The fact that our ‘weekly’ newsletter has only gone out every other week seems strangely appropriate as the breakneck speed of 2025 has relegated us to nights/weekends/holidays as the only free time to really reflect. We just came out of our bi-annual Syndicate mixer, which is our regular gathering of investors & partners, and it seems that we are not alone in this wood chipper – apparently moist everyone feels like the new year is moving really FAST.
Yes, there’s an element of this with each year, but given the overhaul taking place at a government, tech, and seemingly everything level, nothing is insulated from full-bore renovation. Within our portfolio every one of our founders is taking their GTM strategy down to the studs, and along with it, quite often the hire of shinny new sales leadership talent. Hopes for rejuvenation of the formerly reliable inbound and outbound strategies that drove the growth of every B2B SaaS company in the last two decades, have officially died – and they are not coming back.
Scott Barker appeared on Craig and Matt’s podcast, The Transaction, last week and really summed up what’s happening in B2B incredibly well. “Access and network are the currency for everything. We just forgot.” AI is changing everything, so it’s ironic that the key to selling AI solutions resides in perhaps the most old school strategy ever.
Of course we agree with this return to fundamentals as trust and relationships are the centerpiece of our new book, The Go-to-Market Cheat Code, but it seems we’re not alone as the book became a national bestseller only a week after launch. The market is clearly looking for a reboot.
In speaking to founders, leaders and VCs alike, the biggest challenge surrounding wholesale change, is where to look for insights to inform the trove of decisions they face everyday. Naval Ravikant (who btw was awesome on last week’s All In Podcast) has a great quote, “”If you want to make the wrong decision, ask everyone.” Having a few trusted resources to turn to is critical when making high-risk, high-reward decisions.
Which brings us to our part in that puzzle. For the last two years we’ve been speaking to GTM leaders every week in an interview style format, looking to get to the heart of their (you guessed it) cheat code. While that was incredibly informative in the creation of our nationally bestselling book, the overwhelming demand we received from listeners was a call for deeper dives into the NOW, along with an informed take on the future. In short, it’s great to know what worked for someone in the past, but how are they navigating tomorrow?
In the vein of rebooting, we’re launching The Cheat Code Podcast for its third season this coming Tuesday, with a rotating guest list of founders, practitioners and investors bringing critical analysis to the latest happenings in B2B money, tech, and GTM. The (slightly) rebranded ‘Cheat Code & Friends’ is just that, the folks we look to for advice and insight, and we hope to bring the same to you.
