B2B buyers today are nearly 70% through their purchase journey before engaging a seller, and more than 80% of the time, they’ve already chosen their preferred vendor when they do. This is not a fluke; it’s a global pattern validated across regions and industries. According to 6sense’s 2024 Buyer Experience Study, buyers initiate contact in 83% of cases, and the majority of those conversations begin with the vendor they ultimately choose. In this environment, traditional lead-generation and sales tactics struggle to keep pace. Revenue teams need earlier insight, better prioritization, and tools that can meet buyers where they already are in their journey. We’re witnessing what could be described as a “great awakening” in revenue technology. After a decade of collecting and categorizing trillions of […]
GTM Innovators: Vetting the Future with John Baldino – Trust, AI, and the Human Touch
In this episode of GTM Innovators, host Kyle James sits down with John Baldino, President of Humareso and co-host of the But First Coffee Podcast, for a candid conversation on the future of AI in the workplace. This discussion explores how organizations must balance innovation with responsibility when adopting AI technologies. John shares his insights on building trust, maintaining ethical standards, and preserving the human element as AI continues to reshape the way we work. From recruitment to performance management, this episode offers practical advice for leaders navigating the rapidly evolving landscape of technology and talent. 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 Transcript: Kyle James 00:00 Kyle, welcome everybody to […]
Reinventing Coaching, GTM Outcomes & AI Design for the Frontlines – A Conversation with Scott Newman
When you think about how AI is transforming the world of go-to-market, your mind probably jumps to sales tools, marketing automations, or maybe even predictive analytics. But in the latest episode of GTM Innovators, I had the chance to sit down with Scott Newman, Chief Strategy Officer at OneSource, and what we uncovered goes much deeper — especially for anyone thinking about the future of frontline employees, customer experience, and real AI enablement. In short, Scott and his team aren’t just layering AI on top of legacy processes — they’re reimagining entire systems from the ground up. The result? A radically different approach to agent onboarding, performance coaching, and real-time support that’s not only effective, but surprisingly human. Here are three big themes we explored […]
GTM Innovators: Reimagining BPO with AI – Innovation and Insights from OneSource CSO Scott Newman
In this episode of GTM Innovators, we sit down with Scott Newman, Chief Strategy Officer at OneSource, to explore how AI is fundamentally transforming the BPO industry. Scott shares how OneSource is leveraging its platform, CalibrAIte, to move beyond traditional contact center operations—empowering frontline agents, automating coaching and QA processes, and generating the structured data companies need to truly adopt AI. From real-time feedback loops to global scalability, Scott offers actionable insights and hard-won lessons on what it really takes to innovate in one of the most human-centric corners of the business world. OneSource Report: Analyst Insight: The Hidden AI Adoption Barrier – Why 80% of Companies Aren’t Ready 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: […]
Empathy at Scale: Why Customer Success Must Be the Heart of Your GTM Strategy
Featuring insights from GTM Innovators guest Mike Lemire In today’s fast-paced, tech-powered go-to-market landscape, it’s easy to forget that behind every KPI and automation flow is a real person trying to solve a real problem. But for Mike Lemire—CEO & Lead Coach at Harmonic Leadership and a seasoned customer success leader with a background as unique as it is powerful—empathy isn’t just a “nice to have.” It’s a strategic imperative. In our latest GTM Innovators episode, I sat down with Mike to explore how customer success can drive real, lasting value when it’s rooted in empathy, guided by persona-driven engagement, and connected deeply across the GTM organization. Here are just a few themes we unpacked that I think every modern GTM leader should reflect on. […]
GTM Innovators: Empathy at Scale – Mike Lemire on Customer Success in a Digital World
In this episode of GTM Innovators, Kyle James sits down with Mike Lemire of Harmonic Leadership—musician turned customer success executive—for a wide-ranging conversation on the evolving role of CS in go-to-market strategy. From his early days at Blue Note Records and Yahoo to leadership roles at HubSpot, Toast, and Overjet, Mike shares his unique journey and what it taught him about empathy, value delivery, and scalable success. Tune in as we explore how AI, automation, and persona-driven engagement are shaping modern CS teams—and why human connection still reigns supreme in a digital-first world. 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 Transcript: Kyle James 00:00 Kyle, welcome to another episode of GTM […]
From Afterthought to Strategic Superpower: AI’s Expanding Role in Translation and GTM
For decades, translation has been treated like a checkbox—an afterthought at the tail end of a marketing campaign or product rollout. But thanks to the rise of AI-powered platforms like Smartcat, that mindset is shifting dramatically. In a recent episode of GTM Innovators, we sat down with Sara Rosso, Senior Director of Product Marketing at Smartcat, to explore how AI is transforming not just the how of translation, but the when, where, and why. Here are a few of the most eye-opening themes from our conversation: Translation as a Core Go-to-Market Strategy (Not a Final Step) Traditionally, companies launched a campaign or product in English, then outsourced translations to local agencies—waiting days or weeks for the final version. But Smartcat is enabling a new playbook: […]
GTM Innovators: AI, Babelfish & the Future of Translation: A GTM Deep Dive with Sara Rosso
In this episode of GTM Innovators, host Kyle James sits down with Sara Rosso, Senior Director of Product Marketing at Smartcat, for a wide-ranging conversation on the evolving role of AI in global go-to-market strategies. From her roots in engineering to her marketing leadership across companies like HubSpot, Automattic, and now Smartcat, Sara shares how AI is transforming content localization, translation workflows, and the very nature of cross-border collaboration. Tune in as we explore why AI might just be the new Babelfish—and what that means for product marketers, enterprise teams, and the future of global communication. 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 Transcript: Kyle James 00:00 Kyle, hello, hello. Hello, […]
Turning the Competitive Tide: How AI Empowers GTM Teams to Win
In today’s hyper-competitive B2B landscape, knowing your competition isn’t a nice-to-have—it’s a matter of survival. But ask any go-to-market leader and they’ll tell you: enabling your sales team to confidently compete is an uphill battle. The traditional approach to competitive intelligence (CI) is time-consuming, inconsistent, and often fails to keep up with the pace of change. In a recent episode of the GTM Innovators podcast, I sat down with Jon White, SVP of Product at Crayon, to dig into how AI is flipping this dynamic—and empowering sales, product, and marketing teams to operate with a new level of speed and confidence. Here are three major areas where AI is becoming a game-changer in competitive intelligence: 1. Arming Sales Teams in Real-Time with AI-Powered Enablement Sales […]
GTM Innovators: AI + Competitive Intelligence – A Smarter Way to Compete, with Jon White from Crayon
In this episode of GTM Innovators, host Kyle James sits down with Jon White, SVP of Product at Crayon, to explore how AI is reshaping the world of competitive intelligence. Jon shares how Crayon is helping go-to-market teams move beyond manual research and outdated battle cards by harnessing AI to surface real-time insights, identify emerging competitors, and enable sales teams with smarter, more strategic content. From parsing call transcripts to tracking digital footprints, Jon walks us through the evolving tech stack for modern competitive enablement—and what’s coming next. Whether you’re in sales, product, or marketing, this is a conversation you won’t want to miss. Jon’s Recent LinkedIn Post Referenced in the Show Referenced GTM in the AI ERA Webinar Subscript to GMT Innovators Series on […]
Analyst Insight: Empowering the Frontline Workforce – Inspiring Change Through Intelligent Communication and Insights
In an era where digital transformation is reshaping industries, frontline workers—who make up nearly 80% of the global workforce—often remain underserved by enterprise technology. Beekeeper addresses this gap by leveraging AI-driven solutions to enhance communication, engagement, and operational efficiency. By prioritizing a mobile-first approach, Beekeeper ensures that frontline employees—who almost always have a mobile phone on them—can seamlessly access the tools they need without the barriers of traditional workplace technology. Through our exploration of Beekeeper’s AI-powered approach, three key takeaways emerged in the transformation of frontline work: AI-Driven Translation & Inclusive Communications – Breaking down language barriers to foster seamless, real-time workplace communication that can improve team cohesion, increase workplace safety and compliance, and harness skills. Manager Enablement to Boost Frontline Engagement – Equipping frontline […]
Why Playing It Safe Is Hurting Your GTM Strategy
There’s a quiet revolution happening in B2B go-to-market strategy, and it doesn’t involve flashy tools or cold outreach hacks. It’s founder-led growth—driven by real people with strong points of view who are willing to step into the spotlight. In our latest GTM Innovators episode, I sat down with Finn Thormeier, founder of Project 33, to unpack how B2B SaaS companies can turn their internal expertise into a high-performing demand engine. Finn has helped dozens of B2B leaders go from silent operators to visible, credible thought leaders—and the results speak for themselves. One of the biggest takeaways? Your content strategy doesn’t need more polish—it needs more point of view. The GTM Power of Founder-Led Growth When your buyers are skeptical and drowning in noise, what cuts […]
Analyst Insight: The Power of Data Freedom – How Act-On is Redefining Marketing Automation
In today’s fast-moving digital landscape, businesses need marketing automation solutions that enhance—not restrict—their ability to innovate. Too often, organizations find themselves trapped in rigid marketing ecosystems, where switching costs, limited integrations, and outdated architectures prevent agility. Act-On has taken a radically different approach, championing “Data Freedom” as a core principle. By enabling seamless integrations, multi-instance support, and an intuitive user experience, Act-On ensures that marketers are in full control of their data and engagement strategies. More than just a philosophy, this approach empowers organizations to scale efficiently while maintaining the flexibility to work with any tool they choose. Seamless Integrations: Enabling True Data Freedom For marketing teams, data is only as powerful as their ability to access, analyze, and act on it. Traditional marketing automation […]
GTM Innovators: Why Thought Leaders Win – Finn Thormeier on Content, Clarity, and Controversy
In this episode of GTM Innovators, Kyle James chats with Finn Thormeier, founder of Project 33, about how B2B founders and execs can unlock growth by building authentic, strategic personal brands. Finn breaks down what separates real thought leaders from content noise, how to turn subject-matter expertise into consistent demand, and why controversial takes (when done right) drive results. If you’re leading a GTM motion and want your voice to cut through, this episode is your playbook. Finn’s Top 100 Target Accounts 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 Transcript: Kyle James 00:00 Kyle, welcome to another episode of GTM Innovators by 3Sixty Insights. I’m your host, Kyle James, and […]
Why B2B Partnerships Are the Hidden Growth Engine in GTM Strategies
B2B partnerships have long been an underutilized lever in go-to-market (GTM) strategies. While traditional partner marketing has existed for decades, many companies have struggled to make it a repeatable, scalable growth engine. In our latest episode of GTM Innovators, we sat down with Jenn Steele, CEO of SoundGTM, to explore how businesses can unlock the true power of B2B partnerships. From her early days in IT leadership to marketing leadership at HubSpot, Amazon, and more, Jenn has seen firsthand why many companies fail at partnerships—and how a fresh approach can turn them into a high-impact GTM channel. In this blog, we’ll dive into three of the key themes covered in our conversation: How B2B partnerships have evolved and why traditional approaches fall short The […]
GTM Innovators: Rethinking B2B Partnerships: Jenn Steele’s Approach to Modern GTM
In this episode of GTM Innovators, we sit down with Jenn Steele, founder and CEO of SoundGTM, to explore how B2B partnerships are evolving as a powerful growth strategy. Jenn shares her journey from IT leadership to marketing powerhouse—spanning roles at HubSpot, Amazon, and beyond—and why she believes traditional partner marketing is broken. We dive deep into the challenges of scaling B2B partnerships, the role of AI in optimizing demand generation, and how companies can leverage their ecosystems for smarter growth. Whether you’re a GTM leader, startup founder, or marketing strategist, this conversation is packed with insights on modernizing your partnership approach and driving real revenue impact. 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: […]
Analyst Insight: Modern Sales Efficiency – Integrating Data, Prioritizing Leads, and Reviving the Phone
In today’s fast-moving sales environment, organizations deploy a variety of tools to support their revenue teams. While these technologies are intended to drive efficiency, the unintended consequence is often disjointed system sprawl, with sales reps toggling between CRM platforms, engagement tools, data providers, and communication systems. This fragmentation results in wasted time, poor data quality, and a lack of alignment between marketing and sales. VanillaSoft has built a solution that centralizes and streamlines the lead engagement process for sales reps through its single pane of glass approach. By integrating multiple data sources into a structured workflow, VanillaSoft ensures that sales reps have instant access to the right information at the right time. At the heart of this approach is VanillaSoft’s Next Best Record Engine, an […]
Market Alert: From Intangible Wins to the Next Best Action – How Highspot’s Winter Launch Elevates Sales Enablement
Sales enablement leaders today face a long list of competing priorities, from equipping teams with the right resources to guiding them to the “next best action.” As organizations grapple with buyer complexity, content overload, and tighter competition, it’s become crucial to offer enterprise sellers not just tools, but strategic assistance in real time. Enter Highspot’s latest Winter Release, which promises to do exactly that: provide true AI “copilot” capabilities for enterprise sales teams, unify messaging across channels, and deliver both the tangible and intangible wins needed for modern success. Below are five key themes from Highspot’s Winter Release—supported by real customer quotes—that underscore why these innovations matter, especially for enterprise sales enablement leaders wanting to keep pace with 2025’s evolving go-to-market demands. 1. Transforming “Next […]
Ditching Buyer Personas: Why AI-Powered Hyper-Personalization Puts Content Back on the Throne
For years, go-to-market (GTM) teams have relied on buyer personas to shape their sales and marketing strategies. But let’s be honest—these generic customer profiles often miss the mark, forcing marketers to make assumptions about their audience instead of engaging with real insights. In the latest episode of the GTM Innovators Podcast, I sat down with Nick Zeckets, founder and CEO at Air Traffic Control, to discuss why buyer personas are dead—and how AI-powered hyper-personalization is finally unlocking the ability to deliver the right content, to the right person, at the right time. One major takeaway? Content is still king—but the way we create and distribute it needs to evolve. Why Buyer Personas Fall Short in the Age of AI Buyer personas were created as a […]
GTM Innovators: Ditching Buyer Personas – Mastering Hyper-Personalization in Modern GTM
In this episode of “Ditching Buyer Personas: Mastering Hyper-Personalization in Modern GTM,” host Kyle James sits down with serial entrepreneur and content aficionado Nick Zeckets the CEO at Air Traffic Control to explore the evolving landscape of AI-driven marketing. From delivering the right content at precisely the right time to automating relevance at scale, Nick shares why traditional buyer personas are losing their power—and how organizations can embrace hyper-personalization for more meaningful engagement. Tune in for a deep dive on leveraging real-time data, refining your content strategy, and empowering teams across sales, marketing, and customer success to create truly individualized experiences. 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 Transcript: Kyle James […]