engaging content, and leveraging data to build trust with your audience. Learn how businesses are using email marketing as a cost-effective channel to drive engagement and reach their target market. If you're a B2B marketer or GTM leader looking to optimize your email marketing strategy, this video is a must-watch!

Join Taylor Wells in a deep dive with industry experts Rachel Elsts Downey, Sam G. Winsbury, Casey Hill, and more as they unravel the latest trends and strategies in B2B inbound marketing. Discover invaluable tips on B2B podcasting, virtual events, SEO optimization, and leveraging owned media for maximum impact. From founder branding to organic social media, this session is a goldmine for B2B marketers and go-to-market leaders looking to stay ahead of the curve.

Let's be honest: the internet is a mess. It's hard for buyers to find unbiased and accurate recommendations for new solutions. This is why buyers have turned to niche communities, and you see a new Slack community popping up every week. Buyers are trying to tap into folks they trust for recommendations and help. Cliff shared smart strategies to tap into these niche communities for growth as a seller. Here are four things that stood out to me: Find communities where your ideal customers hang out. This could include Slack groups, conferences, networking events, etc. Identify where your potential buyers are already engaged. Provide value without pitching. Focus on building authentic relationships by offering helpful advice and expertise, not selling. Ask questions and listen. Be consistent and empathetic. Keep showing up consistently over months and years. Put yourself in their shoes. Treat people how you want to be treated (the golden rule). Think long-term. Have patience in building trust and credibility. If you do this properly over time, the referrals and word-of-mouth momentum will come.

Looking to level up your B2B outbound sales game? Join Taylor Wells as she interviews Mandy McEwen, an industry expert in social selling for the B2B space. In this insightful conversation, they delve into the need for a new term for social selling and discuss its effectiveness in building relationships and driving sales. Mandy shares her best practices, including the revolutionary Friendly Leader Method, and how to fully utilize LinkedIn Sales Navigator to engage prospects. Discover the importance of leadership buy-in, personalization, time management, and consistency in maximizing your social selling success. If you're a B2B seller or marketer, this video is a must-watch to unlock game-changing strategies for your business growth.

Conferences and events are extremely powerful and also extremely expensive! Zoe Hartsfield shared a few killer ideas about maximizing your time there to book more meetings. Here are five key takeaways from the podcast that could be used for a short newsletter: Do your research beforehand to identify top accounts and prospects attending the conference or event. Coordinate with marketing to invite key targets to ancillary events. Visit sponsor booths of target accounts to start building relationships, even if your main prospect is not there. Don’t overtly pitch but invite them to your events. Prepare your follow-up sequence before the event so you can start running it immediately after. Also, capture conversation details and personal info during talks to enable personalized, relevant follow-ups. Create memorable follow-up moments by having good conversations, capturing engaging content together, or context gifting. This gives you a genuine reason to follow up. Share the planned subject line of your follow-up email - ideally an inside joke from your conversation - so they’ll recognize and open it when it arrives. The familiarity builds rapport. ​Watch this week’s GTM News show​ and learn more about this topic from Zoë: ​Taylor​ P.S. We are doing another 9:9 event on February 22nd; this time, it's all around B2B inbound marketing. We have an incredible line-up covering topics like B2B podcasting, influencer marketing, founder branding, etc. ​Learn more here

In this insightful conversation, B2B go-to-market practitioners, AEs, BDRs, and SDRs discover expert tips and strategies for leveraging LinkedIn to secure valuable warm introductions. Join Taylor Wells as they speak with Matt Liebman from Revenue IO, a leading expert in the field, as they reveal unique methods to establish local connections, build trust, and unlock new sales opportunities. From personalized video messages to leveraging shared connections and groups, learn how to optimize your LinkedIn profile and make meaningful connections that will elevate your B2B sales game. Don't miss out on this must-watch discussion that will supercharge your networking skills and enhance your overall go-to-market strategy!

Join Taylor Wells as she interviews top industry experts, including Will Aitken, Mandy McEwen, zoë hartsfield, Jesse Ouellette, Matt Liebman, Cliff Simon, Laura Erdem, Tyler Washington, and Kevin Hopp, as they share their invaluable insights and practical tips for driving B2B outbound sales and prospecting. Learn how to craft attention-grabbing cold emails, leverage social selling for building relationships, maximize the value of conferences, set up secondary domains for effective email marketing, and much more. Whether you're a B2B account executive, sales team member, or part of a marketing team, this must-watch recording will equip you with the strategies needed to supercharge your sales efforts and achieve remarkable results.

Taylor Wells interviews Howard Dover, director at the Center for Professional Sales at the University of Texas at Dallas. They discuss Howard's new book "The Sales Innovation Paradox", the future of sales, and how to optimize sales teams in a changing landscape with new technologies like AI. Main Discussion Points: - The impetus behind Howard's book "The Sales Innovation Paradox" and why sales has not seen efficiency gains despite new technologies (00:02:18) - Why sales leaders hired more salespeople despite technology gains (00:04:25) - Platform consolidation and the impact of generative AI like Copilot (00:17:15) - Using frameworks like Jobs To Be Done to understand where buyers are in the decision process (00:23:40) - Being relevant, contextual, precise, and potent to provide value to buyers (00:29:03) - Reimagining sales workflows instead of just making incremental changes (00:44:59) Guest Bio: Howard Dover is the Director at the Center for Professional Sales and a sales coach at the University of Texas at Dallas. He has a technology background and a PhD in quantitative methodologies focused on sales. Key Quotes: "We deployed technology, which was giving us the capacity to have one person do the job of five to ten, even up to 100 salespeople. And at the same time, we increased the number of people doing outbound by 13x." (00:02:43) "When I contact you, am I hacking you or am I delivering value?" (00:21:01) "If we keep on doing what we've always done, we're going to survive to 2025. But if we really think about pivoting completely...reimagine where the puck's going to be, reimagine the skills that are going to be needed, reimagine the way the work gets done." (00:44:07)

ABM? PLG? Community? Outbound? Inbound? What GTM motion is right for your organization, and at what stage? In this insightful conversation, Taylor Wells engages with Beth Yehaskel with Winning By Design, an expert in go-to-market strategy and revenue architecture. They dive deep into the importance of developing the right go-to-market motion for organizations and how it impacts sustainable growth. From understanding revenue architecture to aligning marketing, sales, and customer success, they discuss practical strategies for B2B go-to-market leaders. Gain valuable insights, learn best practices, and optimize your go-to-market approach to drive lasting success in the ever-evolving market. This recording is a must-watch for B2B go-to-market leaders seeking to leverage data-driven strategies and cross-functional collaboration. Discover how to navigate different growth stages, hone your revenue model, and achieve meaningful impact for your customers. Don't miss out on the expert advice and actionable insights shared by Beth Yehaskel from Winning by Design. #B2BGoToMarketStrategy #RevenueArchitecture #SustainableGrowth Video Section Headlines [00:00:00] Understanding Go-to-Market Motions and Finding the Right Strategy for Your Organization [00:01:26] The Concept of Revenue Architecture [00:02:55] The Importance of Sustainable Growth in the SaaS Market [00:05:18] The Importance of Impact in Recurring Revenue Businesses [00:09:55] The Importance of Go-To-Market Strategy in Different Growth Stages [00:13:33] The Importance of a Cohesive Go-to-Market Strategy [00:16:40] Ownership and Responsibility in the Revenue Architecture [00:19:21] Creating a Revenue Architecture for Sustainable Growth [00:24:09] Aligning Go-to-Market Strategies for Success [00:26:22] The Importance of Focusing on One Go-to-Market Motion at a Time [00:28:56] Finding the Right Go-To-Market Motion for Early Stage Startups [00:35:58] Beth Yehaskel discusses the growth model and activities for startups [00:38:27] Data Model Best Practices for Early-Stage Companies [00:42:05] Understanding and Implementing Revenue Architecture for Recurring Revenue Companies [00:43:50] The Future of Go-to-Market Strategy in 2024 [00:45:46] Interview with Beth Yehaskel from Winning by Design

45 episodes. 3,000 subscribers. Thousands of hours of GTM content were consumed. I am super grateful for your attention and excited for 2024 and the new things I have planned for this show. But before that, let's review seven things I have learned from starting this show and how they apply to your business.

It's been a weird ride for go-to-market teams, specifically around demand generation and driving new revenue for your organization in 2023. With AI, stiff competition, and increased channel saturation, we are in for a real treat in 2024. Thankfully, I see a few handfuls of hope in 2024 through 16 different predictions (& actionable strategies) your organization can leverage to drive more revenue in 2024. I hope you enjoy my soap box and analysis on the current state of demand gen affairs and what I expect to work in 2024. :)

Let's jump into Part 2 of the 10 Top Go-To-Market Strategies for 2024. Throughout the year, I had many insightful conversations with individuals who provided useful ideas and strategies. However, these discussions consisted of actionable takeaways that could be immediately implemented in addition to useful ideas & strategies.

It's been an awesome 1st year of the GTM News show. Grateful for the 42 episodes published to date, 2000 subscribers+, and 10,000+ listens. Most of all, I'm grateful for all I've learned from our expert practitioners, each pushing the boundaries in different areas of B2B go-to-market. Before I get into what's in store for 2024 (stay tuned...), I wanted to highlight the top 10 conversations I've had this year over the next two episodes. It was so hard to pick as each guest that came on the show I've learned something new from, and I recommend folks go through and listen to all the conversations as we've highlighted all the emerging GTM strategies, and each one has something relative for 2024. Today, I want to honor these five guests because of the importance of the topics they shared and the prescriptive takeaways they outlined: Shawn Li - Shawn lays out practical ways to tap into strategic partnerships Anthony Kennedy - Anthony discussed the shift from earned & rented media to owned media Jordan Crawford - Jordan is a master of creative outbound email strategies using data, research, and AI Leslie Barrett - Leslie shared tons of powerful ideas on how to get your customers to advocate for you more and drive more adoption & expansion through customer marketing. Sam Jacobs - Sam gave us an important lesson in the economics of go-to-market (this is a must-watch for every GTM leader)

You can have the best product & go-to-market strategy, but if you don't have the right people in the right seats, it doesn't matter Conversely, if you are a stellar GTM professional but you pick the wrong company, you are set-up for failure. In 2023, we have a interesting paradox we are looking at: many folks (myself included) were laid off this year or in 2022 but many companies are struggling to find the right GTM talent even with the surplus of supply. Thankfully, Graham Locklear, a stellar GTM recruiter and extremely knowledge in the fundamentals of GTM came on the show and shared his best practices for hiring the right go-to-market talent and finding your next role. Here is rundown of our conversation: [00:00:01] Strategies for Attracting Talent and Finding Your Next Gig [00:01:18] Graham Locklear Discusses the Current State of the Market in the Tech Industry [00:03:36] Challenges in Job Hiring despite Surplus Supply in the Market [00:05:51] Building High Performing Go-to-Market Teams [00:08:14] Taylor Wells Discusses Marketing and Sales Strategy Shifts for SaaS Companies [00:09:43] Graham Locklear on Successfully Scaling Your Sales Team Based on Business Stage [00:12:31] Discussion on Hiring and Compensation Strategies for Early-Stage Companies [00:16:46] Discussing Recruiting Principles and Strategies Amidst Challenging Times [00:18:58] Finding the best candidates for job positions [00:24:08] Identifying Key Aspects of a Candidate's Profile for a Job Role [00:25:16] How to Prioritize When Hiring and Evaluating Potential Candidates with Graham Locklear [00:33:36] Insights on Leadership & The Importance of Hiring the Right Employees [00:34:22] Effective Interview Process for Hiring Managers [00:36:54] Tips and Tricks to Finding Top Go-To-Market Talent [00:38:31] The Advantages of Specialized Expertise in Businesses and Employee Hiring [00:39:55] Job Hunting Best Practices for Go-to-Market Leaders with Graham Locklear [00:46:18] Graham Locklear discusses job-hunting strategies and the importance of maintaining emotional well-being

Cisco recently announced they were going to train 84,000 of their employees to become Linkedin influencers and create content on Linkedin. Employee advocacy at its finest. There are innumerable, ripple effect benefits for the employer and employee when employees build their own personal brands. But how do you get started and create a culture of employee advocacy, get over imposture syndrome and build your company's brand and your personal brand? I’ve learned a ton from interacting and watching Nick Bennett over the last few years. He generated millions in new revenue for the companies he worked for while building his own personal brand along the way. His former employer still gets brand awareness and leads from advocacy he did years ago. Spoiler alert: he’s now taken his personal brand to the next level with starting his own company from it all! Epic. A picture-perfect example of the exponential growth opportunity in employee advocacy Here are a few things we covered in our conversation this week: - How to provide leadership around employee advocacy in your organization - How employee advocacy has nothing to do with the employee-talking about the company - Simple strategies for creating content as an employee - How can employee advocacy help with recruiting - How to have to have a point of POV - And much more!

What if every advertisement you saw provided you value/impact/helped you solve a problem? Or, what if every ad gave you inspiration, encouragement, and entertained you? What if you were driving down the highway and the countless billboards you saw provided something of meaning and value to you in the advertisement; not just a weak promise to solve a problem if you give the company money? Not only have I seen this type of advertising work wonders to drive most efficient way to build brand affinity and drive revenue (especially in the B2B world), but I believe this is the future of marketing & go-to-market as consumers are tired of the same old direct-response type ads (i.e. "look at how awesome we are so buy my stuff") - Not including the fact that your buyers sees thousands of ads per day. Traditional advertising is getting less and less effective at delivering & creating trust (#1 currency in business) that is essential for large B2B purchases. This is why my conversation with Casey Hill was so great. Casey is a Senior Growth Manager at ActiveCampaign and is trailblazing all things demand creation through creating ads that leverage valuable insights from their team, customers, and partners. We talked about all things thought-leader ads, getting your customers and partners to help you create content / ads, and leverage your team to drive employee advocacy and create valuable content that can be turned into advertisements. A gold conversation and I learned a ton! We covered: Why traditional ads don't create or deliver trust What are thought-leadership ads and why are they so specials How to leverage your customers & partners to help you create content that you can turn into ads What is zero click content and why social platforms don't like links How to mobilize your internal team to create thought-leadership content Why content that is 2 or 3 degrees away from your product can drive revenue What types of thought-leadership ads work best

There is a misalignment between how buyers want to buy and how the B2B sales processes are set-up. G2 last year reported that 90% of the buyer's journey happen's before a buyer talks to a sales person. But many B2B buyer's have to sit through multiple sales conversation before they can get a demo or try a product. It's my opinion that those who provide impact the fastest (time to value ratio) will get the most customers at the most efficient cost. That's why my recent conversation with Natalie Marcotullio is so important. Natalie came on the show to chat through all things interactive product demo experiences and how they can substantially improve your buyer's experience leading to increased pipeline and higher win rates. We covered: How buyer's want to buy in 2023/2024 using dat and how B2B sales processes haven't kept up What is an interactive demo experience and how can a software or PLG focused organization use them How can a service-based company use them How can AEs use them in the sales process to get buy-in from busy executives & decision makers How to get started and what types of demo experiences you should create first What to avoid when creating a interactive demo experience

I know you feel it. In today's highly saturated market, acquiring new B2B customers has become increasingly challenging. Traditional outbound marketing and sales efforts were followed by the rise of inbound marketing and marketing automation, which allowed for a more personalized approach to the customer's journey. However, as these channels and tactics become more accessible to everyone, their effectiveness is diminishing, leading to higher costs in customer acquisition. To combat this issue, forward-thinking B2B go-to-market teams are turning to owned media assets and building their own audience of potential buyers. Owned media (vs. earned or paid media) refers to creating content that your audience chooses to engage with, whether it's through a newsletter, webinar series, or podcast. The key is to provide content that entertains, educates, and inspires, focusing on solving real problems and delivering actual impact. Unlike content that solely promotes your product, owned media aims to build a long-term relationship with your audience. It's about selflessly providing value and impact, rather than pushing sales. By leveraging first-party interactions and data, you can establish a deeper connection with potential customers, gaining their trust and loyalty. Bolaji Oyejide 🔥🎙 came on the GTM.news show to talk all things building an audience and the new era of go-to-market we are in. Let's listen in: BIG WARNING: This is not just another content marketing strategy to throw on your marketing team. This really needs to be an entire organization / go-to-market strategy (internal, customers, partners, etc) effort to make this work. Why would anyone want to watch your content when there is a million choices out there? There is now the need for content differentiation as everyone is competing for each other's attention. Think of owned media / building an audience as your organization's first product. Really invest in making it great. Other cool GTM stuff to check out: I did a conversation with Anthony Kennada from AudiencePlus on owned media earlier this year. Check out our conversation if you want more info on the subject. Sara Stella Lattanzio shares a great post on mind bending logic shift when it comes to outreach emails Great post from Wil Reynolds on why you should be careful what "thought-leadership" and success stories you read Mark Kilens talks about the success he's seen without using a pitch deck in his sales calls Until next week my friends, Taylor P.s. What are you learning in the world of B2B growth and go-to-market? Share your favorites in the comments. Love to learn from you!

Let's be honest, creating content can be a bear. Whether it's for your own personal brand or for your organization. Brendon Hufford, a thought-leader in the B2B SaaS space around content and marketing came on the show to talk through his simple Content IP framework. Yes, this framework can help you get views but the real power is driving business outcomes & revenue. We discussed: Why building a category is less important than really going deep on your customer's problem How to create content that resonants with your audience The power of a simple template How to think about case studies and sharing social proof How to tie all these different pieces of content into a journey to educate or connect with your buyer How to work overtime to get inside our customers shoes to try to understand them better And a bunch of rabbit trail / tangential topics! David Spitz posted on the power of ​vertical markets​ (did anyone say niche down?) Rand Fishkin shares an important lessons around ​why the best marketing channels are the least provable​ (basically the best 5 minutes you could spend all week) Taylor Wells (wait, is it ok to feature myself??) shared a post on ​how go-to-market motions have changed and which ones you should avoid ​based on your ACV - See you all next week! Taylor

With AI, the cost of creating great content is potentially going to go to zero. Google is also creating more zero click search results (SGE). So how will ranking on Google search change in the future? Gregory Brooks with SearchTides, an expert in all things SEO (search engine optimization) comes on the GTM News show to talk about the future of SEO as a go-to-market strategy. We discussed: What’s working now to get ranked on Google search Domain authority and how to analysis ranking factors What types of content is working now and theories on what will work in the future How Google organic search is a zero sum game Are backlinks dead? How we are in the age of the practitioners / influencer Who should and who should not invest in SEO as a marketing strategy Thoughts on Google’s zero click search results (SGE) and what that means for the future

We all get so many spam emails, sales calls, and people sending us annoying sales pitches on Linkedin. So, do the traditional outbound channels still work and if they do, how do we do it in the right way? Scott Martinis, a B2B outbound expert came on the show to shares his insights on how to stay ahead of the challenges of outbound. We discussed: - How to create the right type of outbound content - How to analysis your ideal customer profile & target the right prospects - How to reverse engineer your buyer's journey to match your future customer's expectations - What data providers, email senders, and other tech work best - How to leverage social networks and thought leadership to boost your outbound efforts #gotomarket #b2b #outbound #sales #growth

There is already so much content on the internet and AI is just getting started. So, how does your content stand out, continue to provide value, while driving revenue for your organization? Ross Simmonds, a dynamic content practitioner and expert in the B2B tech space, came on the show to shares his insights on how to stay ahead of the constant content changes. We discussed: - Selfless vs. selfish content - How to use AI to make your content better - How to use customer insights and research to craft the right content - How to turn one piece of content into dozens or hundreds of other pieces of content - Why you need to market your content better - And much more