The Transaction copertina

The Transaction

The Transaction

Di: Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction
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Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.* Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market. But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving B2B revenue growth that you can take and implement in your own go-to-market roles. Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode. From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why, and most importantly, how you get… The Transaction. Join our newsletter to get every episode + exclusive extras & insights right in your overcrowded inbox: https://thetransaction.substack.com/ About Your Hosts Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie. Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard. The Transaction is produced by Sam Guertin. *This claim is entirely unsubstantiated and is made wholly based on the subjective judgment of the inherently biased people who are part of this show.The Transaction Economia
Episodi
  • Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81

    Organizing Unforgettable Events for B2B with Jen Igartua, CEO of Go Nimbly - Ep 81
    Jun 11 2026
    Back for her second episode is the one and only Jen Igartua, the CEO of Go Nimbly and RevOps OG. Jen joins Co-Hosts Craig Rosenberg and Matt Amundson to break down what made Go Nimbly’s Rev Fest such an incredible event for everyone, from the GTM leaders attending to the speakers, and even the sponsor brands. Jen outlines why she picked a truly iconic venue for a business event, how she prepared the speakers to deliver insights entertainingly, and what B2B event sponsors should be doing instead of popping up another tired booth.Plus, Jen shares how business leaders should approach orchestrating workflows with new AI tools.Also, Craig plans his next tattoo, Matt earns a B-minus, and Producer Sam complains about ugly wood paneling. Critical TakeawaysThe secret to hosting an amazing B2B event is to stop copying tired event formats and instead build from your genuine passions. GTM leaders should audit their planned events and ask: "What would I genuinely love to attend?" If the honest answer doesn't match the event they're building, they should redesign it. Authenticity is the differentiator, and audiences can tell immediately when passion is faked.Treat your event like you’re putting on a show, not just another business conference. For example, Jen hired Doug Landis as a presentation coach, opened the venue a day early for speaker training, and had MCs introduce speakers so presenters could lead with their content immediately rather than wasting audience attention on bio slides. This "show vs. conference" framing forces event organizers to make logistical decisions to serve the audience experience rather than operational convenience.Rev Fest did not rely on “great speakers” and hope for the best. The 20-minute cap, speaker coaching, rehearsal time, MC intros, and topic curation all turned content into something attendees could actually stay locked into instead of politely enduring.To move your team from "random acts of AI" to orchestrated workflows, start by mapping out your current processes and identifying which steps are truly automatable versus which require judgment. Jen's framework is to define the end-to-end job-to-be-done first and then deploy AI as one component inside that designed workflow. When documenting your processes, clearly address who does what, where human judgment is needed, where full automation is possible. The companies that deployed technology last but got their strategy and process right first are consistently the most tech-forward (and successful) in practice. GTM leaders being pressured to "become AI-first" should resist the impulse to start with tools and instead start with their most important business outcomes, work backwards to the workflow changes required, and then identify where AI fits.Rather than vendor booths, Jen designed facilitated "table talks" where sponsors ran small-group discussions on topics the audience had already said they cared about. Critically, she required sponsors to bring senior operators (not AEs), trained them on facilitation techniques, and sent post-event notes with everyone's LinkedIn to all attendees.Chapters00:00 Episode Preview02:50 Introducing Jen Igartua, CEO of Go Nimbly06:50 What Made Go Nimbly’s RevFest One of the Best Go-To-Market Events11:53 A Dog-Leg about Ham Legs and Spanish Film Studies 20315:27 Thinking Bigger than a Business Conference To Create a Show19:54 Picking a Truly Unique Venue & Setting the Right Vibes for Your Event23:48 Actually Interesting Event Sponsor Table Talks System28:46 Forward Thinking Companies are Done with Random Acts Of AI32:07 Defining AI Orchestration & What Marketing Tasks to Automate First46:29 Business Processes First, AI Tool Implementation Second49:33 Rev Ops Workflows And EnrichmentJoin our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/Epic Quotes“The really great stuff doesn't scale. Stop trying to scale it.” - Jen Igartua“You’ve got to make the stuff you love. Like, why are you creating something that you are not into?” - Jen IgartuaConnect with JenLinkedIn: https://www.linkedin.com/in/jen-igartua/ Go Nimbly Website: https://www.gonimbly.com/ ShoutoutsJamón Jamón (Dir. Bigas Luna, 1992)Javier Fesser: https://www.imdb.com/name/nm0275250/?ref_=nv_sr_srsg_0_tt_0_nm_8_in_0_q_fesser Campeones (Dir. Javier Fesser, 2018)Champions (Dir. Bobby Farrelly, 2023)House of Yes: https://www.houseofyes.org/ Ruslan Tovbulatov: https://www.linkedin.com/in/ruslan-tovbulatov/ Doug Landis: https://www.linkedin.com/in/douglandis/ Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    59 min
  • The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 80

    The AEO Playbook: Own the AI Shortlist - Live with Sydney Sloan at GTM Tailwinds - Ep 80
    Jun 8 2026

    Sydney Sloan, the CMO of G2, joined Craig, Matt, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording where she outlined the major shift in B2B buyer behavior, how to measure and track Answer Engine Optimization, and why the partnership and distribution layer is as important as content creation.


    Critical Takeaways

    • Over half of B2B buyers (51%, up from 24% just one year ago) now start their research in an LLM rather than Google. GTM leaders must treat AI answer engines as the new top-of-funnel, not a novelty. Waiting another year means your competitors get a 12-month head start on owning these answers.
    • Stop writing for search crawlers, instead write for the person you're trying to influence. The old HubSpot model of casting a wide content net (writing for non-marketers to drive traffic) is losing effectiveness. Instead, teams should map out the specific jobs-to-be-done for each buyer persona, the product leader, the CFO, the practitioner, and write questions and answers directly for that person. This persona-centric content approach is what gets surfaced and cited in LLM responses.
    • LLMs favor content that mirrors the structure of a question, such as FAQs, pro/con lists, pricing comparisons, and definitional formats. G2 proactively added pricing data and pro/con lists to every product profile after seeing those formats show up in prompt patterns six months earlier. GTM teams should audit their top-performing SEO pages and rewrite AEO versions with this structure immediately.
    • Publications like Forbes and VentureBeat are now formal citation sources for LLMs. G2 counter-pitched a negative MIT AI study and earned significant coverage, which then got indexed and cited. Teams should re-engage PR agencies (if they have newsworthy content) and consider low-cost options like Forbes Council ($1,600/year) to establish founder brand as authenticated content on authoritative domains.


    Chapters

    00:00 Episode Preview

    00:42 Introducing Sydney Sloan, the CMO of G2

    01:25 Focus Wins at SalesLoft

    03:01 AEO vs GEO Explained

    04:00 New Buyer Research Behavior

    05:18 Build Brand in LLMs

    06:44 AI Citations of Reddit and G2

    09:30 Zero to One AEO Setup

    10:10 Content Engineering Playbook

    11:58 G2 Adapts to Prompt Trends

    13:50 Measuring AEO Impact

    17:29 Consensus Signals and Sentiment

    19:37 Bots vs Humans Traffic

    20:14 Own Citation Sources

    21:07 Reddit and Influencers

    22:32 Freshness vs Old Content

    23:51 Pruning Content for LLMs

    25:01 PR Is Cool Again in B2B Marketing

    27:02 Should Founders Hire PR

    28:57 Partnerships and Frenemies

    33:07 AEO and SEO Together

    34:40 LinkedIn Virality Tips

    35:43 Wrap Up and Outro

    Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/


    Epic Quotes

    • “AI's changed everything. Including where your buyers go to do their research, discovery, and shortlisting.” - Sydney Sloan


    Connect with Sydney Sloan

    • LinkedIn: https://www.linkedin.com/in/sydsloan/
    • G2 Website: https://www.g2.com/


    Shoutouts

    • GTMshift: https://gtmshift.com/


    Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    36 min
  • Attention is the New Moat - LIVE with Scott Albro at GTM Tailwinds - Ep 79

    Attention is the New Moat - LIVE with Scott Albro at GTM Tailwinds - Ep 79
    Jun 1 2026

    The one and only Scott Albro once again returns to The Transaction, but this time, Scott joined Craig, Matt, James Kaikis, and our amazing audience of GTM leaders at our GTM Tailwinds event this spring for a live recording. Scott shares his insights on how to overcome the real GTM problem of the ‘attention bottleneck’ and lays out a precise framework for flipping from push to pull using network thinking, transformation narratives, and high-leverage distribution tactics.


    Using real examples from Clay, Granola, and ServiceTitan, he shows exactly how to identify 10x hubs in your market, build a narrative that makes your customer the hero, and develop a founder brand strategy that creates category synonymy rather than LinkedIn vanity metrics.


    Critical Takeaways

    • Just because you start a company, doesn’t mean anyone cares about it. GTM strategy has to start with the question, “How will this company earn attention in a market where AI has made product-building and content creation cheaper than ever?”
    • GTM leaders should map their market as a network to identify the "10x hubs" in their market, which are nodes that have outsized influence over target buyers, and deliberately influence those hubs with their narrative. This unlocks massive downstream reach that a standard approach to a target account list would not have surfaced.
    • Every startup needs three story types: the customer story (pain + day-in-life), the personal journey story (founder authenticity), and most importantly, the transformation story. The transformation narrative has three parts: the broken status quo, a believable-but-magical future vision, and a prescriptive guide for how customers get there.
    • A narrative must be big, differentiated, and believable simultaneously. Scott's three non-negotiable attributes for a winning narrative are that it must compete for attention in your specific market, it must say something nobody else is saying, and it must be proven in the product demo. Marketers should test every narrative draft against all three filters before taking it to market.


    Chapters

    00:00 - Session Preview Clip

    00:40 - Introducing Scott Albro & How Scott’s First Board Meeting with Craig Went

    04:58 - Why the Attention Bottleneck is a Crisis for Startups in an Ever-Crowded Market

    11:22 - How B2B Marketers Craft Winning Narratives That Spread Like Wildfire

    16:16 - Focusing Closer on Your Target Market Will Reveal The Compelling Narrative That Works For Your Buyer

    20:41 - Why & How Founders & CEOs Should Incorporate Their Own Authenticity into Their Narrative

    26:49 - Treating Your Market as a Network of Target Accounts, Not Just a Target Account List

    32:11 - Creating Systems for Founders and CEOs to Build Attention Around Your Brand Narrative


    Join our Newsletter to never miss an episode & get bonus content: https://thetransaction.substack.com/


    Epic Quotes

    • “ In today's market, everything is downstream of attention.” - Scott Albro
    • “The default setting for a startup is obscurity.” - Scott Albro


    Connect with Scott

    • LinkedIn: https://www.linkedin.com/in/scottalbro/


    Shoutouts

    • GTMshift: https://gtmshift.com/
    • Nick Mehta: https://www.linkedin.com/in/nickmehta/
    • Gainsight: https://www.gainsight.com/


    Love the show? Give us a shoutout on LinkedIn and tell us what you loved!
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    37 min
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