GTM 127: B2B Bull$*** to Avoid

Each week, host Scott Barker asks guests two key questions, and this week, we're diving into their responses to: What is one widely held belief that revenue leaders have that you think is bull$** or no longer serving us?

Featuring hot takes from leaders at HubSpot, Brex, GitHub, and more, this compilation challenges the status quo and might just change how you think about volume vs. value, outbound sales, and hiring in 2025.

Discussed in this Episode:

• The problem with putting too much weight on volume over value
• Is outbound actually dead
• Should you hire for specialized skills or domain expertise

Highlights:
(3:47) The first theme: value matters more than volume.
(4:10) The importance of prioritizing value, not volume.
(6:29) The second theme: the future of outbound.
(7:12) Why sellers need to generate demand.
(10:38) The third theme: hiring based on past experience.
(11:46) Why you shouldn't hire a sales leader for their playbook.
(15:44) Dennis Lyandres on what experience to look for when hiring.

Episodes Mentioned:

• https://gtmnow.com/gtm-99-mastering-customer-success-in-ai-new-age-jon-dick/
• https://gtmnow.com/scaling-to-100m-arr-with-creative-demand-gen-sam-blond/
• https://gtmnow.com/gtm-98-from-ic-to-cro-at-git-hub-building-high-performing-revenue-growth-engine-elizabeth-pemmerl/ 
• https://gtmnow.com/gtm-121-listening-to-customers-without-obeying-crunchbase-neal-patel/
•  https://gtmnow.com/gtm-110-vertical-saas-secrets-unlocking-growth-prices-law-dennis-lyandres/

Host Speaker Links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: https://gtmnow.com/tag/newsletter/

Product GTMfund is Using: Superhuman
"Most people know that I am almost always on, regardless of holidays, but I certainly am not checking email as much as I normally would. And this year I came back to work and had so many emails in my inbox… the number was scary. But since I started using Superhuman last quarter, I was able to get back to inbox zero within minutes. It helps me and the team be so much more productive.

I don’t know how I didn’t start on Superhuman sooner. It was the most seamless onboarding experience - everything in my inbox synced within minutes. Superhuman works with your existing Gmail or Outlook accounts. New year, time to take back control - 2025 is the year of inbox zero. If anyone also wants to take back control of their inboxes and empower their teams to do so, check out Superhuman at superhuman.com/gtmnow" - Scott Barker

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

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