In this episode of the Go-To-Market Podcast, host Amy Cook (CMO & Co-Founder, Fullcast) sits down with Michelle Seger, Chief Operating Officer at Sales Globe. Michelle's extensive background in global consulting, entrepreneurship, and executive leadership gives her a practical perspective on operational excellence, organizational change, and AI adoption.

From her early days in change management at Accenture to building an entrepreneurial business importing Italian ceramics (and negotiating contracts in French), Michelle brings a rare perspective on what it really takes to stay relevant in a rapidly shifting market.

But the heart of this conversation is how leading firms are operationalizing AI in real time.

• Why AI won't replace consultants but will dramatically raise expectations

• How "job decontamination" is redefining productivity in consulting

• Inside Sales Globe's AI sandbox and how firms are safely adopting AI tools

• Why removing low-value work leads to better client outcomes, not just faster delivery

• How AI agents will evolve into project partners (and where human oversight still matters)

• The hidden skill that separates average consultants from high-impact advisors

• How top operators structure their day to sustain performance and clarity

This episode is a must-listen for anyone navigating the intersection of AI, consulting, and go-to-market strategy.

Is your business falling for the biggest myth in AI right now?

In this episode of the Go-To-Market Podcast, Dr. Amy Cook, CMO and Co-Founder of Fullcast, talks with Jacob Andra, CEO of Talbot West, about what AI can and cannot do for your business.

His take? AI is not the Ozempic of business efficiency.

Real AI transformation requires strategy, data readiness, change management, and a clear-eyed understanding of what these tools actually do.

In this episode, you'll discover:

• Why most AI advice you're getting is dangerously biased

• What "magical thinking" about AI looks like and how to spot it in your organization

• Why AI is a narrow set of tools, not a business transformation solution on its own

• How Talbot West helps companies cut through the fog of war and prioritize AI adoption realistically

• The people, processes, systems and data framework for evaluating AI opportunities

• Jacob's top practical tips for evaluating AI tools, including his favorite large language model right now

• How to set up an AI advisor for your specific business in minutes

Whether you're a business leader, entrepreneur, or operations executive trying to figure out where AI actually fits in your growth strategy, this episode will save you time, money, and a whole lot of frustration.

The Go-To-Market Podcast is hosted by Dr. Amy Cook, CMO and Co-Founder of Fullcast, where she sits down with top business leaders to explore the strategies, tools, and mindsets driving growth in today's market.

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Comment below — what's your biggest AI challenge right now?

What if the biggest problem in modern marketing isn't your ads… it's what happens after someone clicks them?

In this episode of the Go-To-Market Podcast, host Amy Cook, Co-Founder and CMO at Fullcast, sits down with Shamir Duverseau, Co-Founder, Managing Director and Chief Strategist at Smart Panda Labs, to challenge one of marketing's biggest blind spots.

Most companies obsess over the click—the ad creative, the targeting, the cost per acquisition. But what happens after the click is often where deals are actually won or lost.

Drawing on his experience working with global brands like Southwest Airlines, NBCUniversal, The Walt Disney Company, and Marriott International, Shamir explains why the post-click experience is the most overlooked driver of revenue in modern marketing.

This conversation explores the evolving role of marketers, why marketing and sales alignment still breaks down, and how understanding human behavior and buyer psychology can dramatically improve lead quality and long-term customer value.

According to Shamir, the future of marketing belongs to professionals who can connect creative storytelling, technical systems, and customer psychology.

In a world where automation and AI tools are expanding rapidly, the marketers who thrive will be those who can:

• Ask smarter questions
  
  

• Understand the full customer journey
  
  

• Translate insights between technical teams, marketing leaders, and sales organizations
  
  

Because at the end of the day, marketing isn't just about traffic.

It's about trust, clarity, and action.

Listen here:

What if trust wasn't a soft skill… but a measurable strategy?

In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Amy Osmond Cook sits down with David Homan, President and Founder of SOAR Connect, to explore a bold idea: what if we could quantify authentic relationships and use that data to drive meaningful action?

David's path to building "connector tech" is anything but traditional. A working classical composer turned international arts philanthropist, he spent 25 years building a powerful global network in New York.

After running a private community of super connectors for a decade and attempting 120 times to use existing referral and CRM tools he realized something fundamental was missing.

So he built it.

Before founding SOAR Connect, David built a life around connection through music, philanthropy, and family offices. As the 2025 bestselling author of Orchestrating Connection, he believes trust isn't built through transactions. It's built through time, action, and intentional generosity.

In this episode, David shares five core principles for building authentic, high-impact networks:

1. Be curious and vulnerable
   
   

2. Seek diverse connections
   
   

3. Be generous
   
   

4. Be grateful
   
   

5. Take action, because trust is earned through doing
   
   

Watch the full episode to explore how measuring trust could redefine the future of networking, community building, and go-to-market strategy.

What if the reason your revenue growth feels harder than it should… isn't your market, your product, or even your talent but your compensation plan?

In this episode of the Go-To-Market podcast, host Amy Cook, CMO and Co-Founder at Fullcast, sits down with self-described "mercenary" of incentive compensation, Dan Walter, to challenge one of the most sacred assumptions in go-to-market strategy: that sales roles, and the way we pay them, are simple.

Dan has spent 30+ years designing variable compensation and pay-for-performance systems. He studies comp tech, AI, and incentive design obsessively — and writes extensively to sharpen his thinking.

In this episode, Dan introduces a powerful metaphor from his time on a Nebraska cattle ranch:

Hunters close.
Farmers maintain.
Ranchers build ecosystems.

And here's something to think about:

Half of your best salespeople are probably ranchers, and your compensation plan doesn't even recognize it.

• Short-term quotas sabotage long-term enterprise growth.
  
  

• You cannot motivate consultative sellers with transactional comp plans.
  
  

• RevOps often builds systems for reporting — not for selling.
  
  

• If your tools help the CFO more than the salesperson, you've already lost.
  
  

• Most companies misclassify their top revenue talent.
  
  

If your revenue has plateaued…
If your enterprise deals take years but your comp plan only rewards quarters…
If your best salespeople don't fit neatly into "hunter" or "farmer"…

You're going to want to hear this.

Sponsored by Fullcast and Silicon Slopes, Go-To-Market with Dr. Amy Cook dives deep into the industry insights and best practices that revenue, sales, and marketing leaders need to stay competitive. Tune in each week for a new episode!

Kris Rudeegraap, co-CEO of Sendoso, didn't start in software. He started in sales, hustling during the early days of mail merge when 90% email response rates were real (yes, really). But when inboxes became saturated and automation tools exploded, he asked a pivotal question:

What's my competitive advantage now?

His answer?

Actively listen to what his customers were saying and respond with:

–Handwritten notes.
–Personalized gifts.

For instance, Kris sent swag after hearing a dog bark on a Zoom call.

It worked.

But it was messy and unscalable.

So Kris built the platform he wished existed to operationalize gifting, global fulfillment, and ABM into what would become Sendoso.

Nine years later? The category has never been more relevant.

In this episode of Go-To-Market, host Amy Cook, CMO and Co-Founder of Fullcast, sits down with Kris to explore one of the most overlooked growth levers in modern B2B:

Strategic, scalable human connection.

Kris and Amy discuss the truth most teams don't want to admit: You can't run a digital-only strategy anymore.

Email. Ads. Content. Events. Direct mail. Field marketing. AI. You need all of it.

And in a world flooded with automation, the brands that stand out are the ones that make people feel something.

Watch now to rethink how you build pipeline, create differentiation, and engineer a modern go-to-market strategy that actually works.

In this episode of Go To Market, sponsored by Fullcast and Silicon Slopes, host Amy Cook sits down with Navin Persaud, VP of RevOps at 1Password, to talk about what it takes to scale revenue with discipline, data, and operational muscle.

But let's start at the beginning.

Navin didn't start in operations. Instead, he started in sales, carrying a bag, and chasing quota, until he realized he was far more energized by the systems behind the sale: forecasting models, territory design, tech stack decisions, compensation plans, and the data story that tells the truth about a business.

This conversation is timely. Because more and more GTM teams are learning that revenue growth doesn't break because of bad selling; It breaks because of:

• Inconsistent forecasting

• Misaligned territories

• Poor data architecture

• Compensation misfires

• Fragmented tech stacks
  
  

For companies building RevOps today, Navin's advice is clear:

• Keep the GTM tech stack under RevOps control while scaling

• Move quickly, then optimize later

• Hire your RevOps leader early

• Build systems that generate strategic clarity, not just reports
  
  

And perhaps most importantly:

Hire people who want to do right, not be right.

Navin explains why RevOps should represent roughly 10% of your total go-to-market organization. If you've achieved product-market fit but haven't invested in operational muscle, growth will eventually stall.

He also explains why:

• RevOps should NOT report to Sales

• RevOps should NOT be owned by IT

• Neutrality is critical for predictive accuracy

• Poor strategy is often just poor data

This episode is a masterclass in building the operational backbone that allows sales, marketing, and partnerships to scale confidently. If you're a CRO, CEO, RevOps leader, or scaling SaaS founder — this one's for you.

In this episode of Go To Market, host Dr. Amy Cook sits down with Jon Pierre Francia, Founder & President of Life Cider, to discuss the health crisis that sparked a fast-growing consumer brand built on real science—not trends.

This conversation exposes why many people don't have too much stomach acid but too little, how apple cider vinegar can transform digestion and blood sugar response, and what it takes to bring a science-backed product to market at scale.

In this episode, you'll learn:

• Why antacids failed and what actually fixed Jon Pierre's decade-long acid reflux
  
  

• How apple cider vinegar improves insulin sensitivity and metabolic health
  
  

• The pivot that led Life Cider from a kitchen experiment to 242 Walmart stores
  
  

• How NFL players became early believers, customers, and investors
  
  

• Why paraxanthine (not caffeine) powers Life Cider X with no jitters or crash
  
  

• Founder advice on building a "killer product" and raising strategic capital
  
  

Jon Pierre also shares the deeply personal mission behind Life Cider—shaped by growing up with a diabetic father—and why scaling fast with the right partners matters when the goal is global health impact.

If you care about founder-led brands, real wellness science, or how products actually win in-market, this episode is for you. Check it out!