6teen30 Digital, Inc.

In his Force and Friction Podcast episode, Santosh Sharan states: the traditional blog strategy is dead. Listen to the full conversation here: https://bit.ly/4kt398U Website traffic is down because people are going to company blogs less, they’re consuming content on social instead, like LinkedIn, YouTube. But here’s the shift: 1: Large Language Models (LLMs) are still scraping websites. While human traffic may decline, AI models are using blog content to understand brands, products, and positioning 2: Future AI agents will pull from these sources. The way LLMs interpret and present your company will shape buyer perception before a human ever visits your site 3: SEO is no longer the goal - brand perception is. Content strategy should now be owned by product marketing, ensuring that LLMs categorize and position your company correctly The takeaway? Your content must first be optimized for social to reach buyers, but also strategically placed on your website to influence AI-driven discovery. If you’re still treating blogs as an SEO play, this episode will change your approach. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #BuyerLedGTM #AIContentStrategy

A new Force and Friction Podcast episode is coming soon, featuring Cassandra Gholston, CEO of PartnerTap on how co-selling is redefining SaaS partnerships. Episode drops Tuesday 11th March When Cassandra launched PartnerTap, she knew one thing: the fastest way to scale wasn’t selling alone, it was finding the right partners. At Dreamforce she took a bold approach: 1: Instead of just hunting for leads, she identified companies with the same ideal customer. 2: She didn’t pitch, she fed leads to Impartner Software a larger, complementary tech provider. 2: Over time, that giving-first mindset turned into a major strategic partnership, leading to PartnerTap’s biggest customer at the time. The takeaway? Building partnerships is a long game. It’s not about quick wins - it’s about aligning with the right companies, creating value, and playing for the bigger picture. If you’re looking to scale through co-selling and strategic alliances, this episode is packed with actionable insights. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #CoSelling #PartnerTap

Nick Tomic from Face2Face.io on the Force and Friction Podcast episode is packed with real, tactical insights, like how he landed 65 discovery calls and closed 20 deals by automating his outreach to high-intent buyers. Catch the full episode here: https://bit.ly/40CTQKv Nick built a bot to scan Bubble’s RFP page, where 50+ software development requests were posted daily. Before AI tools like ChatGPT, most agencies relied on generic, bland proposals. Nick flipped the script, his bot would read the RFPs and send personalized, vision-driven pitches instead of the typical “check out our portfolio” approach. His method? 1: Identified real market demand 2: Automated highly targeted outreach 3: Focused on belief in the founder’s vision instead of just selling Out of 700 RFPs, he booked 65 discovery calls and closed 20 deals, proving that thoughtful automation + human connection = scalable success. If you're looking for smarter ways to generate high-quality leads, this episode is a must-listen. #ForceAndFrictionPodcast #RevOpsLife #GTM #UserFeedback #PMF #SaaS #AutomatedLeadGen

In his Force and Friction Podcast episode, Ben Wright, VP of Revenue at Sendspark tackles a question that never goes away: is cold calling dead? The truth? No single channel is king. Listen to the full conversation here: https://bit.ly/41EYZ6G Sales teams that rely only on one method, whether it’s cold calls, emails, or video are leaving revenue on the table. Ben’s key insight: - You don’t know what your buyer prefers until you test. - Some buyers pick up cold calls, others ignore email, some engage with video. - Omni-channel outreach is the only way to reach different preferences at scale. If you’ve written off video, cold calls, or any other channel, you could be missing your best prospects. The takeaway? Meet buyers where they are, not where you assume they’ll be. If you’re in sales or business development, this episode will challenge the way you think about outbound. #ForceAndFrictionPodcast #RevOpsLife #GTM #OmnichannelSales

The latest Force and Friction Podcast episode is live, featuring Santosh Sharan on how AI is dismantling traditional GTM strategies and reshaping market dynamics. This is a must-listen for anyone navigating the future of SaaS. https://bit.ly/4k0bNM9 Santosh lays out a bold prediction for the next 3-5 years: 1: The number of SaaS companies will 10x - AI will make it possible to build highly specialized software, Salesforce for lawn care, plumbing, and every micro-niche imaginable 2: AI will dominate buyer journeys - Seller-led GTM will still exist but will be AI-assisted, with agents guiding buyers through 80% of the journey before handing off to human reps for final steps 3: Big companies are in trouble - The competitive moats that allowed billion-dollar SaaS giants to dominate will fragment, leading to pricing pressure and a shift toward smaller, $10M-$30M companies thriving in niche markets 4: High-margin pricing models are disappearing - The next wave of successful companies will win by operating lean, frugal, and at lower price points - outpacing legacy providers For go-to-market professionals, AEs, and SaaS leaders, the shift is already underway. Those who embrace AI, adapt their strategies, and rethink traditional sales motions will be best positioned to thrive. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #BuyerLedGTM #AIinGTM

Nick Tomic’s Force and Friction Podcast episode continues to reveal game-changing insights for SaaS founders, this time, on how agencies are leveraging SaaS for lead generation. Catch the full conversation here: https://bit.ly/3ErzOuV Nick shares how his platform is gaining traction in two key areas: 1: SaaS founders looking to optimize product-market fit 2: Lead generation agencies that want to help their clients book calls faster What’s surprising? The strongest demand isn’t just from tech companies, it’s coming from service-based businesses like solar installers, HVAC companies, and electricians. These industries are actively searching for tools that reduce friction in their sales process, a massive untapped market for SaaS growth. The takeaway? Sometimes, the best opportunities aren’t where you expected them to be. If you’re building in SaaS, listening to market demand is just as important as building the product itself. #ForceAndFrictionPodcast #RevOpsLife #GTM #UserFeedback #PMF #SaaS #LeadGen

A new Force and Friction Podcast episode is coming next week, featuring Santosh Sharan, a leading voice in data and AI-driven GTM strategy. The Era of AI and Buyer Led GTM episode drops Tuesday 25 February In the episode, Santosh breaks down how generative intelligence is about to redefine how buyers make decisions plus much more! For the first time, AI is enabling a real understanding of products, vendors, and buying behavior, beyond just marketing claims. Santosh highlights these key issues: 1: SaaS churn is at an all-time high because buyers are making decisions based on vendor-driven content, not unbiased intelligence. 2: Every vendor claims to be "the best," leaving buyers without a true way to compare solutions. 3: AI is now shifting this, giving buyers the tools to make confident, qualified decisions—reducing churn and eliminating the endless cycle of switching vendors. We are entering an era where buyers will no longer rely on vendor-driven narratives, but on real, AI-powered insights. This episode is a must for anyone in B2B SaaS, GTM, and revenue leadership. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #GenerativeIntelligence #BuyerLedGTM #AIinGTM

The latest Force and Friction Podcast episode is live, featuring Ben Wright, VP of Revenue at Sendspark on how AI-powered video prospecting is changing the game for SDRs. Catch the full conversation here: https://bit.ly/41bPFXI For years, sales teams have been told that video prospecting is the key to higher engagement, but the reality? It’s been time-consuming and difficult to scale. Ben shares a true light bulb moment for sales leaders and SDRs when using sendspark to : - Upload a CSV of 100 contacts - Hit a button - AI creates 100 personalized videos in minutes What once took 5-6 hours can now be done effortlessly, freeing up SDRs to focus on high-impact activities. Instead of worrying about adding another tool to their overloaded workflows, sales teams can now seamlessly integrate video into their existing outreach sequences. If you’ve ever dismissed video prospecting as too much effort, this episode will change your mind. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #AIinSales #AIPoweredVideo

Josh Wagner continues his CheatCode on the Force and Friction Podcast episode with a vital insight: outcome-driven partnerships outperform technology-driven ones. Listen to the full episode here: https://bit.ly/4jwkBsN Sharing a story from a partnership event in Montana, Josh highlights a common issue: focusing too much on the implementation rather than the business impact. A partner might implement tools like HubSpot, but without tying the process to clear business outcomes, like boosting conversions or accelerating sales cycles - they miss the chance to deepen the partnership and deliver real value. Josh’s advice? Back up. Identify the why behind the implementation and align your upsell or services process to the outcomes that matter most to the customer. Don’t pitch more tech, pitch results that solve meaningful problems. If you’re ready to take your partnerships from transactional to transformative, this episode is packed with actionable strategies. The Go To Market Cheat Code Book is now available wherever you get your books! #ForceAndFrictionPodcast #RevOpsLife #GTM #GTMCheatCode #Partnerships

A new Force and Friction Podcast episode is coming soon, featuring Ben Wright, VP of Revenue at Sendspark on how AI-powered video is transforming GTM teams and customer engagement. Episode drops Tuesday 18th February. Ben challenges the common misconception that AI automation alone will drive results. Video, like cold email, still requires quality execution to be effective. Even with AI scaling the effort, you need: - Good lighting and sound - A distraction-free environment - A dynamic background that ties directly to the message AI can optimize workflows, but creativity, personalization, and effort still matter. If your GTM team is looking to leverage video at scale, this episode is packed with insights on making AI-driven video outreach work. #ForceAndFrictionPodcast #RevOpsLife #GTM #Partnerships #AIPoweredVideo