<![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 Jul 2026 03:28:13 GMT<![CDATA[From FX Expert to Founder: The Journey Behind CompareFX]]>https://www.gtmexpertise.com/p/from-fx-expert-to-founder-the-journeyhttps://www.gtmexpertise.com/p/from-fx-expert-to-founder-the-journeyThu, 16 Apr 2026 07:15:43 GMTGiles shared how a long career in FX inside a big corporate environment eventually led him to build Compare FX, a business designed to bring more transparency and trust to foreign exchange pricing. The turning point came while he and his partner stepped away from London and traveled for a year, creating the distance and clarity needed to see the industry’s pain points more objectively.

Rather than pushing rates or acting like another FX salesperson, Compare FX takes an impartial, data-led approach: users upload quotes, the team benchmarks them against the mid-market rate, and the customer gets a clear view of what they are really being charged. The business then introduces vetted providers, secures fee protection through a margin control agreement, and keeps the process human by explaining the data rather than just sending a report.

A major theme in the conversation was that strategic partnerships have become the biggest growth lever, especially with accountants, lawyers, immigration firms, chambers, and associations that can refer qualified clients while adding value to their own audience. Giles also emphasized building carefully from the ground up with his own money, learning the full customer journey manually first, and using that understanding to build a better, more scalable business later.

]]><![CDATA[From FX Expert to Founder: The Journey Behind CompareFX]]>https://www.gtmexpertise.com/p/from-fx-expert-to-founder-the-journey-289https://www.gtmexpertise.com/p/from-fx-expert-to-founder-the-journey-289Thu, 16 Apr 2026 06:30:00 GMTGiles shared how a long career in FX inside a big corporate environment eventually led him to build Compare FX, a business designed to bring more transparency and trust to foreign exchange pricing. The turning point came while he and his partner stepped away from London and traveled for a year, creating the distance and clarity needed to see the industry’s pain points more objectively.

Rather than pushing rates or acting like another FX salesperson, Compare FX takes an impartial, data-led approach: users upload quotes, the team benchmarks them against the mid-market rate, and the customer gets a clear view of what they are really being charged. The business then introduces vetted providers, secures fee protection through a margin control agreement, and keeps the process human by explaining the data rather than just sending a report.

A major theme in the conversation was that strategic partnerships have become the biggest growth lever, especially with accountants, lawyers, immigration firms, chambers, and associations that can refer qualified clients while adding value to their own audience. Giles also emphasized building carefully from the ground up with his own money, learning the full customer journey manually first, and using that understanding to build a better, more scalable business later.

]]><![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[How Product Led Growth and Behavioural Design Shape Human and AI Interaction]]>https://www.gtmexpertise.com/p/how-product-led-growth-and-behavioural-0d1https://www.gtmexpertise.com/p/how-product-led-growth-and-behavioural-0d1Mon, 16 Mar 2026 08:00:00 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 Relationships to Revenue: How to Orchestrate Trust-Based Growth at Scale]]>https://www.gtmexpertise.com/p/from-relationships-to-revenue-how-fc9https://www.gtmexpertise.com/p/from-relationships-to-revenue-how-fc9Wed, 04 Mar 2026 13:33:19 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[From Solo to Scale - a global creative journey]]>https://www.gtmexpertise.com/p/from-solo-to-scale-a-global-creative-a06https://www.gtmexpertise.com/p/from-solo-to-scale-a-global-creative-a06Mon, 16 Feb 2026 08:56:41 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[Community-driven GTM in Emerging Markets]]>https://www.gtmexpertise.com/p/community-driven-gtm-in-emerging-697https://www.gtmexpertise.com/p/community-driven-gtm-in-emerging-697Wed, 21 Jan 2026 12:56:15 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[Early Stage Startups - What am I supposed to be doing next?]]>https://www.gtmexpertise.com/p/early-stage-startups-what-am-i-supposed-83chttps://www.gtmexpertise.com/p/early-stage-startups-what-am-i-supposed-83cMon, 15 Dec 2025 03:00:00 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[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-driving-976https://www.gtmexpertise.com/p/gtm-playbook-partnerships-driving-976Wed, 03 Dec 2025 08:45:00 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 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[GTM early in the product lifecycle]]>https://www.gtmexpertise.com/p/gtm-early-in-the-product-lifecycle-bfdhttps://www.gtmexpertise.com/p/gtm-early-in-the-product-lifecycle-bfdTue, 18 Nov 2025 07:00:00 GMTIn 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[Demystifying B2B Lead Gen]]>https://www.gtmexpertise.com/p/demystifying-b2b-lead-gen-7e9https://www.gtmexpertise.com/p/demystifying-b2b-lead-gen-7e9Wed, 29 Oct 2025 08:00:00 GMTMatt Lerner draws on deep B2B lead generation experience to reveal the most frequent mistakes startups make, with a strong focus on truly mapping and understanding the customer journey. He underscores the necessity of ongoing experimentation, rapid learning, and channel mastery to discover which acquisition tactics deliver results. Matt also explains how AI, when layered on a foundation of customer insight and structured testing, can accelerate marketing effectiveness—rather than replace core strategy. Finally, he stresses the impact of building the right team and tracking the metrics that reflect meaningful progress in lead generation efforts.

]]><![CDATA[GTM in the Age of AI Perception]]>https://www.gtmexpertise.com/p/gtm-in-the-age-of-ai-perception-c2bhttps://www.gtmexpertise.com/p/gtm-in-the-age-of-ai-perception-c2bThu, 09 Oct 2025 06:00:00 GMTIn this episode, Jason Friedlander explores how go-to-market strategies are transforming in the era of AI. He underscores why maintaining a human touch in content creation matters more than ever, how startups can build trust in a crowded, low-barrier market, and the growing role of real-time perception analysis. Jason also delves into the challenges of standing out and the critical need for founders to truly understand their target audience. The conversation offers rich insights for entrepreneurs aiming to thrive in an AI-driven marketing landscape.

]]><![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.

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