GTM Secrets

Tired of spray-and-pray sales tactics that go nowhere—especially when your buyer’s locked into a five-year government contract? In this episode of GTM Secrets, Stephen Lowisz pulls back the curtain on one of the most misunderstood markets in SaaS: government sales. Whether you think B2G is slow, bureaucratic, or impossible to crack, think again.Stephen sits down with Adam Griffin, a 20-year GovTech sales veteran currently at Cot Systems, to break down what it really takes to succeed in this niche but high-potential space. From navigating long sales cycles and RFP landmines to building trust with elected officials and working around outdated procurement systems, Adam shares powerful insights from the trenches of B2G.Discover how Adam and his team generate demand without a marketing department, why relationships still beat automation, and how to craft outreach that actually gets a response in a world flooded with generic AI emails. Learn the real value of intentionality, the importance of timing in a three-year contract environment, and why most sales teams are missing the mark by leading with "I would love..."Whether you're a SaaS founder looking to break into public sector sales, a revenue leader refining your sales process, or just tired of hearing the same playbook regurgitated, this episode will challenge your assumptions and leave you with smarter, more strategic ways to win.Don’t just hit quota—build a repeatable, high-integrity revenue engine. Tune in now!

Looking to supercharge your go-to-market strategies and unlock new growth for your SaaS business? Join host Stephen Lowisz as he dives deep into the world of sales, marketing, customer success, and revenue operations, bringing actionable insights from top industry leaders.In this episode, Stephen is joined by Nick Tomic, founder of Face2Face and ProductMarketFit.io, to explore innovative solutions that redefine customer engagement and boost conversion rates. From Nick’s inspiring entrepreneurial journey as a high school dropout-turned-SaaS expert to practical advice on improving customer onboarding and leveraging data for success, this conversation is packed with valuable takeaways.Discover how Nick’s cutting-edge tool, Face2Face, enhances free trial conversions by creating real-time connections with high-value prospects, adding $62K in ARR for an early-stage customer in just four weeks. Learn why understanding your product data, avoiding over-automation, and focusing on customer interactions are crucial for scaling your business.Whether you're an early-stage entrepreneur, SaaS founder, or revenue ops professional, this episode delivers bold strategies and fresh perspectives to help you take your business to the next level.Don’t just grow your business. Transform it. Tune in now, and connect the dots to build a winning revenue engine!

Unlock the secrets behind successful go-to-market strategies with GTM Secrets, hosted by Stephen Lowisz. This dynamic podcast dives deep into the world of sales, marketing, rev ops, product launches, social branding, and so much more. Stephen chats with industry luminaries to uncover actionable insights, fresh perspectives, and proven tactics that help businesses scale, adapt, and thrive.Each episode is packed with practical advice and thought-provoking discussions, and Stephen's natural curiosity and humor keep things engaging and relatable. Recent guests include powerhouse social marketer Sue Funk, whose expertise in B2B branding, LinkedIn newsletters, and building authentic audience engagement brings fresh ideas to the table. From leveraging social media algorithms to crafting compelling brand narratives, every conversation is a goldmine of advice for marketers, sales pros, and business leaders alike.Whether you're a startup founder or a seasoned exec, GTM Secrets offers real-world strategies you can implement today. Tune in to elevate your go-to-market game and stay ahead of the competition!

How does a small but mighty team compete in one of the busiest spaces in marketing tech? This episode of GTM Secrets dives into the brilliant and actionable insights of Eddie Casado, Head of Growth Marketing at Mouseflow, a dynamic competitor to platforms like Hotjar in the behavioral analytics arena.Host Stephen Lowisz sits down with Eddie to explore what it takes to thrive in a crowded market with limited resources. They unpack Mouseflow’s innovative strategies for standing out, from turning raw data into actionable insights to leveraging friction scores to optimize user experiences. Eddie dives deep into conversion rate optimization (CRO), explains the power of knowing your traffic sources, and reveals how to balance technological automation with good old-fashioned human decision-making.You'll also hear about Eddie’s approach to testing and refining ad creatives, building meaningful engagement with UGC-style content, and understanding why some analytics platforms slow you down while others take your performance to the next level.Whether you're a marketing professional looking to improve your efforts or a growth strategist seeking fresh ideas in paid acquisition, data analytics, or competitive positioning, this episode is packed with valuable takeaways. Eddie’s candid storytelling and practical tips make it a must-listen for anyone looking to up their growth game.Get ready to rethink how you approach marketing in competitive spaces.

Welcome to GTM Secrets, the no-nonsense podcast where host Stephen Lowisz dives deep into the strategies, challenges, and insights that shape the world of go-to-market success.This episode features a candid conversation with Miranda Follis, a seasoned government marketing expert and product marketer with over a decade of experience. Together, Stephen and Miranda dissect the complexities of government procurement, the grueling sales cycles, and the art of positioning technical solutions for non-technical decision-makers.Miranda shares invaluable insights into how she balances marketing and sales in a highly niche market, why trusting relationships are non-negotiable for success, and how adaptability can be the make-or-break factor in any marketing strategy. With real-world examples, metrics that matter, and actionable advice, this conversation is a masterclass in tackling tough markets with confidence.If you’re a marketing, sales, or product management professional looking to sharpen your strategy, this episode delivers bold insights wrapped in an engaging, no-frills discussion. Tune in and uncover the secrets to navigating even the most daunting go-to-market landscapes.

Join Stephen Lowisz as he dives deep into the world of demand generation with industry expert Rob Testa. Rob brings a unique perspective from his dual roles as a demand gen leader at Samsung SDS and the founder of his own small business, RKT MKTG. The conversation untangles the intricacies of bridging the gap between marketing and sales, crafting effective account-based marketing (ABM) strategies, and leveraging AI-powered tools to supercharge campaigns.Whether you’re navigating the challenges of taking a new product to market, operating in B2B or B2C spaces, or looking for practical insights to make your go-to-market strategy more intelligent, this episode delivers actionable tips and real-world examples. Discover how to align internal teams, identify your ideal customer profile, and maximize your marketing efforts—even on a tight budget.Ideal for marketers, sales professionals, and business leaders keen on building demand and driving growth, this episode equips you with strategies you can start implementing today. Don’t miss this engaging and informative conversation tailored to help you stay ahead in the competitive world of go-to-market planning.

What does it take to master the art of enterprise sales? On this episode of GTM Secrets, host Stephen Lowisz sits down with James Chin, Director of Enterprise Sales at MaintainX, to uncover the strategies, challenges, and triumphs behind closing complex, high-stakes deals. With over 500 employees and a dedicated enterprise sales team, MaintainX is making waves in asset management—and James is leading the charge.Listen as James shares how his career in sales is more like a game of chess, requiring strategic thinking and a consultative approach to solve customer challenges. Explore the emotional highs and lows of the field, the critical role of outbound sales, and why aligning sellers to the right sales motion is essential for success. James also dives into his demand generation playbook, from leveraging community engagement to hosting grassroots events like Twilio Talks, which blossomed into a formal marketing powerhouse.This episode is packed with actionable insights, including why the Challenger Sale methodology is a game-changer and how focusing on real customer value drives results. Whether you're an aspiring sales leader or a seasoned pro, this conversation offers the playbook to up your sales game. Don't miss it!

Hosted by Stephen Lowisz and featuring industry expert Ben Belcher, GTM Secrets dives deep into the world of go-to-market strategies, sales, marketing, demand generation, and the critical role of content in driving results. Stephen’s candid approach and Ben’s wealth of experience make for an insightful and actionable conversation packed with real-world strategies tailored for marketing and sales professionals.From demystifying demand generation to crafting content that converts, GTM Secrets explores the tools, tactics, and data-driven approaches that unlock growth. Learn how to create targeted campaigns, leverage intent signals, and build content frameworks that resonate with your audience. Whether you're a startup founder, a B2B marketing leader, or a sales pro, this podcast offers no-nonsense advice to improve conversions, shorten sales cycles, and accelerate results.Tune in for expert insights, practical takeaways, and a fresh perspective on crushing your company’s go-to-market goals.

Dive deep into the world of go-to-market strategies with Stephen Lowisz as he unpacks the nuances of sales, marketing, product positioning, and revenue ops. This episode features a no-holds-barred conversation with Zach from Octave, a seasoned sales expert and AI innovator. Together, they tackle the realities of modern sales, including calling out the inefficiencies of AI SDRs and discussing the evolving role of technology in building authentic connections with customers.From Zach’s unique approach to leveraging generative AI for smarter, more tailored messaging, to Stephen's bold takes on industry trends, this episode offers actionable insights for those looking to refine their go-to-market approach. Whether you’re interested in mastering better outreach, understanding how to cut through the noise, or exploring how AI can truly transform sales beyond the hype, this episode is packed with thought-provoking discussions.If you’re in sales, marketing, or revenue operations and want compelling ideas to sharpen your craft, GTM Secrets delivers the strategies and innovations you need to stay ahead.

Join Stephen Lowisz as he dives deep into the evolving world of sales development with SDR coach and expert Jack Knight. Together, they tackle some of the hottest topics in sales today, including the rumored "death" of the SDR model and why it's far from the truth. Jack shares his insights on how the traditional SDR role is being reshaped by AI and technology, introducing the concept of a "cyborg" SDR—human reps empowered by specialized tools and streamlined processes. Discover why cold calling still reigns supreme in sales engagement and why outdated methods like researching LinkedIn profiles need to be left behind. Jack and Stephen also discuss the pros and cons of intent data, transparency in sales outreach, and why building relationships is always more effective than relying solely on automation. Perhaps most inspiring is Jack's unconventional approach to hiring and coaching SDRs. Learn how he helps people from non-traditional backgrounds—like door-to-door and car sales—transition into tech sales by focusing on hunger, drive, and coachability over experience. If you're in sales, marketing, or just passionate about go-to-market strategies, this episode is packed with actionable insights and fresh perspectives that you won’t want to miss. Key Topics: How AI is reshaping, not replacing, the SDR role Why cold calling outperforms email and LinkedIn in 2025 The truth about intent signals and how to use them effectively Jack's success secrets for finding and developing SDR talent The power of transparency and resonation over personalization in sales outreach Whether you're a sales leader, marketer, or aspiring SDR, this conversation is here to uplift your strategy and energize your sales approach! Listen now.

Join host Stephen Lowisz as he dives into an epic conversation with marketing maverick Matt Charney. From his unexpected leap from screenwriting into recruiting and marketing, to his current role juggling multiple brands as a solo marketer, Matt brings a wealth of unique experiences and insights to the table. Discover how Matt has built powerful brand awareness for companies like Employer.com and Recruiter.com, leveraging strategic domain acquisitions, PR buzz, and commanding social media presences. Learn his secrets for growing a following of over 200,000 on LinkedIn, engaging with influencers, and using content to differentiate in crowded markets. This episode delivers actionable tips on scaling businesses rapidly, driving leads with organic strategies, and thriving without the typical corporate marketing bureaucracy. Whether you're a B2B marketer, startup founder, or just looking for fresh ideas to level up your go-to-market approach, this episode is packed with invaluable strategies, relatable struggles, and a hefty dose of inspiration.

Join host Stephen Lowisz as he sits down with Noah Jacobs, co-founder of Bird Dog, an innovative platform designed to help sales reps and account executives focus on the right opportunities through detailed account research. This episode dives deep into the highs and lows of startup culture, exploring Noah's fascinating pivot from a finance background to tackling development, sales, and leadership within the tech space. Discover Noah’s candid insights on navigating the challenges of entrepreneurship, from 70+ hour workweeks to debugging code and no-show sales calls. He shares practical lessons on validating product ideas, prioritizing execution over flashy concepts, and leveraging platforms like LinkedIn to capture the attention of early customers. Whether you're curious about sales and development, the entrepreneurial grind, or growing your network as a startup founder, this episode offers valuable behind-the-scenes takeaways. Tune in to hear one founder’s unfiltered perspective on what it truly takes to build something meaningful—and how tools like Bird Dog are redefining the way sales teams research and prioritize accounts. Listen now and get inspired to execute your ideas like never before!

Join host Stephen Lowisz in this insightful episode of GTM Secrets as he sits down with venture capitalist Shane Sabine, founder of Punch Capital. Shane offers a unique look into the world of VC, sharing his expertise on backing immigrant founders, navigating pre-seed and seed-stage funding, and leveraging the power of networking to uncover high-potential startups. Beyond the boardrooms, Shane reveals his personal story—his international experiences, the cultural challenges he faced while living abroad, and how these shaped his approach to venture capital. The conversation also dives into the practical side of entrepreneurship, offering actionable advice for founders seeking funding, building relationships with VCs, and standing out in a crowded field. Whether you’re a startup founder, an aspiring VC, or just curious about how early-stage investing really works, this episode is packed with valuable insights. Tune in to uncover the human side of venture capital and take home lessons to inspire your entrepreneurial journey.

Join host Stephen Lowisz as he dives into the world of content marketing with Russell Wojcik, Senior Content Marketing Manager at Liquibase, on this episode of GTM Secrets. Tackling the challenges of B2B tech marketing, Stephen and Russell explore the art and science behind creating impactful content that stands out in the crowded DevOps space. Gain insights into the evolving role of AI in content creation, and learn how to balance SEO with quality storytelling to deliver content that resonates with your audience. Russell shares actionable advice on effective distribution strategies, navigating the tricky waters of attribution, and crafting content that inspires conversions without being overtly salesy. Whether you’re a beginner figuring out how to get started in content or a seasoned marketer seeking fresh strategies to scale your impact, this episode is packed with practical tips, innovative approaches, and fascinating industry perspectives. Perfect for anyone in tech or marketing looking to master the go-to-market game.

Join Stephen Lowisz in this insightful episode of GTM Secrets as he sits down with healthcare marketing expert Nick McGuire. Together, they explore the dynamic and often challenging world of marketing within the highly-regulated healthcare industry. Nick shares his 15+ years of experience crafting creative strategies while navigating obstacles like HIPAA compliance and the complexities of targeting diverse healthcare audiences. Discover how healthcare marketers can get creative without cutting corners, working within the bounds of restrictions to drive meaningful impact. Topics covered include:✅ The art of balancing creativity with compliance in healthcare marketing✅ Identifying and targeting the right audience—why decision-makers aren’t always the ideal starting point✅ The importance of sales and marketing alignment using methodologies like MEDIC to bridge the gap and drive collaboration✅ How technology and data shape modern marketing strategies, from CRM systems to behavioral analytics tools✅ Navigating long sales cycles and building authentic relationships that turn champions into advocates Packed with actionable insights, this discussion dives deep into attribution challenges, adapting to rapidly changing industries, and the power of marketing and sales speaking the same language. Whether you're a marketer, salesperson, or just curious about the complexities of marketing in unreceptive industries, this episode has something for you.

Join host Stephen Lowisz in this eye-opening episode of the GTM Secrets podcast featuring Agnel D'Cruz, an expert in data partnerships and Principal at ZoomInfo. Together, they explore the world of data and its pivotal role in marketing and sales strategies. Agnel dives into how ZoomInfo leverages its expertise in third-party data acquisition to close data gaps, ensuring their enterprise customers receive high-quality, actionable insights. He provides a behind-the-scenes look at the challenges of merging disparate data sources, building effective partnerships, and maintaining compliance in a complex digital landscape. Key topics include the common pitfalls marketers face, such as superficial metrics, data silos, and lack of personalization, as well as the importance of empathy when addressing customer needs. Agnel also sheds light on how ZoomInfo continues to dominate the data space, offering powerful tools like Copilot and de-anonymization to boost productivity and efficiency for businesses of all sizes. Packed with actionable advice and authentic insights, this conversation goes beyond the surface, highlighting how data expertise combined with people skills drives success. Whether you’re a sales leader, marketer, or data enthusiast, this episode offers a fresh take on how to rethink and refine your data strategy. 

Join Stephen Lowisz and internet marketing veteran Zach Presnall for an in-depth, no-fluff conversation about the evolving landscape of internet marketing. With over 20 years of experience, Zach shares hard-hitting insights on the pitfalls of email marketing, the critical role of content creation in go-to-market strategies, and how to effectively align sales and marketing teams to drive revenue. Dive into a rich discussion on the tools that marketers swear by—like Eloqua, Mailchimp, and HubSpot—and uncover how AI is revolutionizing ad creation, from automated design to optimized messaging. Hear their takes on intent signals, creative ad channels, and how to stand out in a noisy digital space. Whether you're a B2B marketer or just want to sharpen your GTM strategy, this episode delivers practical tips with actionable takeaways for every stage of the funnel. Don’t miss the engaging back-and-forth and actionable advice from two industry pros navigating the complexities of modern marketing!

Join host Stephen Lowisz on this compelling episode of GTM Secrets as he sits down with Christy Banky, VP of Marketing at SMG, to uncover the secrets behind mastering go-to-market strategies and demand generation. With a career spanning technical writing, marketing communications, and data-driven demand gen, Christy shares her unique approach to blending creativity with analytics to drive meaningful results. Hear Christy talk about her evolution as a marketing leader and her formula for aligning sales and marketing teams to achieve remarkable success, including a 450% increase in B2B conversions. Learn how she incorporates metrics into communication strategies and leverages platforms like Sixth Sense to target accounts with precision. From personalized LinkedIn outreach to creating highly segmented, research-driven content, Christy shares actionable strategies that cut through the noise in competitive environments. The episode also dives into the role of events and one-on-one interactions in building relationships and opening doors with ideal clients. Listen as Christy reflects on the challenges of navigating long sales cycles and adapting demand gen channels amidst shifting trends in SEO, paid media, and intent data. Finally, discover Christy’s vision heading into 2025, with an emphasis on producing high-value content and doubling down on industry events to connect with audiences offline. Whether you're in marketing, sales, or rev ops, this episode will equip you with fresh insights and strategies for driving growth. Don’t miss it!

Join GTM Secrets podcast host Stephen Lowisz with special guest Derek Boggs as they unpack a masterclass in go-to-market strategies, demand generation, and the art of adapting to unique customer personas. Derek shares his dynamic career path, from his early days at InsideSales (now Zant) to leading marketing initiatives in the physical security industry. Dive into a thought-provoking discussion on the challenges of reaching diverse audiences in cybersecurity and physical security, and how to build trust in mission-critical markets. Derek reveals the innovative tactics driving growth at LVT, including leveraging AI for content creation, winning high-intent leads through SEO, and deploying guerrilla marketing with their product as the ultimate billboard. You'll also hear how Derek’s team revamped digital advertising across Google, Meta, and LinkedIn to scale LVT from $15 million to over $250 million in ARR—and how that growth is rooted in delighting customers and delivering results. Whether you’re a marketer or sales professional, this episode offers actionable insights on tailoring strategies to new industries, adopting intent-driven ABM, and staying agile in evolving markets. Tune in for practical tips, inspiring success stories, and a deep dive into what it takes to scale demand generation at every level of the funnel.

Welcome to GTM Secrets, the podcast where host Stephen Lowisz dives deep into all things go-to-market strategy, sales, marketing, revenue operations, and beyond. In this episode, Stephen sits down with JD Miller—an accomplished CRO, private equity expert, and author of the upcoming book The CRO’s Guide to Winning in Private Equity. With 25 years of B2B tech sales experience and a history of guiding companies through high-pressure PE-backed environments, JD brings a wealth of knowledge and actionable insights to the table. Together, Stephen and JD explore topics like: The evolving role of the CRO in private equity-backed companies and why alignment across sales and marketing is critical. Breaking down the "Rule of 40" and how it shapes strategies in private equity. Practical ways to measure, optimize, and align sales and marketing teams to drive results and reduce inefficiencies. Cost-effective demand generation strategies in B2B tech—what works today in a challenging landscape. The art of motivating teams and maintaining focus in high-pressure, results-driven environments. JD shares his hands-on, real-world approach to leading go-to-market strategies, demystifying metrics like sales velocity and customer acquisition costs, and providing frameworks that leaders can immediately apply in their businesses. Whether you're involved in private equity or just looking to refine your GTM playbook, this episode is packed with tactical advice and inspiration. Don’t forget to check out JD’s new book, The CRO’s Guide to Winning in Private Equity, available for pre-order now!

What does it take to truly resonate with technical audiences like DevOps professionals? Join Stephen Lowisz and Derek E. Weeks, CMO of Katalon, as they explore the art and science of go-to-market strategies in the B2B software world. With over 30 years of marketing experience, Derek shares invaluable insights into reaching skeptical, hyper-curious personas with authentic, human-centered campaigns. This engaging conversation dives into the challenges of B2B marketing, including creating demand in complex industries and overcoming resistance to promotional hype. Derek unpacks his passion for community-led marketing, offering actionable tips on building thriving communities that drive both trust and revenue. From engaging your first 10 participants to scaling a community to 100,000 members, Derek outlines proven tactics for success. Discover how to align community-building efforts with business goals and measure their direct impact on revenue—a unique perspective that Derek outlines in his book, Unfair Mindshare. Whether you're curious about leveraging forums, Slack groups, or in-person networks, this episode offers a roadmap for marketers aiming to create meaningful connections in their industries. Connect with Derek Weeks on LinkedIn to continue the conversation, and don’t forget to check out Unfair Mindshare on Amazon to take a deeper dive into his community-driven approach to marketing.

Get ready for an insightful deep-dive into cutting-edge go-to-market strategies with host Stephen Lowisz and guest Dasha Samson, Director of Demand Generation at inMoment. Together, they unravel the art and science of demand gen, with fresh takes on topics like account-based marketing (ABM), hyper-targeted personalization, and the pivotal role of data in driving success. Discover how Dasha uses tools like Terminus and Dream Data to optimize targeting and segmentation, craft tailored customer journeys, and keep acquisition costs under control. Learn about the practical ways AI is reshaping marketing, from streamlining content creation to enriching customer insights. And don’t miss Dasha’s tips on balancing BDR efforts with ABM strategies and using customer experience (CX) insights to fuel growth. This episode is packed with actionable insights for marketing pros looking to stay ahead in an evolving landscape. Whether you’re an ABM enthusiast, interested in CX, or searching for innovative ways to scale your demand gen efforts, this conversation has something for you. Tune in and connect with your next big idea!

Join Stephen Lowisz and Div Manickam in this thought-provoking episode of "Studio Sessions," where he dives deep into transformational insights that inspire personal growth and peak performance. Stephen and Div explore strategies for elevating leadership, developing resilience, and unlocking untapped potential in both professional and personal life. Through engaging stories, practical advice, and groundbreaking ideas, this episode offers a roadmap to mastering challenges and achieving success. Whether you're a budding entrepreneur, seasoned leader, or someone seeking inspiration, Stephen’s candid discussions will leave you motivated to take action. Don't miss this dynamic session packed with wisdom, tools, and real-world examples to help you thrive—today and every day.

Join Stephen Lowisz as he dives deep into the world of go-to-market strategies with marketing expert and entrepreneur Keith Wright. From the boardrooms of General Motors and Google to building his own venture, SweepLift, Keith’s story is packed with valuable lessons and actionable insights. In this episode, you’ll discover how Keith leveraged incentives to revolutionize lead generation, developed strategies to overcome challenges in digital advertising, and mastered platforms like LinkedIn and Meta for B2B marketing. Whether you’re dealing with bots, struggling to optimize ad spend, or looking for that perfect campaign formula, their conversation unpacks it all. Stephen and Keith also explore the nuances of creative messaging, scaling campaigns, and understanding what truly catches your audience’s attention. Packed with practical tips and engaging anecdotes, this episode is a must-listen for anyone interested in sales, marketing, and data-driven advertising. 🔗 Don’t miss this episode—tune in now and get ready to elevate your go-to-market game!

Join host Stephen Lowisz as he sits down with Jean-Paul Elbekian, a marketing leader in the consumer financing space, to uncover the secrets behind creating a frictionless go-to-market experience in home improvement financing. Jean-Paul dives into how his company uses cutting-edge technology and user-friendly design to simplify the financing process—bringing results as seamless as scanning an ID and receiving a decision in just 30 seconds. This engaging conversation highlights the power of partnerships and the importance of relationship-driven growth over relying solely on traditional advertising. Together, they explore the intricacies of marketing to home service professionals, why understanding your audience's unique needs matters, and how outbound marketing still holds strong in a skeptical digital age. The episode also dives into the role of AI, the value of first-party data, and the future evolution of MarTech in shaping personalized and efficient marketing strategies. With recurring themes of simplicity, innovation, and maintaining a human connection, this episode is packed with insights for anyone navigating the complex world of GTM strategy. Tune in and discover how to approach business with a long-term mindset while staying ahead in an era of constant marketing transformation.

Join Stephen Lowisz and Austin Fuller in this value-packed episode of GTM Secrets as they dive into go-to-market strategies and the fascinating world of product marketing. Austin shares his unique career journey, transitioning from sales to becoming a seasoned product marketer with experience at startups and enterprises alike. He reveals the secrets behind launching successful products, from pre-launch customer validation to creating buzz and engagement through smart messaging and education. Discover how Austin makes complex, technical products more appealing to buyers by understanding customer pain points and crafting solutions that truly resonate. You'll also hear about the critical role of customer advisory boards in driving innovation and how AI is reshaping product marketing—from automating tedious tasks to improving messaging clarity. Whether you're a marketer, AE, or founder, this episode is packed with actionable insights that can transform how you approach your market. Don’t miss out! Connect with Austin Fuller on Instagram at @OstFuller or LinkedIn to continue learning from his expertise.

In this episode of GTM Secrets, host Stephen Lowisz sits down with Jared Barol, an accomplished B2B SaaS strategist with a wealth of experience spanning startups, Salesforce, and Reputation. Jared shares his fascinating career journey, from entrepreneurship to leading multi-billion-dollar go-to-market strategies for industry giants. This insightful conversation dives into the challenges of innovating within large enterprises and contrasts them with the agility of mid-market companies. Jared offers actionable advice for startups, emphasizing the importance of focusing on repeatable sales motions and identifying ideal customer profiles (ICPs). He breaks down the nuances of competitor takeout campaigns and explains how to balance short-term performance with long-term scalability. The duo also covers the critical role of sales enablement in driving change management and fostering innovation, offering practical strategies for companies of all sizes. Whether you're a budding entrepreneur or a seasoned executive looking to refine your GTM approach, this episode is packed with real-world insights delivered in a candid and conversational style. Tune in for an engaging discussion full of practical takeaways and frameworks that will challenge the way you think about strategy, innovation, and growth.

Join us for an engaging and insightful episode of GTM Secrets as we sit down with Kristy Morrison, the leader of the digital intelligence and optimization team at F5. With her impressive background in both consulting and corporate roles, Kristy brings a wealth of knowledge on go-to-market strategies, customer experience, and digital optimization. In this episode, Kristy dives deep into the art of understanding customer personas and how vital they are for creating impactful marketing strategies. She unpacks the role of AI in transforming customer experiences, offering a glimpse into the future where technology meets human needs. Kristy also shares her approach to conversion rate optimization, emphasizing the balance between data-driven decisions and creative solutions. The conversation addresses the common issue of siloed customer experiences and how organizations can break down internal barriers to deliver seamless interactions. As AI continues to evolve, Kristy provides her perspective on the future of demand generation and SEO, exploring how businesses can stay ahead in this rapidly changing landscape. Tune in to gain practical insights and expert advice from Kristy Morrison, and discover how to harness the power of data and technology to enhance your go-to-market efforts. Whether you're a seasoned marketer or new to the field, this episode offers valuable takeaways to elevate your strategies.

Welcome to another insightful episode of GTM Secrets, hosted by Stephen Lowisz. In this episode, Stephen is joined by Kaitlin Waite, a seasoned expert in partner marketing, to delve into the nuances of crafting robust partner marketing strategies. Kaitlin shares her journey from an accidental start in the tech space to leading successful partner marketing organizations. This episode is a treasure trove for anyone looking to enhance their understanding of partner marketing. Kaitlin emphasizes the critical role of relationships in driving partner success and offers tactical advice on how to effectively engage with partners. She explores the dual focus on demand generation and partner enablement, shedding light on how to treat partners as an extension of your team. Listeners will gain valuable insights into the practical aspects of partner marketing, including the use of sales methodologies for partner outreach and the importance of having the right tools for managing partner relationships. Kaitlin also discusses the co-sell model and how sales teams can effectively collaborate with partners to achieve mutual success. Tune in to discover actionable strategies and real-world examples that can help elevate your partner marketing efforts. Whether you're in sales, marketing, or business development, this episode provides engaging and informative content that can inspire and guide your partner marketing initiatives.

In this engaging episode of "GTM Secrets," host Stephen Lowisz sits down with marketing expert Brian Coleman, whose impressive career includes tenures at Accenture and American Express. Together, they delve into the intricate world of sales and marketing strategy, focusing on the pivotal role of being customer-first. Brian shares his profound insights on understanding the psychological dimensions of customers, a crucial yet often overlooked aspect of effective marketing. Listeners will gain a deeper appreciation for the art of cross-selling and the evolving nature of the buyer journey in today’s market landscape. As they navigate through the conversation, Stephen and Brian explore how psychographics can elevate marketing strategies beyond traditional demographics, offering a more nuanced approach to customer engagement. The episode also forecasts the future of MarTech and demand generation, highlighting the necessity for personalized customer experiences and robust brand building. With discussions on innovative tools and strategies that are reshaping the industry, this episode is packed with valuable insights for anyone looking to refine their go-to-market strategies. Tune in for an enlightening conversation that promises to enhance your understanding of modern marketing dynamics.

In this captivating episode of "GTM Secrets with Stephen Lowisz," join host Stephen as he delves into the dynamic world of go-to-market strategies with Keith Rabkin, the Chief Revenue Officer of PandaDoc. With an impressive career spanning giants like Google, Johnson & Johnson, and Adobe, Keith brings a wealth of knowledge and experience to the table. Tune in as Keith discusses the power of customer focus and the critical importance of maintaining options in career growth. He shares invaluable insights into the alignment of sales and marketing, revealing how PandaDoc competes against industry leaders like DocuSign with innovative demand generation strategies. Keith also explores the evolving role of outbound marketing and the strategic use of technology in sales and marketing operations. This episode is packed with practical advice for mid-market companies aiming to enhance their go-to-market strategies and offers a glimpse into the future of the industry. Whether you're a seasoned professional or just starting in the field, this episode provides essential insights into achieving success in today's competitive landscape.

Welcome to another episode of the GTM Secrets podcast, where host Stephen Lowisz delves into the dynamic world of sales, marketing, and revenue operations. In this insightful episode, Stephen is joined by Ben Stokes, the head of sales at Responsive, who brings over two decades of diverse sales experience across industries such as cybersecurity, fintech, and risk management. Throughout the conversation, Ben and Stephen explore the unique challenges of selling in these complex sectors and emphasize the critical importance of achieving product-market fit. Ben offers his expertise on crafting exceptional buyer experiences and outlines strategies for building a robust go-to-market framework that bridges the gap between sales and marketing. Listeners will gain an understanding of how sales enablement can transform an organization and the crucial role technology plays in the sales process. Ben highlights the effectiveness of tools like Salesforce and Gong while underscoring the irreplaceable value of human interaction in enterprise sales. This episode is a treasure trove of practical insights for sales professionals and marketers eager to refine their strategies and elevate their sales operations to the next level. Tune in to discover how to navigate the intricacies of sales in today's evolving market landscape.

Welcome to another insightful episode of GTM Secrets, where host Stephen Lowisz sits down with Justin Steinman, the Chief Marketing Officer of Therapy Brands. With a dynamic background spanning Accenture, GE Healthcare, and CVS, Justin dives deep into his journey in healthcare IT and marketing. In this episode, he reveals his leadership philosophy centered around team building and strategic direction-setting, offering invaluable lessons for current and aspiring marketing leaders. Justin shares his expertise on crafting effective inbound marketing strategies, reducing dependency on paid search, and leveraging content to drive engagement and conversions. He also discusses the pivotal role of intent data in understanding market readiness and tailoring approaches for different buyer segments. The conversation explores the unique challenges and meaningful impact of working in the healthcare industry, providing listeners with a nuanced understanding of navigating both large enterprises and mid-market companies. Justin's engaging storytelling and practical insights make this a must-listen episode for anyone interested in marketing, healthcare, or business growth. Tune in to discover how to harness leadership skills, optimize marketing efforts, and adapt to ever-changing business environments. Connect with Justin Steinman on LinkedIn to continue the conversation and gain further insights from an industry veteran.

In this engaging episode of "GTM Secrets," host Stephen Lowisz sits down with Rachel Weeks, the dynamic Vice President of Marketing at MP Wired for HR, to unravel the intricacies of demand generation and brand awareness in the HR marketing landscape. Rachel brings a wealth of experience from her extensive career in HR tech, offering invaluable insights into the integration of marketing and sales as a unified growth team. Listeners will discover the importance of a balanced approach to brand awareness and demand generation, with Rachel emphasizing the power of integrated marketing strategies. The episode delves into the effectiveness of live events and webinars as pivotal channels for both brand building and generating demand. Rachel shares her proven tactics for leveraging these platforms to connect deeply with HR professionals, revealing how understanding customer needs can drive successful marketing outcomes. With a conversational and insightful tone, Stephen and Rachel explore how to navigate the challenges of the modern marketing environment, discussing the evolving role of technology and the art of building authentic relationships. Packed with practical advice and real-world examples, this episode is a must-listen for marketers looking to enhance their strategies in the HR sector and beyond. Join us for a deep dive into the nuances of demand gen and brand positioning, and learn how to effectively reach and resonate with your audience.

Welcome to GTM Secrets, the podcast where we delve into the intricacies of sales, marketing, and revenue operations in the B2B SaaS and services arena. In this episode, join host Stephen Lowisz as he sits down with Kevin Rippon, the innovative Head of Marketing at VTS, a leading force in commercial real estate technology. Kevin shares his compelling career journey, from his beginnings in product marketing to his consulting role with Goldman Sachs, and his impactful leadership at VTS. Discover how VTS has evolved from a small startup to a formidable player in the commercial real estate industry, navigating the challenges of the post-COVID landscape. Dive deep into Kevin's expertise on conversion rate optimization, with lessons drawn from his tenure at Dia & Co, and their application in the B2B marketing sphere. Gain insights into VTS's pioneering approach to branding and demand generation, breaking traditional norms in the commercial real estate sector. This episode also explores the best demand channels for reaching the right audience, emphasizing the importance of understanding customer personas. Learn how to craft engaging web experiences and leverage platforms like trade publications and LinkedIn for successful, targeted campaigns. Whether you're involved in B2B SaaS, marketing, or the commercial real estate sector, this episode is packed with actionable insights and strategies to elevate your marketing game. Tune in for a masterclass in innovative marketing tactics and strategic growth.

Welcome to another insightful episode of GTM Secrets, your go-to podcast for all things go-to-market, sales, marketing, and revenue operations. In this episode, host Stephen Lowisz welcomes Jacob Hagemeyer, the Director of Marketing at Cultivate Advisors, to explore the complexities of selling and marketing professional services. Join us as Jacob dives into the unique challenges of standing out in a saturated market. He talks about the critical role of showcasing expertise and credibility, and how Cultivate Advisors leverages their extensive experience to differentiate themselves. Learn about the strategic shift from traditional paid advertising to a more content-driven approach, focusing on the power of webinars, partnerships, and personalized client engagement. Discover how nurturing leads through tailored content plays a pivotal role in their marketing mix, and the significance of leveraging technology to streamline and amplify their efforts. Whether you're part of a marketing team, a seasoned entrepreneur, or just curious about the dynamics of professional services marketing, this episode offers valuable insights and practical strategies. Tune in for an engaging and informative conversation packed with actionable tips and expert advice on optimizing your go-to-market strategies. Don't miss out on the secrets to success in the world of professional services marketing!

In this engaging episode of GTM Secrets, host Stephen Lowisz sits down with Michael Fertman, a seasoned B2B marketing professional with a wealth of experience across startups and enterprise environments. Dive deep into the intricacies of go-to-market strategies as Michael shares invaluable insights from his extensive career in product and brand marketing. Discover the crucial differences between product marketing and general marketing, and learn why brand building is essential for long-term success. Michael also shares how his passion for improv and stand-up comedy has honed his marketing skills, offering unique perspectives on storytelling and audience engagement. Whether you're a startup enthusiast or a SaaS marketer, this episode is packed with actionable advice and thought-provoking insights. Don't miss the opportunity to connect with Michael Fertman on LinkedIn to continue the conversation!

In this riveting episode of GTM Secrets, host Stephen Lowisz sits down with RevOps expert Saad Shaikh to delve into the transformative power of revenue operations in driving business growth. Saad shares his unconventional journey from a finance background to becoming a key player in RevOps at renowned companies like Medalia and AppDynamics. Together, they unpack the often-confused realms of sales ops, marketing ops, and RevOps, clarifying how each functions within the go-to-market strategy. Listeners will gain valuable insights into the strategic execution and processes that differentiate companies stagnating at $5 million from those scaling rapidly to $100 million and beyond. Saad emphasizes the critical role RevOps plays in creating predictable business outcomes, highlighting the use of leading indicators for success. The conversation also explores tech stack selection, featuring tools like Salesforce and People.ai, and how these choices can streamline operations. Tune in to learn about the essential balance between agility and structured processes, and discover how mid-market companies can adopt enterprise-level strategies to enhance their execution. Whether you're a startup or a scale-up, this episode offers a wealth of knowledge for anyone looking to optimize their revenue operations and propel their business forward.

In this episode of GTM Secrets, join host Stephen Lowisz as he delves into the eclectic career of Michael Freeman, the VP of Marketing at Airbase. Michael shares his unique journey from the world of supply chain to becoming a leader in the marketing sphere, exploring his seamless transition into the SaaS industry. With a wealth of experience across different sectors and geographies, Michael offers invaluable insights into crafting effective go-to-market strategies for B2B SaaS companies. Tune in to discover the critical importance of understanding market dynamics and how brand building can significantly reduce friction throughout the sales process. Michael discusses his hands-on approach to leveraging technology in marketing operations and shares lessons learned from building successful marketing teams from the ground up. Furthermore, he highlights the power of customer advocacy as a tool for brand amplification. This engaging conversation is part of the GTM Secrets podcast series, where industry leaders from various fields share their expertise on go-to-market strategies. Whether you're a marketing professional or simply interested in the ever-evolving world of SaaS, this episode offers a wealth of knowledge and inspiration.

Dive into the latest episode of GTM Secrets, where host Stephen Lowisz sits down with Ryan Milligan, a seasoned revenue operations leader from Quotapath. Ryan shares his compelling journey from working in data science at Wayfair to spearheading revenue operations and sales teams. This episode is packed with valuable insights on structuring compensation plans that drive performance, aligning incentives with business goals, and harnessing data to craft compelling business narratives. Ryan also sheds light on common pitfalls in compensation planning and offers strategies to reduce friction in the sales process, ensuring a seamless customer journey. Discover how Quotapath sets itself apart by facilitating real-time changes in sales behavior, and gain practical tips on leveraging compensation plans to motivate your team and boost revenue retention. Tune in for actionable strategies to elevate your go-to-market success.

In this enlightening episode of GTM Secrets, host Stephen Lowisz is joined by Sam Johnsen, a seasoned account executive in the tech industry. Together, they delve into the intricacies of go-to-market strategies and effective sales techniques. Sam shares his remarkable journey in tech sales and unveils his secrets to consistently hitting quotas by focusing on intentional development and introspection. Discover how Sam's unique approach to personalized outreach and his "sniper" method—targeting specific, high-value accounts—sets him apart in a crowded marketplace.Listeners will gain practical insights into the importance of human connection and the art of challenging prospects to think differently, fostering meaningful relationships that drive sales success. This episode is a treasure trove of strategies for both sales reps and managers seeking to elevate their performance in today's competitive tech landscape. Whether you're looking to refine your own sales techniques or guide your team to greater heights, this episode offers valuable takeaways to transform your approach. Tune in to learn how intentionality and authenticity can lead to sustained sales excellence.

In this insightful episode of "GTM Secrets," host Stephen Lowisz is joined by Marina, a former software engineer turned marketing expert, to delve into effective go-to-market strategies. Marina brings a unique perspective, having navigated both startups and large enterprises, including experiences that led to acquisitions by major corporations like Microsoft. Together, they explore the intricacies of transitioning from engineering to marketing, and how this background provides an edge in bridging technical language with consumer understanding. Listeners can expect to gain valuable marketing insights, particularly for B2B SaaS companies. Marina shares her expertise on demand generation strategies, emphasizing the power of LinkedIn for targeting marketers and the critical role of understanding customer needs. She also discusses the importance of creating impactful customer engagements and leveraging testimonials to build credibility. Whether you're a startup aiming to disrupt the market or a small business looking to compete with industry giants, this episode offers practical tips and strategies to enhance your marketing approach and drive growth. Join Stephen and Marina as they unpack the secrets to successful marketing and sales execution in today's competitive landscape.

Welcome to another enlightening episode of "GTM Secrets" with your host, Stephen Lowisz. This time, Stephen sits down with Stephanie Hart Harris, the dynamic marketing leader at Headlight, a cutting-edge construction tech firm. Dive deep into the intricacies of effective go-to-market strategies as Stephanie reveals her secrets to success in a niche market. In this episode, Stephanie breaks down the art of audience segmentation and the critical role of cross-functional collaboration in marketing. Discover how she achieved a remarkably low cost per lead and generated a substantial pipeline despite the challenges of a niche industry. Learn how strategic partnerships and content marketing can propel your business forward, especially when targeting multiple decision-makers. Stephanie also shares her successful use of webinars and industry associations to drive engagement and foster relationships. Plus, get valuable insights into her savvy use of LinkedIn for increased social engagement and how authentic communication can make a significant impact. Whether you're a seasoned marketer or new to the game, Stephanie's expertise and practical advice are sure to inspire. Tune in to uncover actionable strategies and connect with Stephanie on LinkedIn for more insights. Don't forget to explore what Headlight is doing at headlight.com.

In this episode of GTM Secrets, host Stephen Lowisz welcomes tech industry veteran Allen Thornton for an enlightening discussion on go-to-market strategies, sales, marketing, and the transformative impact of AI on these fields. With over a decade of experience in leading tech companies like EMC, Rubrik, and Salesforce, Allen reveals his unique insights into AI applications beyond the usual content creation, delving into its potential in sales calls, real estate, and more. Listeners will gain a deeper understanding of the rapidly evolving AI landscape and how businesses can adapt to thrive in this new era. Allen shares his predictions on AI's future in business, emphasizing the vital need for companies and individuals to embrace technological advancements to stay competitive. The episode also touches on Allen's inspiring work in organizing the largest financial literacy conference for underserved kids, highlighting his commitment to empowering the next generation with crucial skills. Join Stephen and Allen as they unpack the strategies that drive success in today's tech-driven market and explore the exciting possibilities AI brings to the table. Whether you're a sales professional, marketer, or tech enthusiast, this episode is packed with valuable insights and actionable advice to help you stay ahead in the competitive landscape.

In this episode of GTM Secrets, join host Stephen Lowisz as he engages in an enlightening conversation with Joshua Smith, a recognized top digital marketing voice on LinkedIn and a seasoned expert in B2B marketing. Dive into the world of conversational AI and uncover practical strategies for integrating AI into B2B marketing to enhance customer interactions and streamline operations. Joshua shares his journey to becoming a leading voice on LinkedIn, offering invaluable insights into building a personal brand and engaging effectively with a digital community. Discover the nuances of creating an engaging community-first strategy and learn how to stand out in saturated markets. This episode is packed with actionable advice and insights, making it a must-listen for CMOs, marketing professionals, and anyone looking to elevate their digital marketing game.

In this captivating episode of "GTM Secrets," host Stephen Lowisz sits down with Doug Laux, a former CIA officer turned bestselling author and media personality, to explore his extraordinary journey from intelligence operations to the bright lights of Hollywood. Doug shares invaluable insights on managing stress in high-pressure environments, a skill he honed at the CIA and now applies in the business and media worlds. Listeners will delve into the importance of understanding personal motivations, particularly the role of money in influencing and building relationships. Doug also recounts his experiences writing successful shows for platforms like Netflix and Discovery, highlighting the delicate balance between following proven patterns and injecting unique elements to stand out. The conversation further explores the crucial role of authenticity and trust in sales, marketing, and personal branding. Doug offers practical advice for startups and entrepreneurs, urging them to focus on mastering one aspect exceptionally well. Tune in for a candid discussion that promises to inspire and equip you with powerful strategies for success in business, media, and beyond.

Welcome to this episode of GTM Secrets, where host Stephen Lowisz dives into the world of go-to-market strategies with Jesse Osborne, a seasoned sales development leader with over two decades of experience. Jesse shares his journey from non-software roles to leading sales development at Tupalti, where he discovered the complexities and dynamic nature of the SDR landscape. Join us as we explore the evolving challenges of outbound sales, including the buzz and pitfalls of AI tools and the critical importance of creativity and human connection in prospecting. Jesse offers invaluable insights into using intent data from platforms like Sixth Sense to enhance account targeting and how traditional methods, such as handwritten letters, can cut through the digital noise. In this episode, you'll also get a glimpse into Jesse's innovative work-from-car setup, which he adopted for focus and tranquility during remote work. As the sales development space rapidly evolves, Jesse emphasizes the necessity of staying informed and adaptable to thrive in this dynamic field. Tune in for a tactical and engaging discussion that promises to reshape your approach to sales development.

Join host Stephen Lowisz in this engaging episode of "GTM Secrets" as he sits down with Brandon Pascal, a seasoned sales expert with a rich background at leading companies like Salesforce, G2, Amazon, and Mountain. Delve into a captivating conversation that unpacks the intricacies of sales, marketing, and go-to-market strategies in the B2B space. Brandon shares his firsthand insights on the latest trends in ad tech and the growing challenges of demand generation, offering solutions to navigate the increasingly saturated market. Explore the distinct differences between mid-market and SMB strategies, emphasizing the importance of agility and a well-defined target audience. The episode also sheds light on the innovative potential of B2B TV advertising, breaking down barriers and showcasing how businesses can effectively leverage this channel. With thought-provoking discussions and practical takeaways, this episode is a must-listen for anyone looking to enhance their B2B marketing approach and stay ahead in the ever-evolving landscape.

Welcome to the GTM Secrets Podcast, where host Stephen Lowisz dives into the intricacies of going to market, exploring the realms of sales, marketing, and product rev ops. In this episode, Stephen is joined by seasoned sales expert Hal Bennick, who brings over two decades of experience in the field. Hal shares his journey from selling in some of the most challenging environments to leading enterprise sales in the competitive software development industry. Together, they unpack strategies for standing out in a crowded market and highlight the critical role of treating engineers with respect to boost productivity and product quality. The conversation flows into the effectiveness of different sales models, examining the interplay between BDR/SDR models and full-cycle sales, and how to use these strategically to punch above your weight class in enterprise sales. Listeners will gain insights into the latest tools and techniques that drive successful outreach and the subtle art of balancing a scrappy, guerrilla marketing approach with maintaining a polished, professional image. Stephen and Hal’s engaging dialogue provides a treasure trove of practical advice for anyone looking to refine their market strategies and elevate their sales game. Tune in for an episode rich with actionable insights and industry secrets.

Welcome to another insightful episode of the GTM Secrets Podcast! Join host Stephen Lowisz as he delves into the world of Revenue Operations (RevOps) with special guest Eli Kaufman, the RevOps lead at Nova Credit. In this episode, Eli shares his unique career journey from entertainment sales to becoming a leader in the fintech industry, highlighting the unexpected paths that often lead to RevOps. Stephen and Eli explore the current trends and innovations in RevOps, especially the role of AI and its integration in enhancing business strategies. They discuss essential topics like lead scoring, account intelligence, and how AI-driven tools are transforming the landscape of RevOps. The conversation also uncovers the critical alignment between RevOps and finance, emphasizing the shift from growth at all costs to a more balanced, financially scrutinized approach. Listeners will gain valuable insights into the challenges faced by RevOps professionals, including the need for soft skills and strategic communication to drive growth and efficiency. Whether you're a RevOps enthusiast or just curious about the field, this episode offers a wealth of knowledge and practical advice from two industry experts. Tune in for an engaging and informative discussion that promises to elevate your understanding of RevOps.