Harmony Anderson is an entrepreneurial marketing leader with deep expertise in building global GTM strategies at growth startups. She is currently the VP of Growth and Marketing at Superhuman, the most productive email app ever made for teams. She has also led high-performing teams at Armada, Engine, Outreach, and ThousandEyes.

She is deeply passionate about creating world-class marketing campaigns, leveraging data-driven strategies to accelerate customer acquisition, engagement, and retention. She also drives extreme rigor around operational excellence and efficiency, ensuring GTM teams execute with precision using repeatable and predictable playbooks.

Discussed in this Episode:

• How to develop unique positioning and messaging for an AI company
• Why UGC matters for your brand and how to get users to create content about your product
• The impact of lightning marketing campaigns and follow-on 'thunder' campaigns
• Three core channels for launching a new B2B marketing program

Highlights:

05:12 – The #1 mistake in AI messaging: sounding like everyone else.
07:24 – Use outcomes and data to differentiate your AI product.
11:06 – Why nailing 3-5 core use cases beats going broad or too niche.
12:38 – Turning website visitors into believers with demos and interactive content.
14:01 – How to keep up with a market that changes every week (hello, agentic AI).
15:08 – Building campaigns that fuel your narrative across every channel.
17:16 – Behind Superhuman’s most successful campaign ever: “New Year, New Inbox.”
20:04 – Unlocking 60% growth through user-generated content and affiliate advocacy.
21:38 – Why webinars and virtual events still drive real results (and feedback).
23:12 – How to keep your messaging fresh while staying focused.
25:11 – The difference between brand umbrella, campaign, and program — and why it matters.
27:02 – Harmony’s lean, high-impact program playbook for early-stage teams.
31:06 – Building a hype train: how to activate champions at launch.
33:01 – Hot take: marketing shouldn’t be measured by pipeline alone.
35:12 – Why NRR (not just pipeline) should be a marketing KPI.

Guest Speaker Links (Harmony Anderson):

• LinkedIn: https://www.linkedin.com/in/harmony-hickman-anderson/
• Superhuman: https://superhuman.com/

Host Speaker Links (Sophie Buonassisi):

• LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/
• Newsletter: https://gtmnow.com/tag/newsletter/

Where to find GTMnow (GTMfund’s media brand):

• Website: https://gtmnow.com/
• LinkedIn: ht

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Udi Ledergor served as CMO during Gong’s rise from new SaaS startup to industry dominance. By building a playful, human-centric brand with a lighthearted tone, he captured buyers’ attention and dollars and turned them into raving fans. He helped Gong go from zero to hundreds of millions in revenue, while achieving a multi-billion-dollar valuation. His book Courageous Marketing is officially out and you can buy it below in the show notes.

Discussed in this Episode:

• Why Marketing 'Best Practices' are broken for Brands that want to stand out.
• Marketers need to consider the long game and remember the 95/5 rule.
• When you should hire for experience versus potential.
• How to foster a culture of healthy risk-taking with your team.

Highlights:

04:09 Udi's inspiration for writing his new book, Courageous Marketing.

06:02 The four most common reasons why marketing fails.

09:22 What marketers should be looking for when selecting a company to join.

13:55 The Problem with 'playing it safe' in B2B marketing.

23:07 How to market to both the 5% and the 95% of your buyers.

38:13 The Three Team Operating Principles for leading a bold and effective marketing team.

Guest Speaker Links (Udi Ledergor):

• LinkedIn: https://www.linkedin.com/in/udiledergor/
• Gong: https://www.gong.io/
• Udi's Book, Courageous Marketing: https://mybook.to/courageousmarketing

Host Speaker Links (Sophie Buonassisi):

• LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/
• Newsletter: https://gtmnow.com/tag/newsletter/

Where to find GTMnow (GTMfund’s media brand):

1. Website: https://gtmnow.com/
2. LinkedIn: https://www.linkedin.com/company/gtmnow/
3. Twitter/X: https://x.com/GTMnow_
4. YouTube: / @gtm_now
5. The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/

Sponsor: ZoomInfo’s GTM25 Virtual Conference—a free, half-day event on h

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Jeff Perry is a truly iconic revenue leader and the Chief Revenue Officer (CRO) at Carta, responsible for core software revenue across New Business, Upsell, Cross Sell, and Customer Success. Prior to Carta, Jeff led SMB Sales at DocuSign, and started his career at Oracle, where he rose from Strategic Account Manager to VP of Sales over a decade.

Discussed in this Episode:

• How to turn coworkers into mentors—and why it matters.
• Moving from enterprise sales leadership to a startup environment.
• Why and when to build a solutions engineering team.
• The myth of the “18-month CRO lifespan.”
• Balancing empathy and accountability as a sales leader.
• Why automation isn’t always the best path forward.

Highlights:

06:29 — Mentorship matters. Jeff breaks down how to find and approach mentors—even without a formal program.

12:42 — Lessons from selling servers that still apply to modern SaaS sales

15:02 — Leading through M&A: Inside the culture clash and how Jeff rebuilt a team post-acquisition.

19:07 — Carta’s GTM evolution: How Jeff scaled from one rep selling one product to multiple teams across three business lines.

28:34 — Scaling revenue from $20M to $450M: Advice for CROs entering growth-stage companies.

33:20 — Why “big company” people can thrive in startups—if they leave their playbooks behind.

36:15 — How to use PIPs to coach—not just cut—and what most orgs get wrong.

43:13 — Why the best sellers are quarterbacks, not lone wolves.

46:43 — Pick up the phone: Human connection wins in an era of AI and automation.

Guest Links (Jeff Perry):

• LinkedIn: Jeff Perry
• Carta: carta.com

Host Links (Scott Barker):

• LinkedIn: Scott Barker
• Newsletter: The GTM Newsletter

Where to Find GTMnow (GTMfund’s Media Brand):

• Website: gtmnow.com
• LinkedIn: GTMnow
• Twitter/X: @GTMnow_
• YouTube: @gtm_now
• Podcast: The GTM Podcast (available on all major platforms)

Sponsor: Pursuit

The best talent isn’t actively job hunting. Pursuit helps companies hire elite go-to-market talent on a non-retainer basis. As a key GTMfund partner, they equip sales and marketing teams with top performers.

If you're hiring for sales or marketing roles, reach out to Pursuit at pursuitsalessolutions.com/gtm or message a GTMfund team member.

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Hayden Stafford is the President and Chief Revenue Officer (CRO) at Seismic, where he oversees the global go-to-market (GTM) organization, including pre-sales, sales, customer success, services, partners, and more. Prior to joining Seismic, he served as President of Global Field Operations at Pegasystems. Before that, Hayden was Corporate Vice President at Microsoft, leading Global Business Applications (Microsoft Dynamics 365) for six years. Earlier in his career, he was an SVP at Salesforce and spent nearly a decade at IBM, ultimately serving as VP and Managing Director on Wall Street.

Discussed in this Episode:

• What Satya Nadella taught Hayden about culture, clarity, and transformation at Microsoft.
• The exact playbook to move from SMB to enterprise—including partner enablement, segmentation, and incentive design.
• Why retention isn't just a CS metric—and how to build a sales team that cares about it.
• How to win in vertical SaaS, from breaking into financial services to owning the category.
• What it takes to close a $600M+ deal in the middle of a financial crisis.

Highlights:

05:19 — How Satya Nadella sold his internal vision and rebuilt Microsoft’s culture from the ground up
13:13 — The partnership blueprint: how to scale with partners, not just transact with them
28:18 — Going deep in verticals: why Seismic dominated financial services while others avoided it
34:44 — How Hayden closed a $600M+ deal with Merrill Lynch after the 2008 crash
42:40 — Why retention should be part of your sales comp—and how to make it work
49:15 — The “Value Continuum”: a framework for aligning sales, services, and CS around business outcomes

Guest Speaker Links (Hayden Stafford):

• LinkedIn: https://www.linkedin.com/in/haydenestafford/
• Seismic: https://seismic.com/

Host Speaker Links (Scott Barker):

• LinkedIn: https://www.linkedin.com/in/ssbarker/
• Newsletter: https://thegtmnewsletter.substack.com/

Where to find GTMnow (GTMfund’s media brand):

• Website
• LinkedIn
• Twitter / X
• YouTube
• The GTM Podcast (on all major directories)

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Ray Smith is the VP of AI Agents at Microsoft. Previously, he was the Global VP of Product for SAP, CRM and Sales Cloud. Before that, he was the CEO and Co-Founder of DataHug, which was acquired by Calidus Cloud in 2016.

Ray breaks down why the rise of AI agents is a tectonic shift, how businesses are already seeing ROI, and what it means for SaaS, team structure, and go-to-market strategies. He also shares real-world use cases from inside Microsoft and partner companies, plus how founders and operators can build or adapt in this new AI-native era.

Discussed in this Episode:

• What exactly is an AI agent—and how is it different from bots or automation?
• Why traditional SaaS pricing models (like per-seat) don’t work in the agent era.
• How enterprise teams are already deploying autonomous agents in production.
• The emerging architecture of multi-agent workflows.
• Which skills will matter most in an agent-first world (hint: think like a GM or growth hacker).

Highlights:

06:53 What makes an AI agent different from bots and automation—and why it matters now.

15:33 How AI agents are changing the role of traditional software tools and UI.

25:15 Why legacy SaaS pricing models don’t work for agents—and what comes next.

31:12 Inside Microsoft CoPilot: Real-world agent use cases across sales, support, and strategy.

37:42 The most valuable skills in the AI era—from delegation to agent orchestration.

51:42 Why agentic AI makes customer relationships and long-term value even more critical.

Guest Speaker Links (Ray Smith):

• LinkedIn: https://www.linkedin.com/in/raycsmith/

Host Speaker Links (Scott Barker):

• LinkedIn: https://www.linkedin.com/in/ssbarker/
• Newsletter: https://thegtmnewsletter.substack.com/

Where to find GTMnow (GTMfund’s media brand):

• Website: https://gtmnow.com/
• LinkedIn: https://www.linkedin.com/company/gtmnow/
• Twitter/X: https://x.com/GTMnow_
• YouTube: / @gtm_now
• The GTM Podcast (on all major directories):

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Jaleh Rezaei is the CEO & Co-founder of Mutiny, a company reimagining the B2B buying experience by transforming transactional relationships into meaningful connections through AI-powered personalization. Mutiny helps enterprises restore the human element in modern buying at scale, and is used by some of the fastest growing companies in the world including Amplitude, Snowflake and Qualtrics. The company is backed by Sequoia Capital, Tiger Global, and CMOs of companies such as Uber, Condé Nast and Salesforce. Prior to Mutiny, Jaleh was the Head of Marketing and Business Development at Gusto, where she grew the company from 500 to 50,000 customers over 4 years. She was the Director of Product Marketing at VMware prior to Gusto.

Discussed in this Episode:

• AI-powered personalization is reshaping B2B sales and marketing
• AI-driven lead scoring improves quality and targets high-value prospects
• AI anticipates and overcomes sales objections in real time
• Sales & marketing alignment: why it matters and how to achieve it
• The risks of AI-driven outbound and how to avoid common pitfalls
• Scaling 1:1 experiences efficiently with AI
• AI-powered buyer interactions and their impact on GTM strategies

Highlights:

03:27 – Why AI innovation is game-changing for founders building and scaling companies.
06:49 – How 1:1 sales personalization drives 14x higher conversion rates.
10:45 – AI-powered hyper-personalization is reshaping enterprise sales.
16:30 – The biggest AI mistakes in sales and marketing.
20:55 – Scaling white-glove experiences across all target accounts.
24:45 – Why CRM data is a mess and how AI finally fixes it.
28:14 – A masterclass in sales & marketing alignment.
31:20 – The real reason sales and marketing clash (and how to fix it).
42:10 – The most valuable AI use cases for B2B sales teams.
47:30 – How AI is changing B2B buyer behavior and what sellers must do.

Guest Speaker Links (Jaleh Rezaei):

• LinkedIn: https://www.linkedin.com/in/jalehr/
• Mutiny: https://www.mutinyhq.com/
• The State of Sales & Marketing Alignment Report: https://www.mutinyhq.com/report

Host Speaker Links (Scott Barker):

• LinkedIn: https://www.linkedin.com/in/ssbarker/
• Newsletter: https://thegtmnewsletter.substack.com/

Find GTMnow (GTMfund’s Media Brand):

• Website
• LinkedIn
• Twitter/X
• [YouTube]( / @gtm_now)
• Podcast

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Cassie Young is a General Partner at Primary Venture Partners, a $1B AUM early-stage venture capital firm in New York that has backed category-defining companies such as Chief, Alma, K Health, Latch, Alloy, Dandy and Vestwell.

Before joining Primary, Cassie was Chief Customer and Commercial Officer for Marigold (formerly known as CM Group), an Insight Partners roll-up of marketing technology software including Sailthru, Campaign Monitor, Delivra, Emma, Vuture and Liveclicker; Cassie assumed that role when Marigold acquired Sailthru, where she was Chief Revenue Officer.

Prior to Sailthru, Cassie served as VP Marketing & Analytics at Gerson Lehrman Group ("GLG") and as VP Marketing & Growth for Savored (acquired by Groupon). Cassie's time in tech dates back to 2006, when she joined TheLadders.com as an early employee and managed marketing and analytics for the company's subscription business. She began her career as a tech and media analyst at Citigroup Global Corporate & Investment Bank.

Discussed in this Episode:

• The turnaround story of Cassie’s time at Sailthru and overcoming scaling challenges.
• How to rebuild and regain customer trust after technical failures.
• The importance of leadership alignment and transparency during times of crisis.
• How to effectively use Net Promoter Score (NPS) and what it really tells you.
• The value and impact of Customer Advisory Boards (CABs) in driving customer-centric growth.
• Why executive compensation should align with key business metrics for better team alignment.
• Creative tactics like video mailers and regional user groups to engage customers and drive product adoption.

Highlights:

07:53 What happens when commercial scale outgrows your technical scale.

15:53 Driving alignment through northstar metrics and incentives.

22:16 The best ways to measure customer trust.

34:10 Tips on setting up a Customer Advisory Board (CAB).

52:48 A fantastic multi-media mail campaign.

Guest Speaker (Cassie Young):

• LinkedIn
• Primary VC

Host (Scott Barker):

• LinkedIn
• Newsletter

Find GTMnow (GTMfund’s Media Brand):

• Website
• LinkedIn
• Twitter/X
• [YouTube]( / @gtm_now)
• Podcast

Sponsor: Pursuit

The best talent isn’t actively job hunting. Pursuit helps companies hire elite go-to-market talent on a non-retainer basis. As a key GTMfund partner, they equip sales and marketing teams with top performers.

If you're hiring for sales or marketing roles, reach out to Pursuit at pursuitsalessolutions.com/gtm or message a GTMfund team member.

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

Jessica Gilmartin has nearly 20 years of go-to-market leadership experience, most recently serving as both the Chief Revenue Officer and Chief Marketing Officer at Calendly. Prior to that, she led marketing teams at an impressive array of companies, including Asana and Calendly. As the cherry on top, Jessica also built and sold a successful frozen yogurt chain in San Francisco.

Discussed in this Episode:

• Taking an entrepreneurial approach to ownership in an organization
• The difficulty of selling to both midmarket and enterprise customers
• Cultivating a culture of creativity and approachability
• How to hire your first marketer

Highlights:

06:29 How Asana moved from product-led growth to sales-led growth

18:00 Why refining your ICP is paramount for product-led growth

33:37 Fostering a culture of experimentation

40:23 Hiring your first marketer as a startup founder

Guest Speaker Links (Jessica Gilmartin):

• LinkedIn: https://www.linkedin.com/in/jessicagilmartin/

Host Speaker Links (Scott Barker):

• LinkedIn: https://www.linkedin.com/in/ssbarker/
• Newsletter: https://thegtmnewsletter.substack.com/

Where to find GTMnow (GTMfund’s media brand):

• Website: https://gtmnow.com/
• LinkedIn: https://www.linkedin.com/company/gtmnow/
• The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/

Sponsor: Pursuit

The best talent isn’t actively job hunting. Pursuit helps companies hire elite go-to-market talent on a non-retainer basis. As a key GTMfund partner, they equip sales and marketing teams with top performers.

If you're hiring for sales or marketing roles, reach out to Pursuit at pursuitsalessolutions.com/gtm or message a GTMfund team member.

The GTM Podcast
The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.