<![CDATA[Shift & Thrive Podcast: GTM Series]]>https://www.shiftandthrivepodcast.com/s/gtmserieshttps://substackcdn.com/image/fetch/$s_!Jl46!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbcb9e0d3-4aff-4c96-b12c-2bb9b3b8b19d_1000x1000.pngShift & Thrive Podcast: GTM Serieshttps://www.shiftandthrivepodcast.com/s/gtmseriesSubstackSat, 31 Oct 2026 12:00:52 GMT<![CDATA[Rethinking B2B Buying - Kerry Cunningham - Shift & Thrive- Go-to-Market Deep Dive - Episode # 111 (Re-Air) ]]>https://www.shiftandthrivepodcast.com/p/rethinking-b2b-buying-kerry-cunningham-911https://www.shiftandthrivepodcast.com/p/rethinking-b2b-buying-kerry-cunningham-911Wed, 26 Aug 2026 13:00:00 GMTHow are shifting buyer behaviors and AI reshaping B2B go-to-market strategies? What happens when companies fail to adapt? In this Go-to-Market Spotlight episode of Shift & Thrive, host Natalie Nathanson talks with Kerry Cunningham, Head of Research and Thought Leadership at 6Sense, about the realities of modern B2B buying. With decades of experience, Kerry breaks down how outdated outbound tactics give way to smarter, signal-driven approaches, why “intent data” is often misunderstood as mere interest signals, and how AI is prompting buyers to engage sellers earlier without extending overall cycles. They explore alignment pitfalls, the dangers of “folklore debt” in scaling, and practical ways for CEOs to drive buyer-focused transformations that boost efficiency and trust between teams.

Key Takeaways:

  • Shift from cold outbound to signal-based targeting for better results. Identify in-market accounts through interest signals first, then use marketing to drive engagement before involving sales, transforming team productivity and relationships.

  • Treat intent data as interest signals, not guaranteed buying intent. Avoid chasing short-lived spikes by contextualizing signals with sustained activity and engagement history to prevent sales frustration and false positives.

  • Align sales, marketing, and customer success around buyer journeys, not just internal processes. Prioritizing how buyers actually research and decide creates more effective go-to-market motions than inward-focused calibrations.

  • Adapt to AI’s impact on buying cycles by engaging earlier. With buyers evaluating unfamiliar AI components, prepare for longer sales interactions while recognizing that overall decision timelines and preferences often remain unchanged.

  • Evolve storytelling as your company scales to avoid folklore debt. Celebrate past successes but actively replace outdated narratives about “how we win” with new ones that support growth, freeing teams from limiting tactics.

Quote of the Show:

  • “We acquire debt from the stories that we tell ourselves about how we become successful. The stories about how we won in the past often are not the stories that will help us win in the future.”

Links:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

Scaling your B2B marketing without the overhead: Magnetude Consulting helps fractional and growing revenue teams turn signal-driven insights into pipeline.

→ Explore Magnetude’s growth services

]]><![CDATA[Subtract to Grow - Amit Pande - Shift & Thrive - Go-to-Market Deep Dive - Episode # 108 ]]>https://www.shiftandthrivepodcast.com/p/subtract-to-grow-amit-pande-shifthttps://www.shiftandthrivepodcast.com/p/subtract-to-grow-amit-pande-shiftWed, 05 Aug 2026 14:01:18 GMTWhat happens when a new CEO and board walk into a company at an inflection point, and the old playbook no longer applies? In this Go-to-Market Deep Dive episode of Shift & Thrive, host Natalie Nathanson sits down with Amit Pande, an experienced AI GTM and Product advisor, who has held roles at Google, Oracle, Yahoo, HP, and multiple AI startups. Amit walks through the three forces that carried his last company through reinvention: subtracting before adding, out-innovating on product, and integrating teams around the customer. The conversation turns to leadership identity in moments of change, what it means to hire (or wait to hire) during a transformation, and why Amit believes CEOs should soon be asking for AI and token budgets the same way they ask for headcount.

Takeaways:

  • Before adding new strategy, subtract what no longer serves the business, from tools and reports to unused market segments.

  • Protect the people closest to daily work. Reserve bold cuts for process and product, not the teams already weathering change.

  • Rebuild trust in new tools by shifting how people communicate, not just what platform they use.

  • Treat existing customers as your innovation lab. Their feedback should shape the roadmap more than internal guesswork.

  • Delay hiring until the vision is proven. Bring in people who multiply your skill set, not duplicate it.

  • Ask for AI and token resources the way you’d ask for headcount. A small, well-equipped team can outperform a much larger one.

  • When a conversation stalls, let the silence sit. Filling it too soon can cost you the deal.

Quote of the Show:

  • “Once you figure out how something works, it almost feels too simple to be true, but often it’s true. Sometimes you have to think your way out of a problem, and sometimes you have to act your way out of a problem. You can’t think your way out of it, action by itself means movement, moving in sometimes unknown” - Amit Pande

Links:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[Leading Without Answers - Vivek Mahapatra - Shift & Thrive - Go-To-Market Deep Dive - Episode # 106 ]]>https://www.shiftandthrivepodcast.com/p/leading-without-answers-vivek-mahapatrahttps://www.shiftandthrivepodcast.com/p/leading-without-answers-vivek-mahapatraWed, 22 Jul 2026 14:45:32 GMTWhat does it take to lead a team through transformation when nobody knows the right answers? In this episode of Shift & Thrive, host Natalie Nathanson talks with Vivek Mahapatra, Chief Product Officer at LexisNexis Legal and a former member of the founding team behind Salesforce’s Agentforce, about building a go-to-market strategy around the customer rather than internal assumptions. Vivek breaks down how he maps the full customer ecosystem, separating the buyer from the user, to uncover the gaps that shape smarter go-to-market decisions. He also shares how radical transparency with his team built the psychological safety needed to sustain a high-performing culture during a major AI product transformation, and closes with the rocking chair decision framework that continues to guide his biggest career choices.

Takeaways:

~ Say “I don’t know” out loud. It gives your team permission to admit the same and start solving problems together.

~ Practice radical transparency with your team. Sharing what you know, even the hard parts, builds the trust that creates psychological safety.

~ Treat major shifts as invite-everyone moments, not top-down mandates. Cross-functional buy-in early prevents rework later.

~ Map your customer’s full day, not just your product’s role in it, to spot real opportunity gaps.

~ Remember the buyer and the user are often different people. Talk to both before shaping your roadmap.

~ Loop the teams that built an idea into the teams that will ship it. Handing off a go-to-market initiative cold slows adoption.

~ Use a “rocking chair decision” test for hard calls. Ask yourself what will really matter when you’re 85.

Quote of the Show:

~ “In the beginning, we are taught that the way to grow in our careers and climb the corporate ladder is to be the loudest voice in the room, to be the one that everyone goes to and the one everyone knows. There’s a certain point at which that shifts, and it’s not about being the loudest person in the room; it’s actually about creating a space for others to speak up and to create a space for others to ask questions and work together.” - Vivek Mahapatra

Links:

~ LinkedIn: https://www.linkedin.com/in/vivekmahapatra/

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[8 Questions Every CEO Must Answer - Sangram Vajre - Shift & Thrive - Episode # 096 (Re-air)]]>https://www.shiftandthrivepodcast.com/p/8-questions-every-ceo-must-answerhttps://www.shiftandthrivepodcast.com/p/8-questions-every-ceo-must-answerWed, 13 May 2026 14:10:55 GMTWhat if the reason your go-to-market isn’t working has nothing to do with your tactics and everything to do with how your leadership team defines, owns, and executes it in the first place? In this Re-air episode of Shift & Thrive, host Natalie Nathanson is joined by Sangram Vajre, Co-Founder and CEO of GTM Partners, bestselling author of Move, and pioneer of account-based marketing, for a candid conversation on what it really means to build go-to-market as a company-wide operating system. Together, they explore why GTM must live at the CEO level, how the eight-question GTM operating system drives clarity across every stage of business growth, and what it looks like when AI is layered on top of strategic foundations versus used as a shortcut around them.

Takeaways:

  • GTM is a transformational process, not a one-time plan. Treat every go-to-market decision as ongoing and iterative rather than the output of a single off-site or strategy session.

  • Build clarity, alignment, and trust before deploying tactics. These three leadership fundamentals are what separate executive teams that execute well from those that stay stuck in misalignment, regardless of tools or AI adoption.

  • Use the GTM operating system’s eight questions to anchor strategy at every stage. The questions stay the same across problem-market, product-market, and platform-market fit; only the answers change as your business evolves.

  • Focus on what is unchangeable in go-to-market: being better, faster, or cheaper for your customer. In a world drowning in new tools and tactics, anchoring to these constants creates durable competitive positioning.

  • Understand the business of your function, not just the function itself. Whether you are in marketing, sales, or customer success, the leaders who grow fastest are the ones who understand the business economics behind their discipline.

Quote of the Show:

  • “ Once you start looking at go-to-market as a transformational process, you recognize that every time you make a go-to-market decision, it will transform your business, one way or the other. It’s an ongoing process, and there’s no finality in it.”

Links:

GTMonday by GTM Partners
GTMonday is a free, weekly research note designed to make go-to-market simple and help you make better business decisions, faster.
By GTMonday from GTM Partners

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[The Category Creation Playbook - Kat Wendelstadt - Shift & Thrive - Go-To-Market deep dive - Episode # 094 ]]>https://www.shiftandthrivepodcast.com/p/the-category-creation-playbook-kathttps://www.shiftandthrivepodcast.com/p/the-category-creation-playbook-katWed, 29 Apr 2026 14:03:21 GMTWhat does it actually take to build a market category that doesn’t yet exist, and how do today’s go-to-market leaders use AI to accelerate that process without losing the human edge? In this Go-To-Market Deep Dive episode of Shift & Thrive, host Natalie Nathanson sits down with Kat Wendelstadt, CMO at Electric Twin and a three-time CMO with a track record of scaling venture-backed startups to billion-dollar valuations. Kat unpacks the discipline behind category creation, from naming and seeding language through PR to reading the market signals that tell you it’s working. She shares how she approaches ICP discovery in brand-new markets, why she pushes back on the AI-replaces-everything narrative, and how she has structured lean but effective marketing teams in a world where AI handles more of the execution. The conversation also covers her own AI tool stack, a freelancer-first hiring philosophy, and the career pivot from large corporates to high-growth startups that shaped how she thinks about building.

Takeaways:

  • Commit to category language. Constantly changing how you describe your product creates confusion; pick your language, and give it at least 18 months to take hold.

  • Start ICP discovery with a pain hypothesis, then find the fastest feedback loop. Combine tools like Reddit and landing page tests with your existing network to validate whether your solution matches real buyer pain before scaling spend.

  • AI accelerates execution but does not replace human judgment in enterprise GTM. Getting a person on the phone still closes at a meaningfully higher rate than automated outreach.

  • Scale marketing headcount with freelancers first. Specialists who require minimal onboarding let you move fast and test fit before committing to a permanent hire.

  • Adopt AI tools by pruning. Try several, drop what creates friction early, and build an integrated stack so you retain the mental space needed for creative thinking.

  • Tailor AI adoption programs to individual strengths. Not everyone on a team engages with these tools the same way; building around archetypes rather than a one-size-fits-all rollout gets better outcomes.

Quote of the Show:

  • “You have to take people with you on a journey of what is going to be. That is the job of a category creator. And then you have to create the language around that and stick with it because category creation is not instant. It’s a continuous effort.” - Kat Wendelstadt

Links:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[Rethinking B2B Buying - Kerry Cunningham - Shift & Thrive- Go-to-Market Deep Dive - Episode # 085]]>https://www.shiftandthrivepodcast.com/p/rethinking-b2b-buying-kerry-cunninghamhttps://www.shiftandthrivepodcast.com/p/rethinking-b2b-buying-kerry-cunninghamWed, 25 Feb 2026 15:02:52 GMTHow are shifting buyer behaviors and AI reshaping B2B go-to-market strategies? What happens when companies fail to adapt? In this Go-to-Market Spotlight episode of Shift & Thrive, host Natalie Nathanson talks with Kerry Cunningham, Head of Research and Thought Leadership at 6Sense, about the realities of modern B2B buying. With decades of experience, Kerry breaks down how outdated outbound tactics give way to smarter, signal-driven approaches, why “intent data” is often misunderstood as mere interest signals, and how AI is prompting buyers to engage sellers earlier without extending overall cycles. They explore alignment pitfalls, the dangers of “folklore debt” in scaling, and practical ways for CEOs to drive buyer-focused transformations that boost efficiency and trust between teams.

Key Takeaways:

  • Shift from cold outbound to signal-based targeting for better results. Identify in-market accounts through interest signals first, then use marketing to drive engagement before involving sales, transforming team productivity and relationships.

  • Treat intent data as interest signals, not guaranteed buying intent. Avoid chasing short-lived spikes by contextualizing signals with sustained activity and engagement history to prevent sales frustration and false positives.

  • Align sales, marketing, and customer success around buyer journeys, not just internal processes. Prioritizing how buyers actually research and decide creates more effective go-to-market motions than inward-focused calibrations.

  • Adapt to AI’s impact on buying cycles by engaging earlier. With buyers evaluating unfamiliar AI components, prepare for longer sales interactions while recognizing that overall decision timelines and preferences often remain unchanged.

  • Evolve storytelling as your company scales to avoid folklore debt. Celebrate past successes but actively replace outdated narratives about “how we win” with new ones that support growth, freeing teams from limiting tactics.

Quote of the Show:

  • “We acquire debt from the stories that we tell ourselves about how we become successful. The stories about how we won in the past often are not the stories that will help us win in the future.”

Links:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[Transform in the Age of AI - Kristina McMillan - Shift & Thrive - Go-to-Market Deep Dive - Ep # 083]]>https://www.shiftandthrivepodcast.com/p/transform-in-the-age-of-ai-kristinahttps://www.shiftandthrivepodcast.com/p/transform-in-the-age-of-ai-kristinaWed, 11 Feb 2026 15:00:00 GMTIn this Go-to-Market Spotlight episode of Shift & Thrive, Natalie Nathanson sits down with Kristina McMillan, a seasoned go-to-market strategist and venture advisor, to unpack how AI is reshaping the way companies grow. Drawing from her experience and hands-on work with early and growth-stage startups, Kristina shares real-world examples of AI-enabled go-to-market transformation. Together, they explore why strong foundations matter more than ever, how AI can unlock productivity without sacrificing humanity, and what leaders must do to evolve their teams, structures, and strategies in today’s noisy, buyer-driven market.

Takeaways:

  • Revisit your go-to-market fundamentals before scaling with AI. Strong ICPs, clear positioning, and disciplined execution are what allow AI to amplify results instead of accelerating confusion.

  • Use AI to remove friction, not replace human judgment. Free up time through automation so your team can focus on personalization, strategic thinking, and building real buyer trust.

  • Break down go-to-market silos and orchestrate across roles. The most effective strategies connect executives, marketing, sales, and product around shared thought leadership and coordinated execution.

  • Start small, prove what works, then scale. Nail a “unit of one” go-to-market motion before rolling it out broadly, especially when experimenting with AI-driven tactics.

  • Invest in people alongside AI adoption. Clearly communicate how roles will evolve so your team feels empowered, as productivity and expectations change.

Links:

https://www.scalevp.com/

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency.

Learn more at: Magnetude Consulting

]]><![CDATA[The Modern GTM Engine - Sajag Chikarsal - Shift & Thrive - Go-To-Market Mini-Series - Ep # 70]]>https://www.shiftandthrivepodcast.com/p/the-modern-gtm-engine-sajag-chikarsal-3e5https://www.shiftandthrivepodcast.com/p/the-modern-gtm-engine-sajag-chikarsal-3e5Wed, 12 Nov 2025 10:00:00 GMTHow can marketing leaders build go-to-market engines that evolve with today’s fast-changing buyer behaviors, while using AI intentionally, not accidentally, to drive meaningful transformation? In this episode of Shift & Thrive, Natalie sits down with Sajag Chikarsal, GTM Leader, advisor, and ex-Celona, Google, and Zscaler. His career spans every stage of company growth, from being the first marketing hire at Zscaler to leading global campaigns at Google Cloud. Sajag shares hard-won lessons on transforming go-to-market strategy, the role of AI as the new GTM operating system, and why foundational clarity still matters more than ever. He unpacks the frameworks that helped Google Cloud scale from $1B to $5B per quarter, explains how startups can practically implement AI, and reveals how marketing leaders can build teams ready for the next wave of transformation.

Takeaways:

  • One message doesn’t fit all. Craft different layers of communication for CXOs, directors, and practitioners while keeping a unified campaign thread.

  • AI is your new operating system. When governed and integrated correctly, it can turn fragmented GTM efforts into a cohesive, data-driven engine.

  • Foundations before ROI. Data hygiene, clear ownership, and structured enablement are prerequisites before expecting measurable AI returns.

  • Start small with AI. Create an internal AI council and a library, and empower teams to experiment with tools they already use.

  • Personalize at scale. Custom GPTs can turn complex ABM research into minutes-long workflows, amplifying insight and speed across teams.

  • Marketing owns the customer journey. Its role is to orchestrate, not just communicate, connecting every touchpoint from brand to demand.

Quote of the Show:

  • “There is only one function in the company that has full visibility of the customer lifecycle or the customer journey, marketing. And that's the reason I love marketing, because yoy understand the overall journey and know how the pieces of the puzzle fit together.”

Links:

Ways to Tune In:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com 

]]><![CDATA[Influencer Marketing and AI - Stephen Ochs - Shift & Thrive - Go-To-Market Mini-Series - Ep # 066]]>https://www.shiftandthrivepodcast.com/p/influencer-marketing-and-ai-stephen-b80https://www.shiftandthrivepodcast.com/p/influencer-marketing-and-ai-stephen-b80Wed, 15 Oct 2025 09:00:00 GMTHow can CEOs adapt their go-to-market strategy when the old playbooks no longer deliver results? In this episode of Shift & Thrive, Natalie Nathanson sits down with Stephen Ochs, Head of Marketing at Selector, to explore how startups can build smarter go-to-market engines in today’s market. Stephen shares his experience leading marketing and biz dev teams in SaaS companies from Series A through Series C, and why he believes influencer-driven community marketing and AI-powered operations are changing the game.

Takeaways:

  • Rethink traditional channels. Paid search, PPC, and even SEO are more costly and less effective than before. CEOs need to support their teams in testing new paths for growth.

  • Invest in influencer-driven trust. Technical buyers want to hear from peers, not marketers. Empowering credible voices builds authenticity and lowers cost per lead.

  • Balance brand and data. Influencer and community plays may not show immediate ROI, but revenue impact becomes clear if your team consistently tracks first-party data.

  • AI is a tool, not a shortcut. CEOs should ensure data foundations are in place before expecting AI to deliver value. Good data hygiene is the prerequisite for effective AI adoption.

  • Promote sales–marketing unity. When biz dev and marketing are aligned, sellers can focus on closing while BDRs and marketers drive pipeline health, shortening cycles and improving quality.

  • Think long-term. Don’t sacrifice sustainable growth for short-term fixes. CEOs must encourage patience while still pushing for wins along the way.

  • Overcommunicate with your team. Leaders need consistent, transparent updates. Even when things are going well, clear reporting builds trust and resilience.

Quote of the Show:

  • “ I think it's important to take off the rose-colored glasses with AI. AI doesn't work without good data. If you stumble into AI and expect value on day one, but you don't have the good foundations to feed it, it's not going to be impactful.”

Links:

Ways to Tune In:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com 

]]><![CDATA[Building SaaS Teams in the world of AI - Go-To-Market Mini-Series - Leslie Poston - # 62]]>https://www.shiftandthrivepodcast.com/p/building-saas-teams-in-the-world-58ehttps://www.shiftandthrivepodcast.com/p/building-saas-teams-in-the-world-58eWed, 17 Sep 2025 09:00:00 GMTHow can leaders drive company transformation without losing their team’s trust and energy? In this episode of Shift & Thrive, Natalie Nathanson talks with Leslie Poston, a seasoned go-to-market strategist and leadership advisor. Leslie shares how she led Austin Data Labs’ transformation from a small, multi-industry SaaS company into a high-growth leader in food and agriculture, culminating in a successful acquisition. Leslie shares how she prioritized psychological safety, built a customer-first strategy, and kept teams agile while navigating rapid change. The conversation also dives into her current work helping leaders create high-performing, psychologically safe teams, and her perspectives on AI, burnout prevention, and building adaptability for the future.

Takeaways:

  • Prioritize psychological safety so team members feel safe to share ideas, admit mistakes, and give honest feedback.

  • Keep the customer at the center by building relationships with all customers, large or small, and using feedback to guide strategy.

  • Communicate inclusively with a mix of group meetings, open office hours, and written feedback channels to suit all personality types.

  • Build a diverse advisory network with complementary skills to avoid echo chambers and strengthen decision-making.

  • Use AI thoughtfully, leveraging it for efficiency while protecting creativity, critical thinking, and data security.

  • Model healthy work habits by encouraging boundaries, physical activity, and community engagement to prevent burnout.

  • Stay flexible and growth-minded, adapting strategies as circumstances evolve and fostering the same mindset in your team.

Quote of the Show:

  • “We’re entering an era where there is always constant change. The stable 2019 times are not coming back, even if we want them to. Being flexible is how each of us will survive– and it's how your company will survive, too.”

Links:

Ways to Tune In:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com 

]]><![CDATA[Beyond Sales Tactics: Go-To-Market Mini-Series - Cheryl Jordan-Aguilera - Shift & Thrive - Ep # 058]]>https://www.shiftandthrivepodcast.com/p/beyond-sales-tactics-go-to-market-9a6https://www.shiftandthrivepodcast.com/p/beyond-sales-tactics-go-to-market-9a6Wed, 20 Aug 2025 09:00:00 GMTHow can businesses stay competitive in an AI-driven world? In this episode of Shift & Thrive, Cheryl Jordan-Aguilera joins host Natalie Nathanson to share lessons from her 25-year career in sales and strategy, highlighting the power of collaboration, cultural fit, and consultative selling. She reflects on building scalable growth at GutCheck, navigating M&A challenges, and leading at Official AI, where ethical AI use and internal alignment drive success.

Takeaways:

  • It’s not enough to hire people with the right technical skills; you also need individuals who align with your team’s values and mission. Cultural fit drives engagement, collaboration, and long-term success. 

  • Clear roles, shared playbooks, and consistent communication between sales, marketing, and account management help eliminate friction. When teams understand how their work connects and supports one another, they deliver a better customer experience.

  • Whether launching a product or navigating an acquisition, involving marketing and GTM leaders from the start avoids costly misalignment. Early inclusion leads to stronger internal advocacy and smoother execution.

  • High-pressure, transactional sales tactics are outdated and often ineffective. Instead, train teams to be consultative and focused on listening, understanding client challenges, and solving problems. This approach builds trust and long-term relationships over short-term wins.

  • Platforms like Slack and Notion that utilize aspects of AI help teams collaborate quickly and transparently, replacing outdated email chains and meetings. AI isn’t just a tech tool; it’s becoming essential for efficiency and staying competitive.

  • As AI use grows, so do risks around consent, transparency, and digital identity management. Respect for users and their data must be non-negotiable.

Links:

Ways to Tune In:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com 

]]><![CDATA[Modern RevOps: Go-To-Market Mini Series - Jacki Leahy - Shift & Thrive - Episode # 055]]>https://www.shiftandthrivepodcast.com/p/modern-revops-go-to-market-mini-series-99fhttps://www.shiftandthrivepodcast.com/p/modern-revops-go-to-market-mini-series-99fWed, 30 Jul 2025 09:00:00 GMTIs your go-to-market strategy built for today’s challenges? In this episode of Shift & Thrive, Natalie sits down with Jacki Leahy, founder of Activate the Magic, for a deep dive into all things Revenue Operations (RevOps). We explore how RevOps can serve as the backbone of a modern go-to-market strategy, especially as traditional outbound tactics lose effectiveness and AI raises the bar for personalization. Jacki shares her expertise on diagnosing GTM bottlenecks, aligning cross-functional teams, and using systems thinking to scale smarter. 

Takeaways:

  • Traditional outbound isn’t working like it used to; use creativity and real personalization to cut through the noise. AI-generated content has raised the bar, so thoughtful, human-centered messaging is now essential.

  • Diagnose before you prescribe: apply a scientific, iterative approach to find and fix GTM problems. Start by identifying bottlenecks in metrics like bounce or reply rates, then test improvements in 12-week sprints.

  • Break down silos across sales, marketing, and operations to build a unified revenue engine. Alignment across departments ensures your GTM strategy is cohesive, scalable, and measurable.

  • Fractional RevOps is a smart move for scaling teams. Early-stage companies can benefit from flexible expertise without the cost of a full-time hire.

  • Avoid tool overload. Lean on your network and communities to vet what’s actually working. Not every shiny new tool is worth the time or investment, so be strategic with your stack.

  • Clear metrics and shared definitions are non-negotiables for effective RevOps. When everyone speaks the same language, it’s easier to align goals and drive progress.

Quote of the Show:

  • “Go to market touches everything and everyone in an org. Revenue is the lifeblood of your company, so how you're sourcing your leads and managing your RevOps is vital, and it's certainly not something to be hacked.”

Links:

Ways to Tune In:

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com 

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