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In this episode of the B2B Go-To-Market Leaders Podcast, Vijay Damojipurapu sits down with Kady Srinivasan, Chief Marketing Officer at Freshworks, to explore what it really takes to build market share in SaaS, and why finding the right ICP is often the difference between accelerated growth and stalled momentum.

Drawing from leadership roles across Dropbox, Klaviyo, Lightspeed, and Freshworks, Kady shares lessons from scaling PLG, inbound, outbound, and hybrid go-to-market motions, while navigating the realities of product-market fit, category expansion, and AI-driven disruption.

The conversation dives into the evolution of modern GTM, from defining your initial ICP to expanding into adjacent markets without losing your positioning, and why many companies drift away from the messaging and audience that made them successful in the first place.

They dive into:

• Why GTM is ultimately about building market share through coordinated actions across product, marketing, sales, and customer success.
• How great products still fail when they're sold to the wrong audience or positioned with the wrong messaging.
• The concept of ICP+ and how successful companies expand beyond their initial customer base without losing focus.
• Why many SaaS companies unintentionally drift away from their original positioning as they add products and features.
• The differences between PLG, inbound, outbound, and enterprise sales motions—and when each makes sense.
• How pricing, packaging, and expansion strategy influence long-term customer value.
• Kady's ABCD Framework for positioning: Audience, Benefits, Compelling Reasons to Believe, and Differentiation.
• Why storytelling frameworks like the Hero's Journey remain powerful tools for modern marketers.
• How AI is creating a new generation of multi-threaded marketers who can operate across traditional marketing silos.
• A creative CEO influence strategy that transformed LinkedIn engagement into pipeline and qualified opportunities.
• Lessons from a major ICP pivot at Lightspeed that helped drive significant market share gains in targeted geographies.
• Why defining and defending your ICP is one of the most important leadership decisions a company can make.

Kady's core message is simple:

The companies that win aren't necessarily the ones with the biggest products, they're the ones with the clearest understanding of who they're serving and why.

This episode is a practical masterclass on ICP definition, positioning, GTM motion design, and the future of marketing in an AI-powered world.

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In this episode of the B2B Go-To-Market Leaders Podcast, Vijay Damojipurapu sits down with PV Bóccasam, advisor to private equity firms and veteran operator across enterprise software, venture-backed startups, and category-defining companies, to explore a radically different way of thinking about go-to-market.

PV argues that go-to-market is not about sales motions, pipeline generation, or even positioning frameworks—it’s about one thing: reducing buyer anxiety and lowering the perceived risk of change.

Drawing from decades of experience building and scaling enterprise software companies across identity governance, GRC, enterprise risk management, and private equity-backed transformations, PV shares how the best GTM leaders think less about “selling” and more about helping customers justify, adopt, and communicate measurable value internally.

They dive into:

• Why GTM should focus on reducing customer risk, not maximizing seller activity.
• The difference between customer convictions and customer incentives—and why both matter.
• Why measurable proof is the only reliable way to break buyer inertia.
• How enterprise software companies should rethink value delivery in the AI era.
• Why AI should reduce operational uncertainty—not create more chaos.
• The evolution from product-led to sales-led to partner-led GTM motions.
• Why “platform” messaging fails for most enterprise SaaS companies.
• How modern AI-native SaaS products are becoming systems of orchestration, not systems of record.
• The importance of helping customers retell your value proposition internally.
• Why enterprise GTM leaders must become the clearest thinkers during periods of uncertainty.
• How private equity firms should approach AI adoption through organizational redesign, not just cost-cutting.
• And why long-term impact matters more than short-term velocity in building a career and a company.

PV’s central insight is simple but powerful:

Customers don’t buy software—they buy reduced uncertainty, measurable outcomes, and confidence in the future state.

This episode is a deep philosophical and operational masterclass on enterprise go-to-market strategy, AI adoption, organizational design, and what it truly means to build trust at scale.

Connect with Vijay Damojipurapu on LinkedIn

Connect with PV Boccasam on LinkedIn

Brought to you by: stratyve.com

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In this episode of the B2B Go-To-Market Leaders Podcast, Vijay Damojipurapu sits down with Holly Roland, former executive at SAP and Oracle and founder of Rebel GTM, to break down what go-to-market really means in today’s AI-driven world.

Holly introduces a simple but powerful framework: go-to-market is an infinity loop of discovery and value, where buyers move from awareness to purchase, and then into expansion, cross-sell, and advocacy. Yet most B2B companies still over-index on acquisition while underinvesting in the value loop.

Drawing from decades of experience across enterprise tech and startups, Holly shares how she evolved from product management into go-to-market leadership, and why she ultimately built Rebel GTM to help companies align product, marketing, sales, and customer success into one unified system.

They dive into:

• Why go-to-market should be viewed as a discovery loop + value loop, not just a funnel.
• The common mistake B2B companies make by prioritizing new logos over expansion.
• How marketing alone can’t fix growth if upstream and downstream functions are misaligned.
• Career lessons on moving from IC roles to leadership through collaboration and influence.
• Why storytelling and positioning are as important as the product itself.
• The rise of Generative Engine Optimization (GEO) and how it’s reshaping digital presence.
• A real-world GEO case study that improved readiness from ~30% to nearly 80% in weeks.
• Why LLM-driven traffic produces higher-intent, higher-conversion buyers than traditional SEO.
• The importance of reframing your product to match how customers think (not how you describe it).
• Practical ways to approach AI in GTM; starting with workflows, not tools.

Holly’s core message is clear:

Great go-to-market isn’t about isolated tactics. It’s about aligning the entire company around how customers discover, buy, and realize value.

This episode is a deep dive into modern GTM strategy, combining foundational principles with emerging trends like AI and GEO that are redefining how companies reach and convert buyers.

Connect with Vijay Damojipurapu on LinkedIn

Connect with Holly Roland on LinkedIn

Brought to you by: stratyve.com