<![CDATA[GTM Expertise]]>https://www.gtmexpertise.comhttps://substackcdn.com/image/fetch/$s_!pwYr!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fce0cd4ec-04e0-4040-b6d0-d81e196c5f4e_256x256.pngGTM Expertisehttps://www.gtmexpertise.comSubstackWed, 15 Apr 2026 19:49:40 GMT<![CDATA[How Product Led Growth and Behavioural Design Shape Human <> AI Interaction]]>https://www.gtmexpertise.com/p/how-product-led-growth-and-behaviouralhttps://www.gtmexpertise.com/p/how-product-led-growth-and-behaviouralMon, 16 Mar 2026 08:03:38 GMTIn this episode of GTM Expertise, host Ben Morrell welcomes Manali Hanamsagar, a seasoned expert in product-led growth and behavioural design. Manali shares her journey through the marketing landscape, highlighting her transition from traditional marketing to the modern realm of product-led growth, especially in the context of AI. She emphasises the importance of understanding user behaviour and trust in AI products, explaining how the introduction of AI has shifted the activation moments for users. Manali provides insights into how companies can effectively integrate AI into their product strategies while maintaining user trust and engagement.

The conversation delves into the nuances of product-led growth versus sales-led growth, illustrating how AI can enhance these strategies. Manali discusses the significance of behavioural design in creating user experiences that foster trust and engagement. She also shares practical tips for startups on how to navigate the crowded AI landscape, emphasising the need for clear communication and realistic expectations in go-to-market strategies. The episode concludes with a focus on the importance of user feedback and advocacy in refining product offerings and driving growth.

]]><![CDATA[From Relationships to Revenue: How to Orchestrate Trust-Based Growth at Scale]]>https://www.gtmexpertise.com/p/from-relationships-to-revenue-howhttps://www.gtmexpertise.com/p/from-relationships-to-revenue-howWed, 04 Mar 2026 14:03:23 GMTIn this episode of GTM Expertise, host Ben Morrell welcomes David Homan, a classical pianist turned entrepreneur, to discuss the importance of building trust-based relationships in business. David shares his unique journey from a middle-class upbringing in Florida to establishing a global network of ‘super connectors’ aimed at fostering genuine connections among influential individuals. He emphasizes that the value of relationships often goes unrecognized, and his mission is to change that by creating a community where trust and integrity are paramount. David also introduces his upcoming startup, Soar Connect, which aims to leverage technology to enhance human engagement and relationship-building.

Throughout the conversation, David provides actionable insights for tech founders on how to cultivate a network that prioritizes trust over transactional relationships. He discusses the significance of curiosity, empathy, and vulnerability in building meaningful connections, especially in high-pressure environments like conferences. The episode concludes with a reflection on the evolving landscape of networking in the age of technology and AI, highlighting the need for a more human-centric approach to relationship management.

]]><![CDATA[From Solo to Scale - a global creative journey]]>https://www.gtmexpertise.com/p/from-solo-to-scale-a-global-creativehttps://www.gtmexpertise.com/p/from-solo-to-scale-a-global-creativeMon, 16 Feb 2026 10:30:34 GMTIn this conversation, Dan shares his journey from working in advertising to founding his own creative business, Invisible Artists. He discusses the challenges of scaling the business, maintaining company culture across different locations, and adapting to changes brought on by COVID-19. Dan also reflects on the importance of honesty in business, the impact of AI on the creative industry, and the strategies he plans to implement for his new venture, The Guroos.

]]><![CDATA[Community-driven GTM in Emerging Markets]]>https://www.gtmexpertise.com/p/community-driven-gtm-in-emerginghttps://www.gtmexpertise.com/p/community-driven-gtm-in-emergingWed, 21 Jan 2026 12:59:36 GMTIn this episode, Kizito shares his journey from Nigeria to Ontario and discusses the evolving landscape of the Nigerian startup ecosystem. He emphasizes the importance of understanding local nuances, community-driven marketing strategies, and the role of domestic venture capital in fostering innovation. Kizito also highlights the significance of regulatory considerations and the growing trend of financial inclusion among startups in Nigeria.

]]><![CDATA[The Chaotic World of Early Stage Startups]]>https://www.gtmexpertise.com/p/the-chaotic-world-of-early-stage-startupshttps://www.gtmexpertise.com/p/the-chaotic-world-of-early-stage-startupsMon, 15 Dec 2025 00:01:31 GMTIn this conversation, Luke Marshall shares his extensive journey through the startup ecosystem, discussing the transition from corporate life to the chaotic world of startups. He emphasises the importance of personal branding, the need for resilience, and the challenges of navigating the noise in the startup landscape. Luke also highlights the significance of consistency in strategy, the human side of being a founder, and the differences between corporate and startup sales dynamics. He concludes with insights into the evolving Australian startup ecosystem and the importance of community support.

]]><![CDATA[GTM Playbook: Partnerships Driving Impact in Education]]>https://www.gtmexpertise.com/p/gtm-playbook-partnerships-drivinghttps://www.gtmexpertise.com/p/gtm-playbook-partnerships-drivingWed, 03 Dec 2025 08:38:38 GMTIn this conversation, Erika Underwood shares her unique career journey from the fashion industry to the education sector, emphasising the importance of partnerships and empathy in sales. She discusses the challenges of navigating the education sector, the transition from corporate to startup environments, and the resilience required to adapt to changing circumstances. Erika highlights the significance of data-driven decision-making and the need for flexibility in go-to-market strategies, especially in the face of competition from established practices.

]]><![CDATA[GTM early in the product lifecycle]]>https://www.gtmexpertise.com/p/gtm-early-in-the-product-lifecyclehttps://www.gtmexpertise.com/p/gtm-early-in-the-product-lifecycleTue, 18 Nov 2025 08:40:32 GMTSummary

In this conversation, Ben Morrell and Alex discuss the intricacies of go-to-market (GTM) strategies within the product life cycle, particularly in the context of the crypto and blockchain space. Alex shares insights on user engagement, the importance of data-driven decision-making, and the concept of bundling versus unbundling in product offerings. They explore the significance of understanding user behavior, the challenges of market feedback, and the necessity of a lean operational approach. Additionally, they delve into pricing strategies, the importance of focusing on core offerings, and the need for a disciplined information diet to navigate the complexities of startup decision-making.

]]><![CDATA[Demystifying B2B Lead Gen]]>https://www.gtmexpertise.com/p/demystifying-b2b-lead-genhttps://www.gtmexpertise.com/p/demystifying-b2b-lead-genWed, 29 Oct 2025 08:10:55 GMTIn this conversation, Matt Lerner shares his extensive experience in B2B lead generation, discussing the common pitfalls startups face and the importance of understanding customer journeys. He emphasizes the need for experimentation and learning, identifying effective channels for lead generation, and the role of AI in enhancing marketing strategies. Matt also highlights the significance of hiring the right talent to drive growth and the metrics that indicate success in lead generation efforts.

]]><![CDATA[GTM in the Age of AI Perception]]>https://www.gtmexpertise.com/p/gtm-in-the-age-of-ai-perceptionhttps://www.gtmexpertise.com/p/gtm-in-the-age-of-ai-perceptionThu, 09 Oct 2025 05:30:59 GMTIn this conversation, Jason Friedlander discusses the evolving landscape of go-to-market strategies in the age of AI. He emphasises the importance of human touch in content creation, the need for startups to build trust in a low-barrier market, and the significance of real-time perception analysis. Jason also highlights the challenges of differentiation and the necessity for startup founders to understand their target market deeply. The discussion provides valuable insights for entrepreneurs navigating the complexities of AI-driven marketing and brand perception.

]]><![CDATA[Sales Process: It's Time to Scale]]>https://www.gtmexpertise.com/p/sales-process-its-time-to-scalehttps://www.gtmexpertise.com/p/sales-process-its-time-to-scaleTue, 23 Sep 2025 11:17:57 GMTIn this conversation, Don Lazzari shares his extensive experience in sales and consulting, focusing on the critical aspects of building and managing a sales team, especially in emerging companies. He discusses the importance of recognizing when a founder-led sales approach needs to evolve, the significance of hiring the right sales talent, and the common pitfalls that founders encounter in the sales process. Lazzari emphasizes the need for a structured sales process, effective vetting of sales candidates, and the importance of maintaining momentum in sales conversations.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Mentoring your way through GTM]]>https://www.gtmexpertise.com/p/mentoring-your-way-through-gtmhttps://www.gtmexpertise.com/p/mentoring-your-way-through-gtmTue, 26 Aug 2025 07:46:17 GMTIn this conversation, Ben Morrell and Andrew Wierzan discuss the critical role of mentorship in career development, particularly in the context of sales and technology. Andrew shares his journey, emphasising the importance of foundational knowledge, the evolution of sales strategies, and the significance of building trust and relationships. They explore the transition from founder-led sales to more structured processes and the challenges founders face in finding mentors. The discussion highlights the value of learning from mistakes and the power of saying no in maintaining professional connections.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[From Corporate to Startup: Lessons Learned]]>https://www.gtmexpertise.com/p/from-corporate-to-startup-lessonshttps://www.gtmexpertise.com/p/from-corporate-to-startup-lessonsMon, 21 Jul 2025 15:05:08 GMTIn this conversation, Britta shares her journey from the corporate world to becoming the Chief Flower Officer at Prijma Petals. She discusses the challenges and opportunities she faced while transitioning to entrepreneurship, the importance of customer feedback, and the lessons learned in sales and marketing. Britta emphasizes the significance of understanding financials and finding passion in one's work, offering valuable advice for those considering a similar path.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Clarity, Chemistry, and Chaos: Building a Leadership Team That Actually Works]]>https://www.gtmexpertise.com/p/clarity-chemistry-and-chaos-buildinghttps://www.gtmexpertise.com/p/clarity-chemistry-and-chaos-buildingMon, 07 Jul 2025 06:30:49 GMTIn this conversation, Volker shares his journey from Germany to becoming a sales leader and coach, emphasizing the importance of alignment in leadership and the role of emotional intelligence. He discusses the challenges startups face in maintaining feedback loops, navigating founder dynamics, and creating a positive company culture. Volker highlights the necessity of open communication and regular workshops to ensure team alignment and the value of external facilitation in fostering difficult conversations.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Pricing & Packaging at Day One]]>https://www.gtmexpertise.com/p/pricing-and-packaging-at-day-onehttps://www.gtmexpertise.com/p/pricing-and-packaging-at-day-oneMon, 23 Jun 2025 04:32:19 GMTIn this conversation, Caren Cioffi shares her entrepreneurial journey, focusing on the critical aspects of pricing and packaging for startups. She discusses the challenges of securing the first customer, the emotional impact of that milestone, and the importance of learning from early adopters. Caren emphasizes the need for flexibility in pricing strategies as markets evolve and highlights the significance of setting expectations with both customers and internal teams. She also explores the potential of down market opportunities and the importance of conducting thorough pricing research. Throughout the discussion, Caren encourages founders to find their believers and build genuine connections with customers.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Chief Product Officer: GTM Reflections]]>https://www.gtmexpertise.com/p/gtm-reflections-from-the-chief-producthttps://www.gtmexpertise.com/p/gtm-reflections-from-the-chief-productMon, 02 Jun 2025 12:07:39 GMTIn this conversation, Alberto shares his journey from software developer to Chief Product Officer at Checkly, emphasizing the importance of customer focus in product management. He discusses the challenges of maintaining this focus as companies scale, the dynamics between product and sales teams, and the signals that indicate product market fit. Alberto also offers valuable advice for aspiring product managers, highlighting the need for empathy and understanding of market needs.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[GTM Unpacked: What Most Companies Get Wrong and How to Get It Right]]>https://www.gtmexpertise.com/p/gtm-unpacked-what-most-companieshttps://www.gtmexpertise.com/p/gtm-unpacked-what-most-companiesTue, 06 May 2025 08:12:00 GMTIn this conversation, Bea Alonso shares her extensive experience in product marketing and go-to-market (GTM) strategies. She emphasises the importance of understanding market needs, aligning teams, and adapting strategies as necessary. Common mistakes in GTM execution are discussed, along with the differences in approach based on company size. Bea also provides valuable advice for first-time founders, highlighting the significance of market research and internal alignment.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[The Hard Path – Because growing a startup is never easy]]>https://www.gtmexpertise.com/p/the-hard-path-because-growing-a-startuphttps://www.gtmexpertise.com/p/the-hard-path-because-growing-a-startupWed, 12 Mar 2025 07:11:00 GMTIn this conversation, Kat shares her journey from corporate marketing roles to becoming a successful entrepreneur and startup founder. Kat discusses the realities of startup life, including the importance of go-to-market strategies, the challenges of raising capital, and the balance between work and family.
Kat emphasizes the significance of building strong relationships with investors and the need for effective prioritization in a startup environment. Concluding by outlining her current focus on helping founders navigate their growth paths and the importance of metrics in achieving success.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[The Rise of Fractional Leadership: How Businesses Can Scale Smarter]]>https://www.gtmexpertise.com/p/the-rise-of-fractional-leadershiphttps://www.gtmexpertise.com/p/the-rise-of-fractional-leadershipWed, 12 Feb 2025 17:09:00 GMTIn this conversation, Ben Morrell and Stephen Halpin explore the concept of fractional leadership, discussing its benefits for businesses, particularly in the startup phase. They delve into how fractional leaders can provide specialized skills, mentorship, and flexibility, allowing companies to scale effectively without the burden of full-time hires. The discussion also highlights the importance of investor perspectives, founder dynamics, and the triggers that lead businesses to consider fractional leadership. Stephen shares insights on how aspiring fractional leaders can transition from corporate roles to this flexible work arrangement, emphasizing the need for relevant experience and the ability to make a quick impact.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Navigating the Complexities of APAC]]>https://www.gtmexpertise.com/p/navigating-the-complexities-of-apachttps://www.gtmexpertise.com/p/navigating-the-complexities-of-apacTue, 28 Jan 2025 11:06:00 GMTIn this conversation, Mark Stanton shares his extensive experience in the Asia Pacific (APAC) region, discussing his journey from a technical background to leading teams in the SaaS industry. He emphasizes the diversity of the APAC markets, the importance of understanding local cultures, and the need for tailored strategies when entering these markets.

Mark highlights the significance of building relationships, the necessity of local presence, and the value of partnerships. He also provides insights into operational considerations, travel strategies, and the importance of trust and authenticity in business dealings. The conversation concludes with key takeaways for companies looking to expand into the APAC region.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

]]><![CDATA[Scaling GTM, The Rigour and Diligence Required]]>https://www.gtmexpertise.com/p/scaling-gtm-the-rigour-and-diligencehttps://www.gtmexpertise.com/p/scaling-gtm-the-rigour-and-diligenceFri, 03 Jan 2025 11:03:00 GMTIn this conversation, Ben Morrell and Margaret Davies discuss the intricacies of sales and market strategy, particularly in the context of startups. Margaret shares her extensive experience in B2B technology sales and marketing, emphasizing the foundational elements necessary for scaling go-to-market strategies. They explore the importance of understanding customer needs, establishing effective sales methodologies, and the critical role of sales operations in ensuring transparency and accountability. The discussion also highlights common pitfalls in sales organizations and the need for continuous refinement of sales processes and value propositions.

This podcast is brought to you by the team at Ziplake — discover more at ziplake.com.

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