Go-To-Market Lab

Funding is tight and the B2B tech market is noisy. Founders are pressured to find product-market fit before the runway runs out, often with limited data. What if you could de-risk your launch by validating your market before your product is ready? In this masterclass, Nudge Security CEO and Co-Founder, Russell Spitler, pulls back the curtain on his counter-intuitive strategies. He shares his exact...

Is your B2B tech startup ready for the brutal honesty of today's funding climate? The path to securing investment, especially from Seed to Series C, has dramatically shifted. Many founders are finding that what worked even a few years ago simply won't cut it now. Investors are more selective, due diligence is intense, and the goalposts for revenue and growth have moved significantly. But h...

Discover a completely new way to sharpen your go-to-market messaging today as Kathleen invites 'Jordan,' an OpenAI voice assistant, to workshop a real-world elevator pitch for a highly technical B2B product. This isn't just theory. It's a live, unscripted masterclass in transforming dense technical jargon into a compelling, value-driven message that resonates with C-level buyers. F...

Feeling the pressure before a big sales call, knowing that good preparation is vital but time is always scarce? So many B2B professionals jump into crucial conversations without the deep insights that make a real difference. Often they miss the mark because they haven't truly understood the prospect's world. This common pitfall of inadequate prep can cost you deals before you even say hell...

The Key To Scaling Founder-Led Sales Feeling the friction shifting from founder-led sales to a scalable team? Many founders excel at selling their vision initially, understanding the Go To Market blend of product, marketing, and sales. But the common "ick" factor associated with traditional selling and the difficulty in bottling founder passion often creates hesitation when building a dedicated sa...

You’ve poured your heart and soul into building your SaaS product, and now it’s time to get it into the hands of customers. But if the thought of “selling” makes you cringe, you’re not alone. Many founders, especially those with technical backgrounds, find the sales process daunting. This episode of the Go-To-Market Lab features Jim Wilson from Costanoa Ventures, a seasoned expert in guiding early...

You've launched your startup, secured funding, and developed a great product. However, generating leads and hitting those initial sales targets seems daunting without case studies or inbound marketing success. Fear not - Brittany Wardlow, Head Of Business Development at Instil, is here today to offer actionable strategies, tool recommendations, and real-world examples to help you break through tho...

Are you a SaaS founder gearing up for 2025? In this solo episode, Kathleen Randall shares her top 10 killer go-to-market strategies, gleaned from six months of intensive work with clients and her own rich experience in the field. Get ready for actionable insights specifically tailored for enterprise B2B software founders looking to secure investments and hit the ground running. From defining your...

Are you a SaaS founder struggling to acquire those first few crucial customers? This episode of the Go To Market Lab dives deep into the art of leveraging "design partners" to kickstart your growth. Kathleen Lim Randall is joined by John Sapp, a cybersecurity expert and visionary, to discuss how to identify the right design partners, build win-win relationships, and transform early adopters into e...

Are you struggling to create effective marketing assets that truly resonate with your buyers? In this episode, we dive into the art of personalizing sales assets with Justin Dorfman, CEO of AssetMule. Justin shares his insights on how to bridge the gap between marketing and sales, enhance asset personalization at different stages of your company, and create a more interactive and engaging experien...

In this episode of 'The Go To Market Lab,' I’m joined by seasoned entrepreneur Kursat Hosel, who shares his extensive experience as a multi-time CEO and founder. We dive into the intricacies of go-to-market strategies, emphasizing the distinction between go-to-market and sales. We discuss the importance of market research, customer interviews, and the critical role of the CEO in early-stag...

In this episode of 'The Go-To-Market Lab' podcast, I discuss the importance of understanding client needs in conversations, especially for early-stage company founders on their business growth journey. I am joined by Scott Moser, a thought leader in cybersecurity and the Chief Information Security Officer at Sabre, who shares his valuable insights on effective sales strategies, building tr...

In this episode of the Go To Market Lab podcast, Kathleen Randall discusses the essentials of conducting effective technical demos with seasoned pre-sales leader Suzanne Grauer. They explore the importance of storytelling, understanding customer needs, and collaborating as a team to deliver impactful presentations. The conversation underscores the significance of preparation, curiosity, and intera...

Kathleen Randall and guest, Emily Shipman, VP of MasterCard's cybersecurity portfolio, explore the crucial concept of the Ideal Customer Profile (ICP). Emily shares invaluable insights on identifying and defining your ICP, leveraging usage data, and navigating common pitfalls during market pivots. Through real-life examples and rich discussions, we provide practical advice for founders and rev...

In the inaugural episode of the 'Go to Market Lab' podcast, SaaS founders can explore the intricacies of scaling their business and refining their go-to-market strategies. Kathleen is joined by Julian Waits, an experienced entrepreneur and executive, who shares his insights on the diverse elements of go-to-market strategy, emphasizing the importance of collaboration among sales, marketing,...

Go-To-Market Lab, hosted by Kathleen Randall, offers startup founders and business leaders insights into scaling their go-to-market strategies for SaaS software businesses. The show delves into challenges such as defining ideal customer profiles, crafting go-to-market messaging, optimizing pricing, enabling sales teams, and forming growth partnerships. Featuring actionable insights and real-world...