Helping SaaS build trusted content with third-party expertise • Co-Founder @ AudienceLed • GTM & Partnerships Operator • Your buyer trusts 👉 People, brands, and places they already transact with. Activate them.

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, companies, & places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in less than 12 months → acquired

(And yes - I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor

I don't have an MBA, but since co-founding AudienceLed (my first business) in Feb 2025, we grew to $65k MRR.

Feb last year we closed a good month's start at ~$27k MRR. About 2.3x growth (in MRR).

MRR is nice, then we learned cashflow wasn't 100% (about 60% to start).

Since then, we've improved cashflow to ~80% and are aiming for 100% (thanks to Lauren Makielski).

Now we sit at $65k MRR ($780k annualized) contractually.

I reflected this weekend on what that means. Most businesses don't even make money in their first 6 months, even from seasoned business folk.

Since Feb of last year I have also:
- sold my home
- gotten engaged
- saw my brother get married
- went to Italy for another wedding
- went to Nicaragua for another one
- went to 2 conferences (out of pocket)
- planned a wedding (we'll my fiancé did most of it)
- had an offer accepted on a new home (firming conditions this week! 🤞)
- hired 3 people that were supposed to stay on and become partners but... life happens

... and of course interviewed hundreds of third party experts on behalf of our clients.

I am learning at scale. My brain is flooded with information across GTM and business at large.

AudienceLed is a conduit of knowledge share with, for, and through the ecosystem, funneled into our clients.

... and we have yet to even do our own marketing...

I am FIRED UP.

My grandma, who beat breast cancer twice, reminds me:
- buying/selling a home
- planning a wedding
- running a business
- having kids

... are all the top stresses of life.

Well grandma, I decided to take on 3/4 of those at once 😂

And I am grateful for the pain and effort this requires. 

Focusing on humanizing business and operationalizing relationships is worth it...

... every god damn hour of the day.

And I would not be here without the help of my network. Way too many to thank and show appreciation to... even if you've played a small part so far:

THANK YOU ALL SO MUCH! 🙏

And a big thank you to our clients, our partners, and of course our legendary team that gets deep into the trenches to deliver and manage the chaos... Rob, Lauren, Sam, Amy, Lydia, Dani, and anyone else who has been with us for the ride.

Happy Monday everyone. Much love.

If I can do it, so can you.

Get after it.

My entire career has been in go-to-market tech. Common Room has completely leveled up our craft. That's why I'm excited to share...

... that I get the honour to share that excellence - with and through people just like you - out to the market.

On Thursday Feb 26 @ 4PM ET we will have our first instalment of the new industry event "GTM Heroes Live" where you'll learn:

Real plays
From real customers
And real practitioners
With real experiences
And the real outcomes

AI is not coming for your job. But it will give you leverage.

I first came across Common Room during my time at Reveal (acquired by Crossbeam) and immediately thought about how data can be properly contextualized.

"This is exactly what partnerships needs to impact revenue..." I thought.

Then I dove in. Got an account. Created content with them. Became an advocate for them. And now we work together at AudienceLed.

Sales leaders and practitioners who are stressed to build pipeline do not need another data tool. They don't need more lines of commoditized information to weed through. They don't need another custom CRM field.

They need a place to take action. 
They need prioritized, contextualized information at the ready.
They need PIPELINE gosh darn it!!!

👉 AI doesn't need new gatekeepers.

The promise from other vendors has been leverage for everyone... but then they've created a "specialist trap."

They force you to confuse complexity with leverage. But complexity is a barrier, especially when it is outside of the system of action. 

Leverage should REMOVE work... not add additional headcount.

Common Room has built GTM AI that gives leverage. Not replacement of people. It solves for stale data, research time, CRM management, and figuring out who to prioritize, what to say, and when to say it.

We are going to show you how.

Right from the people - just like you - in the field.

If this resonates with you and you want content that actually moves the needle, join us this Thursday, February 26 @ 4 PM ET to hear from Saad Khan, Jacki Leahy 🪄... with a special appearance from Heath Barnett 🤙, your peers, and YOU.

Everyone is welcome on stage!

Let's figure this out - together.

Here's the link. Bring your hot topics and questions: https://lnkd.in/gS3_W4tP

The bar is so incredibly low. Treat buyers like humans. Respond in a timely manner, empowered by AI. I am deep into the GTM AI scene with the clients we serve. I'm seeing some things:

I just got back from Common Room's SKO. Holy. Moly. This team is on fire. Some of the brightest minds operating here.

Common Room has exciting updates you'll continue to see from people you trust - their customers, their partners, themselves, and allies in the space.

Everyone can buy data from the 5x5 Coop. Everyone can white label another providers intent data. But not every solution is contextualizing it and making sense of it like Common Room is.

Another team - Spara - is taking AI sales and marketing conversion and doing it the right way. Contextualized information, real time, right when you are asking questions and need more information. The implications are massive... take your signals (from Common Room and/or Sequel.io) and leverage that in real time in systems like Spara.

Sequel.io (not a client) taking event data and passing it to other places (pay attention here!). 

The list goes on.

Your buyers want:
- Real time
- Right time
- Right message
- Right relevancy

Spam cannons will not deliver that.

Enterprise and mid-market companies need to deliver a better EXPERIENCE as any vibe-coded app can give the same spot functionality.

Vibe-coded companies look for easy buttons. That's why they spam you.

The sea of noise only continues to grow... to break out of it you need to get intentional.

You need to focus on humanizing the buyer. 

At AudienceLed we are out here, in the field, executing at scale and plugging into all of these systems. 

Blog content on websites as playbooks from experts.

Round-up reports of complimentary brands (AEO + SEO benefits...)

Stories with customers delivered to accounts based on look-alike data + the right signals.

Ads being relevant because of better targeting (shout out Vector 👻!) + more human content.

Humanizing the buyer's journey requires activating the ecosystem.

Keep watching. I post weekly. Follow along. More content soon 👀

Content is your secret to inbound networking. It also increases your "luck surface area." Here's what I mean:

On a recent episode with Sam Yarborough and Jason Yarborough 🐻 on the Friends With Benefits Podcast I dug into my journey with content.

It has allowed me to meet people I would never have been able to meet.

It has gotten me new jobs and new roles.

It has allowed me to start a business.

It has gotten me direct $.

The more you are out there, the more people know you for something. 

And you don't need to be right all the time.

There are people that will be cheering you on in complete absolute silence all while they learn from you. Sometimes they never engage.

But they will still see the content... They will still learn...

Want to hear the full story? And learn how to do this yourself?...

Watch the episode:
https://lnkd.in/gwjPzTH4

Cold email reply rates? ~5%. Connect rates? Single digits. 70%+ of B2B buyers expect RELEVANT experiences before they engage...

The bar is low.
And yet… most teams are still blasting 'personalized' emails.

Or... even worse...
The system is hidden behind a gatekeeper (usually an expensive one).

Common Room's SKO taught me one important thing:
👉 Third-party data is a commodity and the market was sold a lie that it all needs to be 'engineered' together.

Their focus?

Creating the cockpit for revenue teams to actually execute. Not some siloed data centre that requires APIs or Zaps or a degree in data.

Make it make sense.
Make it easy.

Everyone has access to the same data.

Not everyone can:
- Resolve identity properly
- Contextualize that data
- Route and prioritize people intelligently
- Empower reps *in real time*
- And deliver a human experience at scale

I wrote this week about other solutions doing this well. Now, I'm hosting two top experts - in the field practitioners that the market trusts - on Common Room's new live series.

GTM Heroes Live 🦸‍♀️

A community-driven space to talk about what is actually working. 

From us. 
From the experts. 
From YOU.

First session:
Signals on signals on signals. What’s next?

I’ll be joined by Saad Khan and Jacki Leahy 🪄 to unpack:
- GTM AI done the right way
- Why data alone isn't enough
- And why gatekeeping cannot be the solution (your wallets depend on it)

Thurs. Feb 26 | 1pm PT / 4pm ET
https://lnkd.in/gS3_W4tP

If you care about building real GTM experiences that humanize buyers - not just engineered workflows treating them like a datapoint - join us.

"You're wrong, do this" will never work in an industry trained to click easy-buttons to build pipeline... especially when it no longer works.

Instead, we need to:
- Align with their incentives
- Integrate into their existing workflows + behaviours
- Still give them an easy button (perhaps even easier than before)

The first wave of partnerships failed.

Not because it was wrong. Not because it didn't work... but because it was being gate-kept with jargon and vendor-speak.

(I should know...)

I'm on a mission to change that - to create seamless integration of a buyer-first mentality into GTM motions. Through trust. Through the ecosystem.

Full convo with Olivier Roth and The Swarm 🔆 here: https://lnkd.in/gqD32yUF

Top GTM teams turn partner overlap + signals into ready-to-send emails. NOT showing up to a meeting saying "where are my leads?"...

Pipeline moves faster in the tools you already have.

In my recent piece with Crossbeam, I broke down what actually makes AI useful in B2B sales.

No 28 step workflow with a dissertation of a prompt.
It’s better context.

Here’s the simple system I advise teams to run:
➡️ Pull second-party partner overlap from Crossbeam
➡️ Layer in first-party CRM data + third-party signals like funding
➡️ Let automation move it into the CRM and sequencer
➡️ Use AI to explain why it matters and draft the opener

Not as a Slack alert alone.
Not as a random CRM field.
But inside the rep’s existing workflow.

Sellers need to stay in rhythm.

In this flow, the message references a real partner their prospect already trusts.

Static data → active workflow.

AI is only powerful when it connects dots sellers don’t have time to connect.
Otherwise it’s just an email assistant.

In the article, I also break down:
✅ The 6 biggest mistakes teams make when introducing partner data
✅ How to make signals explainable so managers trust them
✅ The minimal stack I recommend to operationalize this
✅ A simple checklist to pilot ecosystem-powered AI without overwhelming RevOps.

If AI isn’t improving win rates or cycle time, it’s probably missing ecosystem context ;)

Full article here: https://lnkd.in/gu4s8Qd9

Thanks for having me Andrea V. + Crossbeam!

Julian Ivann

Centrical

• Spearheaded business development efforts, leveraging Nearbound signal data for warm introductions and referrals, resulting in increased revenue.
• Cultivated strong relationships with potential customers through community communication, acting as a brand evangelist for Centrical.
• Played a pivotal role in driving growth and revenue for Centrical, a leading AI-powered employee Performance eXperience platform.

We believe the frontline employee experience has the power to transform your business.

That is why our mission is to create a connected employee experience and make every moment actionable in a way that inspires and personally guides the success and growth of every individual.

Centrical takes Learning & Development, ties it to Performance, & wraps it in Gamification.
--
Centrical is an AI-powered employee Performance eXperience platform that provides organizations with a unified employee experience and drives best-in-class customer experiences.

The platform offers real-time performance management, adaptive microlearning, AI-powered coaching, quality management, and VoE solutions.

Centrical serves customers in 150 countries and has offices in New York, Tel Aviv, and London.

Our clients include multinational enterprises like Microsoft, Teleperformance, Synchrony Financial, and more.

Senior Director of Business Development & Partnerships

RevOps Co-op

Resources, content and community for those who ❤️ revenue operations.

Member

HYPCCCYCL

HYPCCCYCL is an invite-only, professional community where top B2B revenue leaders cross-train their GTM skills with VCs.

Brand30

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Use my affiliate link for 10% off! - www.brand30.io/a/t8uo4

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- Selected as one of the first 50 members, in the very first cohort class.
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Accelerate your sales career through coaching, mentorship and training!

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Founder

WorkSpan

Commercial Account Executive

WorkSpan is THE Ecosystem Cloud to automate & report on joint sales, marketing, & solution initiatives. Translation? We help companies partner up to offer awesome joint products & services—with the ability to engage, manage, & measure at scale. It’s as easy as connecting with your partners who are already on the network or inviting them to join the 2000+ companies that are running over $1B in managed funds & $60B of joint pipeline a year. 

Reach out if you're interested in learning how to automate and scale your co-selling business and 2x partner manager productivity.

I joined the Digital Business Go-To-Market Team to help launch a new business segment focused on quick wins. 

I'm primarily focused on helping MSPs, ISVs, and Software Integrators from startups to enterprises streamline and automate their co-selling and referral business with hyperscalers including Amazon Web Services (AWS), Microsoft Azure, and Google Cloud Platform (GCP).

I’m excited to be joining the #1 co-sell management network that empowers companies to turbocharge and scale their co-sell revenue growth. Partnership and Sales teams use WorkSpan’s secure SaaS solution to collaborate with partners on deals, exchange co-sell referrals from inside their CRM, manage shared pipeline, and track performance on a live dashboard.

WorkSpan is a privately held company backed by Mayfield, & as the industry’s leader in Ecosystem Business Management, we power the top 10 business ecosystems in the technology and communications industry today including Microsoft, Cisco, SAP, VMware, HPE, Accenture, Ericsson, Citrix, Red Hat, and others.

… and we're hiring! So if you're interested in what we're doing and think you'd be a fit, please message me directly.

Account Executive - Cloud Ecosystems

Scratchpad

Scratchpad is the fastest way to update Salesforce, take sales notes, and stay on top of your pipeline and daily to-dos. Fewer clicks. Beautiful experience. Designed specifically for account executives.

Get started for free. Setup takes less than 1 minute.
👉 https://scratchpad.com

We're hiring! If you're interested in what we're doing and think you'd be a fit, please message me directly.

Backed by Craft Ventures (David Sacks), Accel (Steve Loughlin), and prominent angel investors.

4.8/5 G2 Star Rating out of 675+ reviews.
Fall 2021 RevOps Leader.
Source: G2.com, Inc.
https://www.g2.com/products/scratchpad/reviews

Photo in Banner by Jonas Allert.
https://unsplash.com/@visuallert?utm_source=Scratchpad&utm_medium=referral

Special Projects

Flockjay

Partnerships Lead

Business Development Representative

Partnerships Associate

I was amongst the top 5% accepted into their prestigious Sales Honors Program from April-July 2019. After demonstrating 300+ hours of class and study time, I received a Tech Sales certificate of completion and was offered an internship position.

• Selected in the top 5% of all applicants for competitive 1:1 coaching in tech sales training program
• 300+ hours of lead qualification, outbound prospecting, customer research, and industry mapping
• Mastered techniques in multi-channel outreach, leaving effective voicemails, crafting persuasive email cadences, objection handling, time management, discovery calls, and BANT

Tech Fellow

I'm passionate about helping others and dream to make the world better than it already is. I love food so if we meet, let's go somewhere to eat. Live curiously.

Specialties: branding and identity, product development, business development, web design, front-end design, strategy, social responsibility, sustainability, purchasing

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Will Taylor

Julian Ivann

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