{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Shift & Thrive: CEO Insights on Driving Change","title":"Rethinking the GTM Playbook for the Modern Era - The Best of Season 2 - Shift & Thrive - # 099","html":"","width":"100%","height":180,"duration":1872,"description":"Is your go-to-market strategy built for today's buyers, or are you still relying on playbooks that no longer work? In this special Best of Season 2 compilation, Natalie Nathanson brings together some of the most impactful conversations from founders, CMOs, operators, and investors who are redefining growth in the age of AI. It pulls together some of the season's most brilliant GTM strategists, fractional CMOs, and venture capitalists to discuss why the old playbooks are dead, how to uncover the true story behind your data, and what it takes to compete in an increasingly crowded and rapidly evolving market.Throughout the episode, guests share practical lessons on defining the right ICP, understanding the business impact behind pipeline metrics, and uncovering customer insights that data alone can't reveal. They also explore how organizations are scaling marketing teams with AI, leveraging untraditional tactics like influencer pods and community-led growth, and using category creation to establish market leadership. Whether you're a founder, CEO, marketer, or revenue leader, this episode offers actionable strategies for building a smarter, more modern go-to-market engine.Takeaways:Not all pipeline is good pipeline. Generating revenue opportunities means little if they are coming from the wrong ICP and leading to poor retention.Customer research should go beyond the dashboard. Speaking directly with users can uncover insights that data alone might miss.Adopt a test-and-iterate mindset. The strongest go-to-market shifts often start with small experiments before evolving into larger strategic changes.Rethink traditional demand generation channels. B2B influencer networks, community-building, and free tools are becoming powerful alternatives to expensive paid channels.Category creation doesn't happen by accident. Leaders must intentionally name, frame, and claim their market position if they want to become the category leader.Scale teams thoughtfully in the age of AI....","thumbnail_url":"https://img.transistorcdn.com/_i5EPuGYYFp2bHR4XcuJ7-ysReSDO2duiik1rL79vjk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8xY2Mz/MDFkOTMwNGU0ZTQ5/NDU4NjQwMTMxOTQx/NzcxOC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}