Episode 146: The “Invisible Pipeline” Is Real: Move Customer References to the Top of Funnel

Episode 148: Getting ABM Right: From Intent Signals to True Account-Based Revenue

Most “ABM programs” are just dressed-up demand gen with expensive tech on top. Lots of activity, lots of pipeline… and not nearly enough revenue. In this episode, Jorge Soto sits down with Kristina Jaramillo (President of Personal ABM) to break down what real account-based go-to-market looks like when it’s done strategically, not just tech-first. We get into why so many teams are not actually ABM-ready when they buy tools like Demandbase, 6sense, Terminus, etc., and how to re-center around revenue, ICP discipline, and account experiences instead of vanity engagement metrics.In this episode, we cover: -How ABM evolved from “better targeting” to a true account-based revenue strategy -The big mistake: putting ABM tech before ABM strategy and just amplifying mediocre marketing -The difference between TAM, TRM (Total Relevant Market), and ICP — and why most teams confuse them -How to define an ICP that’s actually predictive of revenue (not just firmographics + technographics from your intent tools) -Why intent platforms are only a stepping stone, not your North Star -How to layer account insights + intent signals and hand sales something actionable (not just a score) -What a unified account-based go-to-market looks like across marketing, sales, and customer success -How to arm sales and CS with 1:1 ABM content and messaging that tells the account’s story, not just an industry or persona story -Content that answers “What happens if I buy?” and paints a 6–24 month vision your buyers can see themselves in -Why alignment is really a human problem (CRO + CMO or bust) and how to close the trust gap between sales and marketing -A real-world example of using ABM to drive 25%+ margin growth with a client working with Sephora by shifting from “firefighting” to strategic partner If you’re a B2B marketer, revenue leader, or seller who’s tired of fake ABM, bloated tech stacks, and “more pipeline, same revenue,” this conversation will give you a much sharper way to think about ICP, intent, and tier-one accounts.Connect with Kristina Jaramillo: 🔗 Website: personalabm.com🔗 LinkedIn: search “Kristina Jaramillo Personal ABM” or https://www.linkedin.com/in/kristinajaramillo/Connect with Jorge: 👋 Follow for more unedited GTM, ABM, and sales conversations: https://www.linkedin.com/in/startupjorge/If this episode was helpful, like, subscribe, and drop a comment with how you’re currently running ABM (or trying to). What’s working? What’s breaking? Let’s unpack it.

Episode 147: AI Pricing in 2025: Hybrid, Usage & Outcome Models

Pricing GenAI products is not “seats + shrug” anymore. In this episode of #TheGTMPack, host Justin Dorfman digs into AI pricing and packaging with Michael Hoy, Co-Founder & CEO of Atlas - the billing infrastructure purpose-built for AI-native SaaS. We cover why seat-based breaks for AI, how to design hybrid pricing (subscription + usage/credits), what “outcome-based” could look like, and practical steps to price v1 of your product today. What you’ll learn:-Why seat-based pricing fails for AI agents and automation-How to structure hybrid models (base subscription + usage/credits)-Managing variable COGS (model calls) without killing margins-Buyer predictability: minimums, maximums, tiers & rollover-PLG to sales-led handoffs using credits/pay-as-you-go-A 3-point framework to find your first price: customers, internal ROI math, market comps-Examples to study (Snowflake, cloud compute, leading AI apps) Chapters:00:00 Intro & why pricing AI is hard02:45 What Atlas is (billing infra + pricing agent)06:10 Why seat-based breaks for AI09:20 Variable costs & margin protection10:45 Hybrid pricing done right15:00 Credits: where they help (and where they confuse)17:50 Enterprise predictability: floors, caps, tiers20:30 Who’s doing it well & what to copy21:50 How to price your v1 (3 data points)24:30 Pricing as differentiation in crowded markets26:00 Resources & who to follow30:30 Follow-up by AssetMule: early pricing thoughts Guest:Michael Hoy, Co-Founder & CEO, Atlas — billing infrastructure with an AI pricing & packaging agent for AI-enabled SaaS.Resources mentionedMetronome: State of AI Pricing reportKyle Poyer (Tidemark) on AI/SaaS pricing & GTMManny Medina (PAID) on modern pricing motionsAtlas “20 live AI pricing examples” resourceFollow-up by AssetMule (AI that turns sales call transcripts into personalized Digital Sales Rooms) Try the productsAtlas (AI-native billing + pricing agent): [runonatlas.com]Follow-up by AssetMule (Digital Sales Rooms from transcripts): [https://www.gofollowup.ai/]About the show#TheGTMPack is for founders, product marketers, and AEs who want practical GTM, pricing, and sales enablement tactics—no fluff.Connect:Michael on LinkedIn (look for the 🚀): https://www.linkedin.com/in/michaelthoy/Atlas: [runonatlas.com]Justin / #TheGTMPack: https://www.linkedin.com/in/justindorfman87/If this helped, hit 👍, subscribe, and drop your AI pricing questions in the comments - we’ll cover them in a follow-up episode.

Episode 146: The “Invisible Pipeline” Is Real: Move Customer References to the Top of Funnel

Cold email is burning out, social is noisy, and buyers don’t follow a neat demo → proposal → close path anymore. In this episode, Jorge Soto sits down with Braydan Young (Co-Founder of Sendoso, now CEO at Slash Experts) to unpack a better way to build pipeline: make the invisible pipeline visible by connecting prospects with real customers early—not just at the end of a deal. We dig into why peer-to-peer validation beats glossy case studies, where to insert references in your buyer journey, how this cuts churn and accelerates land-and-expand, and how first-party conversation data becomes a long-term moat. Guest: Braydan Young Host: Jorge Soto Learn more: https://slashexperts.com [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1pyMGdraFNwTFNSQ3hqclM2cDM5Wl9RbGt5QXxBQ3Jtc0tteEpoNXBYWGdmM3kxMlJjNFFCZkF1Z3QwSEFfXzQ2cmd2MGd6NkJ1MDIzOU9FdGZlaGhPQjNZR1I3cGdpUFJCRXV0UGdyd3RJOTA2M2YzbTNJUWJ3QjBiNzZTYWtxSENhWnBxTHJGOVBqbXlRM3lyYw&q=https%3A%2F%2Fslashexperts.com%2F&v=8eUgZkZ3StM] What you’ll learn: -Why cold email deliverability & webinars aren’t filling calendars like they used to -How to surface the invisible pipeline of peer conversations happening off your radar -The simple play: move references to top of funnel (or immediately post-demo) -Using customer connections to reduce churn & power land-and-expand -Founder lessons from zero → one (process, tooling, and staying insanely organized) -Balancing “build for now” with a 5–10 year data moat + LLM strategyChapters:00:00 [https://www.youtube.com/watch?v=8eUgZkZ3StM] Intro & history00:32 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=32s] What’s changed in pipeline building01:33 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=93s] The invisible pipeline (peer-to-peer proof)03:44 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=224s] Put references before the demo05:07 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=307s] Beyond glossy case studies: buyers want real talk06:42 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=402s] Churn reduction & land-and-expand use cases08:30 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=510s] Starting from zero again—Sendoso → Slash Experts lessons10:18 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=618s] Founder learning loops & discovery mistakes14:18 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=858s] Now vs 5–10 year vision (fundraising balance)15:14 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=914s] First-party data as a moat (LLMs, insights)18:38 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=1118s] Humans still buy from humans19:59 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=1199s] Advice for early sales leaders (talk to everyone, get organized)21:03 [https://www.youtube.com/watch?v=8eUgZkZ3StM&t=1263s] Where to find Slash ExpertsLinks & ResourcesSlash Experts: https://slashexperts.com [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3BkOWdUNzdtcXZVNkNSV2VPbV9NT01jSktEQXxBQ3Jtc0trNE5BaW83MmlqMmx2SC1ET0Ryd3BUdnlxTGFpY0QtSkRscHpCOUVmSG02dHRodl9RVllGMjdrQlhwTjRsTEJoN24yYThmX1JNcFUtUjJ6bUt1aEJCb0xYWV9fRzNETUlISXVEcTk3b0xJXzJCZmc3MA&q=https%3A%2F%2Fslashexperts.com%2F&v=8eUgZkZ3StM] (hit Experts to talk to real customers)Braydan on LinkedIn: https://www.linkedin.com/in/braydanyoung/Jorge on LinkedIn: https://www.linkedin.com/in/startupjorge/Gear this episode helpsB2B founders, CROs, product marketers, AEs, and anyone trying to build pipeline without burning their domain or budget.

Episode 145: How to Go Fractional as a PMM Consulting, Pricing & Pipeline

Product marketers are going solo in record numbers. In this #TheGTMPack episode, host Justin Dorfman sits down with Adam Smith (aka Adam Anthony Smith) to unpack what it really takes to build a successful product marketing consulting practice - from deciding to go independent, to pricing, standing out in a crowded market, and balancing delivery with biz dev.If you’re a PMM eyeing fractional work (or already juggling clients), this one’s packed with hard-won, practical advice.What you’ll learnHow a non-linear path (design agencies to adtech to Web3) builds PMM superpowersWhen to make the jump to consulting - and what to expect in year onePricing & rate-setting: where to get real benchmarks (without race-to-the-bottom sites)Standing out: why referrals over awards, and how to earn themCapacity management: time-blocking, context switching, and saying “not now”Tools & stack: time-tracking, AI for competitive intel/org charts, and simple ops that scaleChapters00:00 Intro & why PMMs are going fractional00:43 Adam’s path: design to agencies to PMM03:20 Agency lessons that translate to PMM06:30 Web3/Coinme & the leap to consulting08:24 Making the jump: risks, mindset, Plan B10:52 Skills that matter: adaptability, empathy, compartmentalizing12:35 Pricing & communities to benchmark rates15:59 Stand out with referrals (not awards)18:21 Time-blocking & protecting delivery time20:59 Keep the pipeline warm without burning out22:57 Tools: Toggl/Hubstaff, ChatGPT/Claude/Perplexity24:55 Where to connect with Adam + he’s taking new projects25:24 Shoutouts & closeTools & resources mentionedTime tracking: Toggl, HubstaffAI helpers: ChatGPT, Claude, PerplexityCommunities: LinkedIn groups for fractionals, relevant subreddits & Telegram groups (esp. Web3)Connect with Adam🔗 LinkedIn: search “Adam Anthony Smith” https://www.linkedin.com/in/adamanthonysmith/ShoutoutsElise, Hattie the PMM, and Zach Roberts all making waves in the PMM world.—If you enjoyed this, hit Subscribe and drop a comment with your biggest question about going fractional as a PMM.#ProductMarketing #FractionalPMM #Consulting #B2BMarketing #GTM #TheGTMPack

Episode 144: PMM Masterclass: B2B vs B2C, PLG vs Sales Led & Why “AI Is the New UI”

Shannon Kearns joins host Justin Dorfman on #TheGTMPack to unpack what great product marketing really looks like across B2B and B2C, how to shift from sales-led to product-led growth without face-planting, and why behavioral psychology (not just copy) should drive your launches, claims, and lifecycle. We also riff on Shannon’s spicy take that “AI is the new UI.” What you’ll learn: * The real B2B vs B2C differences: brand pillars, emotional promises, and claim-driven messaging * PLG mindset shifts: experimentation discipline, XRDs (experiment reference docs), and data fluency * Using internal product data to make credible, user-level claims (not just vanity stats) * Behavioral psychology every PMM must know (paradox of choice, intent vs behavior, storytelling) * Practical AI uses for PMMs today: competitor intel, persona GPTs, bias checks—plus where this is headed Chapters: 00:00 Intro 00:47 Shannon’s path: research → demand gen → PMM 04:55 B2B vs B2C: brand pillars, emotions, and product principles 09:04 Claims that convert: moving beyond “100 integrations” 11:00 Sales-led → Product-led: what actually changes 12:50 Experimentation muscle: agility, guardrails, and XRDs 20:45 Biggest PLG mistake leaders make 23:50 Behavioral psychology for PMMs (and why it’s non-negotiable) 26:40 Must-read: Using Behavioral Science in Marketing (Nancy Harhut) 28:45 AI for PMMs today—and “AI is the new UI” 36:30 Where to follow Shannon + wrap Guest:Shannon Kearns — Product Marketer (Austin, TX). Host:Justin Dorfman — Co-Founder, AssetMule Mentioned resources: * Nancy Harhut — Using Behavioral Science in Marketing * Robert Cialdini — Influence * Product Marketing Alliance, PMM Camp (Tamara Grominsky) If you enjoyed this episode, hit Subscribe, drop a comment with your favorite takeaway, and share with a PMM friend who’s flirting with PLG. #ProductMarketing #B2BMarketing #PLG #SalesLed #BehavioralScience #AI #TheGTMPack #AssetMule