GTM Uncensored™

Hosted by Adam Jay & Dale Zwizinski

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166

Latest episode

Oct 2026

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EN-US

About the show

Most GTM content covers the same ground. GTM Uncensored finds the operators actually in the seat and digs into what's true in today's GTM, not what sounds good. Every guest is currently building a company, leading a revenue team, or running a GTM function inside a real business. During the show, Adam and Dale push the envelope until the real story comes out. The show goes where most content won't: The motions that determine whether a company stays in business, or goes under. GTM Uncensored is built for B2B revenue leaders at $5M–$100M ARR who are accountable to a number and need a real-world playbook, not philosophy. Every episode ends with a Monday Morning Move. One specific action you can take this week, and a series of Uncensored Questions where listeners get unfiltered answers from people who've actually been there. What we cover: Pipeline & GTM motion, post-sale architecture, CS & retention, NRR/GRR mechanics, RevOps, AI in the revenue org, executive branding, and more. Your hosts: Adam Jay and Dale Zwizinski are co-founders of Revenue Reimagined. They didn't build a consulting firm. They flipped the fractional CRO model because strategy without execution doesn't move the needle. The questions they ask on air are the same ones they're solving inside real companies right now. GTM Uncensored is the GTM conversations nobody else is having.

Listen to episodes

60 recent

October 28, 2026Episode 16744 min

One Dinner Beat an Entire AI SDR Team

AI flooded every digital channel, and the teams winning pipeline right now are the ones getting people in the same room. Matthew Volm is the founder and CEO of Eventful and RevOps Co-op, and he’s run hundreds of dinners and conferences for go-to-market teams. He joins Adam Jay and Dale Zwizinski on GTM Uncensored. They get into why in-person moments now drive trust, and what it takes to turn an event into pipeline you can prove. We discuss: Why AI SDR meetings rarely turn into pipeline The simple metrics Matt uses to judge whether an event worked Why your post-event playbook matters more than the event Why some teams should start a new CRM from a clean slate Why the best events put customers in the room instead of extra reps (00:00) Why the inbox stopped earning responses (00:33) The AI SDR that booked 100 meetings and closed nothing (02:45) Trading volume for fewer, better conversations (05:53) Why event attribution is so hard to get right (10:36) What an event motion that drives revenue looks like (14:48) The hidden cost of event tool sprawl (17:37) Starting fresh instead of migrating a messy CRM (23:33) How to pick the city and venue for your next event (29:24) Booking meetings before the big conference (33:25) Sending peers instead of reps to events (37:19) Monday Morning Move (40:30) Uncensored questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

October 26, 2026Episode 1663 min

Did Your Last Event Make Money? | Monday Morning Move

Can you prove your last event made you money? This week’s Monday Morning Move from Adam Jay is a 15-minute test for your event budget. Pull your last three events and count how many open opportunities in your CRM you can tie back to a conversation that started there. If you can’t get that number fast, Adam explains what to set up before your next event so you can walk into your next pipeline review with an answer. 🎧 Full episode with Matthew Volm (Eventful) drops Wednesday, October 28 on GTM Uncensored. #GTMUncensored #RevenueReimagined #EventMarketing #PipelineAttribution

October 21, 2026Episode 16550 min

Revenue Misses Happen at 5 Levels. Sales Owns 1.

When revenue misses, most CEOs start with sales, which owns only one of the five levels. Nigel Green , founder of Sea Suite and author of Revenue Harvest and How to Hire Elite Salespeople, spent ten years assessing more than 200 sales teams. Adam Jay and Dale Zwizinski sit down with him on GTM Uncensored. They dig into where revenue problems really start and who belongs on a sales team. Then Nigel grades Adam's Monday Morning Move. We discuss: Why a revenue miss has five levels and sales owns only the last one Why reps need to buy into their number before the year starts Why the best salespeople don't interview for jobs, and why scouting beats tryouts The four sales archetypes: expert, visionary, killer, and connector Why chemistry matters as much as competence in a sales hire (00:00) Why great salespeople don't interview for jobs (00:38) Rock Bottom Analytics: a 61% miss (01:37) The five levels of a revenue miss (06:06) The company with 40% less inventory (08:31) Why the plan is useless and planning is indispensable (13:04) Why most salespeople aren't really salespeople (16:14) Scout, don't hold tryouts (18:12) The elite salesperson matrix and four archetypes (22:03) CRO tenure and the 18-month window (30:11) Revenue Harvest vs. Sea Suite (39:42) Monday Morning Move (43:37) GTM Uncensored Questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

October 14, 2026Episode 16343 min

Why Green Health Scores Still Churn

Ninety percent of this company's enterprise accounts were flagged green. They still lost seven of them, and two million dollars in ARR with them. Anika Zubair , founder of The Customer Success Pro, has led and built CS organizations at Karbon, inSided, and Griffin. This week she sits down with Adam Jay and Dale Zwizinski on the question most health scores never answer: are you measuring what your customer is doing with your product, or what it's actually doing for their business? Anika breaks down why NPS is a vanity metric, how AI and vibe coding are compressing how long customers will wait for value, and the exact renewal she lost early in her career by being too nice instead of too commercial. We discuss: Why green health scores measure usage instead of outcome What "value amnesia" is and why it has to be fought every conversation Why AI and vibe coding are shrinking customer patience for time to value The renewal Anika lost by focusing on being liked instead of being useful Why NPS doesn't tell you anything about revenue risk Chapters: (00:00) Why customers don't actually buy your product (00:33) The Kombucha Cloud scenario: 90% green, still lost $2.1M in ARR (03:26) Who owns defining customer success from day one (05:46) Why GRR risk starts before the contract is signed (09:11) The dashboard blind spot: CS is built to look backward (11:44) How vibe coding shrank customer patience for time to value (14:20) Why product managers need a seat in CS conversations (19:37) The renewal Anika lost by being "too nice" (24:03) Fixing "value amnesia": how often is often enough (33:27) Monday Morning Move: audit your green-to-churn accounts (37:26) Uncensored Questions: NPS, firing a CS team, the future of the title We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

October 7, 2026Episode 16444 min

Why a Comp Plan Can Pay Out Clean and Still Miss

A comp plan can pay out like a record quarter even when bookings land at 61%. AJ Bruno , co-founder and CEO of QuotaPath , joins hosts Adam Jay and Dale Zwizinski to work out who is accountable when it does. They get into why AJ wants the CEO to sign off on comp, how short CRO tenure changes the picture, and where AI fits when it helps write the plan. AJ also scores Adam's Monday Morning Move. We discuss: Why a rep at 70% of target can still be paid 85% of OTE Why AJ wants comp signed off at the CEO level What the CAC layer cake says about the real cost of a deal Why QuotaPath's admin NPS sits near 60 while rep NPS sits near zero Where AJ, Adam, and Dale land on clawbacks and mid-quarter plan changes (00:00) The CRO who lasted two and a half months (00:30) A made-up company that paid out on a miss (02:45) How a rep at 70% of target takes home 85% of OTE (04:15) The CAC layer cake and the real cost of a deal (05:00) Why the CEO blames the CRO, and the three envelope story (09:50) Who is accountable when AI builds the comp plan (15:40) Admin NPS 60, rep NPS zero (18:25) Nineteen month CRO tenure and boards that don't tell the truth (24:25) Clawbacks, windfall clauses, and retention-based pay (30:25) Monday Morning Move: AJ scores Adam's comp plan test (36:20) Why changing a comp plan mid-quarter breaks trust (37:55) Uncensored Questions: pay compression, Atlas bias, and dream vacations We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

September 30, 2026Episode 16245 min

Your Best Sales Reps Don't Know Why They're Winning

Most sales teams can win their best year ever and still not be able to explain why. Jeff Bajorek , founder of Parabola Consulting and author of Rethink The Way You Sell, has spent his career pushing sales teams past comfortable half-truths. He joins hosts Adam Jay and Dale Zwizinski to dig into why so few companies actually know why they win. They get into the uncomfortable questions most sales leaders avoid asking, and what AI is doing to make the problem worse. We discuss: Why success is a worse teacher than failure How AI is flattening every company's messaging into the same pitch The five questions Jeff asks a client's best customers What happens to a sales team when its top performers retire Why perfectionism is quietly killing sales performance (00:00) The cost of knowledge vs. the value of expertise (00:49) The $42M distributor that can't explain its own best year (03:42) Why success is a terrible teacher (07:37) The 5/15/80 rule for why reps don't know why they win (09:52) Why most companies still don't do enablement well (10:44) When everyone claims to be the "gold standard" (13:33) Where mediocrity is actually useful, and where it isn't (24:32) Jeff's two-circle framework: what your best rep does and why your best customer buys (25:58) The five questions for killer customer conversations (30:20) What Jeff got wrong about why he was winning (36:22) Monday Morning Move: find the gap between what your reps think and why customers buy (39:45) Uncensored Questions: AI, sales training, and hard truths We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

September 23, 2026Episode 16146 min

The Comp Plan Mistake That Quietly Kills Team Trust

Firing people is the kindest thing you can do. Barrett Brooks spent years as COO of ConvertKit, scaling the company past $30M before becoming an executive coach to founders and leaders. He joins hosts Adam Jay and Dale Zwizinski for a conversation about the uncomfortable side of people-first culture. They get into what most leaders get wrong about kindness, accountability, and the gap between what a company says it values and what it actually rewards. We discuss: Why a "people-first" culture can quietly protect your worst performers The real reason firing conversations get avoided, and why that's not kindness How to close the gap between stated values and lived behavior Building comp plans for intrinsically motivated, creative salespeople A simple exercise to learn what actually drives the people on your team Chapters: (00:00) Treating coaching like an athlete's craft (01:29) Talent as a Culture Multiplier (02:18) The hidden cost of an overly people-first culture (05:00) "We should have fired more people" (06:17) Setting boundaries like you would with a toddler (09:14) The 1% of managers willing to have the hard conversation (11:28) Where values collided with P&L at Kit (14:50) What actually builds a winning culture (18:46) Rebuilding a team after burnout (25:56) The unsolved psychology of comp plans (31:55) Monday Morning Move: closing the culture-phrase gap (38:40) The Craft & Commerce speaker equity story (41:48) Uncensored Questions We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

September 16, 2026Episode 16038 min

The MSP Mistake That Breaks Sales, Support, and Trust

Most MSP programs don't fail because of bad partners. They fail because nobody built the foundation before trying to scale. Jon Purcell is the founder of Untapped Channel Strategy and spent 13 years building channel programs inside Apple, VMware, and Workiva. He joins Adam Jay and Dale Zwizinski to break down why so many channel programs look busy on paper while producing almost nothing. They dig into comp plan misalignment, pricing mistakes, and the expectations that sink MSP programs before they launch. We discuss: Why signing 20 MSP partners on day one guarantees chaos instead of momentum How a mismatched comp plan quietly turns reps against your own channel program Why Apple's MSP program was built backward, for the vendor instead of the partner What it actually means to turn an MSP into a "super user" of your technology Why enterprise pricing models break the moment you apply them to MSPs The MDF trap that forces partners to spend first and wait to get reimbursed Chapters: (00:00) Jon's lawn analogy: why some companies won't buy no matter what (00:48) The Grumpy Walrus Cloud story: 20 MSP partners, 8% close rate (02:08) Why companies skip foundations before building MSP programs (04:09) How comp plans quietly break channel programs (05:22) Turning MSPs into super users (10:00) The biggest mistake vendors make in the first 90 days (13:33) Why Apple's MSP program was broken from day one (15:54) Why enterprise pricing models don't work for MSPs (21:33) The MDF trap that breaks channel programs (24:14) Why leadership still treats MSP programs like a side project (28:52) Monday Morning Move: audit your MSP program in one week (34:44) Uncensored Questions: VMware, Broadcom, and ConnectWise We are proudly supported by Nooks, one unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

September 9, 2026Episode 15930 min

The Homepage Mistake Everyone Is Making Right Now

Every homepage on the internet just added "AI" to it. Anthony Pierri says most of them didn't need to. Anthony Pierri has looked at more B2B homepages than almost anyone alive. As co-founder of FletchPMM, he's run positioning sprints for 500+ SaaS companies, and this week he sits down with Adam Jay and Dale Zwizinski on the decision every GTM team is dodging right now: is your AI feature making the product you already sell better, or are you quietly becoming a different company? Anthony breaks down why Klaviyo's repositioning worked, why Gong's homepage keeps changing every year, and why founder-led sales collapses the moment you try to scale it. If your traffic dropped after your last rebrand, this episode explains why that might not even be the real problem. We discuss: Why AI features confuse buyers when positioning isn't decided first What Klaviyo's repositioning reveals about trading old customers for new ones Why creating a new homepage category every year might mean it isn't working How founder-led sales narratives fall apart at scale The one question every exec team should answer before a rebrand Chapters: (00:00) Are your customers really asking for AI agents (00:50) The Waffleboard Analytics scenario: an AI rebrand gone wrong (01:42) Why Klaviyo's CRM repositioning was worth the traffic hit (03:36) The Paramore problem: you don't keep the old fans (06:50) What happens when founders ignore repositioning advice (08:20) Does every buyer expect AI built in now (10:37) HockeyStack's pivot from attribution to AI agents and back (15:47) Why AI tools still can't out-write a fast human (19:44) Why founder-led sales narratives collapse at scale (22:43) The Monday Morning Move homepage exercise (24:00) Categories, platforms, and the confusion they create We are proudly supported by Nooks - One unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored

September 2, 2026Episode 15847 min

The Metric That's Lying To Your Board

Your pipeline just dropped 18%, ad spend hasn't moved, and nobody in the room can tell the board why. Sound familiar? Tas Bober , founder of The Scroll Lab , joins Adam and Dale to make the case that conversion rate might be the most overrated number in B2B marketing. They get into why she questions the board before she questions the page, the three buckets she uses to measure what's actually happening before a form ever gets filled out, and the real client numbers behind it, including a buried FAQ that lifted purchases 265% and a landing page rebuild that took meetings booked from 0.13% to 3.16%. They discuss: Why questioning the board's assumptions comes before touching the page The three buckets of measurement: pre-conversion, conversion, post-conversion How a buried FAQ lifted one client's purchases by 265% Why 76 touchpoints, not one landing page, decide most B2B deals How to test attribution without cutting your whole budget blind Chapters: (00:00) Why tabbed blocks are killing your conversions (00:41) The Blissful Sugar Metrics scenario: pipeline down 18% (01:45) Question the board before you question the page (04:04) Why buyers need 76 touchpoints before they'll convert (05:01) The three buckets: pre-conversion, conversion, post-conversion (06:59) The Snagit FAQ that lifted purchases 265% (09:31) Why 85% of B2B buyers decide before your website matters (11:44) The dating analogy for why B2B still hides everything (21:58) Consumption vs. conversion: why the form fill isn't the finish line (31:21) How to test attribution without guessing (35:18) Monday Morning Move: audit your highest-spend landing page this week We are proudly supported by Nooks - One unified workspace for outbound! Learn more about Nooks today at https://www.nooks.ai/gtmuncensored