13. Go-To-Market Strategies for B2B Companies with Scott Vaughan

What if your go-to-market strategy is the reason your pipeline is stuck? In this episode, we sit down with Scott Vaughn, seasoned B2B CMO and go-to-market leader with over 113,000 LinkedIn followers, to unpack what’s broken in modern B2B GTM—and how to fix it.

Scott shares insights from decades of experience leading marketing and sales teams, building integrated go-to-market systems, and helping companies align around the buyer—not just the lead. Whether you’re a startup founder or enterprise marketer, this episode will shift how you think about demand, enablement, and GTM success.

⏱️ Timestamps:
00:00 – Why most GTM strategies fail today01:05 – Scott’s background: from marketing to sales to GTM leadership03:10 – Key B2B trends in 2025: AI, efficiency, and automation04:55 – How Scott uses AI to build messaging strategies faster06:40 – The hidden danger of sales and marketing "alignment"08:00 – Why integration beats alignment (and what it looks like)10:10 – How marketing can lead GTM by getting 9-12 months ahead12:00 – Sales enablement vs. buyer enablement: why mindset matters14:00 – Simplifying the buying process: training and signals that matter16:25 – Where early-stage companies should focus their GTM strategy18:00 – Why trying to sell to everyone is a massive mistake19:00 – Partner marketing: how startups can go to market through others21:10 – Tapping into industry influencers and non-traditional analysts22:20 – Metrics that matter: from attention to closed-won25:00 – Why most marketers obsess over the wrong part of the funnel27:15 – Building awareness without a brand28:15 – How to create early traction in a crowded space29:10 – Building thought leadership around change, not just product30:00 – One GTM action every marketer should take today