Go-to-Market Playmakers

26. AI-Led Go-to-Market with Dave Boyce (Winning By Design)

The theme of our 26th podcast episode is AI-Led Go-to-Market: How AI Agents Are Reshaping the SaaS Revenue Team.
Joining our host Jeremy Balius to discuss all things GTM and agentic AI is Dave Boyce from Winning By Design.
Summary
Dave Boyce joins Jeremy Balius to unpack how AI agents are transforming the SaaS go-to-market landscape. Drawing on experience from advising over 1,000 companies, Dave outlines how GTM motions are evolving from human-led execution to hybrid human-agent collaboration.
Listeners will discover:
How agentic AI is already replacing or enhancing GTM tasks
Why the Bowtie model is crucial to identify automation opportunities across the full customer lifecycle
Where to begin: coaching, RFP automation, and renewals
The importance of measuring AI progress using minimum viable signal loops
Why GTM roles like AEs, CSMs, and marketers are shifting from execution to strategic influence
The future skills revenue leaders need—especially systems thinking
How AI-native competitors are redefining speed, scale, and customer control
A sneak peek into Dave’s upcoming book Freemium (Stanford University Press, August 2025)
This episode is a must-listen for revenue leaders looking to stay ahead in a rapidly shifting GTM world.
About Dave Boyce
Dave is the Executive Chairperson and EVP of Product at Winning by Design, a global B2B growth advisory firm that helps recurring revenue companies architect sustainable growth. Currently, Dave and the WbD team are serving over 1,000 organizations around the world such as Adobe, Uber Eats, and Calendly.
As a board member at Forrester (NASDAQ: FORR), I focus on product development and corporate strategy. As a professor at BYU's Marriott School of Business I teach Product-led Growth, B2B Sales & Marketing, and Career Strategy.
His first book Freemium is due for publication with Stanford University Press in August 2025.
Connect with Dave on LinkedIn 
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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

25. SaaS New Market Entry Strategy with Josh Ryder (Surge Capacity)

The theme of our 25th podcast episode is SaaS New Market Entry Strategy.
Joining our host Jeremy Balius to discuss how to enter new markets and new territories is Josh Ryder from Surge Capacity.
Summary
In this conversation, Joshua Ryder shares his journey from the military to the tech industry, highlighting the importance of Technology Expense Management (TEM) in helping businesses save costs and streamline their operations. He discusses the challenges of entering the Australian market, the significance of building trust through partnerships, and the role of managed services in enhancing the value of TEM solutions. Joshua emphasizes the need for education and the use of case studies to demonstrate the effectiveness of TEM, while also looking forward to future innovations in the field.
About Josh Ryder
Joshua Ryder is a business leader with over 20 years of experience in strategic leadership, account management, and business development across technology and telecommunications.
As Director at Surge Capacity, he delivers telecom and IT spend management solutions that enhance processes, automation, and profitability while driving operational efficiencies. 
With 15 years of experience in the U.S. and 6 in Australia, Joshua has successfully led national sales, marketing, and operations, consistently exceeding business goals and fostering a culture of inclusion. His expertise in contract negotiations, SaaS, IoT, and OT solutions has driven revenue growth and cost savings for up to and including Fortune 500 clients. 
Joshua holds a Bachelor of Science in Business Management and is committed to building high-performing teams, nurturing long-term client relationships, and using technology to achieve sustainable business success.
Connect with Josh on LinkedIn  
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

24. Tech Pricing and Monetization with Tania Kalambet

The theme of our 24th podcast episode is Tech Pricing and Monetization.
Joining our host Jeremy Balius to discuss all things monetizing B2B tech and SaaS pricing is Tania Kalambet.
Summary
In this conversation, Tania Kalambet shares her journey from a business modeling consultant to a pricing expert in tech, discussing the evolution of her understanding of pricing, the importance of collaboration in pricing strategies, and how pricing should be viewed as a strategic conversation rather than a rigid process. She emphasizes the need for startups to engage with customers to understand value, the fluidity of pricing strategies, and the importance of adapting pricing as products mature.
About Tania Kalambet
Tania Kalambet is a Big 4 consultant with additional experience in pricing and business analytics (Google Cloud and Immobilienscout24). During her time in tech, she worked closely with several product and sales teams, and took part in several product launches, in particular contributing to creation and implementation of GTM strategies for B2B segments.
Connect with Tania on LinkedIn
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

23. Go-to-Market in the Microsoft Ecoystem with Michal Pisarek (Orchestry)

The theme of our 23rd podcast episode is Go-to-Market in the Microsoft Ecosystem.
Joining our host Jeremy Balius to discuss all things GTM and Microsoft 365 is Michal Pisarek from Orchestry.
Summary
In this conversation, Michal Pisarek shares his unique journey from being a chef to becoming a tech entrepreneur in the Microsoft ecosystem. He discusses the inception of Orchestry, a platform designed to address governance and management challenges within Microsoft 365.
Michal elaborates on the importance of understanding market needs, the role of partnerships, and the strategies for scaling a startup. He also highlights the significance of the Azure Marketplace and offers valuable advice for founders looking to navigate the Microsoft landscape.
About Michal Pisarek
Michal Pisarek is the CEO of Orchestry, a software company that helps users and organizations use the right Office 365 tools at the right time. With over 10 years of experience in the SharePoint and Office 365 space, he is a 7 times Microsoft MVP and a Microsoft Service Adoption Specialist, recognized for his passion, expertise, and knowledge.As the co-founder and former Director of Product of Bonzai Intranet, he defined the product vision and execution for the award-winning intranet solution that was used by many large-scale organizations and acquired in 2018.
He is also a frequent speaker, author, and blogger on topics related to intranets, digital workplaces, and information architecture. His mission is to ensure that SharePoint and Office 365 are seen primarily as business platforms that can deliver value and adoption.
Connect with Michal on LinkedIn  
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

22. Referral Growth Strategy with Derek Morgan (Referral Marketing Ideas) & James Davis (TSP Advisory)

The theme of our 22nd podcast episode is Referral Growth Strategy.
Joining our host Jeremy Balius to discuss all things B2B tech and SaaS sales growth from referrals is Derek Morgan from Referral Marketing Ideas and James Davis from TSP Advisory.
Discover the referral platform ReferIt.ai
Summary
In this group conversation, the speakers discuss the challenges of traditional go-to-market strategies in the technology sector, emphasizing the overwhelming noise in the market and the importance of understanding client needs.
They explore the value of partner-driven growth and how to build effective referral networks. The discussion highlights the need for a value-driven approach in partnerships and the operationalization of referral networks to enhance business growth.
They conclude with practical recommendations for technology businesses to focus on their ideal clients and build meaningful partnerships.
About Derek Morgan
Derek Morgan is a leading expert in Referral Marketing, Strategic Partnerships, and B2B Lead Generation.
With a passion for helping small to mid-sized businesses grow, Derek specializes in building scalable referral programs and leveraging business networks to drive consistent, high-quality leads, shorten sales cycles and increase sales conversion.
As the founder of ReferralMarketingIdeas.com, creator of the Referral Marketing Formula and Head of Affiliates and Partnerships at Referit.ai, Derek's mission is to empower 1,000,000 businesses with the tools, strategies, and mindset needed to generate more referrals, deepen business relationships, and grow profits without relying on cold outreach or paid ads.
With a deep background in B2B networking, content marketing, social selling, and sales engagement strategies like GAP Selling and Account-Based Marketing, Derek brings practical, results-driven insights to every conversation.
He works closely with business owners, coaches, consultants, and membership-based communities to turn their existing networks into powerful revenue-generating ecosystems.
Whether he's designing a referral strategy, training a team on partnership development, or speaking to a room of entrepreneurs, Derek’s focus is always the same: create more value, build deeper trust, and make Referral Marketing a scalable growth strategy and predictable lead source.
Connect with Derek on LinkedIn.
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

21. SaaS Value Packaging with Dan Balcauski (Product Tranquility)

The theme of our 21st podcast episode is SaaS Value Packaging.
Joining our host Jeremy Balius to discuss all things SaaS pricing strategy and value packaging is Dan Balcauski from Product Tranquility.
Summary
In this conversation, Dan Balcauski discusses the intricacies of SaaS pricing and value packaging, sharing insights from his extensive experience in the field. He emphasizes the importance of understanding customer value over merely setting a price, and highlights common mistakes that companies make in their pricing strategies.
The discussion also covers the psychological aspects of pricing, the impact of product launches, and the distinctions between pricing and packaging in the B2B software world. In this conversation, Dan Balcauski discusses the intricate relationship between customer value and pricing strategy in the B2B SaaS market. He emphasizes the subjective nature of value, the importance of understanding customer perceptions, and the frameworks that can help businesses articulate and communicate their value effectively.
The discussion also covers the challenges of differentiation in a competitive landscape, the role of brand perception, and best practices for revisiting pricing strategies to adapt to market changes.
About Dan Balcauski
Dan Balcauski is the founder and Chief Pricing Officer at Product Tranquility, where he focuses on helping high-volume B2B SaaS CEOs define pricing and packaging for new products. He is a TopTal certified Top 3% Product Management Professional and helps teach Kellogg Executive Education course on Product Strategy.
Over the last 15 years, Dan has managed multiple products throughout the product life-cycle from new concept incubation, product launch, product maintenance, platform transitions, and end of life. Dan has worked in both consumer and B2B companies across consumer internet, mobile, IT software, and test and measurement hardware and software and company sizes ranging from startups to publicly traded multi-national enterprises.Connect with Dan on LinkedIn.
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

20. B2B Video Marketing with Daniel Borba (SparkPortal)

The theme of our 20th podcast episode is B2B Video Marketing Strategy.
Joining our host Jeremy Balius to discuss all things video strategy for B2B is Daniel Borba from SparkPortal.
Summary
In this episode, Daniel Borba discusses the evolution of video marketing, emphasizing the growing demand for video content and the impact of platforms like LinkedIn and TikTok on B2B marketing strategies. He highlights the importance of short-form content, the need for a strategic mindset, and how businesses can leverage video to engage their audience effectively.
Daniel also shares insights on production quality, the significance of context in video content, and the concept of video as a service to meet the increasing demand for video marketing.
About Daniel Borba
Daniel Borba is the Founder and CEO of SparkPortal, a company revolutionizing video marketing for SaaS and B2B businesses.
By pioneering the innovative Video-as-a-Service (VaaS) model, Daniel provides SaaS marketers with a cost-effective, scalable solution to produce high-quality, strategically aligned video content.
An immigrant entrepreneur with over a decade of experience in the video industry, Daniel is committed to helping companies leverage video as a growth driver, not just a marketing tactic.
Connect with Daniel on LinkedIn  
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

19. B2B Creative Strategy with Chris Murphy (G Squared)

The theme of our 19th podcast episode is B2B Creative Strategy.
Joining our host Jeremy Balius to discuss all things creative strategy for B2B is Chris Murphy from G Squared.
Summary
In this conversation, Chris Murphy discusses the evolution of B2B creative advertising, emphasizing the need for emotional messaging over traditional feature-heavy approaches. He highlights the importance of brand differentiation and performance creative, advocating for iterative advertising strategies that adapt based on audience response. Through case studies, he illustrates how unique branding can lead to significant success, challenging the notion that B2B marketing must conform to industry norms.
Chris and Jeremy explore the evolving landscape of B2B marketing, emphasizing the importance of brand differentiation, emotional engagement, and community-led strategies. They discuss how brands can stand out in a crowded market by focusing on customer needs and building emotional connections. The conversation highlights the shift from traditional marketing methods to community engagement, where brands leverage customer insights and build relationships to enhance their go-to-market strategies.
About Chris Murphy
Chris Murphy is an award-winning digital marketing leader and creative strategist. As Head of Creative at G Squared, a leading Independent Digital consultancy, he leads performance-led campaigns for brands like SanDisk, Braun and WorldFirst, blending creativity with analytics to deliver real business results. 
With over a decade in top agencies across London and Sydney, he challenges traditional thinking, pushing brands to connect with audiences in new ways.
A 2022 Marketing Academy Scholar and AdNews Emerging Leader, Chris specialises in performance creative, growth marketing and digital strategy. 
Connect with Chris on LinkedIn.
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

18. B2B Content Marketing with Becky Lawlor (Redpoint Content)

The theme of our 18th podcast episode is B2B Content Marketing.
Joining our host Jeremy Balius to discuss all things strategy for content marketing in the B2B space is Becky Lawlor from Redpoint Content.
Summary
In this conversation, Becky Lawlor discusses the significance of original research in B2B marketing, emphasizing how it builds trust, differentiates brands, and enhances content strategy. She shares insights on survey design, the importance of narrative constraints, and the evolving landscape of content shareability, particularly in the context of AI-generated content. The discussion highlights practical steps for implementing effective research strategies and the substantial ROI that can be achieved through original research.
👉 Download Becky’s B2B Buyer Research Report. 
Key Takeaways
Original research is crucial for B2B marketing success.
Brands need to differentiate their content to stand out.
Trust is built through investment in original research.
Survey design is critical for obtaining valuable insights.
Content marketing should focus on engagement and relevance.
Stakeholder alignment is essential for effective research.
Shareability of content is increasingly important.
AI-generated content is accepted if it provides value.
Research can be conducted without a large budget.
The ROI from original research can be significant.
About Becky Lawlor
Becky Lawlor is the founder of Redpoint Content, an original research and content marketing agency.
She has over a decade of experience helping B2B tech brands create thought leading content that elevates their market presence and brand recognition. She’s worked with brands like Adobe, IBM, and Zapier.
Clients she works with have reported achieving 2 to 3 times the leads, extensive media coverage, and a significant boost in engagement.
Connect with Becky on LinkedIn.
 
__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.  

17. MSP Strategy with James Davis (TSP Advisory)

The theme of our 17th podcast episode is MSP Strategy.
Joining our host Jeremy Balius to discuss all things strategy for MSPs in 2025 and beyond is James Davis from TSP Advisory.
Summary
In this conversation, Jeremy Balius and James Davis discuss the evolving landscape of IT services, particularly focusing on Managed Service Providers (MSPs) and the challenges they face. James emphasises the decline of traditional support services and the need for transformation in the industry. He highlights the depersonalisation of IT services and the aging demographic of business owners, which affects their ability to adapt to market changes. The discussion also covers the importance of understanding client needs, the emergence of Technology Solutions Partners (TSPs), and the strategic shifts required for businesses to remain relevant in 2025 and beyond. James advocates for a top-down approach to strategy, urging businesses to focus on solutions rather than merely adding products to their offerings.
Key Takeaways
Support services are becoming obsolete due to evolving technology.
Clients require less traditional support as technology advances.
The industry is facing depersonalization, making differentiation harder.
Many business owners are nearing retirement and may lack motivation to adapt.
Transformation in the industry is essential for survival and growth.
Understanding client needs is crucial for effective service delivery.
The concept of Technology Solutions Partners (TSPs) is emerging as a new model.
Businesses must shift from product-centric to solution-oriented strategies.
A top-down approach to strategy is necessary for meaningful change.
Transformation is a long-term process that requires commitment and planning.
About James Davis
James Davis, the Founder and Chief Strategy Officer of The TSP Advisory is on a mission to make the Technology Services Industry more cohesive and help Partners transform their businesses into modern Technology Solutions Partners to meet the needs of current and future clients in the decade ahead. He has been in and around the industry for over 15 years working in various roles this unique experience enables him to directly engage with Partners to help them articulate their vision, develop strategy and guide execution all while sharing wholistic insights to the wider ecosystem and bring it closer in a cohesive way to achieve better outcomes. 
Connect with James on LinkedIn.__________________
Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.
Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.
Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.
For more about Filament, visit our B2B tech marketing agency.
Check out our Web Designs, our Website Maintenance and our Website Security Solutions. 
Follow Filament on LinkedIn.  
Connect with Jeremy Balius.