GTM Alliance

Tracy drew on her wealth of experience and shared how she scaled her businesses successfully, and explained why your company's core values should be at the heart of everything you do. 👇

Key talking points

Creating a clear, actionable plan that drives growth
Scaling your business the right way and setting up for success
Ethical AI use and how to approach this in the right way
Advice for aspiring founders

And more!

About our guest, Tracy Young

Tracy is Co-Founder and CEO of TigerEye, an AI-powered analyst for go-to-market teams that tracks business changes to deliver fast, accurate insights through a simple app.

Previously, Tracy co-founded and led PlanGrid, scaling it from inception to 100 million in ARR before its 875 million acquisition by Autodesk.

Recognized as one of Forbes Top 50 Women in Tech, Tracy has spoken at major events like Ted Women and Salesforce Dreamforce, and she brings extensive leadership experience in driving growth and innovation.

Combining competitive intelligence and win-loss analysis, with Jonah Lopin and Ken Allred

Fri, 26 May 2023 15:09:08 +0000

You’ve tuned into a very special episode of GTM-FM. It’s the season finale, and we’re welcoming not one, but TWO guests to the pod. Here to discuss the power of combining competitive intelligence with win-loss analysis are Jonah Lopin, CEO of Crayon, and Ken Allred, CEO of Primary Intelligence.

Before founding Crayon, Jonah was VP of Customer Success at HubSpot having joined the company in its very early days. Having spent 10 years honing his skills in sales management, Ken founded Primary Intelligence in 2000 to solve the problems he’d faced in the sales industry. Fast forward to 2023, and Primary Intelligence and Crayon have just launched an integration between their two platforms. So, who better to debate the merits of competitive intelligence for win-loss than these two tenured Founders and CEOs?

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Welcome to the official Go-to-Market Academy podcast.Join us as we get up close and personal with guests from across the C-suite and business leaders to uncover their secrets for Go-to-Market success.

Google PodcastsGTM-FM

In this episode we cover:

How can companies benefit from combining win-loss analysis with competitive intelligence?
What does implementing these combined functions look like in practice?
What’s the impact of leveraging competitive intelligence from buyers vs other sources?
What does the future look like for competitive intelligence?
Best practices for combining competitive intelligence and win-loss.

Overcoming buyer indecision, with Matt Dixon

Fri, 19 May 2023 15:06:53 +0000

In an oversaturated product market, your prospective buyers have more choice than ever before. Getting a customer to actually make a decision, never mind the decision to buy from you, is challenging. So how can you overcome that indecisiveness and actually make sales?

Well, our guest this week literally wrote the book on it. Several books to be exact. Matt Dixon, Founder of DCM Insights and co-author of bestsellers including The Challenger Sale and The Effortless Experience, is here to help you overcome buyer indecision and find new ways to drive growth.

In this episode, we’re covering:

How do we define customer indecision?
Which indicators of customer indecision should you look out for?
What is the JOLT Effect framework?
How can we use customer indecision to improve Go-to-Market?
Matt’s advice for getting started with customer indecision.

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

Using win-loss analysis to secure your competitive advantage, with Nick Siddoway

Fri, 28 Apr 2023 16:50:20 +0000

Are you tired of missing out on potential sales and not knowing why?

If so, you're in luck. Nick Siddoway, President and CRO of Primary Intelligence, is here to share his top secrets to improving sales with win-loss analysis.

Get ready to dive deep into the world of sales with a win-lose specialist who’s helped over 3,000 leaders uncover the key to improving their sales. Nick and Holly discuss bringing together multiple stakeholders to build a successful win-loss program, providing practical strategies that you can implement in your own organization.

By the end of this episode, you'll have a clear understanding of what win-loss analysis is, how to do it, and why it's crucial for your business.

💡

This week’s podcast is brought to you in partnership with Primary Intelligence, the win-loss specialists. Be sure to check out their platform. 👇

Primary Intelligence - Win Loss Analysis & Customer Experience Analysis

Fully Automated Win-Loss Analysis Take the guesswork out of winning. Uncover your unique path to winning more deals through win-loss analysis powered by

Primary Intelligence

Episode highlights:

Why should you be using a win-loss program?
How to make a start with win-loss analysis.
How to develop relationships with your stakeholders.
Who’s responsible for win-loss analysis in a Go-to-Market strategy?
Why you can’t just rely on data from sales reps.

Tune in now 📻

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

Eliminating bias in your Go-to-Market strategy, with Jarod Greene

Fri, 24 Mar 2023 16:00:43 +0000

What is bias in a Go-to-Market strategy? How does it affect your results, and what can you do to stop it? Here to answer all your questions, and more, is Jarod Greene, Vice President of Product and Customer Marketing at Highspot.

With over a decade’s experience as a VP of product marketing, Jarod’s led more than his fair share of Go-to-Market strategies, and dealt with plenty of GTM bias. Now, he’s here to share that experience with you.

Highlights include:

Common biases to look out for in Go-to-Market.
The most likely sources of bias.
Why does bias manifest in Go-to-Market teams?
What steps can you take to eliminate bias?

Be sure to tune in wherever you get your podcasts.👇

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

Aligning your Go-to-Market team with the voice of your buyer, with Carolyn Klinger

Fri, 17 Mar 2023 16:00:36 +0000

Looking for a better way to understand your buyers? Our guest this week is an expert on the voice of the customer, market intelligence and buyer analysis. Starting out in government intelligence, Carolyn Klinger followed an exciting path to her current role as Director of Market Intelligence at Affinity.co.

In this episode, she’s turning her expertise to Go-to-Market, specifically, how to align your GTM teams with the voice of your buyer.

This week’s podcast is brought to you in partnership with Primary Intelligence, the win-loss specialists. Be sure to check out their platform.👇

Primary Intelligence - Win Loss Analysis & Customer Experience Analysis

Fully Automated Win-Loss Analysis Take the guesswork out of winning. Uncover your unique path to winning more deals through win-loss analysis powered by

Primary Intelligence

Stay tuned for:

The distinction between buyer voice and customer voice.
The importance of the buyer journey.
Go-to methods for collecting buyer intelligence.
How to communicate buyer intelligence to your Go-to-Market teams.
When to carry out your buyer research for effective GTM.

Catch the episode wherever you listen to your podcasts. 👇

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

Storytelling for Go-to-Market strategy, with Elliott Rayner

Fri, 10 Mar 2023 16:00:48 +0000

Are you ready to master the art of storytelling? Our guest this week is Elliott Rayner, CMO of Arion and host of our bestselling course Storytelling Certified. Elliott has over ten years of experience in marketing and brand narrative, working for Adidas and Asics before he landed his current position at Arion.

In this week's episode, Elliott shares his secrets to successful storytelling for Go-to-Market, and how you can use brand narrative to develop your product and grow your customer base.

We’ll be covering:

The role C-suite plays in Go-to-Market strategy.
How storytelling can improve your Go-to-Market strategy.
Elliott’s process for building a brand story.
How to measure your storytelling success.

‎GTM-FM on Apple Podcasts

‎Business · 2023

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

Cross-functional Go-to-Market, with Erik Mansur

Fri, 03 Mar 2023 16:17:27 +0000

Erik Mansur’s career in product marketing has taken him from Live Nation, to Crayon and to his current role as Head of Product Marketing at Ziflow. We caught up with Erik to discuss the role product marketers play in cross-functional Go-to-Market and the steps you can take to get better alignment between your stakeholders.

Listen in here. 👇

‎GTM-FM on Apple Podcasts

‎Business · 2022

Apple Podcasts

GTM-FM

Google PodcastsGTM-FM

In this episode we’ll cover:

The difference between alignment and agreement.
When and what meetings should you be having?
The politics of cross-functional Go-to-Market.
Setting expectations for your launch.

Tune in here

The State of Go-to-Market Survey

Do you want to be part of the future of Go-to-Market strategy?

Help us lift the lid on what 2023's Go-to-Market trends will be by filling out the State of Go-to-Market Survey.

We'll be asking:

👑 How Go-to-Market leadership is changing.

💵 What a successful GTM budget looks like.

🧗‍♂️ The biggest challenges for GTM professionals.

With your insights, we can deliver a report that enables Go-to-Market teams across the globe to get the buy-in and resources they need.

Take the survey now

Putting the marketing in Go-to-Market, with Gaston Tourn

Fri, 24 Feb 2023 16:30:38 +0000

Join Holly Watson and Gaston Tourn for a vibrant conversation about the nature of marketing and the role it should be playing in your GTM strategy. Gaston invites you to throw out everything you think you know about traditional marketing and take a fresh approach to authenticity, narrative and customer relationships.

Gaston has a wealth of experience in marketing and is always looking for his next challenge. Since the time of recording, he’s moved on from AppearHere and is now CMO at Curio, a platform that delivers tailored audio content for busy professionals looking to take a break from screen time.

‎GTM-FM on Apple Podcasts

‎Business · 2022

Apple Podcasts

GTM-FM

Welcome to the official Go-to-Market Academy podcast. Join us as we get up close and personal with guests from across the C-suite and business leaders to uncover their secrets for Go-to-Market success.

Google PodcastsGTM-FM

Talking points

We’ve got so many insights in store for you, but here’re the highlights:

How the pandemic made us rethink marketing.
The importance of knowing your brand values.
Common misunderstandings about the role of marketing in Go-to-Market.
What happens at the intersection of product and marketing?
What you should read to become a better storyteller.

💡

Make sure you subscribe to GTM-FM wherever you get your podcasts, and never miss an episode!

Boosting your email conversion rates, with Aidan Casey

Fri, 23 Dec 2022 16:00:10 +0000

We all get hundreds of emails a day and, after a while, they all start to look the same. Despite being the backbone of most marketing campaigns, emails can be easy to overlook when our inboxes are oversaturated. So how can you make your emails stand out from the crowd? Aidan Casey, CMO of Paintru, is here to share her secret to doubling your email conversion rate.

‎Go-to-Market Radio on Apple Podcasts

‎Business · 2022

Apple Podcasts

Tune in for Aidan’s top tips on:

The role of email in digital marketing.
How to craft an effective email strategy.
The benefits of email automation.

Want to know more about Go-to-Market strategy? Check out our latest playbook now!

Launch vs release with Allison Millone

Fri, 17 Jun 2022 15:14:56 +0000

Looking to optimize your launch process? You won't want to miss this.

Welcome to Go-to-Market Radio. This week Holly Watson catches up with Allison Millone, Senior Industry Product Marketing Manager at Amazon Web Services.

Formally Director of Product Marketing with Epsilon, Allison is a veritable GTM giant.

As a specialist in growth, loyalty and scalability, Allison has worked at both start ups and enterprises - including Walmart - and has a healthy dissatisfaction for the status quo.

Dive into the episode here👇

‎Go-to-Market Radio: Launch vs release - Allison Milone, Epsilon on Apple Podcasts

‎Show Go-to-Market Radio, Ep Launch vs release - Allison Milone, Epsilon - 17 Jun 2022

Apple Podcasts

Go-to-Market Radio.

Welcome to Go-to-Market Radio. On this channel, we’ll be bringing you unmissable episodes every week from the GTM cache to help you with strategy, sales enablement, customer success and more.

Google PodcastsGo-to-Market Radio.

This week we're talking about:

Defining launch vs release within and across your teams.
Getting partnership and stakeholder alignment.
How to know what size launch you’re working with.
Making sure your products meet the market.