A Go-To-Market Perspective

The Trust Gap: Why Most B2B Brands Play It Safe, and Lose

In B2B marketing, everyone talks about differentiation, bold storytelling, and building memorable brands. Yet scroll through your LinkedIn feed, and it’s hard to tell one company from another. In this episode, Rob sits down with Skott Bennett, Senior Director of Brand at Qlik, to unpack what may be the most overlooked constraint in modern go-to-market strategy: trust. Not trust in data or dashboards, but trust in people. Specifically, the willingness of leaders to empower experienced brand and creative teams to take risks, make bold decisions, and stand out. The conversation explores the narrative tension between brand and product marketing, the fatigue with the “measure everything” era, and why an overreliance on metrics may be driving B2B marketing toward a sea of sameness. If you're a CMO, founder, or go-to-market leader trying to break out of safe, forgettable marketing, this episode is a candid look at what it takes to build a stand-out brand.

Beyond Translation: What International Expansion Really Demands of Marketing

No matter what country your B2B business is based in, there will come a time in your growth journey when you must evaluate regional or even global expansion as part of your go-to-market strategy. In this episode, Rob speaks with Angela Troccoli, head of marketing at Revecore, who shares real-world insights from her experience as an American marketing leader working for companies headquartered outside the U.S. and helping organizations expand across borders in both directions. Angela explores the cultural and organizational challenges of international marketing, from being expected to unlock the U.S. market to translating strategy, expectations, and execution across global teams. She explains why international expansion is never just about translating content. It’s a full cultural and operational shift that requires the right marketing foundation, investment, and leadership alignment.

Event ROI for Early-Stage Startups: Lessons Learned the Hard Way

There's no single right way to do events. But after three years of experimenting with conferences, dinners, and online community gatherings, Philippe Boutrous has found plenty of wrong ones. In this episode, Rob sits down with Philippe, cofounder of GetWhys, to get candid about what early-stage startups get wrong when they bet on events as a growth channel - from expensive conference sponsorships that go nowhere to in-person dinners that miss the mark. The conversation gets practical fast: whether to sponsor or skip major conferences, how to design events that generate real pipeline, who to bring from your team & who to leave at home, and why online community events are more valuable than most founders think. If you're a founder or early-stage marketing leader trying to figure out where events fit in your go-to-market, this episode will save you time, money, and at least a few awkward dinners.

Leveraging AI to scale marketing from 0 to 1

AI is rapidly changing how marketing teams are built, but scaling from zero to one still requires judgment, creativity, and human leadership. In this episode, Rob speaks with Jakki Geiger to explore how she is using AI as a force multiplier across the earliest stages of building a modern B2B marketing organization, from brand and messaging to demand, competitive intelligence, and thought leadership. The conversation looks at practical ways Jakki and her team are using AI to synthesize voice-of-customer insights, sharpen ICPs and positioning, support distinct executive POVs, and augment SDR capacity - while keeping humans firmly in the loop. Rather than chasing an “AI-first” mandate, it’s all about an AI-forward opportunity: designing lean teams where AI and people work together to move faster, learn quicker, and scale impact without replacing the roles that matter most.

Attribution: Post-mortem or Second Act?

Attribution has always been one of marketing and sales' favorite ways to argue. The age-old debate of first touch, last touch, multi-touch, and everything in between hasn’t quieted down. In this episode, Rob sits down with Nadia Davis, VP of Marketing at CaliberMind, to cut through the noise on one of B2B marketing's most overcomplicated topics. Nadia challenges the all-too-common pattern of companies calling themselves data-driven while using attribution to hunt for answers rather than validate a strategy they should be defining in the first place. From the customer journey’s dark funnel of indirect touchpoints to the question of whether multi-touch attribution is nirvana or a rathole, this conversation gets honest about what attribution can and can't do, and where human judgment still has to lead before AI and technology can accelerate anything. Nadia also shares the findings of a comprehensive market study (2026 State of Attribution Report) conducted by Scott Brinker, the father of MarTech, and Frans Riemersma from MarTech Tribe - the two prominent MarTech gurus - on the state of attribution in 2026. If you're in demand gen, marketing ops, or leading GTM strategy, this episode is a grounded reality check on where attribution stands today.