From Vendorship to Partnership

Our guest for Episode 80 is Taylor Jones, VP of Sales, CoLab Software. With over a decade of sales leadership experience, including roles at Salesforce, Zip Intake-to-Procedure, and as a Founder of BlackArrow, Taylor brings a sharp perspective on coaching, performance, and building high-performing sales teams. In this episode, Ross and Taylor discuss the power of data-driven coaching, how to maximize the ROI of time, and what it takes to build a collaborative culture without ego. 

With longer and more complex sales cycles, it's harder than ever to capture and keep a prospects attention — let alone win in highly saturated, competitive markets. So the question is, how can organizations navigate these extended sales cycles and outperform their competitors?In this fireside chat, Ross and Arnab Mishra, CEO of Xactly, discuss how to build a culture of excellence and win in competitive markets. Drawing on his extensive leadership experience, Arnab shares practical insights on defining the right behaviors, setting clear expectations, and maintaining an adaptive mindset.

Our guest for Episode 78 is Catie Ivey, Chief Revenue Officer at Walnut. Catie's on a mission to empower the next generation of sellers and sales leaders, and she brings more than a decade of sales experience to the conversation.In this episode, Ross and Catie discuss Catie's three keys to drive execution excellence: taking a strength-based leadership approach, product-centric selling, and aligning your go to market teams. 

In this panel discussion, we chat with Alina Vandenberghe, Co-CEO and Co-founder of Chili Piper, Kris Rudeegrapp, Co-CEO of Sendoso, and Evan Huck, CEO and Co-founder of UserEvidence, about what truly sets the best B2B SaaS companies apart. From building personal brands and unifying teams around a clear vision to navigating next-gen technology and AI, we explore how authenticity fuels GTM execution and drives lasting success.

Our guest for Episode 76 is Mike Murchison, the CEO and Co-founder of Ada, an AI customer service platform dedicated to making customer service extraordinary for everyone. He brings more than a decade of experience to the conversation. In this episode, Ross and Mike discuss how to navigate buying and selling AI by understanding the problem you're trying to solve.

Our guest for Episode 75 is Josh Solomon, VP Sales, Ask-AI. Before joining Ask-AI in 2023, Josh held leadership positions at Ada and BioConnect. He brings more than a decade of experience to the conversation. In this episode, Ross and Josh discuss how you should be thinking about AI as a revenue leader. They explore the importance of zooming out, thinking medium term, and rebuilding your playbook with an AI-first approach.

What does it take to build a culture of excellence in 2025? From AI and other emerging technologies to building go-to-market teams from the ground up, it can be difficult to separate the signal from the noise. In this panel discussion, we chat with James Roth, CRO at ZoomInfo; Matt DeLauro, President at SEON; and Kyle Norton, CRO at Owner.com, to explore how organizations can build and scale high-performing GTM teams.

Our guest for Episode 73 is Keith Jones, GTM Systems Lead, OpenAI. Keith is a college dropout turned “professional nerd and technologist.” Prior to joining OpenAI, he held leadership roles at Gartner, MURAL, and Zenput.In this episode, Ross and Keith discuss how to be a good partner to your Systems team, the smartest ways to evaluate and buy technology, and how to balance the demands of finance with the needs of your customers.

Our guest for Episode 72 is Karan Singh, VP GTM Strategy, Revenue Operations & Enablement, LaunchDarkly. Before joining LaunchDarkly, Karan held senior leadership positions at Sapphire Ventures, Procore Technologies, and SalesSource, where he spearheaded major product rollouts and guided organizational growth. In this episode, Ross and Karan discuss the importance of establishing consistent rituals and cadences, break down how to set and track SMART goals, and examine how technology can act as a force multiplier.

Our guest for Episode 71 is Robert Clarkson, CRO, Stripe. Robert brings decades of experience to the conversation. Prior to joining Stripe in 2023, he held leadership roles at Payoneer, PayPal, and American Express.In this episode, Ross and Robert discuss why it's crucial to understand that customers buy outcomes, not products. They also talk about how sales is a people business, and that to succeed, you need to understand not just the buyer, but also your buyer's customers.

Finance teams are a goldmine of insights, holding everything from precise forecasting data to strategic cost-management know-how. By collaborating with finance early and often, sales teams can anticipate potential hurdles, optimize pricing strategies, and negotiate from a position of strength — ultimately closing more deals, quicker. In this CFO panel, we invited two finance leaders — Danielle Cerisano, CFO at League, and Tyler Sloat, CFO and COO at Freshworks — to share how to scale operations and partner effectively with your finance department. 

Our guest for Episode 69 is Chris Taylor, Founder and President, OneMove Advisory. Before launching his own company, Chris held leadership roles at Databricks, Hortonworks, and TIBCO. He brings more than 30 years of experience to the conversation. In this episode, Ross and Chris share three tips for achieving execution excellence: structure, champion building, and teamwork.

Our guest for Episode 68 isAbe Smith, Chief of Global Field Sales Operations at Freshworks. Abe built his 30+ sales career working for high-growth B2B SaaS companies.  In this episode, Ross and Abe discuss how to balance the craft, passion, and professionalism of sales execution excellence with a tech-driven future. 

Our guest for Episode 67 isChristian Kletzl, CEO of UserGems. Christian co-founded the company in 2018 alongside his twin brother, and since then, the UserGems team has been dedicated to helping companies build bigger pipelines, accelerate sales cycles, and close larger deals.In this episode, Ross andChristian discuss how to drive execution excellence across the entire go to market organization — from BDRs to AEs and CSMs.

Our guest for Episode 66 is Kathleen Waid, a Fractional CRO working with companies like SilentEight, Themis, JUMO, Valid and Solo.one. Kathleen is a sales and revenue expert who brings more than two decades of experience to the conversation. In this episode, Ross and Kathleen discuss the importance of accountability, empowerment, and measurement in driving execution excellence. They also explore how to motivate teams with clear comp incentives, and why understanding why customers buy and renew is crucial. 

Our guest for Episode 65 is Ed Armishaw, Sales Director, ServiceNow. Before joining ServiceNow, Ed held leadership roles at Salesforce and Walkbase. He brings more than 18 years of experience to the conversation.  In this episode, Ross and Ed discuss three strategic tips for achieving execution excellence in enterprise sales. They explore the importance of leading as part of a team rather than being a lone wolf, establishing a strong point of view, and effectively telling your story to “get fish on the table.”

Our guest for Episode 64 is Jen Igartua, CEO at Go Nimbly. She spends her days helping high-growth companies craft frictionless, human-centered buying experiences, bringing over a decade of expertise to the conversation. In this episode, Ross and Jen discuss how marketers can set reps up for success, why streamlining definitions matter, and the importance of foundational data.

Our guest for Episode 63 is Alina Vandenberghe, CEO at ChiliPiper.  Alina is a serial entrepreneur with over two decades of experience. Prior to founding ChiliPiper in 2016, she held leadership positions at Sharecare, Pearson, and Bloomberg.  In this episode, Ross and Alina discuss how to build a more productive revenue organization with AI agents. 

Our guest for Episode 62 is Jason Abrams, VP of Revenue Strategy at Plenful. Before joining Plenful in June of 2024, Jason held leadership positions at Spring Health, Color, and Lyra Health. He brings more than a decade of sales experience to the conversation.  In this episode, Ross and Jason discuss why it's important to identify what works for your ideal customer profile (ICP), hire excellent reps, and maintain tight communication between your Sales, CS, and Product teams. 

Our guest for Episode 61 is Andrew Dubowec, Chief Growth Officer at League. Before joining League in 2016, Andrew held leadership roles at Union Capital and North. He brings more than 15 years of experience to the conversation. In this episode, Ross and Andrew discuss how to promote an “own it” culture, embrace growth as a team sport, and build a culture of transparency.

Our guest for Episode 60 is Shannon Hopkins, RVP, Enterprise Account Management at BetterUp. With over a decade of leadership experience at companies like League, Inc. and Salesforce, Shannon brings a wealth of insight and expertise to the conversation.  In this episode, Ross and Shannon discuss how to enhance manager effectiveness, support high-performing individuals, and promote overall team well-being. 

Our guest for Episode 59 is Matt Braley, former CRO, InvoiceCloud. Rising through the ranks from AE to CRO, Matt spent over a decade with InvoiceCloud, driving its growth from $28M to $170M in ARR and playing a key role in its $4B IPO.  In this episode, Ross and Matt discuss why it's important to cultivate a culture that embraces change, builds strategic alliances, and develops reps one skill at a time.

Welcome to Season 3 of 10/10 GTM: The Podcast for Revenue Leaders! Our guest for Episode 58 is Colin Specter, SVP of Revenue at Orum. Before joining Orum five years ago, Colin led sales teams at Namely and brings over a decade of leadership experience to the conversation. In this episode, Ross and Colin discuss why driving excellence in sales boils down to your attitude and activity, and how well you quality your time.  Listen to the episode here, and get the key takeaways from our conversation below.

Our guest for Episode 57 is Dini Mehta, Executive in Residence at Peak XV Partners. Dini is a seasoned sales leader with more than 15 years of experience.  In this episode, Ross and Dini dive into the importance of building with principles and leading with values, strategies to optimize focus, and the balance between staying short-term paranoid and long-term optimistic.

Our guest for Episode 56 is Alex Kane, Enterprise Select Account Executive at Samsara. Alex has been with the company for nearly seven years, witnessing and contributing to its growth from a startup to a publicly traded company. In this episode, Ross and Alex discuss the importance of building and maintaining a winning mindset, motivation, and storytelling in sales. 

Our guest for Episode 55 is Nabeil Alazzam, Founder and CEO at Forma.ai. Before founding his company, Nabeil helped Fortune 500 companies optimize their sales compensation programs, an experience that inspired him to start Forma.ai in 2016. In this episode, Ross and Nabeil discuss using sales as a growth lever, the importance of fair and transparent earning opportunities across the sales team, and how to ensure alignment between GTM teams.

In today's competitive B2B market, simply ‘having a sales process' isn't enough. If you don't obsess over a value-based customer journey that translates from the C-suite down to day-to-day conversations in the field, you'll miss targets.To consistently win, the best leaders are driving a value-centric approach that makes it easy for front-line sellers and managers to build trust and strong relationships with potential customers.

Our guest for Episode 51 is Evan Seder, Head of Sales at Persona. Before joining Persona two years ago, Evan spent nearly five years at Stripe, where he was a founding member of the product sales organization.   In this episode, Ross and Evan discuss the importance of owning your week, writing things down, and taking agency over your work. 

Our guest for Episode 51 is Alli Sitkiewicz, SVP of Sales at Built In. Alli joined Built In in 2015 as an Account Executive and steadily advanced from Director to VP, and now SVP. With over a decade of relevant experience, she brings valuable insights to the conversation. In this episode, Ross and Alli discuss the importance of controlling the controllables, investing in your top performers, and strategies for building predictability into your operating cadence.

Our guest for Episode 50 is Andrew Johnston, Head of Sales at Superhuman. Before joining Superhuman, he held leadership roles at companies like Scale AI and Twilio. With over a decade of experience, Andrew brings valuable insights and expertise to the conversation.  In this episode, Ross and Andrew discuss strategies for moving upmarket, fostering creativity in sales, and building a culture of trust and transparency. 

Our guest for Episode 49 is Asad Zaman, CEO at Sales Talent Agency. Asad has been with the Sales Talent Agency for over a decade and he's also a Founding Member of Pavilion, the world's leading private community for GTM leaders.  In this episode, Ross and Asad discuss the importance of putting in the work, raising the bar for hiring, and making product market fit (PMF) an ongoing concern. 

Our guest for Episode 38 is Stevie Case, CRO at Vanta. Before joining Vanta, Stevie held leadership roles at Twilio and Visa. She brings more than 20 years of experience to the conversation.  In this episode, Ross and Stevie discuss the importance of inspecting what you expect, establishing clear ownership, and why creating a culture of problem solvers drives accountability and better outcomes. 

Traditional product-centric sales tactics are no longer effective, especially given the diverse and strategic spending patterns of SMBs and enterprises on SaaS. 45% of SMBs spend $600,000 or less annually on SaaS, while 38% allocate between $600,000 and $2.4 million. On the other hand, 38% of enterprises spend between $2.4 million and $12 million annually, with 26% exceeding $12 million and 11% investing more than $60 million each year. These numbers highlight how companies are becoming increasingly strategic and discerning in their SaaS investments. For enterprises, significant budgets indicate that they prioritize solutions aligning with their core initiatives and delivering clear ROI. This shift means that offerings not tied to top strategic goals are quickly deprioritized. As a result, value selling — where the focus is on demonstrating tangible business outcomes rather than just product features — has become more crucial than ever. In this Masterclass, leaders from Freshworks, MongoDB, and Xactly reveal practical frameworks for selling remotely, hiring the right talent, and building a strong value selling culture.

Our guest for Episode 46 is Niki Phillips, Senior Director of Sales at Hootsuite. She brings more than a decade of sales experience to the conversation. In this episode, Ross and Niki discuss why setting clear expectations, communicating on progress, and fostering an entrepreneurial culture are key strategies for driving execution excellence.

Our guest for Episode 45 is Kevin McIntyre, CRO at Dealfront. In this episode, Ross and Kevin discuss fostering a culture of communication and transparency, building solid management systems, and defining and strengthening go-to-market motions for lasting success in the B2B SaaS landscape.

Our guest for Episode 44 is Marina Golemis, SVP of North America Sales at ShipBob. Marina is a seasoned sales leader with over 15 years of experience.   In this episode, Ross and Marina discuss the importance of shaking things up, being strategic about the ‘get it done' attitude, and delighting in what you don't know.

Our guest for Episode 43 is Diana Kimball Berlin, Partner at Matrix. For over three years, Diana has been collaborating with former founders and company builders to lead Series A investments. With extensive experience as a board member, investor, and former VP of product, she brings a wealth of knowledge to the conversation.  In this episode, Ross and Diana discuss how to partner with product teams, present to executives, and impress VCs as a first-time leader. 

Our guest for Episode 42 is Chris Calkin, VP of Revenue at Census. Chris brings more than a decade of sales and revenue leadership to the conversation.   In this episode, Ross and Chris discuss the importance of every team member providing both inputs and outputs, the necessity of confirming the desired outcome before each call, and the critical role of setting a go-live date while holding everyone accountable.

Our guest for Episode 41 is Emma Galler, VP of Sales at Formstack. Prior to joining Formstack, Emma held leadership roles at GRC, Built In, and Aerotek. She brings more than a decade of experience to the conversation.  In this episode, Ross and Emma discuss why driving execution excellence hinges on creating a winning culture, building a cadence around operational excellence, and understanding why having a strong pipeline solves all problems. 

Our guest for Episode 40 is Kyle Coleman, CMO at Copy.ai. Kyle brings more than a decade of Sales and Marketing leadership experience to the conversation.  In this episode, Ross and Kyle discuss the importance of account POVs, contact POVs, and value proposition alignment with strategic initiatives. They explain how these elements are crucial for driving execution excellence across sales teams.

Our guest for Episode 39 is Jacco Van der Kooij, Founder of Winning by Design. He brings more than two decades of sales experience to the conversation.  In this episode, Ross and Jacco discuss why understanding growth, establishing effective go-to-market (GTM) processes, and maintaining discipline in execution are all key to successfully scaling your organization. 

From 2022 to 2023, companies spent $101.8 billion training new and current employees. On average, it takes six months for most companies to reach the break even point for onboarding. The bottom line? Hiring and training employees is expensive. To succeed in today's economy, organizations need to focus on building high-performing sales teams that stick around.  In this masterclass, leaders from Aiwyn, NetApp, and Matrix discuss how to create a winning culture, retain top performers, and up-level your team to achieve 10/10 performance. They cover how to:  Define a high-performing sales team Build a winning sales culture that upholds GTM standards and retains top talent Implement proven strategies, tools, and training to cultivate A-players

Welcome to Season 3 of 10/10 GTM: The Podcast for Revenue Leaders! Our guest for Episode 37 is Ryan Lazar, Country Manager Canada, Qualtrics. Before joining Qualtrics six years ago, Ryan held roles at CareerBuilder, Unisync Group, and Xerox. He brings more than 15 years of sales experience to the conversation.  In this episode, Ross and Ryan explore Ryan's three strategies for achieving execution excellence. They discuss the importance of building an internal and external community, establishing consistency and clarity from the get-go, and practicing radical candor. 

In today's rapidly evolving world, security breaches are becoming more common. In order to build a sustainable business, organizations must make security a top priority. But for many organizations, this is easier said than done.  In this masterclass, leaders from SafeBase and HubSpot share insight into why security is a top priority, when it's best to bring security into the conversation with customers and how to use it as a competitive advantage, and best practices for collaborating with security teams. 

Our guest for Episode 35 is Jon Feldman, Vice President of Sales at anecdotes.ai. Jon is an award-winning VP who brings more than two decades of experience to the conversation.  In this episode, Ross and Jon discuss the importance of positioning, strategy over tactics, and developing effective leaders to drive execution excellence across sales and CS teams. 

We're diving deep into the world of deal execution with the Modern Sales Pros. In their recent Mega SKO, Ross led a panel discussion featuring Chris Calkin, VP of Sales at Census, and Justin Bullock, VP Sales at Envoy.

Our guest for Episode 33 is Jeff Rosset, CEO at Sales Assembly. Jeff brings more than two decades of leadership experience to the conversation.  In this episode, Ross and Jeff discuss the critical role of data-driven decision making, the importance of building a system that works, and why continuous learning and skill development is crucial. 

Our guest for this episode is Phil Dantas, Director of Sales at Clio. Phil brings more than a decade of sales experience to the conversation.  In this episode, Ross and Phil discuss why revenue leaders must define excellence, consistently role play and up skill their reps, and inspect expected outcomes. 

Over $70B is spent annually up-leveling revenue teams. This begs the question: How much of this investment translates into tangible improvements for how account executives and customer success managers engage with prospects and customers?  In this masterclass, enablement leaders from Databricks, Teamwork, and Slack discuss how to assess whether your enablement investments are effectively bridging the gap between strategy and execution. They cover:  How to adopt & enforce winning methodologies with rigor Rolling out new sales & cs processes that actually impact customer interactions Strategies to guarantee org-wide adoption of your proven best practices

Our guest for Episode 30 is David Priemer, Founder & Chief Sales Scientist at Cerebral Selling. David began his career as a research scientist before pivoting to sales. He brings more than 20 years of sales experience to the conversation.  In this episode, Ross and David discuss why it's important to nail the problem rather than jumping to solutions, the art of asking great discovery questions, and strategies to eliminate confirmation bias.