Velocity View is the monthly newsletter from Justin Panzer Consulting. Unpack GTM topics and unlock growth with insights from around the marketing landscape.
Building a GTM function into a perpetual growth engine requires structure and originality. Start by breaking bad habits; no tactics‑first marketing; tight ICP definitions, a consistent promise, high-ROI channels. Lock your message with a one‑sentence promise that customers would pay for. Build for scale with revenue math and a weekly cadence that turns wins into repeatable plays. Use tools to execute, not strategize — AI can speed the work, but humans choose where to be bold when faced with an ineffective status quo. Enable GTM as a system and growth compounds.
Want to learn more about the four building blocks of inevitable growth?
GTM BRIEFING: MARKETING MOTIONS AND GROWTH SIGNALS
Why a Marketing OS Converts Skeptics
A CEO recently told me that his company had "tried marketing a number of times without success." We're moving forward together because our conversation was different than those he'd had before. I refused to skip the foundations: ICP clarity, outcomes-first value props, locked messaging, revenue math, and a sprint-based operating cadence.
He said, "I'm really excited about this." We signed on to work together because the system made the path to results obvious. Tactics without structure won't get it done. Build the system first before spending on content and channels.
In The AI Driven Leader, Geoff Woods repeats a simple rule: AI is a thought partner, not a thought leader. It is a tool that can sharpen thinking and improve speed of execution, but business leaders should not be outsourcing their judgement or points of view.
This resonates in B2B marketing because as AI-generated material becomes more prevalent, there's an increased risk that AI models will start training on it.
That AI loop leads to low quality content that feeds the broader "enshittification" pattern - platforms optimize for themselves, users get less value, and trust diminishes.
As marketers, those of us who recognize that offers and messaging must have their foundations in value must remember that the interactions buyers have with our content and outreach must be equally as valuable.
Marketing with Intentionality: Meeting Founders at the TEDCO Entrepreneurship Expo
TEDCO's Entrepreneurship Expo is a great place for early-stage founders, economic development leaders, investors, and service providers to learn and connect. Attending events like this is a chance to help founders – many of whom are too early to hire a marketing partner or not ready to scale – consider stage-appropriate ways to build marketing with effective targeting, clear value props, and data-driven channel tests. The aim is to make the highest-ROI plays when resources are limited; something that often gets missed in startup GTM.
Revenue Math: The Model Behind Smarter GTM and Marketing-Sales
Alignment
In a recent post, I broke down the “revenue math” that keeps GTM teams aligned to the business and each other. In the case of a current client, we started with their targeted bookings goal for 2026 and the growth it represents over the current year. Using ACV, win rate, net retention, and sales cycle time as inputs, it's a relatively easy path to reverse engineer the GTM system to lock in goals on MQLs, deal volume, pipeline creation, and bookings. When the numbers balance, the budget does too.
In the 20 years since Steven Levitt and Stephen Dubner released Freakonomics, I have cited it dozens of times in discussions on marketing. That's because "exploring the hidden side of everything" mirrors the approach that I recommend when building marketing as a true growth engine: question the obvious, follow incentives, and test what actually changes behavior.
If you haven't read Freakonomics, or just haven't read it in a while, celebrate the 20th anniversary of its release by diving in.
Dave Gerhardt's Exit Five podcast is one of my go-to's for practical discussions on marketing that connects strategy and execution. Two recent episodes that I recommend as timely listens are:
Give the pod a listen and then head over to exitfive.com to check out tons of other content from their team and their extensive community of marketers.
