Go To Market

In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Dr. Amy Cook, CMO at Fullcast, sits down with Michael Maximoff, Chief Growth Officer and Co-Founder of Belkins, to discuss what's actually holding sales and marketing teams back in 2026. With a background that spans B2B sales, agency leadership, and scaling an eight-figure company at nearly 200% year-over-year growth, Michael offers a rare operator's perspective to the AI SDR debate. His take is clear: AI is one of the best things to happen to go-to-market teams but only when it's layered onto a process that already works. Otherwise, it just accelerates what's broken. Together, Amy and Michael explore why 78% of sellers missed quota despite more tools, more data, and more spend than ever before, and why access to cheap automation has quietly commoditized outreach. When everyone can send emails at scale, the real differentiator becomes painfully simple—and brutally hard to execute: "Show me that you know me." If you're a CRO, CMO, RevOps leader, or founder navigating AI adoption, missed quotas, or diminishing returns on traditional outreach, this conversation will challenge how you think about growth, personalization, and what modern GTM excellence really requires. Tune in to hear: Why AI SDRs won't save a broken sales process The hidden reason quotas are being missed at record rates How cohort-based ABM creates real differentiation at scale What it takes to rebuild a GTM engine for today's buyers This isn't about doing more. It's about doing what matters—on purpose.    

In this episode of the Go-To-Market Podcast, Dr. Amy Cook sits down with longtime collaborator and GTM leader Will Spendlove to share how AI, analytics, and RevOps are colliding to fundamentally change how companies operate, sell, and scale. From Will's early days in product and growth marketing to carrying a bag as an AE at Symantec, to leadership roles at Salesforce, DocuSign, and now Alteryx, this conversation dives deep into what it actually takes to democratize data, operationalize AI, and empower revenue teams—without bottlenecking RevOps or IT. You'll hear why the future of GTM isn't about replacing people with AI, but about: Designing workflows that combine private company data with public LLMs Giving sellers and leaders self-service insights without sacrificing governance Shifting RevOps from "report runners" to strategic architects of revenue Rethinking SDR, analytics, and territory strategy in an AI-powered world Amy and Will also explore why "jobs to be done" thinking is the missing link in most GTM strategies and how AI finally makes that vision scalable. If you're a revenue leader, marketer, RevOps professional, or product strategist trying to separate AI hype from real operational impact, this episode is required listening.    

What happens when AI meets your SaaS stack?  During this panel discussion, industry leaders tackle one of the most pressing questions in tech today: Is SaaS dead, or evolving with AI?  Panelists: Pete Kazanjy – Co-founder, Atrium (now part of Fullcast). Shawn Killpack – VP, GTM Strategy & Operations, Gong.  Aditya Gautam – Tech & ML Lead, Meta. Louis Poulin – Principal Advisor, Quantum Fused AI  Moderator: Bala Balabaskaran, Fullcast Co-founder & CTO In this special episode of Go-To-Market with Dr, Amy Cook, industry leaders discuss: How AI is transforming legacy SaaS platforms and CRMs The critical role of data hygiene and clean data in AI workflows Using large language models (LLMs) for synthesis, content generation, and automation AI-driven innovations in customer sentiment tracking, cross-sell/upsell strategies, and revenue insights Emerging AI pricing and monetization models for SaaS companies How RevOps, product management, and enablement teams must adapt to an AI-first world And more.  Whether you're a RevOps professional, SaaS founder, product manager, or sales leader, this discussion is packed with insights on navigating the AI-powered evolution of SaaS.    

AI is everywhere in go-to-market conversations.  But is it actually helping revenue teams grow? In this episode of the Go-To-Market Podcast with Dr. Amy Cook, Justin Rashidi, Co-Founder and Chief Strategy Officer of SeedX, discusses what's really working in modern B2B go-to-market strategy and what's being overhyped. Justin shares insights from working with CMOs and revenue leaders across B2B, B2C, and B2B2C organizations, and explains why many teams are overcomplicating GTM with AI, attribution models, and complex funnels while ignoring the fundamentals that still drive predictable revenue. This conversation examines the future of SDRs and BDRs, the rise of AI agents with humans in the loop, why cold email is losing effectiveness, and how high-performing teams use LinkedIn, search intent, and in-person meetings to build trust and close deals. If you're a CMO, CRO, RevOps leader, or founder, this episode will challenge assumptions and help you refocus your go-to-market strategy on what actually converts.  What You'll Learn in This Episode: Why AI won't fix a broken go-to-market strategy The B2B marketing basics most teams overlook How to turn online demand into real-world relationships The future of SDRs, BDRs, and AI-powered sales development How CMOs can better align with sales and revenue leadership Why marketing attribution obsession can hurt pipeline growth Listen now.  Tune in each week for a new episode of Go-To-Market with Dr. Amy Cook!   

What do marine biology, revenue operations, and bloated tech stacks have in common? According to Helena Aryafar, SVP of Revenue Operations at Interos.ai, a lot more than you think. In this episode of Go-To-Market, host Amy Cook, CMO and co-founder of Fullcast and Helena share some of the biggest challenges facing modern GTM teams today, particularly tooling overload that looks powerful but doesn't actually solve the problem. Helena shares her unconventional journey from fisheries biologist to RevOps leader, and why a scientific mindset gives ops teams a competitive edge. Together, Amy and Helena compare the real-world consequences of fragmented GTM systems, redundant tools, AI hype, and "Frankensteined" workflows that look great in demos but fall apart in practice. You'll hear insights on: How to decide build vs. buy without blowing your budget Why consolidation can increase confusion instead of reducing it The hidden cost of redundant tools—beyond just dollars How to evaluate AI features without falling for shiny-object syndrome Practical frameworks for prioritizing tooling decisions that actually move the needle If you're a RevOps, Sales Ops, Marketing Ops, or GTM leader navigating budget pressure, platform sprawl, and AI promises that sound too good to be true, this episode will be incredibly useful.    

One discussion.  Five leading voices, spanning AI, academia, RevOps, and startups, come together to dodge the hype and answer the questions revenue leaders are really asking: Where is AI headed in the next 24 months? How will AI reshape entry-level roles, career progression, and education? What does "AI-first" actually mean for GTM and RevOps teams? Which human skills become more valuable as AI accelerates? What are the real risks—and opportunities—around agents, security, robotics, and AGI? Whether you're a CRO, RevOps leader, founder, investor, or operator trying to stay ahead of the curve, this special episode of GTM Live will challenge how you think about AI, work, and what matters most in the age of intelligent systems. Featured Panelists Aditya Galton — Machine Learning, Meta Jason Lowe — Professor, University of Utah & AI Podcaster, Founder of Aptivon Kelly Chamberlain — CEO, NClouds John Bradshaw — President, AI Utah & CEO, Codebase Mason McMullin — VP of RevOps & GTM Strategy, Elissio  

As we wrap up the holiday season, Dr. Amy Cook—CMO and co-founder of Fullcast and host of Go-To-Market with Dr. Amy Cook—shares a heartfelt message of gratitude and reflection with our listeners, partners, customers, and the entire go-to-market community. This special holiday episode is both a thank-you and a year-in-review, highlighting the bold moves, meaningful connections, and real-world outcomes that defined Fullcast's journey in 2025. None of it would have been possible without the trust, partnership, and feedback of the ecosystem we're proud to serve. 2025 Highlights: A Year of Growth, Innovation, and Community Building the First AI-Native Sales Performance Management Platform 2025 marked a major leap forward as Fullcast expanded its platform and vision through strategic acquisitions. We proudly welcomed Commissionly, Atrium, Epstein, and Copy.ai into the Fullcast family—bringing us closer to our goal of becoming the first truly AI-native sales performance management platform. Expanding Partnerships Across the GTM Ecosystem This year, collaboration was everything. We formed strategic alliances and deepened our relationships with communities and organizations that elevate go-to-market excellence, including: Pavilion, RevOps Co-Op, RevGenius, CRO Collective, Marketing Ops community, Go-To-Market Leaders Society, RevOps Alliance, Go-To-Market Partners, Go-To-Market Council, and many others. Your support helped fuel not just Fullcast's growth, but the broader GTM movement. Fostering the Conversation with the Go-To-Market Podcast The Go-To-Market podcast continued to be a space for real, honest conversations from the front lines of revenue. We hope these stories, insights, and perspectives helped challenge assumptions, spark ideas, and support you in your own GTM journeys. Launching Go-To-Market Live In 2025, we hosted our first annual Go-To-Market Live conference, welcoming more than 125 executives across CRO, CEO, CMO, and revenue leadership tracks. It was an energizing, executive-level forum focused on strategy, alignment, and execution—and just the beginning of what's to come. Sharing Our Playbook We published The RevOps Advantage, our definitive guide to building a modern, efficient, and resilient go-to-market engine—distilling what we've learned into actionable guidance for GTM leaders everywhere. Strengthening Leadership We were thrilled to welcome Ryan Worthington as Chief Customer Officer, reinforcing our commitment to customer success and long-term value. Celebrating Recognition & Giving Back Fullcast was honored to be named one of Utah's 100 Companies Championing Women, a reflection of the inclusive, values-driven team we're building. Giving Back: Fullcast Foundation We also launched the Fullcast Foundation, committing 1% of our equity to education-focused causes, including support for Silicon Slopes and the Academy for Creating Enterprise, among others. A Holiday Thank You To our customers, partners, friends, and listeners: thank you for being the driving force behind every milestone we achieved this year. We're honored to be your partner in building resilient, efficient, and data-driven go-to-market strategies. From all of us at Fullcast, we wish you and your teams a restorative, joy-filled holiday season and we can't wait to build what's next together in the year ahead. Thank you for listening. Thank you for believing. And thank you for being part of this journey.  

Cold calls. Spammy emails. AI-generated "personalization." If your pipeline still depends on these tactics, this episode is a must-listen. In this conversation, Dr. Amy Cook sits down with Timothy Hughes, one of the original architects of modern social selling, to unpack why traditional outbound sales motions are collapsing under their own weight and how top-performing teams are quietly replacing them with something far more effective: human influence at scale. With 35+ years in complex B2B sales, Timothy has seen every trend come and go. He co-authored Smarketing in 2018—years before RevOps became mainstream—and published one of the earliest books on social selling nearly a decade ago. Today, his methodology consistently helps sales teams generate 5–35 high-quality meetings per week without cold calling, email spam, or "touch-point theater." This episode breaks down the myth that selling is a numbers game and challenges the assumption that more AI equals better outcomes. Timothy explains why AI-powered outreach has "completely killed email marketing," why buyers actively avoid anything that smells like sales, and why your LinkedIn profile—not your pitch deck—is your most important revenue asset. Amid this race toward automation, Timothy makes the case for a powerful truth: the most human company wins.      

Think you understand how boards work? Think again. In this keynote, Ryan Westwood, entrepreneur, board member, and CEO of Fullcast, reveals the boardroom dynamics that most executives NEVER learn until it's too late. Keep in mind, this is not a talk about sales, marketing, or RevOps. Instead, this is the career-unlocking discussion that top operators wished they had heard ten years ago.  Ryan breaks down: The hidden rules of boards that even seasoned CEOs misunderstand. Why most executives fail to align with their boards and how to avoid getting blindsided. The exact decisions that should (and should NOT) ever go to a board meeting. How to instantly read a board's structure to understand a company's speed, culture and risk. Why board size predicts company momentum and what dysfunctional boards look like. The governance traps that derail CEOs. What every future board member must understand before accepting a seat. Why many CEOs get "railroaded" by their boards and how to prevent it. The overlooked importance of audited financials (and why Ryan won't work with companies that skip them). And much more. . .  Whether you're part of a newly formed C-suite, a future founder, or aspiring board member… These 60 minutes could change the trajectory of your career.  

Are you uptight about AI taking over the C-suite? Relax! The CRO role isn't disappearing. It's just having the biggest glow-up in GTM history. In this conversation, Amy Cook, co-founder and CMO at Fullcast and host of the Silicon Slopes Go-To-Market Podcast, sits down with Jon Bradshaw, founder of CodeBase and creator of AI Utah to speculate on one of the spiciest AI debates of the year. Where is AI taking us?  According to Jon, AI is changing how we build products, and it's changing what it means to have a job at all. Inside this episode, they discuss: Why the future workforce is heading toward a 30-hour workweek. How AI is democratizing "elitist" white-collar jobs and turning many of them into blue-collar, piecemeal work Why developers who refuse to use AI won't be hired The surprising reason senior engineers now need whiteboard skills more than keyboard skills How a new generation of engineers are "coding without touching a keyboard" Why executives who don't learn AI will make catastrophic company-wide decisions The real differentiator between top performers and everyone else: a willingness to lean into the hard thing Bradshaw reveals why everyone now carries a "PhD in their pocket," how AI is collapsing traditional hierarchies, and what it takes to stay relevant in a world where the advantage goes to the curious, not the senior. If you've wondered where AI is really taking us — and who will thrive or be left behind — you won't want to miss this.    

How do we move faster without breaking quality and without breaking our teams? Don't look now, but your go-to-market may need a reset.  In this exclusive conversation, Fullcast CEO Ryan Westwood, CMO Dr. Amy Cook, and Copy.ai founder Chris Lu unpack the real story behind their groundbreaking collaboration and what it means for the future of go-to-market, productivity, and human-centered AI. During this interview, the expert panel explores why most companies are "AI powered" in name only and how true AI nativity requires rethinking everything from how data is collected and stored to how strategies are built, aligned, and executed.  They expand on Fullcast's decisive approach to platform architecture, acquisitions, and unified GTM leadership. And they reveal how adopting Copy.ai, for instance, can increase a marketing team's productivity without replacing the writers, strategists, and thought leaders behind the work. Together, they dive into: AI-Native vs. AI-Driven vs. AI-Featured: What's real and what's marketing fluff Why slapping an LLM onto a product doesn't unlock transformational value How Copy.ai and Fullcast together create a true end-to-end GTM operating system What the new era of people-centric AI means for CROs, RevOps leaders, and CEOs Why bureaucracy is dying—and how AI is reshaping organizational design How marketing productivity jumped 3× with Copy.ai (without losing human creativity) The leadership decisions that make or break post-acquisition integration Why original human thought—not AI—is now the most valuable skill in the workplace And much more.  The overall message is that the future of GTM isn't automated. It's AI-native, people-centric, and operationally unified. Tune in to hear how these leaders are building it.

In this episode of the Go To Market Podcast, host Dr. Amy Cook, CMO at Fullcast, sits down with Warren Zenna, Founder and CEO of The CRO Collective, to explore one of the most misunderstood executive roles in modern business: the Chief Revenue Officer. Warren has spent years studying the CRO function across startups, scaleups, private equity rollups, and enterprise organizations. His conclusion? Most companies want a CRO… but very few actually understand what a CRO does, how the role differs from sales leadership, or how to build the organizational environment required for one to succeed. Together, Amy and Warren discuss: Why CROs are not "super VPs of Sales" How misalignment across sales, marketing, and customer success quietly destroys growth The shift from acquisition-focused revenue to retention, expansion, and advocacy How interest rates, market cycles, and the SaaS funding model reshaped the CRO role What aspiring CROs must learn before pursuing the title Why companies need a "CRO readiness" plan just as much as CROs need training How stage, size, and business model (PLG, SMB, enterprise, services) fundamentally change what a CRO should look like This is a must-listen for revenue leaders, founders, aspiring CROs, and anyone navigating the complexity of modern GTM leadership. Warren's insights on competencies, curiosity, business acumen, and organizational maturity will reshape how you think about revenue.  

"Stop talking about tools. Start talking about impact—revenue, conversion, and growth." — Roee Hartuv In this episode of Go-To-Market, host Amy Cook sits down with Roee Hartuv, a seasoned go-to-market strategist and senior pricing advisor at Willingness to Pay, to unpack how fast-changing market conditions—from COVID to AI—are reshaping the modern revenue engine. Roee shares his journey from engineer to sales leader to global advisor and reveals how system thinking can help businesses eliminate friction across marketing, sales, and customer success.  "Every handoff between marketing, sales, and success creates friction," Roee said. "It's time to treat the customer journey as one system, not a series of silos."  Together, they explore why RevOps is the only team that truly sees the entire customer journey and why it's time for RevOps professionals to stop talking about tools and start leading with strategy. You'll hear insights on: How market shifts from COVID to AI changed the playbook for GTM teams Why company silos between marketing, sales, and success are holding growth back The role of system thinking in creating seamless customer experiences Why RevOps should evolve from "report builders" to strategic growth leaders What it really takes to stay at the top of your game in a fast-moving market If you're a CRO, CMO, or RevOps leader looking to future-proof your go-to-market strategy, this conversation is a must-listen.      

What happens when a former Paris "tour guide" and SEO expert decides to reinvent how we think about content marketing in the age of AI? You get Nathan Thompson, Director of Marketing at Fullcast and core member of the newly acquired Copy.ai team, who believes the future belongs to those who stay human in an automated world.  In this episode, Nathan and Amy dive deep into: Why content marketing isn't "content marketing" anymore. It's just marketing. How to use AI as your research and structure partner (not your creative replacement). Why marketers who outsource thinking to AI are missing the point entirely. How to optimize content for LLMs like ChatGPT and Gemini (and why "thin" AI content will kill your brand authority). Practical workflows for human-in-the-loop creativity, where automation supports originality. Whether you're a marketer wondering how to adapt, or a RevOps leader thinking about how AI fits into your go-to-market strategy, this conversation will change the way you see content, creativity, and the future of marketing.

When every quarter feels like a reset button, who's really driving growth? Join Dr. Amy Cook and Jeremy Baras, Executive Senior Partner and Go-To-Market Practice Lead at TalentFoot, for a candid, insider conversation about the power players shaping the new GTM era — and the roles that might be going extinct. In this episode, Jeremy shares what he's hearing straight from the boardroom: Why AI isn't replacing RevOps (but bad strategy might) The rise of product-led growth and the hybrid GTM model Why finance-led growth is a trap — and where RevOps leaders should sit in the org The truth about "fuzzy math" and the future of efficient growth If you've ever wondered where your GTM career is headed or how the smartest companies are hiring, scaling, and surviving 2025's chaos, this episode will challenge your assumptions and fire up your strategy.    

What happens when a childhood hospital stay sparks a lifelong mission to improve healthcare? Meet Saul Marquez, founder and CEO of Outcomes Rocket, who went from the medical device field to building one of the most trusted healthcare marketing agencies today.  In this episode of Go-To-Market with Dr. Amy Cook, Saul opens up about his journey from humble Chicago beginnings to leading a San Diego-based company that helps healthcare brands solve real commercial problems with strategy, empathy, and data-driven storytelling. Amy and Saul discuss what's keeping healthcare leaders up at night: shrinking budgets, cybersecurity threats, and the rise of AI-powered marketing.  Together, they explore: How Generative Engine Optimization (GEO) is transforming the content landscape. Why open-access thought leadership is crucial to visibility. How sales and marketing alignment can significantly impact your go-to-market success. This episode is packed with insight, laughter, and honesty. Who knows? You may walk away rethinking how you market in the age of AI and maybe even checking your shower's water pressure with a little more gratitude.   

What happens when the speed of innovation outpaces society's ability to adapt? In this episode of Go To Market with Dr. Amy Cook, tech visionary Jason Lowe, AI consultant and host of AI Diatribe, joins Amy to unpack one of the most urgent questions of our time: how do we, as business leaders and human beings, keep up with AI's exponential acceleration?  From coding his first programs in high school to building an AI practice inside a global tech distributorship, Jason has lived through every era of digital transformation. Together, he and Amy explore the seismic shift AI is driving across industries—where both blue-collar and white-collar work are being redefined at once. Listen here!   

In this episode, Amy Cook sits down with Garth Fasano, President and Co-Founder of Raynmaker, to discuss how AI sales automation is reshaping the future of sales and service. Discover how Garth's journey from managing 8,000-agent call centers to building AI voice assistants for sales led to the creation of the Raynmaker platform, a tool that can answer calls, qualify leads, handle objections, schedule services, and take payments automatically. Listen to Garth describe the future of AI that is happening right now.  Why small businesses are adopting AI faster than enterprise How AI-powered voice agents are redefining customer engagement The psychology behind honest AI conversations What ethical sales automation looks like in 2025 If you're curious about how AI automation can supercharge your revenue team and free up your time with uncanny precision that delivers an unprecedented customer experience, this is the episode for you.

What does it really take to build and scale Revenue Operations? Beyond the buzzwords, the dashboards, and the endless "alignment" meetings, of course.  On this episode, Amy Cook goes straight to the source: Emme Thacher, VP of Revenue Operations at Beam Benefits.  Together, they dig into the messy, powerful, and often misunderstood role of RevOps in rewriting GTM strategy, fueling sales enablement, and tearing down the walls between sales, marketing, and customer success. Here's what you'll get: How RevOps strategy flips between transactional grind and strategic enterprise playbooks What RevOps looks like at Goldman Sachs vs. a scrappy startup—and why both are chaotic in their own ways Career hacks to escape grunt work and catapult yourself into leadership Why the best RevOps leaders don't just "oversee," they roll up their sleeves and get dirty How AI (and who you know) is rewriting the playbook for RevOps leaders everywhere If you're tired of surface-level "best practices" and want the unfiltered playbook for scaling revenue and building a killer RevOps career, you'll want to hit play. Listen in and see how Emme is leading (and redefining) RevOps.    

This week on Go To Market with Dr. Amy Cook, we sit down with Guy Rubin, one of the most influential voices in revenue operations today. As the founder of Ebsta, Guy reshaped how companies think about customer engagement with data-driven sales intelligence. Now, in his role as Managing Director of Insights at Fullcast, he's helping revenue leaders harness data, technology, and strategy to fuel sustainable growth. What makes this conversation unmissable? Guy has lived the full go-to-market journey—from building a startup to shaping strategy at one of today's most innovative GTM organizations. His perspective is rare, his insights are practical, and his track record speaks for itself. In this episode, you'll hear Guy's take on: The latest findings from the Go-To-Market Benchmark Report. This is a must-read for CROs and RevOps leaders worldwide. Why the performance gap in sales is widening and what top performers are doing differently. How AI can amplify human connection rather than replace it, and why that distinction matters now more than ever. Tune in now to hear how Guy Rubin is redefining what it takes to win in today's competitive landscape.  If you care about sales, revenue operations, or the future of go-to-market strategy, this episode is a masterclass you can't afford to miss.