Are AI search tools changing how buyers discover solutions, or are we just seeing the early signals? Is SEO still a dependable channel, or is it turning into something entirely different?
How should GTM teams think about influence when clicks no longer tell the full story?

We get into all of that in this episode of GTM News Desk. Nigel Stevens, CEO of Organic Growth Marketing, unpacks the shift from keyword-based search to prompt-driven discovery and explains why AI engines reward brands that show clear expertise across the web. He walks through how teams can understand visibility inside AI assistants, why sentiment from third-party sources matters more than it used to, and what a modern measurement model looks like when attribution gets messy.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:58) AI Search and the New G2 Buyer Behavior Report

(07:44) Nobody in B2B Wants More AI Slop

(12:34) Nigel’s unconventional path into SEO and growth work

(13:58) What the new search environment means for GTM teams

(18:09) Prompts are the new entry point for discovery

(21:53) Influence over clicks and what it means for attribution

(25:05) How agents and AI systems interpret websites

(29:53) Rethinking content depth for people and AI

(35:55) The future of ads inside AI search engines

Connect with Nigel Stevens: https://www.linkedin.com/in/nigel-stevens-67218068/

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can marketing and sales really operate as one team rather than in parallel?
Are B2B leaders actually hungry for more automation, or are they feeling overloaded by it?
What does a partnership between marketing and sales look like when deals are on the line?

We get into all of it in this episode of GTM News Desk. Ellen Rataj, VP of Sales at EasyLlama, opens up about simplifying the sales motion, creating a pipeline with intention, and building trust across teams. She also breaks down what thoughtful outreach really means today, why the messenger matters, and the role enablement plays in helping reps navigate constant change.

Jump into the action:

(00:00) Welcome to GTM News Desk

(00:38) Why marketing and sales work better as one team

(06:04) What B2B teams are getting wrong about automation

(09:56) Ellen Rataj on pipeline creation and outreach that lands

(13:47) Simple sales motions that create more momentum

(17:41) Why alignment starts with shared responsibility

(20:27) Rethinking enablement for today’s buyer

(23:26) Leading teams through change with clarity and intent

To hear Ellen’s perspective on using transparency to speed up decisions, building trust through shared context, and what real GTM maturity could look like inside a revenue team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Ellen Rataj: https://www.linkedin.com/in/ellenrataj/

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Why do so many B2B sales motions still feel stuck?

If buyers say they want partnerships, why do so few deals feel like one?

And what happens when every team aligns around delivering real value instead of pitching it?

That’s the conversation on this episode of GTM News Desk. Ryan Schultz, CEO of DIVACS, joins Mark and Rachel to discuss why most companies lose sight of value after the deal is signed — and how to fix it. He talks about building trust between sales and customer success, why acronyms won’t save your process, and how to turn renewal into a continuous value story.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:28) Why B2B sales still miss the mark on value

(09:05) Nobody in B2B wants more AI SDRs

(13:00) Meet Ryan Schultz, Founder and CEO of DIVACS

(15:01) Why most sales teams fail to align on value

(19:46) Turning features into stories that prove ROI

(24:12) When the product stands in the way of showing value

(27:10) How to teach teams to sell with value

(29:34) The difference between value, outcomes, and impact

(32:33) Building a shared language of value across go-to-market teams

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can customer obsession really drive sustainable growth, or is it just a buzzword?
Is your team aligned to create a seamless customer experience?
How do you turn data into actionable insights for better customer journeys?

In this episode of GTM News Desk, Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares her insights on the power of customer obsession in driving growth. She discusses how aligning sales, marketing, and customer success teams can create a unified customer journey, why data plays a crucial role, and how fostering a customer-first culture is key to long-term success. Don’t miss Kirsty’s proven strategies for building lasting customer relationships that lead to tangible, measurable impact.

Our sources from today’s headlines:

• Top 11 B2B Marketing Case Studies [2025]
• AI Voiced audio recaps “how do we feel about this?” (example)
• Chelsea Castle’s LinkedIn post

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can event-led growth truly drive growth or merely serve as another acronym?

Are B2B buyers asking for yet another framework to learn?

What does it mean to capture revenue in the room at events?

We cover all of it in this episode of GTM News Desk. Steph Pennell, founder of The Event Critic, shares why events need to be planned around immovable dates, how brands can choose between booths and ancillary plays. And what speed to lead looks like when event buzz converts into pipeline.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:11) Event-led growth and why ELG matters
(06:56) HubSpot’s Loop Marketing and missed opportunities
(10:33) Nike’s “Why Do It?” slogan and brand consistency
(13:23) Rethinking trade shows and capitalizing differently
(15:34) Why tentpole events shape strategy while people drive impact
(18:32) Choosing between booths, dinners, and ancillary events
(25:13) Speed to lead + turning buzz into ROI

To hear Steph’s perspective on why large trade shows need to evolve, how to evaluate which events are worth your time, and the principles behind building meaningful in-room connections, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Steph Pennell: https://www.linkedin.com/in/theeventcritic/

Produced in partnership with: https://shareyourgenius.com/

Why are B2B sales processes still have so much friction?

Do buyers actually want to buy?

And how can aligning on value alter the way teams work across the customer journey?

That’s what we cover on this episode of GTM News Desk. Ryan Schultz, CEO of DIVACS, shares why most companies miss connecting value from presale through renewal, and it’s possible to align sales and customer success. He explains why acronyms and methodologies only go so far, how to continuously renew value, and what leaders have to do to build trust.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:27) Why B2B sales feel broken today

(09:10) What buyers really want from vendors

(13:19) Do sales acronyms actually create value?

(15:30) Ryan Schultz on founding DIVACS

(20:53) Selling features vs. building real outcomes

(27:16) Teaching teams how to sell with value

(31:40) Value outcomes and impact are not the same

To hear Ryan’s thoughts on value-driven business cases, features to outcomes, and winning executive buy-in, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/

Produced in partnership with: https://shareyourgenius.com/

Is Clay’s new GTM Engineer title a real function or just clever positioning?

Do we really need another founder preaching about their morning routine?

What’s it like to scale lean GTM teams with AI without losing the human touch?

We get into all of this in this episode of GTM News Desk. Max Gartner, Head of GTM at Brightwave, explains how his team blends product-led growth with relationship building, why depth matters more than ever, and how AI reshapes customer enablement.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:50) Clay’s $100M raise and the GTM Engineer debate

(06:49) Nobody in B2B wants your morning routine

(11:32) Max Gartner on leading GTM at Brightwave

(12:47) How Brightwave uses AI to analyze complex investments

(19:26) Why strong narratives and domain expertise power AI success

(23:40) Product-led growth in a fast-moving AI market

(28:24) Putting customers at the center of GTM strategy

To hear Max’s insights on balancing brand creativity with pipeline demands, smart bets that compound over time, and why smaller, focused teams can win big in the age of AI.

Check out the extended conversation on TACK Insider: https://tackinsider.com/

Amos Bar-Joseph’s LinkedIn post: https://www.linkedin.com/posts/amos-bar-joseph_everyones-celebrating-clays-latest-100m-activity-7359228899823607809-YbY1?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAFemkUB1QHA4V_1UyGT2RF53rLzjQQoH20

The Economic Times: Founder shares his success routine: ‘3 cups of coffee, ice bath’; ‘Is he working in a kitchen?’ quips netizens - The Economic Times

Connect with Max Gartner: https://www.linkedin.com/in/maximiliangartner/

Produced in partnership with: https://shareyourgenius.com/

Is Google’s AI mode a complete game-changer for search engines, or is Pew’s latest research overstated?

Why are B2B leaders still scrambling to make sense of AI’s real value?

And how do we realistically & responsibly scale AI that serves both teams and customers?

We get into all of this in this episode of GTM News Desk. Nicole Warshauer, Marketing Executive at Nicolewarshauer.com, shares how to approach AI with intention, why pilots matter more than promises, and what it looks like to use technology in the service of people.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:20) Google disputes Pew Research on AI’s impact on businesses

(07:08) Why B2B leaders feel lost in the AI frenzy

(11:09) Nicole Warshauer’s marketing journey

(15:59) Building HSAnswers at HealthEquity to simplify healthcare benefits

(18:54) Why AI pilots reduce risk and accelerate organizational buy-in

(25:10) Teaching teams to master the process before using AI tools

(27:52) Three ways to use AI for creativity and consistency

To hear Nicole’s insights on navigating career pivots, building resilience after a RIF, and staying sharp with craft, curiosity, and community, check out the extended conversation on TACK Insider: https://tackinsider.com/

Pew Research Center on Google AI: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/

Amanda Nielsen’s LinkedIn Post: https://www.linkedin.com/posts/verydemanda_me-trying-to-understand-the-difference-between-activity-7354514525187969024-iPZi/

Mark Kilens: https://www.linkedin.com/posts/markkilens_stop-getting-fooled-by-all-the-ai-experts-activity-7359220638957375488-aynr/

Connect with Nicole Warshauer: https://www.linkedin.com/in/nicolewarshauer/

Produced in partnership with: https://shareyourgenius.com/