『The Transaction』のカバーアート

The Transaction

The Transaction

著者： Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction
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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 B2B 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. Join our newsletter to get every episode + exclusive extras & insights right in your overcrowded inbox: https://thetransaction.substack.com/ 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. *This claim is entirely unsubstantiated and is made wholly based on the subjective judgment of the inherently biased people who are part of this show.The Transaction 経済学
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  • Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 83

    Building Brand Momentum in Market with Carilu Dietrich & Maya Spivak - Live Session - Ep 83
    2026/06/24
    Carilu Dietrich & Maya Spivak joined Craig, Matt, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording where they shared insights on building founder and executive organic social media as a primary demand channel, why startups need to develop speed as a marketing skill, and why going viral on social doesn’t amount to what it seem for B2B companies.Carilu is the author of the Hypergrowth Leadership SubStack and is an all-star advisor and startup marketing leader.Maya is the Founder & Chief Marketer of Marketing.fan, a brand and creative marketing agency, and former VP of Marketing at Gretel.ai and Mux. Critical TakeawaysInvest in taste, or find someone who has it, before spending on out-of-home ad campaigns. Out-of-home advertising in major markets is constrained supply with non-trivial costs, and a mediocre creative execution wastes every dollar and actively damages brand perception at scale. Before committing budget to OOH, have someone with genuine creative discernment review the work, and if that person doesn't exist in-house, find them in your network before the media buy clears.Consistency beats virality for pipeline generation. Marketing teams should resist chasing one-off viral brand moments and instead build sustainable content cadences. Allocate budget and headcount to rhythm, not lottery tickets.Real differentiation for brands is about timing and originality, not just quality. The frameworks your competitors are copying right now are already losing their edge, and the window to do something genuinely surprising is always narrower than it seems.The pace of AI innovation and product development means that GTM leaders need to operationalize speed as a marketing capability. GTM teams need pre-built rapid-response playbooks for product launches, because the window to capitalize on a launch is now measured in hours, not weeks. For example, Carilu's product marketing team had 32 hours notice from OpenAI before a major LLM launch and shipped a full campaign within that window. Teams that don't have templates, approval chains, and asset libraries ready in advance will consistently miss the moment when momentum is highest.Edutainment is the new table stakes for B2B events, content, and advertising. Marketing teams should interrogate every content format and event experience against the question: is this entertaining enough to earn attention before it earns trust?Chapters00:00 Episode Preview00:50 Introducing Carilu Dietrich & Maya Spivak03:04 Are Viral Moments Worth Chasing for B2B Brands12:02 Real Market Momentum Starts with Product13:48 Edutainment Marketing Wins14:12 Building Out Bold Billboards Campaigns for B2B Brands16:29 Copycats and What Not to Do17:52 Examples of Marketing Creativity Beyond Billboards20:12 Startup Founder Social Media Playbook for B2B23:19 LinkedIn Organic Content Marketing Drives Enterprise Revenue27:29 Amplifying Customer Stories That Work31:26 Zig When Others Zag33:50 When B2B Brands Should Involve Influencers & The Need for Fast Launches37:49 Out Of Home Advertising Taste is CriticalJoin our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/Epic Quotes“The real problem that earlier stage companies have is they don't need advice. They need be able to do the work.” - Carilu Dietrich“If you're gonna spend the money, do it right. Make sure you have some taste.” - Maya SpivakConnect with CariluLinkedIn: https://www.linkedin.com/in/cariludietrich/ Carilu’s SubStack: https://www.carilu.com/ Carilu’s Past Episode: https://open.substack.com/pub/thetransaction/p/advisor-avengers-assembling-your Connect with MayaLinkedIn: https://www.linkedin.com/in/mayagrinbergspivak/ Marketing.fan Website: https://www.marketing.fan/ ShoutoutsGTMshift: https://gtmshift.com/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    41 分
  • An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 82

    An Honest Reappraisal of Marketing Attribution with Dan Kimball, GTM Advisor - Ep 82
    2026/06/23

    Dan Kimball is a GTM Advisor, AI Architect, and independent consultant at The Operating Partnership LLC. Dan’s a marketing expert with a bevy of amazing experiences to draw on, from serving as CMO of Spectrum Equity and ThisMoment, to VP of Marketing at Yelp, and SVP of Global Marketing at Eventbrite.


    Dan joins co-hosts Craig Rosenberg and Matt Amundson to dive into what sets great B2B brands apart and why marketers need to look at some of their metrics with a lot more scrutiny.


    Plus, Dan shares what happened when he unknowingly offended half of Cape Cod with a radio ad.


    Also, Craig pitches his idea for a nautically themed vape shop, Matt compares to Dan to M. Night Shyamalan, and Producer Sam slightly misquotes an iconic Steve Buscemi line.


    Critical Takeaways

    • ICP clarity is the single highest-leverage activity a GTM team can do this year. The amount of focus a company has on its Ideal Customer Profile is "highly correlated with success at driving bookings goals." GTM leaders should run a formal ICP project at the start of every year, not treat it as a one-time setup task. The tools and AI capabilities now exist to make this faster and more rigorous than ever.
    • Look at marginal ROAS (the return on the last incremental dollar spent in the Google auction) rather than blended ROAS.
    • Mixed media modeling (MMM) is now accessible to mid-market companies, and B2B marketers should deploy it before their next budget cycle. Mid-size B2B companies can access credible MMM vendors and get marketing attribution sophistication that far exceeds what Google Analytics or any last-touch model can provide. Marketing leaders should bring a vendor comparison to their next QBR and frame it as risk mitigation: the current attribution model is actively misleading budget allocation decisions.
    • As ChatGPT eats into Google organic traffic, brands increase paid search spend to compensate, which inflates CPCs for everyone, which degrades LTV-to-CAC ratios across the board. B2B marketing leaders should model what their blended CAC looks like if CPCs increase 20-30% and build the case for upper-funnel diversification (EG: YouTube, CTV, LinkedIn, organic community) before the CFO forces the conversation.


    Chapters

    00:00 - Episode Preview

    02:41 - Introducing Dan Kimball, GTM Advisor and Consultant at The Operating Partnership LLC

    08:38 - The Unintended Consequences of Naming a Company Or, Dan Gives Us The Skinny on a Boneheaded Brand Name

    17:44 - What's in a Name (Of a Company, Brand, or Product)?

    25:59 - Why Your Degree of ICP Focus is Directly Correlated to Business Success

    41:39 - B2B Marketers Need to Scrutinize Their Marketing Attribution More Thoroughly

    48:05 - Diversify Paid Channel Spending Beyond Just Google or Facebook Owned Channels


    Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/


    Epic Quotes

    • “People aren't putting as much scrutiny on marketing attribution as they should. And this is nothing new, but people are giving way too much credit to Google” - Dan Kimball
    • “ Look, I listen to it. I'm down.” - Craig Rosenberg, 2026
    • “You're not down. You're not down if you said you're down.” - Dan Kimball
    • “You might be up.” - Matt Amundson


    Connect with Dan

    • LinkedIn: https://www.linkedin.com/in/danielkimball/


    Shoutouts

    • Kara Swisher


    Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    56 分
  • Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81

    Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81
    2026/06/11
    Back for her second episode is the one and only Jen Igartua, the CEO of Go Nimbly and RevOps OG. Jen joins Co-Hosts Craig Rosenberg and Matt Amundson to break down what made Go Nimbly’s Rev Fest such an incredible event for everyone, from the GTM leaders attending to the speakers, and even the sponsor brands. Jen outlines why she picked a truly iconic venue for a business event, how she prepared the speakers to deliver insights entertainingly, and what B2B event sponsors should be doing instead of popping up another tired booth.Plus, Jen shares how business leaders should approach orchestrating workflows with new AI tools.Also, Craig plans his next tattoo, Matt earns a B-minus, and Producer Sam complains about ugly wood paneling. Critical TakeawaysThe secret to hosting an amazing B2B event is to stop copying tired event formats and instead build from your genuine passions. GTM leaders should audit their planned events and ask: "What would I genuinely love to attend?" If the honest answer doesn't match the event they're building, they should redesign it. Authenticity is the differentiator, and audiences can tell immediately when passion is faked.Treat your event like you’re putting on a show, not just another business conference. For example, Jen hired Doug Landis as a presentation coach, opened the venue a day early for speaker training, and had MCs introduce speakers so presenters could lead with their content immediately rather than wasting audience attention on bio slides. This "show vs. conference" framing forces event organizers to make logistical decisions to serve the audience experience rather than operational convenience.Rev Fest did not rely on “great speakers” and hope for the best. The 20-minute cap, speaker coaching, rehearsal time, MC intros, and topic curation all turned content into something attendees could actually stay locked into instead of politely enduring.To move your team from "random acts of AI" to orchestrated workflows, start by mapping out your current processes and identifying which steps are truly automatable versus which require judgment. Jen's framework is to define the end-to-end job-to-be-done first and then deploy AI as one component inside that designed workflow. When documenting your processes, clearly address who does what, where human judgment is needed, where full automation is possible. The companies that deployed technology last but got their strategy and process right first are consistently the most tech-forward (and successful) in practice. GTM leaders being pressured to "become AI-first" should resist the impulse to start with tools and instead start with their most important business outcomes, work backwards to the workflow changes required, and then identify where AI fits.Rather than vendor booths, Jen designed facilitated "table talks" where sponsors ran small-group discussions on topics the audience had already said they cared about. Critically, she required sponsors to bring senior operators (not AEs), trained them on facilitation techniques, and sent post-event notes with everyone's LinkedIn to all attendees.Chapters00:00 Episode Preview02:50 Introducing Jen Igartua, CEO of Go Nimbly06:50 What Made Go Nimbly’s RevFest One of the Best Go-To-Market Events11:53 A Dog-Leg about Ham Legs and Spanish Film Studies 20315:27 Thinking Bigger than a Business Conference To Create a Show19:54 Picking a Truly Unique Venue & Setting the Right Vibes for Your Event23:48 Actually Interesting Event Sponsor Table Talks System28:46 Forward Thinking Companies are Done with Random Acts Of AI32:07 Defining AI Orchestration & What Marketing Tasks to Automate First46:29 Business Processes First, AI Tool Implementation Second49:33 Rev Ops Workflows And EnrichmentJoin our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/Epic Quotes“The really great stuff doesn't scale. Stop trying to scale it.” - Jen Igartua“You’ve got to make the stuff you love. Like, why are you creating something that you are not into?” - Jen IgartuaConnect with JenLinkedIn: https://www.linkedin.com/in/jen-igartua/ Go Nimbly Website: https://www.gonimbly.com/ ShoutoutsJamón Jamón (Dir. Bigas Luna, 1992)Javier Fesser: https://www.imdb.com/name/nm0275250/?ref_=nv_sr_srsg_0_tt_0_nm_8_in_0_q_fesser Campeones (Dir. Javier Fesser, 2018)Champions (Dir. Bobby Farrelly, 2023)House of Yes: https://www.houseofyes.org/ Ruslan Tovbulatov: https://www.linkedin.com/in/ruslan-tovbulatov/ Doug Landis: https://www.linkedin.com/in/douglandis/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    59 分
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