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organizations find themselves trapped in rigid marketing ecosystems, where switching costs, limited integrations, and outdated architectures prevent agility.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 […]
The Missing Middle: The Critical Gap in Your GTM Strategy (And How to Fix It)
Most B2B companies focus their go-to-market (GTM) strategies on two key areas—driving awareness at the top of the funnel and closing deals at the bottom. But what about everything in between? There’s a massive gap in the middle of the funnel—the “Missing Middle”—where leads often get lost, disengaged, or undernurtured. This neglected phase is where potential buyers are trying to evaluate solutions, weigh their options, and decide whether to take the next step. If companies don’t intentionally guide them through this process, they risk losing valuable opportunities to competitors who do. On the latest episode of GTM Innovators, Sheri Otto, founder and CEO of Growth Lane Strategies, breaks down why most GTM strategies fail at lead nurturing—and what AI, data, and behavioral science can do […]
Analyst Insight: The Hidden AI Adoption Barrier – Why 80% of Companies Aren’t Ready
Artificial intelligence (AI) has been touted as the future of business, promising efficiency, automation, and transformation. Although AI is advancing rapidly, meaningful adoption creating business value has been moving slower than many expected. The issue isn’t fear or resistance—it’s something much more fundamental: most businesses simply don’t have the data infrastructure needed to make AI effective. This became abundantly clear in a recent conversation with Scott Newman, the Chief Strategy Officer at OneSource. OneSource operates contact centers across the globe, handling everything from customer support to sales. With AI transforming their industry, Scott’s insights offer a crucial perspective on where companies go wrong—and what they should be focusing on instead. The Real AI Adoption Problem: 80% of Companies Aren’t Ready One of the most surprising […]
GTM Innovators: Unlocking GTM Success – AI, Behavioral Science & Demand Gen with Sheri Otto
In this episode of GTM Innovators, host Kyle James sits down with Sheri Otto, founder and CEO of Growth Lane Strategies, to explore the evolving role of AI, behavioral science, and demand generation in modern go-to-market (GTM) strategies. As businesses struggle to connect content to revenue, Sheri shares her expert insights on how AI can go beyond just content creation to drive real engagement, improve segmentation, and optimize the customer journey. From identifying high-intent buyers to leveraging AI for strategic decision-making, this conversation is packed with actionable takeaways for marketers, sales teams, and product leaders looking to elevate their GTM motions. Tune in to discover how AI is reshaping demand generation and why the best-performing companies are embracing it as a strategic growth partner—not just […]
How AI is Supercharging Product Management: Faster Iteration, Smarter Research, and a Disruptive Future
Product managers today face an ever-growing challenge—how to move fast, make data-driven decisions, and ensure that what they’re building actually meets customer needs. Traditionally, this process has been filled with bottlenecks: lengthy market research, expensive user testing, and engineering constraints that slow down iteration. But AI is changing everything. In the latest episode of GTM Innovators , we sat down with Tim Macchi, Growth Product Manager at TeamGantt, to discuss how AI is revolutionizing product management. From automating market research to synthetic user testing and streamlining product development, AI is making it possible for product managers to test more assumptions, iterate faster, and move with unprecedented speed. Here’s a glimpse of how AI is driving this transformation—and why every product manager should take notice. AI-Powered Market […]
GTM Innovators: Building Smarter with AI – Tim Macchi on Automation, Research & Product Strategy
In this episode of GTM Innovators, we sit down with Tim Macchi, Growth Product Manager at TeamGantt, to explore how AI is reshaping the way we build and optimize products. From using AI agents for QA testing to accelerating market research and streamlining product analytics, Tim shares his hands-on experience with automation and AI-powered workflows. We dive into how product managers can leverage AI to work smarter, reduce inefficiencies, and unlock new growth opportunities. Whether you’re a product leader, marketer, or innovator looking to stay ahead of the AI revolution, this conversation is packed with insights you won’t want to miss! 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 […]
The Disruption of Demand Generation: How AI is Changing the Game
Demand generation as we know it is undergoing a seismic shift. The tried-and-true playbooks that marketers have relied on for years are rapidly becoming obsolete, giving way to AI-driven strategies that are redefining how companies attract, engage, and convert customers. If you’re still approaching demand gen the same way you did five years ago, you’re already behind. In the latest episode of GTM Innovators, I sat down with Prashant Kaw Founding Partner of Helmur to dive deep into the impact AI is having on marketing, particularly in demand generation. We explored how AI is transforming the way we create content, track attribution, and execute go-to-market strategies. Below, I break down three of the biggest disruptions happening right now—and why they matter for your business. 1. […]
GTM Innovators: The Future of Demand Gen – AI, Data, and Personalization with Prashant Kaw
Demand generation is undergoing a major transformation, and AI is at the center of it all. In this episode of GTM Innovators, host Kyle James sits down with Prashant Kaw to explore how AI is reshaping demand gen workflows, disrupting traditional attribution models, and redefining go-to-market strategies. From hyper-personalization to the rise of dark social, we dive deep into the biggest challenges and opportunities for marketers in an AI-driven world. Tune in for insights that will help you stay ahead in the evolving landscape of B2B marketing. 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 Welcome to another episode of GTM Innovators by 3Sixty Insights. I’m your host. […]
Revolutionizing Sales with AI: Insights from John Marcus III on the GTM Innovators Podcast
In a recent episode of the GTM Innovators Podcast , John Marcus III, founder of Fractional Ventures, shared groundbreaking perspectives on the evolving role of AI in sales and go-to-market strategies. As someone deeply immersed in the intersection of data and business growth, John’s insights highlighted the transformative potential of AI in creating more effective and efficient sales processes. Garbage In, Garbage Out: The Role of Context in AI Success One of the most compelling points John made is the importance of context when working with AI models. While tools like GPT have made significant strides in delivering actionable insights, they rely heavily on the quality and relevance of the data fed into them. “The more context you provide these models, the further they can run […]
Go-To-Market Research Agenda for 2025
Introduction Over the past few decades, there have been significant strides in enabling core organizational go-to-market (GTM) departments of B2B SaaS companies, particularly in sales, marketing, customer success, and product. The advent of digital technologies and the proliferation of software solutions have revolutionized how businesses approach their GTM strategies. According to industry estimates, there are now over 14,000 software vendors offering specialized tools and platforms designed to enhance marketing efforts alone. This surge has created a highly competitive software and solutions environment geared toward impacting and better enabling organizational GTM activities. As a result, organizations are faced with an overwhelming array of options when it comes to selecting tools and solutions that drive productivity, efficiency, customer experience, and revenue growth. The abundance of available technologies […]
GTM Innovators: AIQL, Bespoke Data, and the Future of Sales – A Conversation with John Marcus III
In this episode of the GTM Innovators Podcast, host Kyle James sits down with John Marcus III, founder of Fractional Ventures, to explore the cutting-edge intersection of AI and sales. John introduces the transformative concept of AI Qualified Leads (AIQL), dives into the power of bespoke data for uncovering non-obvious customer insights, and shares why context is the cornerstone of successful AI implementations. Packed with actionable advice and forward-thinking perspectives, this conversation is a must-listen for anyone looking to elevate their sales strategy and embrace the future of go-to-market innovation. 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 the GTM innovators by […]
AI in Customer Success: Insights from Mike Redbord
On the recent episode of GTM Innovators, I sat down with Mike Redbord to dive deep into the intersection of AI and customer success. We covered a lot of ground, but two subjects stood out: the shift toward simple, app-like AI interfaces and the evolving role of customer success professionals in an AI-driven world. Here’s a closer look at these transformative ideas. The Shift Towards Simple, App-Like AI Interfaces In a landscape where advanced AI capabilities seem to grab the headlines, Mike highlighted an interesting trend: the most effective AI tools are often the simplest. These tools mimic traditional web apps with dropdowns and straightforward outputs, making them highly approachable for users who may not be technically inclined. This simplicity is crucial in customer success, […]