Founder-Led GTM, Growth Bets, & Why Stories Win With Scott Albro

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The Transaction

Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction

72 episodes

3 days ago

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet. Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market. But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles. Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode. From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction. About Your Hosts Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie. Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard. The Transaction is produced by Sam Guertin.

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Founder-Led GTM, Growth Bets, & Why Stories Win With Scott Albro - Ep 058

The Transaction

47 minutes

4 months ago

Founder-Led GTM, Growth Bets, & Why Stories Win With Scott Albro - Ep 058

Scott Albro is back in The Transaction hot seat—and he’s not here to play nice. Scott brings a flame-thrower to traditional playbooks, urging GTM leaders to experiment wildly, think like founders, and stop chasing MQLs like it’s still 2014.

Craig and Matt get Scott talking about everything from AI-driven storytelling to "vibe marketing," with detours through SDR history lessons, Red Bull stunts, and the existential crisis of printer ownership. If your go-to-market motion still depends on intent data and white papers… this episode might hurt (in a good way).

Also, Craig breaks his keyboard, Matt mentions a little company he likes to call Red Bull, and Producer Sam desperately attempts to curry favor with Scott.

Critical Takeaways

The next wave of breakout companies will be driven by founders who embed themselves deeply into the Go-To-Market engine, not just product. Founder-led GTM creates authenticity, speed, and unmatched customer resonance.
High-performing Go-To-Market teams in SaaS-land are shifting from one-size-fits-all playbooks to an experimentation mindset. It’s about making bold bets, measuring ruthlessly, and scaling what works, not chasing the hack of the week.
Most so-called intent data is internet exhaust, not evidence of real purchase behavior.
The best GTM orgs lead with narrative clarity, tying their solution to a broader shift in the world, anchoring it in customer pain, and delivering it with conviction. Skip this, and no one remembers you.
Stunt marketing has a place in B2B SaaS. Think viral launches, bold storytelling, and emotional engagement. It’s not about gimmicks, it’s about being memorable in a world flooded with sameness.

Chapters

00:00 Episode Preview

03:30 – The Go-To-Market Founder Concept

07:00 – How Modern Go-To-Market Orgs Win

13:00 – Growth Bets: What They Are and Why They Matter for B2B Marketers

17:00 – Crafting a Resonant Story for your B2B brand

21:00 – Aligning Product and Go-To-Market Motions (Finally)

25:00 – Convincing B2B Startup CEOs to Experiment

30:00 – Bland’s Viral Growth and the “Stunt Marketing” Debate

36:00 – Storytelling Frameworks That Actually Work for Startups

42:00 – Lethal Weapon Posters and Swarms of Bees

Epic Quotes

Epic Quotes

“If you're not reinventing your Go-To-Market org, you need to have a look in the mirror.” - Scott Albro
“Founders can just do things that other people can't.” - Scott Albro

Connect with Scott

LinkedIn: https://www.linkedin.com/in/scottalbro/

Shoutouts & Resources Mentioned

Skosh: https://www.merriam-webster.com/dictionary/skosh
Skosh Usage over time: https://books.google.com/ngrams/graph?content=skosh%2Csmidge%2Ctad%2Ciota%2Cmodicum%2Cwhit%2Cscruple%2Csmidgeon%2Cwee%2Cfathom&year_start=1800&year_end=2022&corpus=en&smoothing=3
Bland
Maria Pergolino: https://www.linkedin.com/in/mariapergolino/
Tricia Gellman: https://www.linkedin.com/in/gellmansfmarketing/
Lena Waters: https://www.linkedin.com/in/lenawaters/

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