Welcome to "Go-To-Market Lab," the podcast for startup founders and business leaders mastering go-to-market strategy. Hosted by Kathleen Randall, an expert in B2B SaaS, risk management, and cybersecurity, this show helps you define the right customer profile, create impactful messaging, optimize pricing, and more. Join us for insightful interviews, practical advice, and real-world examples to elevate your business and drive growth. Whether you're at $10M or aiming for $100M, this podcast is your go-to resource for market success.
How We Get Leads From OpenAI (And Grew 200% YoY At Seed Stage) with Russell Spitler
Nudge Security CEO Russell Spitler shares his playbook for validating markets and refining messaging with lean budgets in this interview.
26 Jun 2025
Q2 2025 - B2B Tech Startup Series A Fundraising Climate Read-Out
Industry experts discuss the challenging B2B tech startup funding climate in Q2 2025, emphasizing the need for strong go-to-market strategies to secure investment and build sustainable businesses.
19 Jun 2025
My Guest, ChatGPT, Helps me Pre-Game for a Sales Call
Host Kathleen Lim Randall interviews an OpenAI voice assistant named 'Jordan' to workshop a B2B elevator pitch, demonstrating how AI refines technical jargon into compelling messages for C-level buyers.
5 Jun 2025
Turn Intro Calls into Qualified Deals in 5 Min
Kathleen Lim Randall demonstrates how B2B professionals can leverage AI tools like ChatGPT to prepare for sales calls, enabling them to ask insightful questions and build credibility.
22 May 2025
The Key To Scaling Founder-Led Sales with Jason McKarge
Value selling expert Jason McKarge discusses how founders can transition from founder-led sales to a scalable sales team by focusing on customer problems, in this interview episode.
9 Jan 2025
How To Sell As a Founder (Even If You're Not 'Salesy')
Jim Wilson from Costanoa Ventures shares actionable strategies for founders to build a repeatable sales playbook, transform initial conversations into valuable insights, and deliver genuine value to customers.
5 Dec 2024
The 6 Questions Every Startup Founder Should Ask About Outbound Sales
Brittany Wardlow, Head Of Business Development at Instil, guides startup founders through six essential questions to master outbound sales and accelerate revenue growth in this interview.
21 Nov 2024
10 Killer Go-To-Market Strategy Tips for SaaS Founders in 2025
Kathleen Randall, a seasoned SaaS strategist, shares ten essential go-to-market strategies for founders to secure investment and accelerate growth in 2025.
17 Oct 2024
Finding The Perfect Design Partner For Your SaaS with John Sapp
Kathleen Lim Randall interviews cybersecurity expert John Sapp on finding and building win-win design partnerships to accelerate SaaS growth.
3 Oct 2024
Mastering Asset Creation w. Justin Dorfman
Host Kathleen Lim Randall interviews Justin Dorfman, CEO of AssetMule, discussing how to master personalized sales asset creation to boost win rates and buyer engagement.
19 Sept 2024
Scaling Smart: Mastering Go-To-Market Strategies w. Kursat Hosel
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-stage companies. Hosel also offers his perspective on managing early sales teams, leveraging product-led growth, and the shifting mindset from MVP to RAT (Riskiest Assumption Testing). This episode is packed with actionable advice for navigating the complexities of launching and scaling a tech company.
01:22 Introducing Hosel: The Serial Entrepreneur
02:58 The CEO's Role in Go-To-Market Strategy
05:21 Early Stage Market Research and Customer Interviews
11:22 The Founder as the First Salesperson
15:34 Building the Initial Sales and Marketing Team
23:50 Scaling the Sales Team and Transitioning from CEO to Sales Team
28:05 Leveraging Tools for Sales Execution
28:42 Maintaining Insight in a Growing Team
29:37 Identifying and Scaling Success
30:49 Creating a Feedback Loop
35:03 The Importance of Consistency in Sales
36:21 Empowering Your Team
42:17 Product-Led Growth in B2B
43:47 Final Thoughts and Key Takeaways
47:43 Rapid Fire Questions
50:43 Conclusion and Listener Engagement
Follow Kathleen & Kursat:
Connect with Kathleen
LinkedIn: https://www.linkedin.com/in/kathleenlimrandall (https://www.linkedin.com/in/kathleenlimrandall)
Connect with Kursat
LinkedIn: https://www.linkedin.com/in/kursathosel (https://www.linkedin.com/in/kursathosel)
5 Sept 2024
Selling to CISOs: Building Trust and Demonstrating Value w. Scott Moser
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 trust, and maintaining post-sale relationships. We delve into the significance of making credible claims, understanding budget cycles, managing risk, and delivering value-based messaging.
In this episode, you’ll discover how to:
Capture and keep the attention of key decision-makers
Deliver value post-sale to ensure customer retention
Understand the evolving role of CISOs in today’s tech landscape
Tune in to gain actionable insights that can help you master your go-to-market strategy and accelerate your SaaS business's growth.
00:27 Introduction to the Go-To-Market Lab Podcast
00:55 Lessons from a Tech Sales Onboarding Experience
02:39 Introducing Scott Moser: A Thought Leader in Cybersecurity
04:07 Challenges Faced by CISOs in Vendor Engagement
09:28 The Importance of Credibility and Trust in Sales
10:24 Navigating Budget Cycles and Financial Planning
18:36 Effective Product Messaging and Positioning
25:21 Understanding the Customer's Business
26:30 Importance of Preparation and Context
28:11 Navigating the Sales Process
30:11 Pricing and Packaging Strategies
33:50 Post-Sale Value Realization
37:39 Maintaining Post-Sale Relationships
38:55 Advice for Cybersecurity Companies
41:32 The Evolving Role of the CISO
42:49 Rapid Fire Questions with Scott
44:17 Episode Recap and Final Thoughts
Follow Kathleen & Scott:
Connect with Kathleen
LinkedIn: https://www.linkedin.com/in/kathleenlimrandall (https://www.linkedin.com/in/kathleenlimrandall)
Connect with Scott
LinkedIn: https://www.linkedin.com/in/scottemoser (https://www.linkedin.com/in/scottemoser)
22 Aug 2024
Mastering the SaaS Demo w. Suzanne Grauer
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 interaction during demos, and provides practical tips for sales leaders and engineers. Suzanne also shares valuable hiring advice and training strategies for building a successful pre-sales team.
00:00 Introduction to the Go To Market Lab Podcast
00:47 The Importance of a Winning Demo
01:52 Introducing Suzanne Grauer
03:29 Defining a Demo in Enterprise Sales
05:18 Best Practices for Effective Demos
06:41 The Role of Discovery in Demos
07:59 Balancing Presentation and Interaction
10:56 Memorable Demo Experiences
16:49 Adapting to the Modern Sales Environment
21:19 Collaboration Between Sales Reps and SEs
26:56 Addressing Reps' Anxieties in Demos
28:25 Engaging Prospects During Virtual Demos
29:27 The Importance of Talent in Sales
30:30 Key Characteristics for Hiring SEs
33:45 Scaling Your SE Program
38:40 Creating Effective Demo Scripts
41:27 Top Demo Do's and Don'ts
44:32 Rapid Fire Questions with Suzanne
48:58 Conclusion and Final Thoughts
Follow Kathleen & Suzanne:
Connect with Kathleen
LinkedIn: https://www.linkedin.com/in/kathleenlimrandall (https://www.linkedin.com/in/kathleenlimrandall)
Connect with Suzanne
LinkedIn: https://www.linkedin.com/in/suzannegrauer/ (https://www.linkedin.com/in/suzannegrauer/)
9 Aug 2024
Mastering Your Ideal Customer Profile w. Emily Shipman
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 revenue leaders striving to perfect their go-to-market strategies.
00:00 Introduction and Early Stage Feedback
00:14 Welcome to the Go-To-Market Lab
00:47 Defining the Ideal Customer Profile (ICP)
02:04 Introducing Emily Shipman
02:54 Emily's Background and Expertise
04:44 What Makes a Good ICP?
07:01 Common ICP Mistakes and Real-World Examples
13:40 The Importance of Usage Data in Defining ICP
17:17 Early Stage ICP Strategies
21:04 The Role of Budget in ICP
23:41 Market vs. ICP: Key Differences
25:03 Humanizing Your ICP
28:49 Challenges in Expanding ICPs
29:47 Sales Team Challenges with New ICPs
30:12 Case Study: Privacy Product Launch Failure
31:36 Importance of Sales Team Alignment
34:38 Evaluating and Adjusting ICPs
35:51 Leveraging Usage Data and Analyst Insights
39:20 Hiring for ICP Expertise
40:53 Summary and Key Takeaways
43:33 Rapid Fire: Getting to Know Emily
48:46 Final Thoughts and Upcoming Episodes
Follow Kathleen & Emily:
Connect with Kathleen
LinkedIn: https://www.linkedin.com/in/kathleenlimrandall (https://www.linkedin.com/in/kathleenlimrandall)
Connect with Emily
LinkedIn: https://www.linkedin.com/in/emily-shipman-33b53225 (https://www.linkedin.com/in/emily-shipman-33b53225)
1 Aug 2024
Building Your GTM Strategy w. Julian Waits
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, and product teams. They discuss the significance of product-market fit, customer profiling, and talent acquisition in driving business growth. Additionally, Julian weighs in on the role of the CEO, CTO, and marketing leaders in steering a company's go-to-market efforts, offering practical advice on building a cohesive and effective management team. This episode also touches on the evolving dynamics in marketing and the critical role of culture in achieving long-term success.
00:00 Introduction to the Go to Market Lab
00:39 Meet Julian Waits: Serial Entrepreneur and Mentor
01:38 A Real-World Go to Market Challenge
02:55 Understanding Product Market Fit
05:10 Defining Go to Market Strategy
07:04 The Role of Marketing in Go to Market
10:24 Scaling and Talent Acquisition
21:52 Building a Collaborative Culture
27:41 Rapid Fire Questions with Julian Waits
29:07 Conclusion and Teaser for Next Episode
Follow Kathleen and Julian:
Kathleen: https://www.linkedin.com/in/kathleenlimrandall/
Julian: https://www.linkedin.com/in/julianwaits/
24 Jul 2024
Go-To-Market Lab - Trailer
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 examples from industry experts and successful founders, the podcast aims to help businesses achieve rapid growth and reach their market goals faster.
Who has been a guest on Go-To-Market Lab
Names identified in recent episode analyses. Showing up to five guests.
Russell Spitler
Jordan
Jason McKarge
Jim Wilson
Brittany Wardlow
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YouTube views
5,367
Score snapshot 15 Sept 2025
Podcast Authority Score: 48 / 100
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Quality
69
Social presence
0
YouTube
68
Engagement
0
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