From Founder-Led to System-Led Growth

The Death of the MQL: Building Pipeline for Modern Buyers | Scott Wasserman

Most growth-stage companies don’t have a marketing team problem. They have a pipeline clarity problem.   They confuse motion with progress—pouring thousands into outdated lead-gen metrics while real buyers quietly educate themselves in private Slack communities, dark social circles, and AI-driven search. In this episode of Back on T-R-A-C-K, I’m joined by Scott Wasserman, Fractional CMO and founder of Wasserman Revenue Advisors, to unpack how to realign your GTM strategy with how modern buyers actually research, evaluate, and make decisions today.  We dive into: * Moving away from failing MQL models toward precision, signal-based demand generation. * Generative Engine Optimization (GEO)—how to ensure your brand shows up when buyers ask ChatGPT or Perplexity for solutions. * The operational reality of scaling from activity tracking to true revenue accountability.   Stop filling up dashboards with vanity metrics. It’s time to build a pipeline that actually converts.

Why AI Adoption Fails (And What Successful Teams Do Differently) | Megan Ratcliff

Megan Ratcliff joins Back on T-R-A-C-K to discuss why most AI initiatives struggle to deliver meaningful business results. From disconnected workflows and tool overload to change fatigue and misalignment, she explains what organizations need to build true AI fluency across their GTM teams. We explore how curiosity-driven teams outperform tech-driven teams, what ethical AI adoption looks like in practice, and how to create systems that improve efficiency, accelerate the pipeline, and support long-term growth. If you're looking to move beyond AI experimentation and create real business impact, this episode is for you.

Moni Oloyede on Building Trust Through Word-of-Mouth Marketing

Most marketing teaches businesses how to get attention. Very few teach them how to earn trust. If you are posting daily, sending emails, and buying every shiny new MarTech tool, but still feel like you’re shouting into a void—you are trapped on the demand gen hamster wheel. In this episode of Back on T-R-A-C-K, I sit down with Moni Oloyede, Founder of MO MarTech and former Director of Marketing Infrastructure. Moni is an elite marketing educator who helps businesses scale sustainably through the ultimate, timeless channel: Word of Mouth. We pull back the curtain on: • Why buying more tech won't fix a broken, confusing message. • The anatomy of word-of-mouth: How to make your brand inherently talkable. • Mapping your copy to the real emotional desires of your audience. • How to "lead from behind" and influence strategy when you aren't the boss. Stop chasing viral tricks. It’s time to build a brand that people actually want to share.

AI Search Is Rewriting Marketing | Evan Patterson

Google just changed the rules of search — and most brands aren’t ready for what comes next. In this episode of Back on T-R-A-C-K, Kerry Guard and Evan Patterson unpack the massive shift happening across AI search, SEO, content strategy, and brand visibility. From Google’s new AI-first search experience to the rise of AI-generated recommendations, they explore why traditional “blue link” SEO is disappearing — and what brands must do now to stay visible. This conversation dives into:  • Why “good content” alone is no longer enough  • The rise of Search Visibility Optimization (SVO)  • How AI is changing discovery, trust, and buyer behavior  • Why positioning and consistent messaging matter more than ever  • The growing importance of Reddit, communities, PR, and customer advocacy  • Why AI should improve quality — not just increase output If your brand relies on search traffic, content marketing, or demand generation, this episode is a wake-up call for the AI era.

Why Pipeline Perception Is Breaking Sales & Marketing Alignment | Kris Anderson

Pipeline isn’t just a number — it’s a perception problem. In this episode of Back on T-R-A-C-K, Kris Anderson breaks down why sales and marketing teams often struggle to align around the pipeline, even when everyone is chasing the same revenue goals. We explore the shift from volume-based lead generation to quality-driven engagement, why attribution alone can’t explain pipeline impact, and how brand, demand, sales, and customer teams all contribute to growth in ways that traditional reporting often misses. Kris also shares practical insight on:  • Defining pipeline in a way the entire GTM team understands  • Why “more leads” doesn’t always mean better outcomes  • How OKRs can unify sales and marketing teams  • The importance of quality engagement over vanity metrics  • Why brand awareness matters long before buyers enter the market If your teams feel disconnected, your pipeline feels unclear, or your marketing efforts aren’t translating into trust internally, this conversation will change how you think about growth.