GTM 63: Community Mashup with The Best in the Game ft. Kathleen Booth, Erica Kuhl, & Holly Firestone

We have a special episode this week, a community mashup with the best community leaders in the game! Pavilion‘s SVP of Marketing, Kathleen Booth, The founder of Salesforce‘s Trailblazer’s Community, Erica Kuhl, and The Former Director of Community for Salesforce’s Trailblazer Community as well as The Former Head of Global Community at AtlassianHolly Firestone.

What You Will Learn:

  • The importance of community in 2023.
  • How to stand out as a community in an oversaturated market.
  • How to maintain quality members in the community as you scale.
  • Centralizing user groups for the community: how to scale, track, and optimize for monumental growth.


(1:15) Kathleen Booth explains why community is more important than ever.

(6:34) How to advise early-stage SaaS companies on how to leverage community to drive revenue and demand.

(16:00) Erica Kuhl unpacks the oversaturation of community today and how to overcome that.

(20:00) Maintain quality members as you scale.

(25:07) Building Salesforce Trailblazers: walking through what worked and what didn’t.

(33:00) Holly Firestone’s time at Atlassian: scaling, tracking, and optimizing for significant growth.

(42:00) Some mistakes that Holly made as the Director of Community with Salesforce’s Trailblazers.

(46:20) Mistakes that Erica Kuhl made during her time at Salesforce.

Guest Speakers Links:
Kathleen Booth’s LinkedIn:
Erica Kuhl’s LinkedIn:
Holly Firestone’s LinkedIn:

Host Speaker Links:

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Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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