TL;DR — This episode is a masterclass in modern go-to-market strategy. If your marketing and sales teams aren’t aligned on a clean, verified target account list,or if you’re still relying on outdated tactics, this conversation is your wake-up call. Garrett Mehrguth breaks down how to refine your TAM, how to actually make LinkedIn ads work, and why CEOs must stay involved in revenue-driving efforts. Listen on Apple or Spotify.

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Hi Reader,

Let’s be honest most CEOs don’t want to manage marketing. They want results. But you can’t skip to the results if you’re not involved in the strategy that drives them.

I asked Garrett Mehrguth to join me because he’s one of the sharpest minds in modern GTM strategy, and he doesn’t pull punches. We talked about everything from list quality and regression analysis to private events, LinkedIn ads, and why most marketing copy makes CEOs cringe (for good reason).

💡 The big takeaway? If you want revenue growth, you need to be present in the build, not just reviewing dashboards after the fact.

Key Takeaways & CEO Actions:

1. Start with your TAM (Total Addressable Market). Your go-to-market strategy should be built on a manually verified TAM, not assumptions or a loosely defined ICP.

• ☑️ CEO Action: Ask your team to analyze your existing customer base, run a regression analysis, and present a verified TAM list. Require that sales and marketing efforts align to it.

2. Own your messaging. Too many CEOs delegate marketing without reviewing what’s actually being sent. If your ads and emails don’t reflect your company’s value and customer knowledge, they won’t work.

• ☑️ CEO Action: Review your team’s outbound emails, LinkedIn ads, and event materials. If they don’t sound like something you’d say to a buyer, it’s time to rewrite.

3. Lead from the build stage, not the sidelines. Marketing and sales initiatives require your involvement while being built, not just after the fact.

• ☑️ CEO Action: Set up weekly 30-minute initiative reviews (not status updates). Focus each one on a single tactic—LinkedIn ads, events, content, etc.—and ask:
  • What are we doing?
  • Why are we doing it?
  • What impact has it had?
  • What’s next?

I know it’s tempting to delegate sales and marketing so you can “focus on the business,” but this is the business. Revenue growth doesn’t happen in a silo. Step into the room, roll up your sleeves, and dig into the details that actually drive results.

In this episode, Garrett lays out exactly what that looks like. If you want to refine your go-to-market strategy, align your team, and accelerate growth, you’ll want to hear this one.

🎧 ➡️ [Click Here to Listen Now]

To Your Sales Success,

Alice Heiman