The New Rules of Discoverability: Michael Cole on GEO, Partnerships, and Authentic Content
If 2023 was the year marketers started experimenting with AI, 2025 is the year it starts rewriting the rules of how buyers discover, trust, and choose brands. In this new episode of GTM Innovators, I sat down with Michael Cole, SVP of Marketing at Everflow, to unpack one of the most quietly disruptive shifts happening in go-to-market today: what Michael calls Generative Engine Optimization (GEO). It’s not hyperbole to say we’re watching the end of long-tail SEO as we knew it. What comes next will fundamentally change how companies think about visibility, partnerships, and human-created content. Below are three themes from our conversation that stood out, offering just a glimpse of what we covered in the full episode. 1. The Rise of Generative Engine Optimization […]
GTM Innovators: The GEO Playbook – How Partner Marketing Fuels AI Discoverability with Michael Cole
In this episode of GTM Innovators, host Kyle James sits down with Michael Cole, SVP of Marketing at Everflow, to explore how Generative Engine Optimization (GEO) is redefining the rules of search and discoverability. As AI tools like ChatGPT and Gemini become the new front doors to information, long-tail SEO is giving way to a world driven by citations, partnerships, and authentic content. Michael shares how leading brands are adapting—building relationships with publishers, rethinking affiliate strategies, and creating human-led content that fuels visibility across AI-powered ecosystems. If you’ve ever wondered what replaces SEO in the age of AI, this conversation is your new playbook. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators […]
Anatomy of a Decision: Right-Sized ABM – How Cohere Health Chose the Perfect Platform for Their Team
B2B marketing is undergoing a recalibration. The days of chasing MQLs as the north star are giving way to strategies rooted in precision, orchestration, and meaningful engagement across entire accounts. For Brianna Miller, Director of Demand Generation at Cohere Health, this evolution isn’t theoretical. It’s personal, practical, and rooted in years of frontline experience leading ABM initiatives in healthcare technology. As account-based marketing (ABM) continues to gain traction, many GTM leaders face the same challenge: how do you operationalize ABM at scale without overloading your team or overspending on tools? Amid tightening budgets and growing pressure to prove marketing’s revenue impact, ABM must walk a fine line between sophistication and simplicity. When Brianna joined Cohere Health, the company was already exploring account-based marketing platforms. Several […]
Why Analyst Relations Is the Hidden Trust Engine in Your GTM Strategy
In today’s high-stakes world of B2B go-to-market strategy, trust isn’t just a soft skill. It is a strategic advantage. Whether you’re launching a new product, entering a crowded category, or navigating a competitive landscape, the ability to earn and project trust externally and internally can make or break your success. That’s why I sat down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social and co-lead of the Institute of Influencer Analyst Relations, for the latest episode of GTM Innovators. With more than a decade of experience spanning firms like IBM, BlueVoyant, and now Sprout, Chris brings unmatched clarity on the real value of analyst relations. And it goes far beyond Magic Quadrant placement. Here are a few of the key insights we […]
Anatomy of a Decision: How ZRG Partners Turned to Sprout Social to Power Brand Amplification from Within
Overview As ZRG Partners expanded from a boutique search firm to a global talent advisory powerhouse with 600+ employees, its rapid growth outpaced brand recognition. Private equity backers challenged leadership with a clear question: What are you doing for marketing? The answer was a complete go-to-market transformation—anchored by employee advocacy through Sprout Social. By empowering its people to tell the ZRG story, the firm turned marketing into a true growth catalyst, driving measurable gains in website traffic, employee engagement, and brand awareness. Key Takeaways From Sales-Driven to Brand-Driven: Transitioned from a purely sales-led growth model to a coordinated GTM engine. People, Process, Platform: Hired strategic marketing leaders, implemented new tech (Salesforce Marketing Cloud, BrightEdge, Jasper AI), and embedded advocacy into culture. Sprout Social Advantage: Chosen […]
GTM Innovators: Building GTM Trust Through Analyst Relations with Chris Manfredi
In this episode of GTM Innovators, Kyle James sits down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social, to explore the power of analyst relations as a trust-building force in go-to-market strategy. With over a decade of experience navigating firms like Gartner, Forrester, and IDC, Chris shares how AR serves as a strategic connective tissue across product, marketing, sales, and the C-suite. From managing 1,500+ analyst touchpoints a year to synthesizing insights for executive decisions, Chris offers a behind-the-scenes look at what makes AR truly impactful, especially in today’s AI-driven, insight-saturated landscape. Whether you’re new to AR or looking to take your program to the next level, this conversation is packed with practical wisdom, human-centric perspective, and bold ideas for the future. […]
Solution Spotlight: How SalesScreen Makes Sales Competitions Effortless, Inclusive, and Strategic
Reimagine Sales Competitions with Automation, Gamification, and AI-Driven Insights Sales competitions have long been a core motivator in GTM teams—but traditional approaches are often manual, repetitive, and limited in impact. In this Solution Spotlight, we explore how SalesScreen is modernizing the sales competition playbook, offering a powerful platform that turns one of the oldest tactics in sales into one of the smartest. From real-time CRM integration and dynamic competition formats to the launch of Scout, their AI assistant, SalesScreen is helping GTM teams motivate more reps, more often—with less effort. What You’ll Learn: Why traditional contests leave most reps behind—and how to fix it How SalesScreen simplifies competition setup with automation and pre-built templates Ways teams are using gamification to build culture, drive behavior, and […]
OneSource Article: Driving AI Readiness with Unstructured Data – A Look into CalibrAIte’s Impact
As organizations race to operationalize AI, a key barrier remains: unstructured data. Emails, chats, voice recordings, and social media are rich in insights—yet difficult to mine without the right tools. That’s where CalibrAIte, a solution by OneSource, enters the equation. 3Sixty Insights recently explored how CalibrAIte empowers organizations to transform this data into structured, actionable intelligence. Our report sheds light on how businesses are using the platform to uncover customer sentiment, reduce manual workflows, and accelerate their journey to AI readiness—without having to overhaul their entire tech stack. OneSource’s approach prioritizes business outcomes first, starting with high-impact use cases that quickly demonstrate value. It’s a strategy that aligns with what we at 3Sixty Insights have identified as a hallmark of successful digital transformation. Read the […]
How to Stop Wasting SMS: Lessons on Trust, Timing, and Texting from Textdrip’s CEO
In an era where inboxes are overflowing and attention spans are shrinking, SMS has quietly emerged as one of the most effective yet misunderstood tools in a modern go-to-market (GTM) team’s arsenal. In our latest GTM Innovators episode, I sat down with Phil Portman, founder and CEO of Textdrip, to talk all things business texting. What started as a conversation about automation quickly evolved into a deep dive on trust, transparency, and the subtle art of sending the right message at the right time. 1. The Power and Pitfalls of Business Texting Texting isn’t just a new channel; it’s a different one. The immediacy of SMS is unmatched. According to Phil, “The response rate on texting is 45% compared to 6% in email.” And most […]
GTM Innovators: Texting with Intent – Phil Portman on Smarter SMS for Modern GTM Teams
In this episode of GTM Innovators, we sit down with Phil Portman, founder and CEO of Textdrip, to explore how SMS is evolving from a simple communication tool into a powerful, intent-based automation channel for modern go-to-market teams. Phil shares his entrepreneurial journey from flipping houses to building a scalable, compliant SMS platform designed for regulated industries. We dive into how Textdrip leverages AI (without losing the human touch), the dos and don’ts of SMS campaigns, and why deliverability and trust are the new battlegrounds in business texting. If you’re curious about how to integrate SMS into your GTM strategy the right way, this episode is for you. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ […]
Anatomy of a Decision: Rebrand, Rebuild, Realign – An Enterprise Software Provider’s Journey to a Modern GTM Stack
Rebrand, Rebuild, Realign: An Enterprise Software Provider’s Journey to a Modern GTM StackAn Anatomy of a Decision from 3Sixty Insights What happens when IT and business reimagine growth—together? In this exclusive Anatomy of a Decision, discover how a $2B enterprise software provider undertook a sweeping transformation of its go-to-market (GTM) operations to fuel an ambitious growth strategy. From rebranding to restructuring, the company aligned IT, Sales, and Marketing to build a modern, integrated, and insight-driven GTM stack—with powerful results. Learn how executive alignment, a best-of-breed tech strategy, and a focus on usability helped the company: Replace outdated systems with tools like Outreach, Demandbase, and Gong Drive cross-functional collaboration and seller adoption Retire redundant platforms and reduce MarTech overhead Operationalize insights to scale revenue generation Download […]
Solutions Spotlight: Redesigning CRM with Creatio – The Rise of No-Code, Unified AI, and Agentic Automation
In the fast-changing world of business software, few areas are transforming as quickly as Customer Relationship Management (CRM). Once just a digital contact list, CRM is now expected to be a central hub for sales, marketing, and customer success, helping teams work smarter, faster, and more effectively. But with these growing expectations comes new complexity. Creatio is tackling this challenge by rethinking CRM from the ground up, making it AI-powered, no-code, and agent-driven. “Our goal is to put AI and automation into the hands of non-technical users, not just IT,” said Burley Kawasaki, Global VP of Product Marketing and Strategy at Creatio. This approach doesn’t just support agility, it sparks innovation. Teams can quickly build and improve their tools without needing to write code or […]
The New Digital Enterprise: How AI, Automation, and Consolidation Are Reshaping the Future of Work
In today’s hypercompetitive landscape, organizations across industries are under pressure to move faster, work smarter, and do more with less. The digital enterprise of 2025 is no longer just about adopting the latest technology; it’s about orchestrating that technology to drive measurable outcomes, securely and at scale. In my latest Solution Spotlight series, 3Sixty Insights explored three companies: Appian, Gainsight, and OroCommerce, each redefining what it means to build enterprise-grade digital solutions. While they serve different parts of the business, a common thread connects them: the convergence of AI, automation, and platform consolidation as strategic imperatives for the modern enterprise. Appian: Reliable, Secure, and Scalable AI Starts with the Data Fabric For Appian, the key to successful AI isn’t just the algorithm, it’s the foundation. […]
Solutions Spotlight: Appian’s Secret to Reliable and Scalable AI – The Appian Data Fabric
Introduction In the rapidly evolving world of enterprise automation, where organizations are racing to leverage artificial intelligence (AI) for competitive advantage, one challenge persists: ensuring AI is not just intelligent, but also reliable, secure, and scalable. For highly regulated industries such as finance, healthcare, and government, the stakes are even higher. AI solutions must deliver results without compromising security or compliance. Yet for many enterprises, the AI journey is fraught with complexity. Legacy systems, siloed data, and the need for stringent compliance often slow down progress or create barriers to deployment. Even with the rise of powerful generative models, the challenge of integrating AI into real-world business processes in a secure, ethical, and efficient way remains unsolved for many. What enterprises need is not just […]
What Mark Kilens Wants Every GTM Leader to Know: Craft, Collaborate, Educate
The latest episode of GTM Innovators features a candid, insightful conversation with Mark Kilens—VP of Marketing at EasyLlama and Founder of TACK. If you know Mark, you know he doesn’t pull punches. In this episode, he shares what he believes are some of the most foundational (yet often overlooked) truths about modern go-to-market (GTM) success. While the tools and tactics available to marketing, sales, and product teams have evolved rapidly, Mark’s perspective reminds us that GTM excellence doesn’t come from chasing shiny objects. It comes from mastering the basics, creating alignment, and building systems that scale through value. Below, we explore three key takeaways from our discussion that any GTM leader, especially those in early-stage or scaling companies, should pay attention to. Cross-Functional Alignment Isn’t […]
Research Preview: How Are AI and Automation Transforming Product, Marketing, Sales, and Customer Success Teams?
Framing the Hypothesis In 2025, we believe we’re no longer just experimenting with AI—we’re evolving alongside it. The central hypothesis of our research holds strong: AI and automation are enhancing team efficiency, reducing time to market, and driving revenue growth by enabling team members to focus on higher-value strategic tasks. But what we’re discovering is even more nuanced and impactful. Through our ongoing conversations, podcasts, market alerts, and deep dives like Anatomy of a Decision, we’ve uncovered a layered story of transformation across every corner of go-to-market (GTM) teams. This isn’t just about tools—it’s about cultural shift, leadership alignment, and a redefinition of team dynamics. What We’ve Learned So Far 1. AI as a Strategic Co-Pilot, Not Just an Automation Tool Across GTM teams, AI […]
GTM Innovators: Creating Demand Through Community – A GTM Chat with Mark Kilens
In this episode of GTM Innovators, we sit down with Mark Kilens for a conversation that brings us back to the GTM fundamentals. Mark is the VP of Marketing at EasyLlama and Founder of TACK. Mark shares how the most effective go-to-market strategies today are rooted in community, education, and trust. From building scalable programs to fostering authentic engagement, Mark’s insights may sound simple—but they’re powerfully foundational. Whether you’re refining your GTM motion or starting from scratch, this episode is packed with timeless advice on creating real demand through human connection. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators Audacy: https://www.audacy.com/podcast/gtm-innovators-cf67e Transcript: Kyle James 00:00 Kyle, welcome to another episode of GTM […]
VanillaSoft Webinar: Why Cold Calls Burn Bridges: And Hot Calls Build Relationships – July 10th @ 12pm Eastern
Date: Thursday, July 10th Time: 12:00 PM ET, 9:00 AM PT In today’s sales environment, cold calls aren’t just ineffective—they’re a liability. Buyers are flooded with impersonal outreach, and the “spray and pray” approach is more likely to burn a bridge than build a pipeline. Join sales experts from VanillaSoft and 3Sixty Insights as they unpack how modern, data-driven calling strategies are helping top sales teams connect faster, convert more, and build real relationships. You’ll learn: Why cold calls fail—and how “hot calls” solve for timing, context, and trust The sales data proving the resurgence of the phone in buyer engagement How to identify and act on engagement signals to prioritize the right leads The psychology of timing and how it impacts conversions A practical, […]
Solutions Spotlight: Redefining Partner Marketing – Attribution, Advocacy, and Acceleration with Everflow
As organizations navigate increasingly complex go-to-market strategies in 2025, the spotlight continues to shine on partner marketing as a scalable and cost-effective growth lever. However, for many companies, affiliate, referral, and strategic partnership programs remain underutilized, siloed, or underserved by legacy technologies. During a recent conversation with Michael Cole, SVP of Marketing at Everflow, we uncovered key insights into how the company is helping to redefine partner marketing for the modern era. Their approach centers on three essential pillars: Attribution clarity Innovative referral structures Accelerated time to value Attribution Clarity Across the Full Funnel One of the most pervasive challenges in partner and performance marketing is attribution. Legacy systems—particularly those anchored in last-click models—fail to recognize the value of early-funnel engagement. Influencers, content creators, and […]