Are you wondering why Your SaaS GTM Isn’t Working, And How to Fix It with Operational Discipline? In today’s competitive business environment, success depends not just on great products, but on how effectively you bring them to market. Yet, many companies struggle with go-to-market (GTM) strategies that fall apart under pressure. Why? Because marketing and sales often operate in silos, pulling in different directions instead of working as a unified force. Think of it this way: marketing should act as the recon team, gathering intelligence, identifying opportunities, and setting the stage. Sales, on the other hand, is the strike team—responsible for execution and closing. When these two functions are misaligned or overloaded with conflicting motions, the result is confusion, inefficiency, and missed revenue. In this episode of the Grow Your B2B SaaS Podcast, Joran Hofman sits down with Head of GTM Garrath Robinson to explore why most GTM strategies fail—and how a disciplined, military-inspired approach can help businesses stay focused, aligned, and ready to win.
Key Timecodes
(0:00) – The Battlefield of Business
(1:12) – Meet Garrath Robinson: From Combat Veteran to Growth Architect
(1:39) – GTM Gone Wrong: Real-World Horror Stories
(5:52) – What Is a Go-To-Market Motion, Really?
(7:17) – When Motions Collide
(8:33) – Leadership Fails and GTM Breakdown
(13:26) – Inside the Strike Operating System
(19:51) – Signal Calibration: Finding What Really Moves the Needle
(22:47) – Marketing 2.0: From Arts & Crafts to Operational Powerhouse
(26:09) – Avoiding the GTM Trap: Common Pitfalls to Watch For
(31:43) – Give It Time: The Patience Behind Real Transformation
(33:16) – The People Behind the Process
(35:12) – Garrath’s Golden Rule: Discipline Over Dollars
(36:41) – Building the Future: Gut Instinct, Fundamentals, and Human Connection
(39:33) – Scaling Revenue: From 0 to $10K MRR and Beyond
(44:15) – Wrapping Up: Key Takeaways + Connect with Garrath Robinson