MarTech Podcast ™ // Marketing + Technology = Business Growth Episode: Cannonball GTM Crash Course Release Date: April 7, 2025

Hosts: Benjamin Shapiro & Jordan Crawford

Introduction

In this episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a deep dive with Jordan Crawford, the founder of Blueprint GTM, to explore transformative strategies in Go-To-Market (GTM) processes powered by artificial intelligence (AI). Skipping past the introductory segments and advertisements, the conversation zeroes in on the evolving landscape of marketing technology and innovative approaches to business growth.

The Evolving Go-To-Market Landscape

Benjamin opens the discussion by highlighting the rapid changes in the GTM landscape. Traditional methods like SDR-led cold outreach, event marketing, and paid social strategies are becoming less effective. He cites a statistic from SEMrush: “In 2024, 34% of B2B marketers struggle to keep up with new tech, including AI” (00:50). This sets the stage for Jordan to introduce AI as a game-changer in understanding and addressing customer pain points more efficiently than ever before.

Challenges with Traditional GTM Approaches

Jordan critiques conventional GTM frameworks, likening them to “putting a legless robot on a horse” (04:05). He explains that while AI tools like ChatGPT and Claude are powerful, they are often misapplied within outdated frameworks, leading to ineffective outcomes. For example, the typical process involves identifying accounts via platforms like ZoomInfo or Apollo, crafting persona-level messages, and relying on SDRs to personalize and scale outreach through tools like Outreach or Salesloft. However, Benjamin shares his experience, stating, “I tried this last year. It was a miserable failure” (04:21), underscoring the inefficacy of traditional methods in the current tech-driven environment.

Leveraging AI for a Modern GTM Strategy

The conversation shifts to how AI can revolutionize GTM strategies. Jordan emphasizes the importance of using AI within a new framework to maximize its potential without falling prey to issues like hallucinations. He explains that current non-email channels like intent data and platforms such as SixSense or G2 are often “foggy” and lack precise targeting (05:25). In contrast, an AI-driven approach allows for more accurate and actionable targeting by focusing on the individual level rather than broad segments.

The Permissionless Value Proposition (PvP)

A central concept introduced by Jordan is the Permissionless Value Proposition (PvP). This approach involves delivering uniquely valuable information to prospects upfront without requiring prior permission or existing relationships. For instance, Jordan describes how his team helped Overjet, a dental AI company, identify high-prevalence areas for periodontal disease using CDC data. He illustrates this with a message framework:

“Ben, as you know, in Kennedy, Texas, diabetes is out of control here. And as you likely know, because your website talks about it, periodontal disease is highly correlated to diabetes... with our FDA approved device. Do you want me to come over next week and show it to you?” (15:47).

This method focuses on providing actionable insights that resonate deeply with the prospect’s specific needs, thereby increasing the likelihood of engagement.

Steps in the Cannonball GTM Process

Jordan outlines the Cannonball GTM methodology, designed to swiftly develop a PvP message using AI. The process includes four key steps:

1. Focus: Warming up the AI model and understanding the Ideal Customer Profile (ICP), persona, and competitors.
2. Investigate: Identifying the best segments by combining specific data sources.
3. Narrate: Crafting messages that deliver independent value, leveraging public data related to the prospect’s needs.
4. Deploy: Utilizing various channels like email, cold calling, and targeted ads to deliver the PvP effectively.

Benjamin praises this structured approach, noting how it streamlines what traditionally takes months into a more manageable and efficient process:

“You went through and basically had a conversation with the AI and did all the segmentation work that most marketers would have done in six months. The process is amazing...” (24:44).

Real-World Applications and Case Studies

Jordan provides concrete examples to illustrate the effectiveness of the PvP approach. One scenario involves a company selling dental AI solutions, where they used CDC data to target dentists in areas with high diabetes prevalence. By doing so, they not only identified potential clients but also demonstrated the direct value of their product in improving patient care and generating additional revenue.

Another example involves compliance for alcohol brands. Jordan describes how a company used public data to warn a legal officer about potential fines due to non-compliant advertising practices. This proactive approach not only provided immediate value but also positioned the company as a valuable partner in maintaining regulatory compliance.

When Does PvP Work and When Doesn’t?

Jordan explains that the PvP strategy is most effective in industries with ample public data and regulatory oversight, such as healthcare and compliance sectors. It is less effective in unregulated or highly diversified markets like horizontal SaaS, where crafting a universally appealing PvP becomes challenging due to the varied needs of a broad audience.

“It works well for vertical SaaS companies, companies that are in regulated industries... but it really works well when you know your customers so well and you can have an idea about where can I pull together data from the public web that will work great for them.” (32:01).

Conclusion and Key Takeaways

Benjamin concludes by distilling the conversation into actionable insights, emphasizing the universal applicability of the Cannonball GTM process beyond just crafting a PvP:

“The process of getting to that is something that's useful for any marketer. You can understand your segment easier than ever before...You can turn those into messages yourself faster than ever before.” (33:00).

Jordan reiterates the value of deep research and structured methodologies in leveraging AI for effective GTM strategies, encouraging marketers to adopt these innovative practices to stay ahead in the competitive landscape.

Final Thoughts

This episode of the MarTech Podcast ™ offers invaluable insights into modernizing GTM strategies through AI-driven methodologies. By moving away from outdated frameworks and embracing structured processes like Cannonball GTM and PvP, marketers can achieve more precise targeting, deliver substantial value upfront, and ultimately drive business growth in an increasingly technology-driven market.

Timeline

• 00:50 Benjamin Shapiro introduces the struggle of B2B marketers with new tech.
• 04:05 Jordan Crawford critiques traditional GTM frameworks.
• 04:21 Benjamin shares his failed experience with traditional methods.
• 05:25 Discussion on the limitations of non-email intent data channels.
• 15:47 Jordan describes crafting a PvP message for Overjet.
• 24:44 Benjamin praises the efficiency of the Cannonball GTM process.
• 32:01 Jordan discusses the applicability of PvP in different industries.
• 33:00 Benjamin summarizes the key takeaways from the conversation.