Unlocking the Cheat Code for Go To Market with Justin Gray - The Transaction - Ep. 38
Plus, what do VCs actually look for in founders when they "stroke a check" (Justin's words)?
Here’s what’s on deck this week:
What Craig’s Reading
Latest Episode: Unlocking the Cheat Code for Go To Market with Justin Gray
Did someone forward you this newsletter? I’m sorry about that, but since you’re here you might as well subscribe…
What Craig’s Reading: The Go-To-Market Cheat Code
Justin Gray and his long-time GTM partner Josh Wagner wrote this book incorporating their years of working as consultants in the industry and now as early-stage venture capitalists. In their years in business, Justin and Josh have built sophisticated GTM operational machines. However, their recommended approach is guided by a simple mentality - build, maintain, and leverage trusted relationships across customers, employees, partners, etc as the foundation of your business and you will thrive.
The book officially came out yesterday, so order your copy now!
Latest Episode: Unlocking the Cheat Code for Go To Market with Justin Gray
Justin Gray, author of the brand new The Go-to-Market Cheat Code and Co-Founder of In Revenue Capital joins Hosts Matt Amundson and Craig Rosenberg to share how to build more effective and efficient B2B partnership programs, why nothing seems to be working in marketing, and his cheat codes to go-to-market success in B2B. Justin explains how and why LeadMD evolved from being a competitor to building an extremely strong partnership with Marketo. There’s also a great discussion about what VCs and other investors look for in founders when investing in startups and how this has changed in recent history.
Also, Matt vehemently opposes accusations of being hyperbolic and Craig recants on one of his ill-concieved New Years resolutions.
Critical Takeaways
The success of any partner program depends first and foremost on executive alignment. Without buy-in from leadership, 99% of B2B partnerships will fail.
No matter how good your content may be, you still have to earn the right and access to get your content in front of your target audience by building strong relationships.
Stop looking for copy and paste playbooks to use that are being used by everyone else in the market. If you don’t you’ll just be adding your content and brand to the endless pile of lifeless, gray ooze of things that get ignored. Take a risk and you’ll at least have a chance of sticking out.
Any partner motion begins with building a relationship with one person. Find the right people to focus on and start one at a time. This is a much quicker way to build real relationships and trust than trying to boil the ocean and make a play for everyone at once.
Epic Quotes
“ What's working is what has always worked which is trusted relationships”
- Justin Gray
“Innovators look for ideas” - Craig Rosenberg
Connect with Justin
LinkedIn: https://www.linkedin.com/in/inrevenue/
The Go-to-Market Cheat Code (Book): https://inrevenue.capital/cheat-code/
Order The Go-to-Market Cheat Code on Amazon: https://amzn.to/4hjtrbA
In Revenue Capital Website: https://inrevenue.capital/
The GTM Cheat Code (Podcast): https://inrevenue.capital/insights/?article_category=podcast
Shoutouts
Essentials/Fear of God Clothing: https://fearofgod.com/
Focus
MAAS Impact
Chris Selland: https://www.linkedin.com/in/cselland/
LeadMD
Marketo
Bill Binch: https://www.linkedin.com/in/bill-binch-302a4a2/
Margaret Hoogerbeets: https://www.linkedin.com/in/mhoogerbeets/
Amy Guarino: https://www.linkedin.com/in/amyguarino/
Phil Fernandez: https://www.linkedin.com/in/phil-fernandez-6902881/
Scottsdale Princess: https://www.scottsdaleprincess.com/
Josh Wagner: https://www.linkedin.com/in/joshwagneraz/
Jon Miller: https://www.linkedin.com/in/jonmiller2/
Jon Miller’s Post about the Tragedy of the Commons in Marketing: https://www.linkedin.com/posts/jonmiller2_mpb2b-b2bmarketing-marketingautomation-activity-7262460572032483328-hs0J?
Dirty Money, Season 1, Episode 2: https://www.netflix.com/us/title/80118100?s=i&trkid=258593161&vlang=en
Bessemer: https://www.bvp.com
Nick Mehta: https://www.linkedin.com/in/nickmehta/
Marc Beniof: https://www.linkedin.com/in/marcbenioff/
Founder’s Fund: https://foundersfund.com/
Asher Mathew: https://www.linkedin.com/in/ashermathew/
AWS Marketplace: https://aws.amazon.com/marketplace
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Sponsored Segment
Ringmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/
Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.com
Follow the Hosts
Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
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