Pavilion

People connect with people. And in B2B, your buyers are watching your executives — not your company account. When leaders show up with substance on LinkedIn, they build trust, influence decisions, and drive pipeline long before a rep ever books a meeting. On Nov. 5 at 11 AM ET, we’re breaking down how top GTM teams turn executive presence into revenue impact. You'll learn how to: 1️⃣ Structure a repeatable thought leadership engine 2️⃣ Win over the “hidden buyer” on LinkedIn 3️⃣ Understand the real business impact of showing up With Alina Dallal (Oktopost) & Ayana Gisser (Amdocs) Save your seat: https://lnkd.in/e5u5-GAE

Most teams start with what leadership wants to see. But the best marketers? They start with what the buyer actually feels. At #GTM2025, Sylvia LePoidevin (CMO, Kandji) shared one of the most creative examples of building with the buyer instead of for them. Her team ran a “Shark Tank”-style competition... but with a twist. The “sharks” weren’t executives. They played the role of the buyer. Each team pitched bold, AI-powered marketing ideas designed to resonate with real customer needs. The only success metric: would this land with the buyer? Out of 16 pitches came transformational ideas, including: 💡 Digital twins of buyer personas — interactive AI models that let the team “talk” to their ideal buyers before launching campaigns. 💡 Digital twins of internal experts — so prospects could interact with the team’s technical knowledge even when humans weren’t available. 💡 “Roast my tech stack” — a fun, viral, AI-driven experience that blended humor with value, letting users see how Kandji stacked up against their current tools. The magic wasn’t just in the ideas. It was in the mindset. As Sylvia put it: Who cares what the executive team thinks we should do? We should do what’s going to land with the buyer. That’s the difference between marketing that looks good on slides and marketing that moves the business forward. Her session, “From Zero to Series D: Build With the Buyer First,” dives deeper into how Sylvia helped scale two startups now valued at over $2B — from creating scalable brand systems to investing early in demand creation and community. Watch the full session (and every GTM2025 session) with a Virtual Ticket: https://bit.ly/3VZ9MoF 🎟️ Already planning ahead? GTM2026 tickets are now live: https://bit.ly/4omheX8 #GTM2025 #B2BMarketing #BuyerFirst #MarketingLeadership #AIinMarketing #ProductMarketing #GoToMarket #RevenueLeadership

At #GTM2025, some of the most meaningful moments didn’t happen on stage. They happened in the halls. In this clip, Anne Pao (Founder & CRO, Ignite Consulting) and Lindsay Tjepkema (Founder & CEO, Human Brands Win), leaders of Women of Pavilion, share what makes this community so powerful: genuine connection. They talk about the value of learning from sessions like Kyle Norton’s on go-to-market transformation, but also about something deeper — the conversations in between. The hallway catch-ups, shared dinners, and spontaneous meetups where professional respect turns into friendship. For the 1,000+ female GTM leaders in Women of Pavilion, that’s the real heart of this community: a space to learn, lead, and lift each other up — together. Catch moments like this and every GTM2025 session with a Virtual Ticket: https://bit.ly/3VZ9MoF 🎟️ Already planning ahead? GTM2026 tickets are now available: https://bit.ly/4omheX8 #WomenInLeadership #GTM #SalesLeadership #MarketingLeadership #Community #Networking #Pavilion

It’s easy to mistake growth for durability. At #GTM2025, Cassie Young (General Partner, Primary Venture Partners) put it plainly: not all traction tells the full story. “Growth and traction can be major red herrings right now. Many of these companies have barely been through one renewal cycle.” In a market obsessed with ARR, Cassie warned that even our most trusted metrics can hide risk. A few breakout customers might create the illusion of momentum while others quietly churn out. Her advice: look at retention through a paired lens (net and gross) and ask whether customers are truly loyal or just experimenting. “You cannot have enterprise value without customer value.” Cassie’s call to action for founders and GTM leaders was clear: the Customer Success Renaissance is coming. In the AI era, time to value matters more than time to growth. Pilots are everywhere. Loyalty is rare. The companies that stay close to their customers now will be the ones that last. This insight came from our Funding, Friction, and the Future: VC and PE Perspectives on B2B Growth panel featuring Kathleen Booth, Craig Rosenberg, and Shep Maher, alongside Cassie, in one of the most candid sessions at GTM2025. Watch the full session (and every GTM2025 session) with a Virtual Ticket: https://bit.ly/3VZ9MoF Planning ahead? Early Bird GTM2026 tickets are now live: https://bit.ly/4omheX8 #CustomerSuccess #VentureCapital #GTM #RevenueLeadership #AIinB2B #Retention #Growth

Forget "Page One". In the age of AI search, your brand either shows up in the answer... or it doesn’t exist at all. Kickstand and Pavilion surveyed more than 600 GTM leaders to uncover how AI is rewriting the rules of visibility. Only 35% say SEO is still effective. Over half admit they’re making it up as they go. And the ones investing in PR? They’re 107% more likely to see qualified leads driven by AI visibility. Refreshing evergreen content for AI-friendly formatting made leaders 114% more likely to generate pipeline, while 67% agree traditional web analytics no longer tell the full story. Visibility today depends on credibility, citations, and trust signals. Not keywords. If your content, PR, and brand strategy aren’t built for AI visibility, you’re already behind. Access the ebook here (no email required): https://lnkd.in/eQf3R8HT #ai #seo #marketing #report

Here’s a simple truth: you can’t align sales, marketing, and CS if you don’t even agree on who you’re going after. Remco de Vries (VP of Global Demand Gen, DataSnipper) drove this home in Revenue Team Alignment: 👉 Before goals, before shared metrics, before fancy dashboards—you need a crystal-clear ICP and TAM. Practical framework Remco shared: 🔥 Map your market into stages: Unaware → Reached → Engaged → Converted → Customer. 🔥 Count how many accounts sit in each stage. 🔥 Rally your GTM teams around shrinking the “unaware” pile. Suddenly, alignment isn’t abstract. It’s concrete: Marketing asks: “How do we move 500 more accounts from unaware to reached?” Sales asks: “How do we convert more of the engaged accounts into pipeline?” CS asks: “How do we retain and expand the converted?” Without this clarity, weekly business reviews devolve into finger-pointing. With it, you finally have a shared scoreboard. This is just one of the frameworks Associates learn in GTM Leadership Accelerator—practical tools that turn “alignment” into action. 📌 Pavilion membership required to enroll. Learn more about GTM Leadership Accelerator staring November 4th: https://lnkd.in/e23-Pm_X

🚀 From $1M to $10M: The Compounding Revenue Strategy You Do Not Want to Miss Most companies try to 10x their sales machine to scale from $1M to $10M ARR. The ones who actually make it? They retain 90%+ of revenue and make each customer worth 2–3x more by mastering customer value. In this live session, Brian Hansen will walk through a systematic approach to: ✅ Understanding customer value ✅ Informing your product roadmap ✅ Multiplying revenue per customer 📅 October 16th @ 11 AM ET 🔗 Save your spot - https://lnkd.in/gz6K4kRc

For a long time, being a great revenue leader meant being a great people leader. Strong sales craft. High EQ. The ability to recruit and motivate a team. But as Kyle Norton (CRO, Owner.com) shared on stage at #GTM2025, that archetype is changing fast. “The days of being just a ‘people manager’ type revenue leader are fading. The future leader is a systems engineer—an orchestrator who understands how humans and AI work together.” 3 truths from Kyle’s talk that every GTM leader should internalize: 1️⃣ Systems thinking beats intuition. The best revenue leaders now design workflows that combine AI and human touch to produce new kinds of output. 2️⃣ Sales can’t live in a silo. The lines between Sales, Marketing, Product, and CS are blurring. Great leaders think holistically about the entire customer journey. 3️⃣ Optimize for enterprise value, not just hitting the number. The next era of leadership rewards collaboration, efficiency, and impact across the business — not isolated wins. Kyle’s session, “Inside the AI Revenue Operating System: How Owner.com Doubled ARR and Transformed GTM,” breaks down the real-world AI plays his team used to: - Double ARR - Slash onboarding time - Triple rep productivity — all without ballooning costs. Watch the full session (and every GTM2025 session) with a Virtual Ticket: https://bit.ly/3VZ9MoF Planning ahead? Early Bird GTM2026 tickets are now live: https://bit.ly/4omheX8

The most dangerous trap for CMOs? Thinking the job is “run marketing.” Andrea Kayal (Dean of CMO School and veteran CMO at Electric, Upserve, and Signpost) shared that the real job is running the business through marketing. Her advice for new CMOs: 1️⃣ Align with your CEO immediately. Ask them to define success, what marketing owns, and what it doesn’t. 2️⃣ Build a roadmap that ladders to three CEO-level outcomes: revenue growth, efficiency gains, retention improvements. 3️⃣ Say no to anything that doesn’t fit. Marketing is always under pressure to do more, but the role of a CMO is to focus the org on what actually drives the business. If you can’t connect an initiative to revenue, efficiency, or retention, stop doing it. Andrea will be leading these conversations in Pavilion’s CMO School, starting October 22. Enroll today: https://lnkd.in/gBKdBj58

Sales-led teams are drowning in “signals,” but still asking the same questions: How do we create more pipeline? How do we lift close rates? What’s signal vs. noise? In this GTM2025 clip, Linda Lian (CEO & Co-founder, Common Room) and Gaurav Agarwal (COO, ClickUp) dive into that exact tension — how sales-led orgs can cut through the noise of endless intent data to find what actually drives performance. Gaurav’s question — how do you distill real buying intent from the flood of vendor signals? — sparks one of the most grounded answers of the session. Linda reframes the problem entirely: It’s not about having more data. It’s about reps doing the right work, on the right accounts, with a clear hypothesis and a feedback loop that connects activity to outcome. 3 practical moves from Linda’s answer: 1️⃣ Define the “must-attack” account list — even in a signal-poor environment, create clear plays and agreed-upon targets so every rep knows where to spend time. 2️⃣ Use micro-signals to bootstrap a hypothesis — a site visit, a LinkedIn like, a hiring spike, a news event; small cues that justify outreach and shape the first message. 3️⃣ Instrument the activity → outcome loop — don’t just log tasks in the CRM; measure which activities create meetings that become pipeline and closed-won. Then A/B test plays and double down on the winners. If you’re figuring out when to put pipegen on AI autopilot vs. when to lean into human touch, the full talk is gold: lead scoring, account research, outbound personalization, and more. Watch the full session (and every GTM2025 session) with a Virtual Ticket: https://bit.ly/3VZ9MoF Planning ahead? Early Bird GTM2026 tickets are now live: https://bit.ly/4omheX8 #GTM2025 #RevOps #AIinSales #PipelineGeneration