Is brand the last real differentiator?

In this episode of V5, Jarod Greene talks with Margaret Kelsey, CMO of Kodaris, about the shifting landscape of B2B marketing.

Margaret argues that software has become a commodity—AI has made it easier than ever to build and replicate products. Yet many companies still rely on outdated go-to-market strategies instead of investing in brand and creative distribution. She explains why personal brands, employee advocacy, and strong cultural alignment are the key to standing out in a crowded market.

In this episode, you’ll learn:

1. Why traditional GTM playbooks don’t work – Relying on paid demand gen and performance marketing is no longer enough to win.
2. How brand has become the ultimate moat – When technology and distribution look the same, differentiation comes from the values and authenticity behind a company.
3. The power of advocacy at every level – From founders to employees, building trust through personal branding and cultural alignment drives long-term growth.

Things to listen for: 

(00:00) Introduction

(00:52) Software is now a commodity

(02:00) The outdated GTM playbook

(02:37) Why brand is the last competitive moat

(03:17) Leveraging podcasts for brand-building

(04:16) Personal brands and internal advocacy

(05:03) Hiring for cultural and brand alignment

(06:07) The flywheel that drives real growth