GTM 81: Signal-Based Sales and Entering GTM 5.0 with Alexa Grabell

Alexa Grabell is the Co-Founder and CEO of Pocus. Pocus is mission control for your pipeline. Pocus brings together product usage and other intent signals (customer, community, marketing data) to surface top leads, enabling reps to act fast. Alexa’s passion for democratizing data for go-to-market teams began when she led sales strategy & operations at Dataminr, where she built internal solutions to power sales teams with data.

What You Will Learn:

  • The evolving landscape of go-to-market strategies, including the concept of Go-to-Market 5.0.
  • The significance of shifting from traditional ‘predictable revenue engines’ to data-driven, personalized, and intention-focused go-to-market strategies to enhance sales effectiveness.
  • The critical role that data plays in tailoring sales approaches, and how certain companies have successfully implemented these strategies to achieve remarkable growth.
  • The importance of incorporating automation and artificial intelligence in sales processes to increase efficiency and relevance in customer interactions.
  • Strategies for fostering a strong, values-based company culture that supports innovative go-to-market strategies and empowers decision-making grounded in both data and intuition.
  • Insightful advice on the initial hiring of salespeople, emphasizing the need for alignment with the company’s culture and go-to-market vision.


(4:52) The story of how Alexa met her co-founder, Isaac, and the importance of picking the right co-founder.

(6:38) The concept of go-to-market 5.0, including jobs to be done. 

(12:48) Examples of companies that are doing a good job of figuring out which signals they should care about and what the playbooks are from there that they should run.

(20:40) Getting to go-to-market fit and the importance of taking advice as a data point.

(26:00) Demanding excellence while fostering an enjoyable experience, and Pocus’ company values and expectations.

(30:12) One thing revenue leaders believe to be true that Alexa thinks is bull$***.

(32:12) One thing that is working for Alexa in go-to-market right now.

Guest Speaker Link:
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Today’s episode is sponsored by Wiza. If you’ve used big-name prospecting tools before, you know that they all share one, massive problem: bad data. These tools are built on static databases, playing cat-and-mouse to keep up with job titles changes, employee turnover, and bouncing emails. As sales professionals and operators ourselves, we needed more. So, we built Wiza, the only prospecting platform that sources and verifies its data in real-time, the moment it’s requested, using LinkedIn as its source of truth.

Wiza offers an accuracy-obsessed B2B contact database with 99% coverage of LinkedIn profiles as well as a powerful Chrome extension that works on LinkedIn and with Sales Nav. If you’re struggling with inaccurate data from clunky database tools, try Wiza for free today – and see why 300,000+ GTM professionals trust it in their daily prospecting.

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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