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A Go-To-Market Perspective

A Go-To-Market Perspective

By: Robert Karel
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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.

Robert Karel
Episodes
  • Customer engagement levers that drive cross-sell and retention

    Customer engagement levers that drive cross-sell and retention
    Feb 17 2026

    Customer engagement is not simply a support function. It’s increasingly a primary driver of cross-sell, retention, and long-term account growth in B2B go-to-market strategies.

    In this episode, Rob speaks with Ashley Swift, Director of Customer Marketing and Advocacy at Druva, to explore how she is intentionally designing engagement across the customer lifecycle, aligning community, events, advocacy, product alignment, and loyalty programs to support expansion and sustained value.

    Whether you’re looking to reduce churn, increase net retention, or strengthen internal champions, this conversation offers practical perspectives on turning customer engagement into a repeatable, revenue-impacting growth lever.
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    38 mins
  • The Disruption of Pricing and Packaging in the Age of AI

    The Disruption of Pricing and Packaging in the Age of AI
    Feb 14 2026

    Pricing and packaging have always sat at the intersection of product, go-to-market, and finance, but AI is fundamentally reshaping how B2B SaaS companies think about value, monetization, and growth.

    In this episode, Rob chats with Ismail Madni, Sr Director of Product Pricing Strategy & Business Operations at Mimecast, to unpack how AI is disrupting both what we charge for and how we get there. This isn’t just a strategy conversation; it’s a practical look at the real-world processes companies are using to price AI-driven products, redesign packaging, and adapt to new buying behaviors.

    Whether you’re launching AI-powered features, rethinking your monetization model, or trying to modernize a legacy pricing approach, this episode delivers practical frameworks, cautionary lessons, and clear guidance for navigating pricing and packaging in the age of AI.
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    51 mins
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