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What Is GTM Orchestration? (And Why Most Companies Get It Wrong)

What Is GTM Orchestration? (And Why Most Companies Get It Wrong)

by FULLCAST | Mar 3, 2026 | Uncategorized

Most revenue teams confuse having tools with having orchestration. They’ve invested in territory planning software, CRM systems, marketing automation platforms, sales engagement tools, and analytics dashboards. Yet despite this technology stack, they still spend...
GTM Engineer Job Description: What They Do, When to Hire, and How to Set Them Up for Success

GTM Engineer Job Description: What They Do, When to Hire, and How to Set Them Up for Success

by FULLCAST | Mar 3, 2026 | Uncategorized

GTM Engineering jobs in 2025 are up 205% from 2024, signaling that revenue teams are changing how they work. Yet as of July 2025, fewer than 100 people globally list “GTM Engineer” as their title. For RevOps leaders struggling to scale automation without...
How to Pilot Generative AI for an Elastic Marketing Model

How to Pilot Generative AI for an Elastic Marketing Model

by FULLCAST | Mar 2, 2026 | Marketing

A recent study shows that 92% of businesses plan to invest in generative AI, so it is critical to move from experimentation to strategic implementation. With adoption so widespread, the advantage now comes from how you connect AI to revenue. Most marketing teams...
What is GTM Engineering? The Discipline Transforming Revenue Operations

What is GTM Engineering? The Discipline Transforming Revenue Operations

by FULLCAST | Mar 2, 2026 | RevOps

GTM engineering jobs surged up 205% from 2024 to 2025, yet most revenue leaders still can’t define what GTM engineering actually means for their organizations. Some see it as a new job title. Others view it as glorified marketing automation. GTM engineering...
Market Opportunity Analysis: How to Identify and Capture Revenue Growth Opportunities

Market Opportunity Analysis: How to Identify and Capture Revenue Growth Opportunities

by FULLCAST | Mar 2, 2026 | Uncategorized

Most revenue teams face the same frustrating pattern: they analyze markets extensively but fail to translate those insights into executable GTM strategies that drive growth. This happens even as the US Marketing Analytics Market is projected to grow from $5.25 billion...
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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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