Why do so many B2B sales motions still feel stuck?

If buyers say they want partnerships, why do so few deals feel like one?

And what happens when every team aligns around delivering real value instead of pitching it?

That’s the conversation on this episode of GTM News Desk. Ryan Schultz, CEO of DIVACS, joins Mark and Rachel to discuss why most companies lose sight of value after the deal is signed — and how to fix it. He talks about building trust between sales and customer success, why acronyms won’t save your process, and how to turn renewal into a continuous value story.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:28) Why B2B sales still miss the mark on value

(09:05) Nobody in B2B wants more AI SDRs

(13:00) Meet Ryan Schultz, Founder and CEO of DIVACS

(15:01) Why most sales teams fail to align on value

(19:46) Turning features into stories that prove ROI

(24:12) When the product stands in the way of showing value

(27:10) How to teach teams to sell with value

(29:34) The difference between value, outcomes, and impact

(32:33) Building a shared language of value across go-to-market teams

Connect with Ryan Schultz: https://www.linkedin.com/in/ryanmaschultz/

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can customer obsession really drive sustainable growth, or is it just a buzzword?
Is your team aligned to create a seamless customer experience?
How do you turn data into actionable insights for better customer journeys?

In this episode of GTM News Desk, Kirsty O’Sullivan, SVP of Customer Experience at ZoomInfo, shares her insights on the power of customer obsession in driving growth. She discusses how aligning sales, marketing, and customer success teams can create a unified customer journey, why data plays a crucial role, and how fostering a customer-first culture is key to long-term success. Don’t miss Kirsty’s proven strategies for building lasting customer relationships that lead to tangible, measurable impact.

Our sources from today’s headlines:

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

This episode is sponsored by ZoomInfo and produced in partnership with Share Your Genius

Can event-led growth truly drive growth or merely serve as another acronym?

Are B2B buyers asking for yet another framework to learn?

What does it mean to capture revenue in the room at events?

We cover all of it in this episode of GTM News Desk. Steph Pennell, founder of The Event Critic, shares why events need to be planned around immovable dates, how brands can choose between booths and ancillary plays. And what speed to lead looks like when event buzz converts into pipeline.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:11) Event-led growth and why ELG matters
(06:56) HubSpot’s Loop Marketing and missed opportunities
(10:33) Nike’s “Why Do It?” slogan and brand consistency
(13:23) Rethinking trade shows and capitalizing differently
(15:34) Why tentpole events shape strategy while people drive impact
(18:32) Choosing between booths, dinners, and ancillary events
(25:13) Speed to lead + turning buzz into ROI

To hear Steph’s perspective on why large trade shows need to evolve, how to evaluate which events are worth your time, and the principles behind building meaningful in-room connections, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Steph Pennell: https://www.linkedin.com/in/theeventcritic/

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