Not much is working the way it used to. Outbound is getting harder, ICP targeting keeps landing on the wrong accounts, and even the customers who love your product aren’t a guarantee at renewal. If that’s the year you’re having, you’re not alone.

That shared frustration is probably why these three GTM Science episodes ended up as our most-listened-to in August.

Each month we’ll pull the ones that resonated most and break down what you’ll take from each, so you can catch up on the hottest topics in the GTM Ops and B2B Tech revenue community.

1. What’s Actually Working in Outbound Right Now with John Barrows

John makes the case that cold outbound is now a marketing function, not a sales one, and that AI has bought us efficiency without moving results. It’s a candid look at why genuine effort and authenticity still decide who books meetings and who gets ignored.

We also discussed:

• Running sales hackathons to adopt AI
• Why SDR economics stopped adding up
• Why the inbox might become valuable again
• The MIT stat on failed corporate AI initiatives
• How the predictable revenue model broke sales
• Multi-channel impression points over rigid cadences

Listen to the episode here.

2. How Miro Rebuilt GTM Around Renewals, ICP, and Value Selling with Sangeeta Chakraborty

When the pandemic tailwind faded, Miro’s usage-based growth stopped surviving renewal conversations, so Sangeeta rebuilt the whole motion around value selling. She walks through anchoring deals to a real business case instead of daily active usage, and how that shift moved conversations up to bigger budgets.

We also discussed:

• The exit gates she added to every CRM stage
• The PI planning use case, and the BlackRock example
• Building a value engineering team to prove ROI upfront
• Beating a cheaper competitor by owning the bigger problem
• Converting usage footprints into enterprise license agreements

Listen to the episode here.

3. The AI-Driven Continuously Self-Improving ICP

Our CEO Eddie breaks down why a static ICP doc quietly drags down your entire go-to-market, and how to turn ICP into a living system that sharpens itself every quarter. The core of it is finding the one data point that separates your best customers from the rest, then building an AI engine with a human in the loop to keep it honest.

We also discussed:

• Customer stories as compound interest
• The whale customer that drains your margin
• Needing a different ICP per product and region
• Why to start with hard data before fuzzy signals
• Keeping the model simple enough for sales to trust
• Operationalizing ICP into scoring, territories, and expansion

Listen to the episode here.

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