Go-to-Market Playmakers

31. How to Sell to MSPs with Greg Sharp (ZenContract)

The theme of our 31st podcast episode is “How to Sell to MSPs”. Joining our host Jeremy Balius to discuss all things SaaS GTM and Sales to IT managed services providers is Greg Sharp from ZenContract [https://www.zencontract.com/]. Summary In this episode of Go-to-Market Playmakers, Jeremy sits down with Greg Sharp, founder and CEO of ZenContract, to dive into what it takes to successfully sell to MSPs. Drawing on nearly three decades of experience as an MSP owner, Greg shares his transition from building and selling service-based businesses to launching a SaaS company purpose-built for MSPs. His journey highlights the realities of pivoting from services to software, the challenges of building remotely distributed teams, and the mission that drives ZenContract to elevate the MSP industry through better contract management and risk mitigation. The conversation explores why MSPs are such a unique and often difficult audience to sell to: they are incredibly time-poor, constantly pitched by vendors, and often lack formal business processes or urgency to change. Greg breaks down the three types of MSPs (lifestyle, scaling, and growth-focused), their buying personas, and what motivates them. He also shares lessons on standing out in a crowded market, the importance of building urgency, and how ZenContract has differentiated itself from tools like DocuSign by embedding automation, compliance, and PSA integration.   About Greg Sharp Greg Sharp, With a 30-year tenure in the IT industry across the UK and New Zealand, stands out as an exemplary leader in contract management for MSPs. As a CISSP-certified IT security engineer, he currently spearheads ZenContract as its Managing Director, coordinating a skilled team across New Zealand, Australia, Philippines, United Kingdom, and Canada. His insight is valued on advisory boards for notable industry giants such as Datto, Autotask, Dropbox, Microsoft, and Cisco in the APAC region, and he maintains active roles on three MSP advisory boards. His passion for the MSP industry is not just theoretical; Greg has practically demonstrated his acumen by successfully building and selling three MSP businesses. His most recent venture set a record in New Zealand, being acquired by a government division, a testament to its exceptional people, culture, systems, and streamlined business processes. One of these innovative processes evolved into ZenContract, a solution revolutionizing how MSPs manage contracts and agreements, ensuring complete ownership and efficiency in these critical operations. Greg’s journey is characterized by a deep commitment to enhancing MSP efficiency, particularly in contract and agreement management, making him a pivotal figure for businesses seeking to optimize their service delivery in the IT sector. Connect with Greg on LinkedIn [https://www.linkedin.com/in/greg-sharp-2598713/] __________________ Go-to-Market Playmakers [https://filament.digital/podcasts/] is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency [https://filament.digital/]. Check out our Web Designs [https://filament.digital/web-designs-sydney/], our Website Maintenance [https://filament.digital/website-maintenance-service/] and our Website Security [https://filament.digital/website-security/] Solutions.  Follow Filament on LinkedIn [https://www.linkedin.com/company/filament-digital/].   Connect with Jeremy Balius [https://www.linkedin.com/in/jeremybalius/].

30. AI in Enterprise Tech Go-to-Market with Mark Vigoroso (The Enterprise Edge)

The theme of our 30th podcast episode is “AI in Enterprise Tech Go-to-Market: Why Enterprise GTM Will Never Be the Same”. Joining our host Jeremy Balius to discuss all things AI and Enterprise GTM is Mark Vigoroso from The Enterprise Edge [https://www.tee5.ai/]. Summary In this episode, Mark Vigoroso joins host Jeremy Balius to unpack how AI, particularly local, containerized deployment models, is redefining enterprise go-to-market strategy. Mark explains how the SAP-NVIDIA partnership exemplifies the shift toward “local AI”, a model that allows enterprises to deploy AI securely, compliantly, and at scale without compromising data sovereignty. This architectural shift is enabling faster time to value and unlocking AI adoption in highly regulated sectors like healthcare, finance, and government. Mark argues that AI is not just transforming products. It’s reshaping buyer expectations and redefining how GTM teams must operate. As skepticism and scrutiny among buying committees grow, vendors must now prove not just value, but safety and trustworthiness. AI-led GTM demands deeper industry verticalization, outcome-based messaging, and a renewed focus on differentiation. Throughout the episode, Mark provides a clear, practical framework for go-to-market leaders who want to move beyond AI theatre and build sustainable, trusted growth in the enterprise space. About Mark Vigoroso Mark Vigoroso is the Founder and CEO of The Enterprise Edge, which equips B2B enterprise tech firms to grow, convert more funnel, increase M&A time-to-value and transform to sell as an advocate, not a vendor. Mark has 30 years of deep, full-spectrum experience across the B2B enterprise technology ecosystem - spanning software, services, marketplaces, and consulting. He’s a 360° operator with deep tech and operations VP practitioner roots (NCR), executive software / services / tech vendor GTM experience (Qualcomm, Verizon Wireless, Oracle, Servigistics/PTC), and analyst/consultant/advisor CxO roles (Aberdeen Group, Reed Elsevier, ERP Today). As a CEO, CRO, CCO and CMO, he’s repeatedly built and revitalized companies through strategic clarity, GTM reinvention, operational rigor, building and growing courageous cultures and teams, and humble leadership. Connect with Mark on LinkedIn [https://www.linkedin.com/in/markvigoroso].   __________________ Go-to-Market Playmakers [https://filament.digital/podcasts/] is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency [https://filament.digital/]. Check out our Web Designs [https://filament.digital/web-designs-sydney/], our Website Maintenance [https://filament.digital/website-maintenance-service/] and our Website Security [https://filament.digital/website-security/] Solutions.  Follow Filament on LinkedIn [https://www.linkedin.com/company/filament-digital/].   Connect with Jeremy Balius [https://www.linkedin.com/in/jeremybalius/].

29. HubSpot Marketing Operations with Jasz Rae Joseph (Jasz Rae Digital)

The theme of our 20th podcast episode is “HubSpot Marketing Operations: How to Align RevOps Systems for Effective Go-to-Market”. Joining our host Jeremy Balius to discuss all things HubSpot and GTM is Jasz Rae Joseph from Jasz Rae Digital [https://www.jaszrae.com/]. Summary In this episode of Go-to-Market Playmakers, HubSpot and RevOps strategist Jasz Rae Joseph explains why Marketing Operations is the glue that aligns marketing, sales, and customer success around one revenue system. She breaks down how clean data, thoughtful lead routing, attribution, and reporting turn HubSpot from “just a CRM” into an all-in-one visibility engine that shows exactly what’s working, what’s not, and where to double down. Instead of tool-first thinking, Jasz advocates a strategy-first, crawl-walk-run approach: document the revenue goals, map the buying journey, and then configure HubSpot (and only the features you truly need) to support that motion. Jasz also shares practical playbooks for sales adoption without extra admin, email/calendar connections, sequences, and background tracking, so sellers spend more time selling while leadership gets closed-loop reporting. We cover dirty-data pitfalls, ownership and documentation, right-sizing deal stages and properties, intent + fit lead scoring, and how to use automation to warm leads before handoff. A real-world example shows the impact: nurturing existing database contacts via sequences added $1M in revenue with no new headcount required. About Jasz Rae Joseph Jasz Rae Joseph is a revenue strategist and HubSpot expert who helps B2B teams streamline their marketing and sales systems for real, measurable growth. With over a decade of experience spanning SEO, client strategy, and operations, Jasz founded her consultancy in 2021 to support scaling teams in getting more from the systems themselves. She’s known for her practical, systems-first approach to marketing that aligns directly with sales and business goals, cutting through complexity to drive real results. Connect with Jasz on LinkedIn [https://www.linkedin.com/in/jaszjoseph/] __________________ Go-to-Market Playmakers [https://filament.digital/podcasts/] is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency [https://filament.digital/]. Check out our Web Designs [https://filament.digital/web-designs-sydney/], our Website Maintenance [https://filament.digital/website-maintenance-service/] and our Website Security [https://filament.digital/website-security/] Solutions.  Follow Filament on LinkedIn [https://www.linkedin.com/company/filament-digital/].   Connect with Jeremy Balius [https://www.linkedin.com/in/jeremybalius/].

28. Fixing the Partner Disconnect with John Golden (Pipeliner CRM)

The theme of our 28th podcast episode is Fixing the Partner Disconnect: How to Align Partners with Your Go-to-Market Strategy. Joining our host Jeremy Balius to discuss all things partner GTM strategy is John Golden from Pipeliner CRM [https://www.pipelinersales.com/]. Summary In this episode of Go-to-Market Playmakers, John Golden, Chief Strategy & Marketing Officer at Pipeliner CRM, joins us to tackle one of the most overlooked challenges in B2B GTM strategy: the partner disconnect. Drawing on decades of executive experience across global sales organizations and his leadership at SPIN Selling and Pipeliner, John shares why most partner programs fail and what great companies do to fix them. From the common trap of treating partner recruitment as the finish line to the necessity of treating partners like a true extension of your sales team, this conversation is packed with actionable insights. John also reveals how Pipeliner CRM’s unique sales-first, partner-enabled philosophy empowers reps and partners alike. He explains why traditional CRMs fall short in supporting co-selling motions, and how Pipeliner is using AI and intelligent agents to simplify complexity, reduce admin friction, and enable faster, smarter selling. Whether you’re leading a channel program, building a partner ecosystem, or choosing the right CRM for growth, this episode offers valuable guidance you won’t want to miss. About John Golden John Golden is the Chief Strategy & Marketing Officer at Pipeliner CRM, a next-generation sales enablement platform. A globally recognized sales and marketing strategist, he’s the bestselling author of Winning the Battle for Sales and Social Upheaval, and host of Sales POP!, a top 2% global podcast with over 1,500 interviews. John is a former CEO of Huthwaite (creators of SPIN Selling) and Omega Performance, and brings decades of hands-on experience helping B2B tech companies scale through intentional go-to-market strategies, sales enablement, and customer-centric growth systems. Connect with John Golden on LinkedIn [https://www.linkedin.com/in/johngolden/]. __________________ Go-to-Market Playmakers [https://filament.digital/podcasts/] is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency [https://filament.digital/]. Check out our Web Designs [https://filament.digital/web-designs-sydney/], our Website Maintenance [https://filament.digital/website-maintenance-service/] and our Website Security [https://filament.digital/website-security/] Solutions.  Follow Filament on LinkedIn [https://www.linkedin.com/company/filament-digital/].   Connect with Jeremy Balius [https://www.linkedin.com/in/jeremybalius/].

27. Measuring Partner Ecosystem Value with Chris Messina (Quarq)

The theme of our 27th podcast episode is Measuring Partner Ecosystem Value: Why 90% of Partner Programs Fail And How to Fix Them. Joining our host Jeremy Balius to discuss all things partner ecosystems is Chris Messina from Quarq [https://quarq.ai/]. Summary Most partner teams are stuck in the shadows—lacking visibility, tools, and buy-in. In this episode, Chris Messina, Founder and CEO of Quarq.ai, reveals why partner programs so often fail and what it takes to make them succeed. Chris shares his incredible personal journey and how it shaped his mission to bring credibility and accountability to ecosystem strategies. We unpack why vanity metrics are killing partner potential, how the Shared Value Index (SVI) is redefining how impact is measured, and why empathy, not resentment, is key to aligning with execs. Whether you lead a channel program or just believe partnerships are your company’s next big growth lever, this conversation offers a roadmap to ecosystem success and the data to prove it. Key topics covered: * Why partner programs fail 90% of the time * The power of measuring shared value, not just sourced revenue * How to build executive trust and eliminate partner “invisibility” * AI’s role in surfacing give-get opportunities * Why the future C-suite may be led by ecosystem leaders   About Chris Messina Chris Messina is the founder and CEO of Quarq, the first AI platform built to measure the true value of partner ecosystems. After a decade watching partner programs fail due to shallow metrics and executive blind spots, Chris had enough—and built a platform that exposes the real impact partners have on KPIs like ARR, retention, and growth. Think of Quarq as a credit score for every partner, and a portfolio index for your entire ecosystem. An Army veteran, former police officer, and Brazilian Jiu-Jitsu black belt, Chris brings relentless grit, sharp strategy, and zero tolerance for fluff. He’s on a mission to kill vanity metrics, hold partner teams accountable, and prove—once and for all—that partnerships are the most undervalued growth engine in tech. Whether you’re scaling an ecosystem or just trying to survive one, Chris is here to change the game… and he’s not asking for permission. Connect with Chris on LinkedIn [https://www.linkedin.com/in/chrisjmessina/].    __________________ Go-to-Market Playmakers [https://filament.digital/podcasts/] is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best. Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market. Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success. For more about Filament, visit our B2B tech marketing agency [https://filament.digital/]. Check out our Web Designs [https://filament.digital/web-designs-sydney/], our Website Maintenance [https://filament.digital/website-maintenance-service/] and our Website Security [https://filament.digital/website-security/] Solutions.  Follow Filament on LinkedIn [https://www.linkedin.com/company/filament-digital/].   Connect with Jeremy Balius [https://www.linkedin.com/in/jeremybalius/].