In this episode of Go To Market with Dr. Amy Cook, we're celebrating a major moment for Fullcast: our acquisition of Commissionly and the launch of Fullcast Commissions — the newest addition to our Sales Performance Management platform. This marks a significant leap forward for revenue leaders everywhere, particularly in the often-overlooked realm of commission planning.

Amy is joined by longtime friend and colleague Peter Shelton, Chief Revenue Officer at Fullcast. Pete has spent the last 20 years leading high-performing sales teams across both software and services, and he's one of the few leaders who truly understands the connection between comp strategy, sales motivation, and backend execution.

During this interview, Amy and Pete cut right to the chase by exploring why commission planning is so complex, what most CROs get wrong, and how Fullcast Commissions—built on the foundation of our acquisition of Commissionly—is changing the game.

If you're a CRO, RevOps leader, or anyone who's ever wrangled a messy comp plan — you won't want to miss this one.

If you think RevOps is just about tech stacks and KPIs, think again. In the latest episode of Go To Market with Dr. Amy Cook, we sit down with Keith Lutz—chief information officer and trusted RevOps advisor—to explore why relationships, not just reporting, drive real revenue success. Keith brings a unique perspective to the table, showing how empathy, trust, and cross-functional collaboration are the hidden power tools of high-performing GTM teams.

Keith’s journey isn’t your typical RevOps story. With experience that spans strategic planning and frontline execution, he’s mastered the balance between process and people. In this episode, he shares how modern RevOps leaders must go beyond governance to become partners across the organization—aligning with teams, listening first, and enabling smarter decisions through shared ownership of strategy and tools.

Tune in to hear why the future of RevOps is relationship-driven. Whether you’re a sales leader, CIO, or RevOps professional, this episode will give you a fresh perspective on what it takes to align your go-to-market teams and move with real momentum.

Behind every closed deal is a system, and Rob Stanger knows how to build it. In this episode, Rob joins Dr. Amy Cook to unpack what makes deals convert, why ICPs matter more than most teams realize, and how RevOps can help sales avoid costly funnel mistakes.

You’ll learn:

• What signals show a deal is healthy

• How to align reps with the right prospects
  Why chasing the wrong ICP can wreck your quarter

• What makes RevOps the real GTM command center

• Whether you're in sales, ops, or strategy, this episode delivers smart, actionable insight for high-growth teams.

Hit play and level up your GTM game.

What if the real GTM risk isn’t in your budget—it’s in your blind spots? According to Maxwell Nee—CEO, entrepreneur, and go-to-market advisor—most companies don’t fail because they’re underfunded; they fail because they’re misaligned.

From mismatched team dynamics to muddled messaging and compensation plans that reward the wrong things, risk is often baked into the foundation. But it doesn’t have to be.

In this episode of Go To Market with Dr. Amy Cook, Maxwell shares a smarter approach to building GTM strategies that are resilient, responsive, and ruthlessly focused. De-risking your go-to-market (GTM) strategy isn’t just about spending less—it’s about moving smarter.

Here’s how.

From fashion school in New York City to leading global go-to-market transformation, Nicole Farina’s career journey is anything but traditional, and that’s exactly what makes her perspective so powerful. In this episode of Go To Market with Dr. Amy Cook, Nicole unpacks how lasting change in RevOps starts not with tech, but with vision, strategy, and a team that sees the whole system.

You’ll hear Nicole’s take on:

• Why “planned agile” is the secret to balancing speed with purpose

• How separating systems from data unlocks smarter execution

• What makes a great RevOps team (hint: it’s more than titles)

If you're navigating complexity, leading change, or building a modern GTM engine, this episode is your roadmap.

Listen now to hear Nicole’s full story and insights.

Building a successful vertical strategy takes more than picking the right industries—it’s about timing, investment, and structure. On this episode of Go To Market, GTM advisor and RevOps leader Jared Barol joins Dr. Amy Cook to break down how he built a vertical maturity model that helped Salesforce scale smart.

From identifying industry signals to fostering startup-style teams within the enterprise, Jared shares what makes verticalization work—and when it doesn’t. Tune in for insights on scalable growth, collaborative ecosystems, and why “glocal” should be your next RevOps GTM buzzword.

What’s the secret to company scaling? According to Peter Ikladiouis, product-led growth pioneer and RevOps expert, it’s not about secrets or luck—it’s strategy.

Most companies talk a big game about growth, but few have the operational muscle to make it sustainable. That’s where Revenue Operations (RevOps) steps in.

In this episode of Go To Market with Dr. Amy Cook, Peter explains that RevOps drives efficient growth fast by aligning sales, marketing, and customer success. Think of it like a game of Snakes and Ladders: while others slide backward on outdated processes, RevOps leaders can empower GTM strategies to climb quickly toward scalable, repeatable success.

What makes RevOps so relevant right now? For Peter, it’s the realization that scaling is a formula, not a free-for-all. Growth used to be about throwing bodies at problems. It’s about building smarter systems that unlock revenue potential without burning out your team or your budget.

Learn how RevOps can provide the framework for disciplined, data-driven expansion—with no more guessing and no more gut feels—just aligned teams, clean data, and measurable progress. Because let’s face it. If you’re not thinking about how RevOps accelerates efficient growth for your business, you’re already falling behind.

What is your playbook? Is it a strategic weapon or another dusty checklist pretending to drive efficiency? Let’s call it what it is: too many RevOps orgs are tangled up in a mess of inherited processes, outdated documentation, and “collaboration” that’s really just chaos in disguise. Ghost SOPs, overlapping tools, five versions of the same workflow—no wonder teams are burned out and confused. If you haven’t ruthlessly audited and eliminated the redundancies in your system, what exactly are you scaling? Inefficiency? Confusion? Burnout?

Mason McMullin, VP of RevOps and Strategy, doesn’t sugarcoat it: visibility is everything. If your processes aren’t documented, shared, and owned, they might as well not exist. In his conversation with Dr. Amy Cook on Go To Market, Mason clarifies that real consolidation isn’t about moving documents into one folder. It’s about aligning OKRs, assigning ownership, and creating systems that work. Because if RevOps isn’t unified, it’s invisible. And if it’s invisible, your team is flying blind.

So what’s next? Start by listening to the full conversation with Mason McMullin, and then ask yourself: is your RevOps operation a growth engine, or a black hole? The difference is in the playbook.