The go-to-market world has never been louder. Buyers are dodging cold calls, skipping over pitchy LinkedIn DMs, and filtering out marketing emails faster than you can hit “send.” The result? Digital fatigue.
At GTM Live, Tanner Lacey, Head of Revenue at Sendoso and co-founder of Spiff (acquired by Salesforce), shared what’s actually working to cut through the noise and keep revenue moving.
Here are four practical GTM strategies his team is using right now that RevOps and GTM leaders can borrow.
1. In-Person Events Are Back (and They’re a GTM Powerhouse)
Events are back, and they are exploding. Tanner says 60% of Sendoso’s marketing budget this past quarter focused on in-person dinners and gatherings. Why? Because they’re outperforming other channels in both pipeline and conversion.
Shift resources into high-value in-person experiences, such as intimate dinners, micro-events, and strategic sidecar gatherings around trade shows. If you want to break through digital fatigue, swap email noise for real conversations over dinner.
2. Gifting as a GTM Differentiator
Buyers ignore cookie-cutter sequences, but thoughtful touches break through. Tanner highlighted how gifting—done intentionally—can:
- Triple outbound meeting rates
- Double opportunity creation
- Boost post-call engagement 6x
GTM takeaway: Bake gifting into your GTM playbook, not as a random “nice to have,” but as a structured motion. Personal gifts, digital experiences, or even simple Uber credits to get someone to an event can spark real human connection.
3. Multi-Threading Isn’t Just for Enterprise Deals
GTM teams are seeing up to eight stakeholders even in SMB and mid-market deals. That means account mapping and multi-threading can’t wait until enterprise scale—it’s now table stakes everywhere.
One playbook Tanner shared: require at least 3 contacts, 2 departments, and 1 champion in every deal. His team saw 7% higher win rates and 6% higher ACVs after making this non-negotiable.
GTM takeaway: Treat multi-threading as revenue insurance. Your GTM strategy should enforce account coverage rules from day one.
4. Use Warm Intros Early, Not Late
Too many GTM teams wait until deals stall to ask for warm intros. But the earlier you bring in executive networks, advisors, and investors, the faster you earn trust.
GTM takeaway: Make warm introductions part of your top-of-funnel strategy, not your last resort. Map connections upfront and train your sellers to use them early—it accelerates deals and makes your GTM motions stickier.
Final Thought: Relevance Wins
The GTM playbook is shifting. Buyers don’t need more touches—they need meaningful ones. Tanner’s approach at GTM Live showed that the best strategies are multi-channel, human, and trust-based.
For RevOps and GTM leaders, the challenge isn’t “more.” It’s “better.” Break through digital fatigue by investing in connection, not noise. That’s how you stand out and grow in today’s crowded market.
