Episode Summary: 

In this episode of BetterTech on Go to Market Strategies & Growth, host Jocelyn Houle sits down with Paul Sullivan, Founder of Arise GTM and creator of the Arise Go-To-Market methodology. Together, they unpack what go-to-market (GTM) truly means in today’s fast-changing tech landscape. Paul shares the three foundational questions every leadership team should be asking, exposes common GTM mistakes, and highlights the critical role of CRM, data, and AI in driving scalable success. This episode challenges traditional thinking and offers a simplified, strategic approach to market execution. Whether you’re a startup founder or a GTM leader at an enterprise, you’ll walk away with bold insights and fresh clarity.

Show Notes:

1. Paul Sullivan shares insights on Go to Market Strategies & Growth the only three questions that matter for building an effective go-to-market strategy.
2. Conversation around the evolving role of CRM and why it’s central to aligning product with customer-facing teams.
3. Paul explains how AI is transforming operations, enabling businesses to scale without scaling headcount.
4. The episode uncovers how most companies miscalculate their TAM and pursue the wrong market segments.
5. Jocelyn and Paul discuss the leadership alignment needed to drive GTM success across sales, marketing, and product.

This episode is hosted by Jocelyn Houle, Host, BetterTech