B2B tech marketers must deliver on the fundamentals: build a trusted brand, develop differentiated positioning, and generate qualified demand that sales can convert into revenue. At the same time, we must harness rapid advances in artificial intelligence (AI) to improve marketing scale and efficiency. Do more with less before being asked. The core idea behind the A Go-To-Market Perspective podcast is simple: reinforce the foundational best practices across every go-to-market discipline while discovering the hype-free AI innovations delivering real impact today. Each episode features in-depth conversations with experienced marketing leaders across product marketing, demand generation, brand, content, PR, analyst relations, customer advocacy, sales enablement, and more. We go deep into what consistently works: the frameworks, tradeoffs, and operating models behind high-performing teams. Critically, guests will also share how they are thoughtfully leveraging AI to evolve their specific functions and processes, with a focus on practical, responsible applications that enhance execution without compromising results. Hosted by Rob Karel , a seasoned B2B SaaS marketing executive with more than 25 years of experience across product marketing, go-to-market strategy, brand, and executive storytelling. Rob brings a practitioner-first perspective shaped by leadership roles in enterprise software, analyst research, and consulting—focused on what actually works to drive relevance, differentiation, and growth in complex B2B markets.
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A Go-To-Market Perspective is a business podcast hosted by Unknown Host, with 16 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.
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Unknown Host hosts A Go-To-Market Perspective, a business show with 16 episodes published.
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Episode #16
Stage Before Strategy: How PMM and AI Priorities Shift as B2B Companies Scale
Jul 31, 202649 minS2
AI promises to help early-stage founders move faster and to help scaling companies do more with less. And it can, but only if there’s a solid GTM foundation to start. Without strong product marketing fundamentals, AI doesn't accelerate good work. But it can definitely accelerate bad work at scale. In this episode, Rob sits down with Jonathan Pipek, Founder of Blue Manta Consulting, to explore how product marketing and AI look fundamentally different depending on a company’s stage. Jonathan works across both worlds, and he's seeing very different failure patterns at each stage. This conversation covers what product marketing needs to get right before AI can be useful, how AI usage should evolve as a company scales, and why the strategic decisions around positioning, packaging, and ICP still require human judgment that no model can replicate. If you're a founder, PMM leader, or GTM executive trying to figure out where AI helps and where it quietly makes things worse, this episode is a grounded reality check from the front line.
Can the CRO Trust the Data? RevOps, AI, and the Insight Gap
Jul 22, 202644 minS2
RevOps has always been the team that produces the dashboards. And CROs don't just want data. They expect insights and recommendations. They want to understand pipeline health and velocity, sales rep performance, and forecast accuracy. And RevOps is expected to use AI to deliver these insights at scale. The problem is that AI alone isn't delivering on that promise. Sales leaders are uploading spreadsheets to AI tools and getting different answers every time. Agents and bots are being built on top of a data infrastructure that was never designed to support them. And RevOps teams are caught in the middle - under pressure to deliver intelligence while working with data that's inconsistent, ungoverned, and increasingly coming from everywhere at once. In this episode, Rob sits down with two guests who have lived this problem from different angles. Darwin Singson, Global Revenue Enablement and Sales Automation Lead from former companies: Salesforce, Informatica, Automation Anywhere, Eventbrite. He has spent years building the AI-driven workflows and automation systems that RevOps teams need but rarely have. Naresh Govindaraj, CEO and Founder of AIdeaBlocks, is building infrastructure specifically designed to address the trust and data quality gap that sits between AI tools and the reliable insights GTM leaders actually need. If you lead RevOps, Sales Ops, revenue intelligence, or GTM strategy - or if you're a CRO who's still not sure whether to trust what your ops team's AI is telling you - give this episode a listen.
Operationalizing AI in Marketing: Reality vs. Hype
Jul 17, 202646 minS2
Sure, everyone says they're operationalizing AI for marketing, but inside most B2B organizations, there’s a lot less transformation going on and a lot more chaos. Shadow AI, talk of AI governance without an understanding of the processes being improved, and board pressure to show efficiency gains before anyone has figured out what good looks like. In this episode, Rob sits down with John Schneider, VP of Platform and Ecosystem Marketing at UKG, to separate the reality of AI-driven marketing transformation from the hype surrounding it. John brings a practitioner's lens to what it takes to move from experimentation and shadow AI to a genuinely empowered, AI-forward marketing organization - and why the heart of that transformation has less to do with tools and more to do with people enablement, process redesign, and a strong partnership with IT. If you're a marketing leader navigating board pressure, shadow AI sprawl, and the very real challenge of building an AI-forward org without losing what makes great marketing great, be sure to tune in to this one.
Product Management in the Age of AI: Master It or Get Left Behind
May 26, 202653 minS2
<p>Product management is the connective tissue between company strategy, customer insight, engineering, and go-to-market. From early-stage startups trying to find product-market fit to scaling enterprises managing complex portfolios, the PM is the role most responsible for ensuring the right things get built for the right reasons and are brought to market effectively.</p><p>But the role is being disrupted. AI is accelerating engineering velocity, adding pressure for PMs to move faster on customer research and discovery, and creating new expectations from boards, investors, and leadership about how product teams should operate. The PM's job hasn't gotten smaller, but...
The Trust Gap: Why Most B2B Brands Play It Safe, and Lose
Apr 26, 202642 minS2
<p>In B2B marketing, everyone talks about differentiation, bold storytelling, and building memorable brands. Yet scroll through your LinkedIn feed, and it’s hard to tell one company from another.</p><p>In this episode, Rob sits down with Skott Bennett, Senior Director of Brand at Qlik, to unpack what may be the most overlooked constraint in modern go-to-market strategy: trust. Not trust in data or dashboards, but trust in people. Specifically, the willingness of leaders to empower experienced brand and creative teams to take risks, make bold decisions, and stand out.</p><p>The conversation explores the narrative te...
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