GTM Crossroads Podcast Ep #07: Omni-Channel Outbound & Product Data
In the seventh episode of GTM Crossroads, RevPartners CEO Brendan Tolleson sits down with OutboundSync Founder Harris Kenny, and Octave Co-founder and CEO Zach Vidibor to discuss the importance of hiring, the shift towards API integration and first-party data, and the growing need for omni-channel marketing strategies.
They also get into transforming email marketing from a transactional approach to a more relational one, emphasizing the significance of customer experience and relationship building in today's business landscape.
Check it out! 👇
5 Minute Rundown:
Founder Brain Is Not a Scalable Business Model
If the product, strategy, roadmap, and execution all flow through two people, then you're stalling, not scaling. When the only place your business truly “lives” is inside your head (and maybe your co-founder’s), you’ve got a single point of failure with a Slack login.
The longer you wait to operationalize and delegate, the more you're throttling your own growth. Hiring isn’t a nice-to-have, it’s your only exit from the bottleneck you've built.
"No" Is Your Most Powerful Growth Lever
Saying yes is easy. But building a real company is mostly about saying no over and over again. When you're bootstrapped or bandwidth-starved, focus becomes your superpower.
That means ignoring feature requests, shelving shiny ideas, and choosing the one thing that matters over the ten things that sound cool. Strategic clarity is about disciplined elimination, not vision boards.
Cold Email ≠ Calendly Link Dispenser
Treating outbound like a vending machine for meetings is a fast track to the spam folder. Cold email still works. But it works differently now. Think less “book a call” and more “drop a signal.”
Modern outbound is about brand impressions, value-first messages, and multi-touch relevance. If your CTA is still “Got 30 minutes?”, it might be time for a messaging reboot.
Outbound Is Just Marketing with Swagger
Sales outreach is part of your brand experience, not a separate motion. Outbound is morphing into programmatic, signal-based messaging that spans channels and builds trust over time.
Whether it's cold emails, phone touches, or targeted content drops, it’s all just storytelling at scale. If you’re not treating outbound like a marketing channel, you're leaving a ton of leverage on the table.
Funnels Are Out. Tunnels Are In.
The customer journey isn’t linear anymore, so why are we still designing GTM motions like they are? The new mindset is about continuity, not conversion stages.
Instead of pushing people through a funnel, think about creating a tunnel, an always-on, value-rich experience with no hard stops. Less pressure to convert. More ways to engage, retain, and deepen the relationship.
Can't get enough GTM knowledge bombs?
Check out our webinar with Clay on how to streamline your GTM efforts by unifying fragmented data, enriching contact records, and automating workflows directly into HubSpot. 👇
