The New GTM Playbook: Winning in the Margins for B2B Tech
The New GTM Playbook: Winning in the Margins for B2B Tech
Podcast Description
The traditional GTM Playbook is under attack as new, innovative motions emerge in B2B tech. Join James Kaikis, Chief Revenue & Experience Officer at TestBox, as he interviews b2b operating experts redefining the playbook by ‘winning in the margins’—tactics that focus on incremental innovation and leveraging non-obvious advantages. Tune in to stay ahead in the ever-changing world of go-to-market strategies in B2B tech.
Podcast Insights
Content Themes
The podcast centers around themes of go-to-market strategies, solutions engineering, and B2B sales innovations. Topics discussed include the evolution of sales roles in SaaS, customer expectations shaping the sales process, and the integration of AI in enhancing buyer journeys. Episodes feature discussions on critical takeaways such as revenue predictability and the importance of value checkpoints in customer journeys.
The traditional GTM Playbook is under attack as new, innovative motions emerge in B2B tech. Join James Kaikis, Chief Revenue & Experience Officer at TestBox, as he interviews b2b operating experts redefining the playbook by ‘winning in the margins’—tactics that focus on incremental innovation and leveraging non-obvious advantages. Tune in to stay ahead in the ever-changing world of go-to-market strategies in B2B tech.
In this episode James Kaikis, Chief Revenue and Experience Officer at TestBox, sits down with Kyle Norton, CRO at Owner.com, to uncover how modern revenue leaders are driving transformative growth. Drawing from his experiences at Shopify and Owner.com, Kyle shares tactical insights on scaling SaaS businesses, fostering customer-centric growth, and building efficient, innovative teams.
Kyle opens up about leading Owner.com to a 10x revenue growth in just two years, leveraging unconventional strategies like centralizing lead research for BDRs and designing compensation plans tied to customer outcomes. He reflects on the critical importance of enablement, rev ops, and continuous learning in creating a high-performing revenue organization.
James and Kyle dive into the evolving role of CROs, why transitioning trust post-sale is essential for long-term success, and how businesses can avoid the pitfalls of “spreadsheet scaling.”
Key Takeaways:
Why investing in enablement and rev ops early is a growth multiplier.
How to align sales, customer success, and onboarding for customer-first scaling.
Practical ways to incorporate AI to streamline operations and boost efficiency.
Jump into the conversation:
(02:00) Kyle’s Background in GTM (07:30) The Case for Early Investments in Enablement (15:45) Building a Customer-Centered Sales Team (27:15) Transitioning Trust and Long-Term Success
Follow Kyle on LinkedIn: https://www.linkedin.com/in/kylecnorton/
More from The New GTM Playbook:
Watch more episodes at: https://www.testbox.com/gtm
Subscribe to the newsletter: https://www.testbox.com/subscribe
Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/
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