GTM Innovators

GTM Innovators: Why AI Is Making Average Marketing Easier and Great Marketing Rarer

AI has made it easier than ever to produce content, launch campaigns, and optimize performance at scale. But has it actually made marketing better?  In this episode of GTM Innovators, Kyle James sits down with Joey Lai, B2B Marketing Director at Mastercard, for a candid and deeply thoughtful conversation about what’s being lost as AI tools become embedded in everyday marketing work.  Drawing on her experience across fast-growing startups and large enterprise organizations, Joey argues that while AI accelerates output, it often erodes the critical thinking, creativity, and human insight that separate average marketing from great marketing. Together, they explore why optimization has become easier, originality has become rarer, and why the next generation of marketers faces a very real risk of outsourcing their thinking along with their tasks.   This conversation goes beyond AI hype to examine:  Why more content does not mean better marketing  How critical thinking and judgment are becoming true competitive advantages  The unintended consequences of relying on AI too early in a marketer’s career  Why human connection, curiosity, and hard thinking still matter more than speed  How leaders can develop teams that use AI as a tool, not a crutch  If you’re a GTM leader, marketer, or builder navigating the AI era, this episode challenges a simple assumption: just because marketing is easier to execute doesn’t mean it’s easier to do well.

GTM Innovators: The GEO Playbook - How Partner Marketing Fuels AI Discoverability with Michael Cole

In this episode of GTM Innovators, host Kyle James sits down with Michael Cole, SVP of Marketing at Everflow, to explore how Generative Engine Optimization (GEO) is redefining the rules of search and discoverability. As AI tools like ChatGPT and Gemini become the new front doors to information, long-tail SEO is giving way to a world driven by citations, partnerships, and authentic content. Michael shares how leading brands are adapting—building relationships with publishers, rethinking affiliate strategies, and creating human-led content that fuels visibility across AI-powered ecosystems. If you’ve ever wondered what replaces SEO in the age of AI, this conversation is your new playbook.

Building GTM Trust Through Analyst Relations with Chris Manfredi

In this episode of GTM Innovators, Kyle James sits down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social, to explore the power of analyst relations as a trust-building force in go-to-market strategy. With over a decade of experience navigating firms like Gartner, Forrester, and IDC, Chris shares how AR serves as a strategic connective tissue across product, marketing, sales, and the C-suite. From managing 1,500+ analyst touchpoints a year to synthesizing insights for executive decisions, Chris offers a behind-the-scenes look at what makes AR truly impactful, especially in today’s AI-driven, insight-saturated landscape. Whether you’re new to AR or looking to take your program to the next level, this conversation is packed with practical wisdom, human-centric perspective, and bold ideas for the future.

Texting with Intent - Phil Portman on Smarter SMS for Modern GTM Teams

In this episode of GTM Innovators, we sit down with Phil Portman, founder and CEO of Textdrip, to explore how SMS is evolving from a simple communication tool into a powerful, intent-based automation channel for modern go-to-market teams. Phil shares his entrepreneurial journey from flipping houses to building a scalable, compliant SMS platform designed for regulated industries. We dive into how Textdrip leverages AI (without losing the human touch), the dos and don’ts of SMS campaigns, and why deliverability and trust are the new battlegrounds in business texting. If you’re curious about how to integrate SMS into your GTM strategy the right way, this episode is for you.

GTM Innovators: Creating Demand Through Community - A GTM Chat with Mark Kilens

In this episode of GTM Innovators, we sit down with Mark Kilens for a conversation that brings us back to the GTM fundamentals. Mark is the VP of Marketing at EasyLlama and Founder of TACK. Mark shares how the most effective go-to-market strategies today are rooted in community, education, and trust. From building scalable programs to fostering authentic engagement, Mark’s insights may sound simple—but they’re powerfully foundational. Whether you're refining your GTM motion or starting from scratch, this episode is packed with timeless advice on creating real demand through human connection.