What does it take to turn customer experience into a growth engine?

How can AI and data actually bring teams closer to their customers instead of further away?

What gets in the way of a united go-to-market motion, and how can companies fix it?

Those are the three big topics we’re covering in this episode of GTM News Desk. Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares how her team uses AI to personalize onboarding at scale, how they measure GTM maturity across thousands of accounts, and why true customer obsession starts with listening well.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:44) Why the status quo kills brand connection

(03:38) Dell’s IT Squad campaign and the untapped power of Reddit

(05:18) Why the messenger matters more than the message

(07:39) How customer trust and brand meaning go hand in hand

(09:34) Call me GPT and the reality of AI fatigue in B2B

(12:41) How ZoomInfo uses data and AI to build trust at scale

(17:38) What go-to-market maturity really means at ZoomInfo

(25:01) Using onboarding as a mirror for customer obsession

(31:36) How ZoomInfo aligns teams to personalize customer success

To hear Kirsty’s perspective on customer-centric growth, operationalizing voice of the customer, and building a GTM strategy that connects every team, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Kirsty O’Sullivan: https://www.linkedin.com/in/kirsty-o'sullivan/

Our sources from today’s headlines:

• Top 11 B2B Marketing Case Studies [2025]
• AI Voiced audio recaps “how do we feel about this?” (Example here)
• Chelsea Castle’s LinkedIn post

Produced in partnership with: https://shareyourgenius.com/

We have some breaking news at GTM News Desk.

A new era begins as we welcome a fresh voice to the show.

After 18 episodes of insights, debates, and plenty of laughs, Nick is signing off. As he and Mark reflect on their time hosting together, they share lessons learned, favorite moments, and the relationships that shaped the show.

And stepping into the newsroom is Rachel Elsts Downey, bringing a new perspective, new conversations, and the same commitment to exploring people-first go-to-market strategies.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:46) Introducing new co-host: Rachel Elsts Downey

(02:45) Reflecting on the previous 18 episodes
(04:37) Rachel on her future at GTM News Desk

To hear the full conversation about the past, present, and future of GTM News Desk, head over to TACK Insider: https://tackinsider.com/

Connect with Rachel Elsts Downey: https://www.linkedin.com/in/rachelelstsdowney/

Produced in partnership with: https://shareyourgenius.com/

What does it take to create content that truly connects with your audience?

Why are so many marketing teams still prioritizing quantity over quality, even with AI in the mix?

How can aligning product marketing, brand, and content unlock better outcomes?

Those are the three big topics we’re covering in this episode of GTM News Desk. Jonathan Paul, VP of Content Marketing at Vena Solutions, joins Mark Kilens and Nick Bennett to share how his team is structured across multiple functions, why content must be audience-first, and what most executives get wrong about content strategy and event marketing.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:53) Wistia’s report shows how video drives better results

(03:45) Where video placement fails on blogs and case studies

(06:00) Why most content teams stay lean and focused

(09:52) Inside Vena’s unified approach to content and product

(13:35) What makes content stand out in a crowded market

(20:02) Misconceptions execs have about content and events

(24:32) Creating hands-on, high-value event experiences

For more on how to build a unified, high-impact content engine and where most marketers are still missing the mark, head to the full conversation on TACK Insider: https://tackinsider.com/

Connect with Jon Paul: https://www.linkedin.com/in/jdpwrites/

Our sources from today’s headlines:

• https://wistia.com/learn/marketing/video-marketing-statistics
• https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research

Produced in partnership with: https://shareyourgenius.com/