Go-to-market isn’t just lead gen. In this conversation, Kevin Lee and Justin Gray unpack GTM as the full customer lifecycle, why revenue per head beats vanity metrics, how AI and proprietary data are reshaping SaaS, and what it really takes to build efficient, value-driven growth today.
Discussion Points Include:
- How Justin defines GTM as a full lifecycle rather than a front-end, top-of-funnel function
- Why revenue per head can serve as a powerful North Star metric for CEOs
- The limitations of vanity metrics (logins, campaign counts, time-in-product) and what to measure instead
- How Justin’s Marketo-era experience shows demand creation rooted in real-world sales and buyer challenges
- Why AI makes proprietary data, vertical focus, and human trust more important, not less
- The distinction between a lead-generation plan and a true, end-to-end GTM strategy
