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Welcome to another episode in our Revenue Architecture series on the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and SaaS growth.

Today, we're diving deep into the SPICED model and how marketing ops can master this framework with David Howard, Head of Marketing at Agentic Partner Group.

David brings over 15 years of B2B SaaS marketing and demand generation expertise to our conversation, but what makes his perspective unique is his operational mindset. He describes himself as someone who brings "structure to order chaos", and in today's world of marketing complexity, that's exactly what we need.

Based in San Francisco and working with AI-centric startups, David has witnessed firsthand how the Silicon Valley landscape has evolved post COVID, from labor market changes to the integration of AI in go-to-market strategies. As a certified Winning by Design Revenue Architect, he's passionate about implementing frameworks like SPICED that create scalable, repeatable processes.

In this episode, we explore how SPICED transforms traditional marketing qualification, the power of the bowtie model over funnels, and how AI is revolutionizing the way we approach discovery and prospect research. David shares practical insights on instrumentation, sales and marketing alignment, and why GTM engineering is the future of revenue operations.

Here are the core areas we discuss in today's episode:

1. From Chaos to Order: The Marketing Operations Philosophy

2. The Bowtie Revolution: Why Funnels Are Dead for SaaS

3. SPICED as Universal Language: Beyond Sales into Marketing Ops

4. AI-Powered SPICED: Research Before the Call

5. GTM Engineering: The Future of Revenue Operations

Final Thoughts

David leaves us with a vision of the future where GTM engineering becomes pervasive across organizations.

"We'll get wider and wider acceptance outside of you know, winning by design, savvy, demand gen people of the idea of go to, you know, go-to-market engineering. That's going to be more pervasive. It's going to broaden out of the marketing department, and we're just going to see organizations thinking more and more in terms of that, that framework."

His insight emphasizes that successful revenue generation requires the same systematic, engineering-minded approach that has transformed marketing operations, with frameworks like SPICED serving as the common language that enables this transformation across entire organizations.

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