We already have many of the climate solutions we need. But scaling them is hard. The Green Blueprint is a show about the people who are architecting the clean economy. Every other week, host Lara Pierpoint profiles the founders, investors, and organizational leaders who are solving complex challenges in the quest to build climate technologies fast.
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Content provided by GTMnow. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by GTMnow or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
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GTM 161: How to Build a GTM Roadmap (Lessons from Plaid’s $3M → $300M Scale) | Paul Williamson
Manage episode 504143172 series 2794536
Content provided by GTMnow. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by GTMnow or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Paul Williamson is a seasoned go-to-market leader and advisor best known for helping Plaid scale from $3M to $300M ARR. As Head of Revenue, he built and evolved Plaid’s go-to-market roadmap across product-market fit, upmarket expansion, and new verticals. With deep experience aligning GTM with product, he now advises founders on sequencing bets, building forward-compatible roadmaps, and scaling revenue organizations with intention.
Discussed in this Episode
- Why GTM roadmaps should be “forward-compatible”
- Iteration cycles in GTM vs. product roadmaps
- Early lessons from Plaid’s rudimentary qualification process
- Recognizing high-value clients vs. anti-patterns in inbound leads
- How daily standups created fast GTM learning loops
- Shifting from PLG to sales-led motions with SDRs and routing
- Sequencing GTM expansion: fintech → enterprise FSIs → embedded fintech
- Compensation design mistakes and their impact on sales behavior
Episode Highlights
00:00 — Why GTM roadmaps should be built “forward-compatible”
01:53 — How Plaid iterated through 9–10 GTM versions in the first year
05:12 — Plaid’s early qualification process: 4 simple questions
07:28 — Why most inbound leads weren’t equal—and how Plaid spotted patterns
10:01 — Using daily standups twice a day to refine GTM qualification
14:32 — How Plaid’s GTM roadmap evolved from monthly to yearly cycles
20:46 — Moving beyond partnerships to diversify top-of-funnel channels
24:53 — Scaling into enterprise financial institutions with tailored product needs
27:09 — Entering phase three: embedded fintech with customers like Tesla
30:00 — Compensation design mistakes that slowed deals and created risk
This episode is brought to you by: Harmonic
Harmonic helps you discover the best startups way ahead of the competition. We use it at GTMfund, as do thousands of investors at firms like USV and Insight. GTM teams at companies like Notion and Brex also rely on the platform to stay ahead.
Harmonic tracks millions of startups and lets you search using simple filters or natural language to match exactly what you’re looking for. When you find a company that looks interesting, Harmonic pulls everything into one place (founder backgrounds, traction, and market data) so you can quickly evaluate and understand if it’s a fit.
At GTMfund, we even have a private Slack channel called #companywatchlist powered entirely by Harmonic.
Guest Links
Host Links
- LinkedIn:https://www.linkedin.com/in/sophiebuonassisi
- X (Twitter):https://x.com/sophiebuona
- Newsletter:https://thegtmnewsletter.substack.com
The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.
Visit gtmnow.com for more episodes and other interesting content.
Chapters
1. Introduction to GTM Roadmap Concept (00:00:00)
2. Early Plaid: Finding Value Patterns (00:03:58)
3. Creating Forward-Compatible GTM Structure (00:08:16)
4. Transparent Documentation and Sharing (00:13:22)
5. Scaling Through Different Market Phases (00:19:21)
6. Compensation Pitfalls in GTM Execution (00:27:17)
7. Key Takeaways and Book Recommendations (00:33:26)
592 episodes
Share
Manage episode 504143172 series 2794536
Content provided by GTMnow. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by GTMnow or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Paul Williamson is a seasoned go-to-market leader and advisor best known for helping Plaid scale from $3M to $300M ARR. As Head of Revenue, he built and evolved Plaid’s go-to-market roadmap across product-market fit, upmarket expansion, and new verticals. With deep experience aligning GTM with product, he now advises founders on sequencing bets, building forward-compatible roadmaps, and scaling revenue organizations with intention.
Discussed in this Episode
- Why GTM roadmaps should be “forward-compatible”
- Iteration cycles in GTM vs. product roadmaps
- Early lessons from Plaid’s rudimentary qualification process
- Recognizing high-value clients vs. anti-patterns in inbound leads
- How daily standups created fast GTM learning loops
- Shifting from PLG to sales-led motions with SDRs and routing
- Sequencing GTM expansion: fintech → enterprise FSIs → embedded fintech
- Compensation design mistakes and their impact on sales behavior
Episode Highlights
00:00 — Why GTM roadmaps should be built “forward-compatible”
01:53 — How Plaid iterated through 9–10 GTM versions in the first year
05:12 — Plaid’s early qualification process: 4 simple questions
07:28 — Why most inbound leads weren’t equal—and how Plaid spotted patterns
10:01 — Using daily standups twice a day to refine GTM qualification
14:32 — How Plaid’s GTM roadmap evolved from monthly to yearly cycles
20:46 — Moving beyond partnerships to diversify top-of-funnel channels
24:53 — Scaling into enterprise financial institutions with tailored product needs
27:09 — Entering phase three: embedded fintech with customers like Tesla
30:00 — Compensation design mistakes that slowed deals and created risk
This episode is brought to you by: Harmonic
Harmonic helps you discover the best startups way ahead of the competition. We use it at GTMfund, as do thousands of investors at firms like USV and Insight. GTM teams at companies like Notion and Brex also rely on the platform to stay ahead.
Harmonic tracks millions of startups and lets you search using simple filters or natural language to match exactly what you’re looking for. When you find a company that looks interesting, Harmonic pulls everything into one place (founder backgrounds, traction, and market data) so you can quickly evaluate and understand if it’s a fit.
At GTMfund, we even have a private Slack channel called #companywatchlist powered entirely by Harmonic.
Guest Links
Host Links
- LinkedIn:https://www.linkedin.com/in/sophiebuonassisi
- X (Twitter):https://x.com/sophiebuona
- Newsletter:https://thegtmnewsletter.substack.com
The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.
Visit gtmnow.com for more episodes and other interesting content.
Chapters
1. Introduction to GTM Roadmap Concept (00:00:00)
2. Early Plaid: Finding Value Patterns (00:03:58)
3. Creating Forward-Compatible GTM Structure (00:08:16)
4. Transparent Documentation and Sharing (00:13:22)
5. Scaling Through Different Market Phases (00:19:21)
6. Compensation Pitfalls in GTM Execution (00:27:17)
7. Key Takeaways and Book Recommendations (00:33:26)
592 episodes
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Similar to The GTMnow Podcast
We already have many of the climate solutions we need. But scaling them is hard. The Green Blueprint is a show about the people who are architecting the clean economy. Every other week, host Lara Pierpoint profiles the founders, investors, and organizational leaders who are solving complex challenges in the quest to build climate technologies fast.
…
continue reading
Thanks for visiting The Cell Phone Junkie! I will be taking the time each week to discuss my favorite topic, cell phones. Any feedback is appreciated and welcome. You can email me at: questions (AT) thecellphonejunkie (DOT) com or call: 206-203-3734 Thanks and welcome!
…
continue reading
The power of Data is undeniable. And unharnessed - it’s nothing but chaos. Making data your ally. Using it to lead with confidence and clarity. Host Jess Carter is solving problems in real-time to reveal what’s possible. Helping communities and people thrive. This is Data Driven Leadership, a show brought to you by Resultant.
…
continue reading
Show notes are at https://stevelitchfield.com/sshow/chat.html
…
continue reading
Investor Shayle Kann is asking big questions about how to decarbonize the planet: How cheap can clean energy get? Will artificial intelligence speed up climate solutions? Where is the smart money going into climate technologies? Every week on Catalyst, Shayle explains the world of climate tech with prominent experts, investors, researchers, and executives. Produced by Latitude Media.
…
continue reading
The official podcast of Rampver Financials. Delivering the best talks, advice, and recommendations about personal finance, investing, entrepreneurship, and success. Subscribe and never miss an episode!
…
continue reading
Decoder is a show from The Verge about big ideas — and other problems. Verge editor-in-chief Nilay Patel talks to a diverse cast of innovators and policymakers at the frontiers of business and technology to reveal how they’re navigating an ever-changing landscape, what keeps them up at night, and what it all means for our shared future.
…
continue reading
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…
continue reading
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…
continue reading
A weekly talk show taking a pragmatic look at the art and business of Software Development and the world of technology.
…
continue reading
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