It’s the Cheat Code Christmas Special! Join the hosts for an always colorful, yet never without value, conversation with Craig Rosenberg and Scott Albro on what actually works in go-to-market right now and why most founders are getting it wrong.
If you’re trying to break through buyer apathy, build a brand from scratch, or rethink how you go to market in 2026, this episode will challenge a lot of assumptions. In a world defined by the attention economy, economic uncertainty, and buyer skepticism, Craig and Scott break down why traditional GTM playbooks are failing and what’s replacing them.
The conversation goes deep into why founders, especially technical ones, tend to dismiss go-to-market, how ABM has evolved (and why it’s far from dead), and what differentiated outreach really looks like today. They also explore where AI actually adds value, why productivity gains aren’t enough on their own, and how strong points of view and charismatic leadership can cut through noise in even the most crowded markets.
Chapters
00:00 Introduction and Holiday Cheer
02:59 Understanding Go-To-Market Strategies
06:02 The Attention Economy and Market Dynamics
08:55 Differentiated Marketing Tactics
12:10 Navigating Economic Uncertainty
15:09 Building a Brand in a Crowded Market
18:01 The Role of Founders in Go-To-Market
20:50 Unscalable Tactics for Scalable Success
23:56 The Importance of Brand Recognition
26:23 Understanding Dismissiveness in Founders
28:09 The Role of Charismatic Leadership in Go-to-Market Strategies
30:06 Risk-Taking in Brand Building
32:10 The Evolution of Account-Based Marketing (ABM)
34:44 Leveraging Vertical SaaS for Targeted Marketing
36:10 Innovative Outreach Strategies in Sales
39:01 The Importance of Understanding Your Buyer
41:43 Transforming Sales Teams for Success
44:19 Addressing Buyer Apprehension in SaaS
45:54 Navigating AI in Go-to-Market Strategies
References in the Show:
- https://www.forbes.com/sites/forrester/2025/11/05/navigating-2026-key-predictions-for-b2b-leaders/
- https://synapticincorporated.com/all/customer-acquisition-strategies-for-2025-the-latest-trends/
Quote of the Show:
“I think the crazy observation for me around what I’m seeing in the market is that buyers are really apprehensive. There’s two things that drive that. One, is SaaS over the last 10, 15 years, I think, burned a lot of people with a lot of promises and not a lot of results that they could point to. And it may have put them on the hot seat to a certain extent. Then the other side of it is this massive acceleration of AI that they don’t even understand. They can’t wrap their head around it.” – Josh Wagner
Ways to Tune In:
