GTM 79: Surviving and Thriving with Frugal, Gorilla GTM Against Giant Incumbents | Amit Pande

Amit Pande is CMO and EVP of Strategy at Aviso AI, a leading revenue intelligence platform. Previously, Amit led marketing efforts at startups like Tact AI (1st AI Assistant for Sales backed by AWS, Microsoft, and Salesforce), HP Inc (next-gen computing) and Spire AI (Human Capital SaaS). In a prior life, Amit also led product and UX teams at Yahoo and Oracle. Amit is a Stanford GSB alumnus and has served on its alumni board, and has also studied human-computer interaction and engineering at the University of Minnesota. He is a coffee loving techno-humanist, loves sci-fi and graphic novels, and lives in the San Francisco Bay Area.

What You Will Learn:

  • Challenges of entering crowded markets with large incumbents. 
  • Repositioning and reframing to differentiate from incumbents.
  • Using events as a way to engage with customers and drive conversations.
  • Building a successful marketing strategy with limited funding.
  • Finding true north and surrounding oneself with inspiring ideas and people.


(13:38) Changing narrative and playing field to differentiate from incumbents.

(21:12) Changing the playing field in a competitive market.

(22:15) Competitive strategies against industry giants.

(23:09) Strategies for hacking events to drive conversations.

(27:49) Building a winning marketing strategy with a small budget.

(35:57) Advice for startups entering a market with established incumbents.

(43:00) One thing revenue leaders believe to be true that Amit thinks is bull$***.

(45:45) One thing that is working for Amit in go-to-market right now.

Guest Speaker Link:

Host Speaker Links:

Today’s episode is sponsored by Flex, a finance super app built around a credit card with unique Net-60 day terms that enables businesses to make an investment today and pay it back 60 days later with zero percent interest. If your business growth is constrained by the cashflow you need for inventory, advertising, or something else, Flex could provide you with an interesting growth lever.

The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

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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