Your Go-To-Market Playbook Is Broken with James Kaikis

Why Your GTM Playbook Is Dead—and What to Replace It With

Forget “growth at all costs.” The go-to-market game has fundamentally changed, and GTM NewsDesk breaks it all down with James Kaikis of TestBox. The new playbook? Customer-intent GTM, where solution teams lead, handoffs vanish, and every deal must scale trust—not just revenue.

Kaikis argues the old sales/CS/presales silos are built on ego and outdated incentives. The winners now are those who own the full customer experience. TestBox’s solution team doesn’t just demo and disappear—they implement, optimize, and stay responsible post-sale. No CS team. No excuses. Radical accountability is baked in.

The crew also hits two GTM grenades:

1. Google refuses EU-mandated fact checks → If your content lies, your brand dies.

2. 50%+ of B2B companies have no strategy doc → That’s not lean. That’s lazy.

🔥 Top takeaways:

• Trust is built by solutions teams who come from the buyer’s world—not SDRs running disco scripts.

• Document your strategy. No excuses. Who’s your ICP? What’s their pain? If you can’t answer, your GTM is noise.

• Misaligned incentives kill retention. AE comp tied to launch metrics? That’s the future.

This isn’t just about better demos. It’s about building a GTM engine where what you sell is what you’re proud to support.

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