B2B SaaS has changed. Your GTM org probably hasn’t. In this episode, I sit down with **Lissa W. Cox** (15+ years in B2B SaaS marketing, Executive MBA, former “early influencer”) to unpack how social, sales, and GTM have evolved—and what most teams are still getting wrong. We get into: - The collapse of brand trust and why polished corporate feeds don’t move the needle anymore. - Why founder-led content works… until it doesn’t—and how audiences sniff out inauthentic “personal brands.” - The trap of automation for automation’s sake (7,000 emails a day, zero revenue) and why GTM engineering should start with manual work and customer interviews. - Lissa’s hot take: GTM Engineering as the natural evolution of the SDR, not RevOps—and why the “junior” role often understands the market better than leadership. - A practical lens on product–market fit vs. go-to-market strategy, explore vs. exploit, and how over-rotating on either leads to chaos or stagnation. - Why AI and compute scarcity will force founders into real prioritization, cross-functional collaboration, and big-picture thinking. Listen in for practical GTM strategies you can use today.Larissa has also written an 86 page GTME Guidebook that gives the end-to-end process of creating a sustainable revenue flywheel. Which can be found at https://gtme-academy.com/