The Transaction
Welcome to The Transaction. The #1 Go-To-Market podcast on the planet.
Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market.
But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles.
Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode.
From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction.
About Your Hosts
Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie.
Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard.
The Transaction is produced by Sam Guertin.
- Update frequency
- every 7 days
- Average duration
- 50 minutes
- Episodes
- 68
- Years Active
- 2024 - 2025
Solving the Go-To-Market Skills Crisis in B2B Sales with Chris Orlob, CEO of pclub - Ep 64
B2B sellers and sales leaders find themselves in the midst of an unprecedented Go-To-Market skills crisis at a time when budgets are shrinking and selling is getting harder.
Joining the show once agai…
10x Pipeline Using The New AI-First Go-To-Market Playbook with David Boskovic, CEO & Founder of Flatfile - Ep 63
The old go-to-market playbook is broken, but in this episode we have a B2B SaaS founder who has actually figured out the new GTM playbook to grow in the current market.
This SaaS savant is none other …
How To Show up in ChatGPT Results & More B2B Marketing Secrets with Sydney Sloan, CMO of G2 - Ep 62
80% of B2B buyers are already using AI in some part of their research process. Yes, you read that correctly, and we’ve got a special, repeat guest on the show to help you understand that shift in buy…
Building B2B Buyers’ Self-Confidence & Selling WAY More with Brent Adamson - Ep 61
Imagine you created a sales process so amazing that it was the only one customers actually enjoyed. Impossible? Today’s guest says no.
Returning once again to grace this humble GTM-focused podcast wit…
AI-Powered Cold Calling & SaaS Sales Strategy with Justin Michael & Charles Needham - Ep 60
What if cold calling isn’t dead—but everything we know about it is?
From dissecting permission-based openers to dunking on dated tactics, sales experts Justin Michael and Charles Needham make a bold c…
Explosive Growth of AI Startup Cursor 🔥 - The Direct Deposit - Ep 2
In the second episode of 'The Direct Deposit,' Matt Amundson and Craig Rosenberg dive into the astonishing growth of Cursor, a startup providing an AI code editor for software developers, that has se…
Actually Actionable Advice For Implementing AI with Jake Dunlap - Ep 59
Everyone's talking about how amazing AI can be, but there’s a real dearth of actionable advice on how to actually put generative AI to work for your sales, marketing, customer service, or other go-to…
What Made RevFest 2025 Such a Great B2B Event? - The Direct Deposit by The Transaction - Ep 1
1. We are testing a new The Transaction product - The Direct Deposit. The idea is to take something that happened that week and one host asks the other host 5 questions. The result is a 5 minute quic…
Founder-Led GTM, Growth Bets, & Why Stories Win With Scott Albro - Ep 058
Scott Albro is back in The Transaction hot seat—and he’s not here to play nice. Scott brings a flame-thrower to traditional playbooks, urging GTM leaders to experiment wildly, think like founders, an…
Overcoming Your 'Go-To-Market Midlife Crisis' with Craig & Matt - Ep 57
That’s right, no guest on this one, but not to worry, it’s just as insight-filled, yet off the rails, as all of our other episodes that you’ve come to know and love. Co-Hosts Matt Amundson and Craig …
Crafting an Exceptional Event Marketing Strategy with Amy Holtzman, CMO of CHEQ - Ep 56
B2B marketers keep making the same mistakes when it comes to events, only to end up asking why they didn’t see any ROI. Thankfully, we knew just the right person to help you improve your field market…
Inverting your Go-To-Market Strategy Thinking with Jordan Crawford - Ep 55
AI use cases & tactics are moving at a million miles per hour which can make it hard to adopt some of these amazing innovations into your go-to-market strategy. Thankfully, we knew just the guy to ha…
How to Implement AI in Your Go-To-Market with Matt Heinz - Ep 54
Matt Heinz, the President of Heinz Marketing, is a top 50 Sales & Marketing Influencer and a prolific thought leader in the B2B marketing space. Matt digs into why B2B marketers should invest more in…
Setting up Successful B2B SaaS Sales Development Orgs with Lars Nilsson - Ep 53
Not a long time ago in a Silicon Valley not too far away, the sales infrastructure of almost every startup was an immature, undisciplined mess… Until a certain former printer salesman turned up in to…
Building a Customer-Centric Go-To-Market Strategy with Lauren Goldstein - Ep 52
Most B2B brands (yes, probably yours) think that they’re ‘customer-centric’, and yet none of them ever stop droning on and on about their product and its ‘revolutionary’ features.
Lauren Goldstein is …
Insight-Driven Outreach Beats Personalization with Ana Leyva, Go-To-Market Advisor at Pear VC - Ep 51
Ana Leyva advises early-stage startups at Pear VC on their go-to-market strategy to help them build stunning sales motions that set them up to scale. Ana provides pre-seed and seed startups with her …
Selling to the Enterprise From the Start with Sheila Stafford, Founder of TeamSense - Ep 50
Sheila Stafford is the Founder and CEO of TeamSense and joins Co-Hosts Matt Amundson and Craig Rosenberg to dig into how to land enterprise clients as a startup, how to build out a B2B sales team fro…
Double Down on What’s Working & Stay Focused with Eric Spett - Ep 49
Is your main go-to-market channel driving sustainable growth? Good, double down on it, don’t start splitting up your resources into a bunch of other directions.
Eric Spett is the Founder and CEO of Sc…
Social Selling Secrets to Supercharge Your Sales with Sam McKenna - Ep. 48
It’s painfully pitiful what passes as personalized prospecting presently. However, we’ve got just the guest to help sales reps get back on the right track.
Sam McKenna is the Founder of SamSales Consu…
Steak Dinners Don’t Close Deals with Maria Boulden - Ep 47
You’ll be hard pressed to find a more energetic and experienced sales expert than our special guest, Maria Boulden!
Maria Boulden has spent over 3 decades creating and leading world-class sales teams …