GTM Vault

Revenue architecture for AI-native GTM. Founders, CROs, and revenue leaders on how they built systems that compound: positioning, pricing, motion design, RevOps, and AI-native workflows. Hosted by Rick Koleta. Read by 27,000+ operators inside OpenAI, Anthropic, Meta, and Google.

GTM Vault is a business podcast hosted by Unknown Host, with 51 episodes on record and a Required Pod Score of 80.

Unknown Host hosts GTM Vault, a business show with 51 episodes published.

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  Episode #52

  You Have No Relationship With the AI | Ariel Hitron, Second Nature

  Sep 27, 202644 minS1

  Every vendor in revenue AI is pointed the same way. Automate the seller, draft the outbound, hand the follow-up to an agent. Ariel Hitron has been running the other way since 2019, building AI that plays the buyer so the seller gets better. His argument is that an enterprise signing off on fifty thousand or five hundred thousand dollars is not buying capability at all. It is buying someone whose own standing inside the company is on the line when it breaks. In this episode Ariel breaks down the two variables that draw the line between an agent conversation and a human one, why a playbook scattered across four surfaces cannot be trained against until it is compiled into one model, why the scoring layer beats a sales manager on patience rather than judgment, why enterprises are unbundling their enablement suite upward, and why every in-house roleplay build decays after the hackathon. This is not a conversation about sales training. It is a conversation about who owns the playbook layer once every platform ships roleplay as a feature. Timestamps: (0:00) Who Do You Hold Accountable When It Breaks (1:38) The Category Automates the Seller. He Went the Other Way (5:07) 2019, Before ChatGPT, and the Objection Every Enterprise Gave (7:33) Digitizing the Playbook Into One Machine-Readable Model (9:35) What the Scoring Layer Catches That a Manager Misses (12:12) Which Conversations Should Go to an Agent, and Which Never (20:16) Bundling, Unbundling, and Why Enterprises Unbundle Upward (24:53) From Roleplay to Agentic Sales (30:49) Demos Are Free. Maintenance Is the Moat (38:24) The 2028 Revenue Org and the Test That Would Prove Him Wrong Ariel Hitron on LinkedIn: https://www.linkedin.com/in/arielhitron/ Second Nature: https://www.secondnature.ai Rick Koleta on LinkedIn: https://www.linkedin.com/in/rickkoleta/ GTM Vault: https://www.gtmvault.co Full written breakdown: https://www.gtmvault.co/p/gtm-52-no-relationship-with-ai Watch the episode: https://youtu.be/oLwcSkz7Q6k

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  Episode #51

  GTM 51: LinkedIn Is Your Audience, Not Your Network | Olivier Roth, The Swarm

  Sep 20, 202636 minS1

  Most people know five to ten percent of their LinkedIn connections. The rest is an audience, not a network, and that binary connection with no context behind it is the single weakest edge a sales team can route a warm intro through. Olivier Roth co-founded The Swarm to pool the networks of a company's investors, advisors, partners, employees and best customers into something a seller can query, and he calls the result an anti-CRM. In this episode Olivier breaks down why a CRM structurally cannot hold the deals that could exist, the six edges that build a relationship graph and the three tiers that score how sure it is that two people know each other, why the relationship layer travels into HubSpot, Attio, Clay and any agent over MCP while the CRM stays the central nervous system, why freshness is what breaks at scale and what that forced them to build instead of buy, and how roughly forty percent of The Swarm's own pipeline now comes through intros. This is not a conversation about a warm intro tool. It is a conversation about who owns the relationship layer once every CRM ships a warm intro tab. Timestamps: (0:00) LinkedIn Is Your Audience, Not Your Network (2:44) What A CRM Cannot Capture, And The Anti-CRM (4:07) The Six Edges Of A Relationship Graph (7:32) Where The Graph Lives: Inside, Beside, Or Under The CRM (12:40) One Motion: LinkedIn Profile To Claude Prompt To Clay Workflow (15:06) 500 Million Profiles, Freshness, And The Consent Architecture (19:05) Potential, Likely, Confirmed: How The Graph Scores A Path (23:39) The Commsor Acquisition And The Size Of The Category (26:32) Swarm Send, 40 Percent Of Pipeline, And Three Intros Every Monday (32:36) Rapid Fire Olivier Roth on LinkedIn: https://www.linkedin.com/in/olivier-roth/ The Swarm: https://www.theswarm.com Rick Koleta on LinkedIn: https://www.linkedin.com/in/rickkoleta/ GTM Vault: https://www.gtmvault.co Full written breakdown: https://www.gtmvault.co/p/gtm-51-linkedin-audience-not-network Watch the episode: https://youtu.be/x0SiO0VvIBI

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  Episode #50

  The Next Buyer of Your Data Is Not a Person | Yoni Tserruya, Lusha (GTM 48)

  Sep 13, 202629 minS1

  A third of a static list is wrong by the time the last rep touches it. That was survivable when humans worked lists over weeks, because a rep sees the bounce and flags it. Yoni Tserruya bootstrapped Lusha into one of the largest B2B contact data platforms in the market, and a few months ago he watched SDR and BDR agents go into production at customer accounts and concluded the buyer of his data is about to stop being a person. In this episode Yoni breaks down why bad data compounds faster through an agent than through a rep, what survives of a ten-year-old product when the interface stops mattering, how waterfall enrichment resets vendor economics from the seller's side of the table, the two-layer retrofit forcing an established company into the AI era, and how Lusha's own go-to-market went headless so its AEs almost never open Salesforce. This is not a conversation about data vendors. It is a conversation about which parts of your GTM system have to be true at the moment an agent acts. Timestamps: (0:00) Cold Open: A Third of Your List Is Already Wrong (2:58) The Moment the Buyer Stops Being a Person (4:51) What Survives When the Interface Stops Mattering (6:11) Waterfall Economics From the Vendor Side (9:31) Agent to Agent Selling, Step by Step (12:44) Spam to Spam, and the Relevance Filter (14:24) The Two-Layer Retrofit of a Ten-Year-Old Company (20:38) How Lusha Runs Lusha: Going Headless (23:02) The Pressure Test: Apollo, Clay, ZoomInfo, and the LLMs (26:10) The 2028 Revenue Team and Rapid Fire Yoni Tserruya on LinkedIn: https://www.linkedin.com/in/yonitserruya/ Lusha: https://www.lusha.com Rick Koleta on LinkedIn: https://www.linkedin.com/in/rickkoleta/ GTM Vault: https://www.gtmvault.co

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  Episode #49

  AI Agents Are Clicking Your Ads | Hao Sheng, Expertise (EP 49)

  Sep 3, 202645 minS1

  Ad click-through is rising while on-site conversion falls, and Hao Sheng watches both sides of that scissor across roughly 80 million clicks a month. His diagnosis: part of the traffic you pay for is AI agents clicking your ads, and an agent never fills out a form. In GTM 49, the co-founder and CEO of expertise.ai breaks down why your 1 percent conversion rate measures the wrong population, why organic converts at nearly twice the rate of paid, what the most clicked button on a B2B website reveals about your funnel, the Amazon commit rule that governs GTM automation, and where agent-written outreach breaks at the hundredth email. Chapters: (0:00) Cold Open: The First 15 Seconds (5:32) Diagnosing the 1 Percent Problem (11:17) Organic Converts at Twice the Rate of Paid (14:32) Chatbot vs Agent: The Operational Difference (19:16) The Most Clicked Button on a B2B Website (21:01) Generative UI: Pages Generated, Not Fetched (22:04) The Amazon Commit Rule for GTM Automation (33:59) Where Agent Outreach Breaks: The Hundredth Email (39:54) B2B Inbound in 2028 (43:41) The Rapid Fire Section Follow Hao Sheng: https://www.linkedin.com/in/hao-sheng/ expertise.ai : https://expertise.ai Read the full breakdown: https://www.gtmvault.co

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  Episode #49

  Your Website Was Built for Reading, Not Buying | Hao Sheng (expertise.ai) | GTM 49

  Sep 2, 202646 minS1

  Ad click-through rates are going up and on-site conversion is going down. Hao Sheng watches both sides of that scissor across roughly 80 million clicks a month, and his diagnosis is uncomfortable: part of the traffic you are paying for is agents clicking your ads, and an agent never fills out a form. Your 1 percent conversion rate is measuring the wrong population, and the visitors who matter decide whether to stay in the first 10 to 15 seconds, on a website built for reading that is being asked to do the work of buying. In GTM 49, Hao breaks down why falling intent is partly a bot problem, why organic converts at nearly twice the rate of paid while VC-subsidized bidders inflate the auction, why pricing is the most clicked button on a B2B website, the operational difference between a chatbot and an agent that installs expertise as modules, the Amazon commit rule for what to automate, and why agent-written outreach breaks at the hundredth email. Guest: Hao Sheng, co-founder and CEO of expertise.ai ( expertise.ai ) Host: Rick Koleta, GTM Vault ( gtmvault.co ) Full breakdown: https://www.gtmvault.co/p/gtm-49-your-website-converts-at-1 GTM Vault is a breakdown of how high-growth companies design, test, and scale revenue architecture, read by 27,000+ operators across 140+ countries.

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