Go To Market

What if the secret to growing a restaurant empire wasn't selling more food, but building a community that believes in what you're serving? Jason Osmond, Director of Business Development at Aubergine Kitchen, is helping turn a passion for healthy eating into one of the most ambitious restaurant growth stories in Utah. With 15 locations, five more planned, and a long-term vision of 300 restaurants, Aubergine Kitchen is proving that a strong mission, distinctive brand positioning, and an engaged community can be a powerful recipe for growth. In this episode of the Go-To-Market Podcast, host Dr. Amy Osmond Cook, CMO and co-founder of Fullcast, welcomes her cousin, former business partner, and longtime marketing collaborator Jason Osmond for a conversation about entrepreneurship, restaurant marketing, brand differentiation, and the business of making healthy food irresistible. Jason shares how Aubergine Kitchen has built its brand around a simple promise to "change lives with real food." From its made-from-scratch menu and distinctive cooking methods to its community-first marketing strategy, the company is challenging conventional thinking about both healthy eating and restaurant growth. The marketing philosophy is simple too. Stop selling. Start teaching. Feed your community. In this episode, discover: The 300-restaurant ambition: How Aubergine Kitchen is approaching aggressive expansion while maintaining its commitment to quality, wellness, and community. Seven ways to stand out in a crowded market: How the company's food philosophy, ingredients, and preparation methods create a distinctive brand identity. Why great marketing starts with a great product: How Aubergine Kitchen turns its operational choices into meaningful competitive advantages. The power of community over conventional advertising: Why education, local relationships, influencers, and authentic engagement are central to its growth strategy. How to attract 1,200 people to a brand event: What a sold-out nutrition event revealed about the demand for education, connection, and healthy food. Why passion still matters in business: Jason's perspective on maintaining professional performance by investing in personal health, family, and meaningful work. "Build the community, teach the community, and feed the community." Jason's strategy reaches far beyond restaurants. Whether you're launching a startup, scaling a national brand, or rethinking your go-to-market approach, this conversation offers a refreshing reminder that customers respond to companies that give them something worth believing in. And sometimes, the most effective sales strategy is to stop selling. Listen here.       

As companies race to automate more of their sales processes, they risk overlooking the one competitive advantage technology can't easily replace: human connection. In this episode of the Go-To-Market Podcast, host Dr. Amy Osmond Cook, CMO and co-founder of Fullcast, welcomes Paul Burani, founder and CRO of Atlas Primer, to discuss why human skills may become even more valuable as artificial intelligence takes over routine work. Drawing on his experience at Google, in advertising, and in education technology, Burani explains how organizations can use AI-powered role-playing and personalized coaching to help employees strengthen communication, judgment, relationship-building, and other essential skills. The lesson? AI can accelerate outreach, but it can't manufacture a relationship. In this episode, you'll discover: Why human communication, trust, and judgment matter more in an AI-driven workplace. How AI-powered sales training and realistic role-playing can improve onboarding and sales readiness. Why automating customer interactions doesn't always improve conversion rates. How to identify the skills your organization needs to develop before investing in another AI tool. Why purpose-built AI training platforms offer advantages over generic chatbots. How sales leaders can connect employee development to measurable revenue outcomes. Why curiosity, continuous learning, and personal interests are essential to staying relevant and avoiding burnout. AI can automate outreach, accelerate sales training, and make teams more productive. But as Paul Burani explains, technology can't replace the human skills that turn conversations into relationships and prospects into customers. Listen now.   

In this episode of the Go-To-Market Podcast, host Dr. Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Brandon Doyle, founder of Wallaroo Media and David AI, to explore what separates successful businesses from the growing flood of AI-powered competitors. Brandon argues that the competitive advantage is shifting away from technology and toward something harder to automate: distribution, personal branding, and customer trust. Drawing on his experience building a successful digital marketing agency and launching an AI consulting company, Brandon explains why founders need to become better marketers, why personal LinkedIn profiles can outperform corporate pages, and how companies can use AI to grow without replacing the people who made their businesses successful. And here's the twist: At David AI, Doyle says helping companies automate repetitive work can actually create opportunities to hire more people, not fewer. In this episode, discover: The new competitive advantage: Why distribution, marketing, and customer trust matter more when AI makes products easier to build. Why your founder might be your best marketing asset: How personal brands are changing the way companies attract customers and establish credibility. The trust economy: Why buyers may pay more for companies and people they know, recognize, and believe in. AI augmentation vs. replacement: Why Doyle believes AI should eliminate tedious tasks rather than eliminate employees. Building an AI operating system: How David AI connects company knowledge, customer information, and workflows to tools employees already use. The surprising ROI of AI: How companies can reinvest operational savings into marketing, growth, and additional talent. Staying ahead of the curve: How Doyle uses fitness, curiosity, and a carefully curated social media feed to keep up with emerging technology.   AI can write your marketing campaigns, build your apps, automate your workflows, and help launch a business in record time. So why is getting customers harder than ever? Because when everyone can create something, simply creating something is no longer much of a competitive advantage. Learn more here.

What happens when a physician decides that diagnosing cancer isn't enough and sets out to detect it before it's too late? Dr. Richard Bernert, Chief Medical Officer and Chief Operating Officer of Precision Epigenomics, is taking on billion-dollar competitors to make early cancer detection more accessible, affordable, and effective. And according to results he shares from a recent study, his company's blood-based cancer detection technology is showing promising early-stage performance. In this episode of the Go-To-Market Podcast, host Dr. Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Dr. Bernert to discuss the intersection of medical innovation, entrepreneurship, and go-to-market strategy. From building a physician-led startup to personally visiting fire stations across the country, Bernert is proving that winning in a competitive market takes more than funding. It takes scientific differentiation, a clearly defined audience, and a relentless commitment to solving a real problem. In this episode, discover: The David vs. Goliath advantage: How Precision Epigenomics is competing against heavily funded cancer screening companies with its EpiSeek blood test. The power of product differentiation: Why the company's reported ability to detect more than 80 cancer types, including brain cancers, is central to its market positioning. Finding the right target market: How firefighters and first responders became an important go-to-market audience because of their elevated occupational cancer risks. Founder-led sales in action: Why a physician and COO is personally visiting fire departments, building relationships, and creating demand. Making innovation accessible: How the company is working to deliver a scalable cancer detection test at a more affordable price. Building a sustainable career: Bernert's advice on continuous learning, sleep, exercise, and maintaining the energy to lead. This conversation proves that you don't need the biggest budget to challenge the market leader. You need a meaningful advantage, the right customers, and the willingness to do the work your competitors won't. Listen now.   

In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with investor and startup advisor Ray Smithson to discuss what he's seeing across today's startup ecosystem and what founders need to understand before chasing venture capital. Ray is a venture partner at Fraser VC and Omni Ventures and COO of Connect Capital, giving him a front-row view into startup deal flow, AI, fundraising, and emerging technology. One of the biggest changes he's seeing? AI is allowing smaller teams to build faster, operate more efficiently, and generate serious revenue before raising outside capital. Ray says he's seeing companies with just a handful of employees reach $1 million to $3 million in annual recurring revenue without venture or angel investment. Great news for founders. But there's a catch. In This Episode, You'll Learn: Why AI is enabling startups to operate with much smaller teams How founders are reaching 1M–3M ARR without outside investment Why traction matters more in today's funding environment Why proprietary data is becoming a powerful AI-era moat What investors want to see before writing a check When founders should bootstrap versus pursue venture capital Why taking investment means thinking about an eventual exit What makes a GTM technology company defensible Why founders should build investor relationships before they need funding The tools have changed. The fundamentals of building something worth investing in haven't. Learn more.  

AI just made it possible for almost anyone to build their own revenue technology. But that doesn't necessarily mean they should.  In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with attorney, chief legal officer, and technology advisor Adam Wardel to tackle a growing question for revenue teams: Where should you build with AI, and where does DIY become a business risk? Wardel walks through the risks that can hide behind homegrown AI systems, from intellectual property and sensitive data to regulatory exposure and systems that change over time. And he raises one deceptively simple question every AI builder should answer:  What happens if it fails? For Adam, the answer isn't to stop building. It's to know what to build, what to buy, and where human judgment still belongs. In this episode: The rise of the "Claude Cowboy" and DIY AI Hidden IP, data, privacy, and compliance risks Why AI can create exposure across geographic borders The questions to ask before deploying an AI system Why human oversight still matters How RevOps leaders should approach build vs. buy Why "buy the infrastructure, build the intelligence" may be a smarter approach to AI Wardel's advice is ultimately practical: AI can be an incredibly powerful extension of human thinking, but organizations still need people to set the boundaries, review the output, and take responsibility for what happens next. Because AI may be able to do the work. That doesn't mean it gets the blame when something goes wrong. Check it out. 

In this episode of the Go-To-Market Podcast, Fullcast CMO and co-founder Dr. Amy Osmond Cook sits down with Cory Coult, a revenue operations leader at Avalara, to discuss what happens when RevOps teams stop simply managing technology and start building the revenue engine as a product. Coult has watched RevOps evolve through several eras from running basic operations, to driving productivity, to today's environment where operators are expected to connect increasingly sophisticated technologies, workflows and data into something the entire business can actually use. And AI is raising the stakes. Teams can build more than ever before. But every new agent, workflow and application introduces something executives can easily underestimate: someone has to own and maintain it. Coult argues that RevOps leaders increasingly need to think like product leaders. That means making deliberate tradeoffs among speed, cost and quality, deciding when to build versus buy, and setting realistic expectations about what a first version should accomplish. His approach is refreshingly practical: start with a C product. The result is a different way of thinking about modern RevOps: The revenue engine itself is the product. In this episode: Why today's best RevOps operators are connecting technologies into a unified view of the business Why AI creates an ongoing maintenance and governance burden How to balance speed, cost and quality Cory's "C product, B product, A product" approach to innovation When RevOps teams should build versus buy How to evaluate enterprise platforms against emerging AI tools Why internal experimentation can lead to smarter technology purchases How AI is changing the skills RevOps professionals need to stay competitive Why strong repositories, data and fundamentals still determine whether AI actually works How RevOps is evolving from a support function into a product-building discipline This conversation is for RevOps, Sales and GTM leaders trying to figure out where AI belongs in the revenue engine, Coult offers something more useful than another prediction about the future: a framework for deciding what is actually worth building.  

You built the company. You landed the customers. You know the critical relationships. You solve the problems nobody else can solve. Congratulations. You may have just made yourself one of the biggest risks in your own business. In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Mark Hartmann, founder and principal of HartmannRhodes, to talk about what actually makes a business valuable — and sellable. Hartmann knows the process from both sides. Before becoming an M&A advisor, he bootstrapped a medical claims cost-containment company, made the Inc. 5000 three years in a row, and ultimately sold the business. Today, he advises owners of companies in the $1 million to $25 million lower-middle market. One lesson stands out: Buyers aren't just buying revenue. They're buying revenue and profits that can survive the founder's exit. Hartmann tests that idea with what he calls the "kidnap test." What happens when the owner disappears for an afternoon? A week? A month? A quarter? The longer the company can operate successfully without its founder, the more transferable — and potentially more valuable — it becomes. Amy shares her own experience learning that lesson. Her deep involvement in customer success and operations at a previous company became a disadvantage when it was time to sell. It changed how she thinks about building businesses today: the goal isn't to become indispensable. It's to build a company that can "run like a clock" without you. Mark and Amy also explore what's changing in lower-middle-market M&A, why home-services companies have become attractive acquisition targets, how roll-ups are reshaping industries, and why AI is reaching businesses that once seemed insulated from technological disruption. From roofers using technology to measure homes and generate estimates remotely to CRM systems managing quote follow-up, Hartmann sees technology changing jobs rather than simply eliminating them. "AI is just going to create different jobs." In this episode: Why founder dependency can reduce business value What buyers evaluate before acquiring a company Mark Hartmann's "kidnap test" Why de-risking should begin years before a sale How customer, employee, vendor, and salesperson concentration create risk Why transferable revenue and profit matter How roll-ups are reshaping the lower-middle market Why home services have become attractive acquisition targets How AI and automation are changing traditional businesses How to build a company that can thrive without its founder For founders, CEOs, RevOps leaders, and anyone thinking about long-term enterprise value, the conversation comes down to one uncomfortable question: Are you building a business or a business that still depends on you? 

AI can prospect. It can analyze signals. It can orchestrate campaigns. It can help determine which accounts deserve attention. So where does the salesperson belong? In this episode of the Go-To-Market Podcast, Fullcast CMO and co-founder Dr. Amy Osmond Cook sits down with Tommy Barlow, Vice President of Global Revenue at LearnUpon, to talk about what happens to sales, RevOps and revenue leadership as AI takes over more of the traditional GTM motion. Barlow has spent much of his career thinking about revenue through an operator's lens. Long before he knew the term "RevOps," he was studying funnel math while helping his father reshape a plumbing business by tracking calls, conversion rates and opportunities to expand customer relationships. That mindset followed him into SaaS, including leadership roles at Pluralsight and AWS, and eventually to LearnUpon, where he saw firsthand what a strong RevOps function could do for a growing revenue organization. Barlow boils growth down to three pillars: clarity, coverage and operational excellence. But AI is changing how teams deliver against those pillars. Tommy believes the traditional boundaries separating prospecting, selling, marketing and revenue operations are beginning to collapse. Tomorrow's account executives may need to orchestrate their own signals, agents and campaigns while knowing exactly when a human should enter the buying journey.  And that human moment still matters. In this episode: Why Barlow was practicing RevOps before he knew what to call it The three pillars he uses to think about revenue growth How RevOps helped support SaaS growth and scale What AI changes — and doesn't change — about B2B buying Where humans should remain in the revenue loop Why the traditional SDR-to-AE model may be changing How the go-to-market engineer could reshape revenue teams Why tomorrow's AEs may need to run the entire funnel Why domain expertise becomes more valuable as AI improves What sales leaders need to understand about finance and RevOps Why RevOps is becoming the connective tissue between sales, finance and the rest of the business Barlow argues that people ultimately make major buying decisions emotionally and justify them logically. AI can improve the machinery surrounding a deal, but complex purchases still require confidence, expertise and trust. That means the future salesperson may actually need to become more skilled, not less. Account executives will need deeper domain expertise. Sales leaders will need to understand finance, capacity, territories, quotas and customer acquisition costs. And RevOps will increasingly serve as the connective tissue bringing those functions together. Listen to the interview here. 

AI can write the email. Build the campaign. Analyze the data. Recommend the next move. But can it actually sound like you? In this episode of the Go-To-Market Podcast, Amy Osmond Cook, CMO and co-founder of Fullcast, sits down with Chris Perkins, president of Model B, to talk about one of the biggest challenges facing modern marketing and go-to-market teams: how to embrace AI without automating away the very thing that makes customers trust you. Perkins is a veteran global marketer whose career has included client-side and agency leadership and campaigns reaching markets around the world. Today, he leads Model B, an independent marketing consultancy focused on helping companies drive growth. And he has a warning for marketers rushing to automate everything: "AI is an incredible cover band, but it's not the original artist." That distinction drives a fascinating conversation about authenticity, trust, AI agents, marketing technology, critical thinking, and where humans still belong in an increasingly automated GTM motion. Rather than asking AI to imitate everything humans already do, Perkins encourages teams to start with the problem. Ask what technology can solve, understand the strengths of different systems, and use automation to free people for the critical thinking, creativity, judgment, and relationships that machines still struggle to replicate. In This Episode, You'll Learn: Why "people buy people" still matters in an AI-powered GTM world Why authenticity may become more valuable as marketing becomes easier to automate How AI can help teams become more human, not less Why companies should be transparent about when customers are interacting with AI How Chris evaluates new AI and marketing tools Why marketers should challenge AI instead of simply accepting its answers How to use AI to create more time for strategic and critical thinking Why human judgment remains essential in complex customer conversations How GTM leaders can balance automation, efficiency, trust, and brand voice One of the most important ideas in the conversation is deceptively simple: stop asking AI to do everything the way you've always done it. Instead, start with the business problem. And when everyone has access to similar technology, your point of view may become one of the few competitive advantages nobody else can automate. Listen here.