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GTM Plan: The Complete Guide to Building and Executing Go-to-Market Plans That Drive Revenue

GTM Plan: The Complete Guide to Building and Executing Go-to-Market Plans That Drive Revenue

by Erick Ramírez | Feb 27, 2026 | Uncategorized

Ninety-five percent of the 30,000+ products launched each year fail because of poor go-to-market execution. The problem isn’t strategy. Most companies have those. The problem is the gap between strategic vision and operational reality: the missing GTM plan that...
How to Build an AI Content Workflow That Aligns with Your GTM Strategy

How to Build an AI Content Workflow That Aligns with Your GTM Strategy

by Erick Ramírez | Feb 26, 2026 | Marketing

Many content teams use AI for one-off tasks like drafting social posts or brainstorming blog titles. This ad-hoc approach creates inconsistent quality and a portfolio of assets disconnected from your GTM strategy. Efficiency is the primary objective for AI use, yet...
Ideal Customer Profile Template: From Static Document to Revenue Driver

Ideal Customer Profile Template: From Static Document to Revenue Driver

by Erick Ramírez | Feb 26, 2026 | Uncategorized

Most companies treat their ideal customer profile like a marketing homework assignment: fill out the template, file it away, and wonder why sales keeps chasing the wrong deals. According to ITSMA research, 71% of companies exceeding revenue and lead goals have...
Go-to-Market Plan: Building a Revenue-Driven GTM Strategy

Go-to-Market Plan: Building a Revenue-Driven GTM Strategy

by Erick Ramírez | Feb 26, 2026 | Uncategorized

Despite 85% of organizations reporting their GTM strategy is effective, more than half of enterprise GTM spend remains ineffective. The gap isn’t strategic vision. It’s the disconnect between planning and revenue outcomes. 15.4% of companies don’t...
Market Expansion Strategy: A Revenue Operations Framework for Predictable Growth

Market Expansion Strategy: A Revenue Operations Framework for Predictable Growth

by Erick Ramírez | Feb 26, 2026 | Uncategorized

Your sales team just delivered exceptional Q4 results. Pipeline is healthy. Win rates are climbing. So naturally, leadership wants to expand into new markets. But here’s the uncomfortable truth: most market expansions fail not because companies pick the wrong...
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Bala Balabaskaran

Chief Technology Officer

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Bala Balabaskaran didn’t set out to become a founder; he built Fullcast because the tools he needed didn’t exist.

As VP of Go-to-Market Technology and Operations at Salesforce, Bala was charged with aligning sales, support, and service across a massive global organization. But even with world-class systems and teams, the process was fractured: plans made in spreadsheets didn’t translate to execution. Territory changes took weeks. GTM strategies were outdated the moment they were finalized.

So Bala built something better.

With decades of experience at Microsoft, HP, and Salesforce, and multiple patents in enterprise software, Bala knew how to create systems that scale. In 2016, he co-founded Fullcast, a platform that unites planning and execution so RevOps teams can move at the speed of change.

Ryan Westwood

Chief Executive Officer & Co-Founder

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Ryan Westwood is a serial entrepreneur with three successful exits, including Simplus, which scaled from zero to over $400M before being acquired by Infosys. At Fullcast, Ryan brings his vision for transforming how companies go to market—backed by his deep experience leading high-growth businesses. He's been recognized as Ernst & Young’s Entrepreneur of the Year and Utah Business’s CEO of the Year, and he currently leads Fullcast through its rapid expansion after a $35M seed round.

Amy Cook

Chief Marketing Officer & Co-Founder

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Amy Osmond Cook, PhD, is a seasoned marketing and RevOps executive who has helped multiple companies grow from Series A through acquisition. As the founder of Stage Marketing and former CMO at Simplus and PathologyWatch, Amy brings a sharp eye for brand, revenue strategy, and storytelling. She’s also an award-winning business leader, educator, and community builder.

Isaac Westwood

Chief Operating Officer & Co-Founder

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Isaac Westwood is a builder of companies and teams. As co-founder and COO of Simplus, he scaled the business from startup to global Salesforce powerhouse, integrating seven acquisitions and growing the team to over 600 employees. At Fullcast, Isaac leads operations and delivery, helping customers translate strategy into execution.

Lance Evanson

Chief Commercial Officer & Co-Founder

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Lance Evanson brings deep expertise in go-to-market strategy, partnerships, and growth. As Chief Strategy Officer at Simplus, he led global partner development and drove enterprise deals that helped fuel the company's rise. Now at Fullcast, Lance leads commercial strategy, ensuring that every customer touchpoint reflects Fullcast’s commitment to impact and innovation.
Pete Shelton CRO

Pete Shelton

Chief Revenue Officer

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Pete Shelton is an experienced sales executive with a proven track record of scaling revenue at leading enterprise technology companies. Before joining Fullcast as Chief Revenue Officer, Pete served as SVP of Sales at Domo and EVP of Sales at Simplus, where he helped drive significant growth across North America. He also held senior sales roles at Adobe, including AVP of Enterprise Sales for the West.
Pete Shelton CRO

Tim Huss

Chief Financial Officer

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Tim Huss is a finance leader with deep experience guiding high-growth SaaS companies through scale and transformation. As CFO of Fullcast, he oversees financial strategy, planning, and operations. Prior to Fullcast, Tim served as CFO and Controller at Simplus, where he played a key role in managing financial performance during the company’s expansion and acquisition.
Pete Shelton CRO

Aubrey Donnelly

Chief of Staff

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Aubrey Donnelly brings nearly a decade of experience supporting executives and shaping company culture in high-growth SaaS environments. As Chief of Staff at Fullcast, she drives operational alignment across leadership while serving as a trusted advisor and culture ambassador. Prior to joining Fullcast, Aubrey held key roles at Simplus and MasteryConnect, where she specialized in executive operations, internal communications, and organizational culture.
Pete Shelton CRO

Brittany Davies

Head of People and Culture

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Britt Davies is a seasoned HR strategist and workplace culture expert with over 15 years of experience leading People Operations across high-growth companies. At Fullcast, she drives the people and culture strategy to support our mission of transforming go-to-market operations. Prior to joining Fullcast, Britt held executive HR roles at Purple and VASA Fitness.
Pete Shelton CRO

James Platt

General Counsel

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With over a decade of experience supporting technology and growth-stage companies, James Platt brings deep expertise in equity and debt financing, corporate governance, M&A, licensing, and commercial transactions. James has spent more than 12 years at Kunzler Bean & Adamson, where he is a Legal Advisor. He began his career conducting due diligence and evaluating investments at the University Venture Fund.

Jason Heidema

Atrium Co-Founder

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Jason Heidema is a seasoned entrepreneur and product leader with over 20 years of experience building, scaling, and leading SaaS and consumer software companies. Prior to joining Fullcast, Jason was the Co-Founder and CEO of Atrium, a data-driven sales management platform acquired by Fullcast in 2025. Before Atrium, he co-founded TalentBin, a pioneering talent search engine and recruiting CRM, which was acquired by Monster Worldwide in 2014.

Peter Kazanjy

Atrium Co-Founder

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Peter Kazanjy is an entrepreneur, author, and go-to-market expert with deep experience guiding early-stage SaaS companies from product/market fit to scalable revenue growth. He is the Co-founder of Atrium, a sales performance analytics platform acquired by Fullcast in 2025, and the author of Founding Sales, the widely used handbook for startup founders building their first sales teams.

Guy Rubin

Ebsta Founder

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Guy Rubin is a seasoned entrepreneur and sales technology leader with over two decades of experience helping B2B revenue teams scale. He is the Founder and former CEO of Ebsta, a leading revenue intelligence platform for Salesforce and HubSpot customers, which joined Fullcast in 2025. At Fullcast, he continues to advance the role of revenue intelligence within the broader RevOps operating system.

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