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About Guest

Eric Gilpin is the President of Go-to-Market at G2, the world’s largest software marketplace helping businesses make confident software buying decisions. He leads G2’s unified go-to-market organization, aligning marketing, sales, customer success, partnerships, enablement, and revenue operations under one strategy. With more than 20 years of experience building and scaling technology businesses, Eric brings expertise in marketplace growth, customer-focused revenue strategy, and navigating changing buyer behavior in the age of AI.

In this episode…

Go-to-market leaders are navigating faster shifts in buyer behavior, technology, and competition while still being expected to deliver consistent revenue. That makes adaptability just as important as execution. How can GTM teams evolve without losing focus on what drives growth?

As a seasoned go-to-market and marketplace leader with more than two decades of B2B experience, Eric Gilpin believes the answer starts with prioritization, customer focus, and a willingness to keep learning. He recommends concentrating AI investments on the areas with the clearest business impact, rethinking demand generation around how buyers now discover software, and using real customer outcomes to stand out in a crowded SaaS market. Eric also emphasizes growing existing accounts, understanding customer unit economics, and creating more opportunities for meaningful customer conversations. For modern GTM leaders, sustainable revenue growth comes from adapting quickly while staying grounded in measurable customer value.

In this episode of the Revenue Engine Podcast, Alex Gluz chats with Eric Gilpin, President of Go-to-Market at G2, about modern go-to-market leadership. Eric explores AI-driven buyer behavior, balancing transformation with revenue goals, and using customer stories and results to stand out. He also discusses account growth, ROI-focused selling, and the renewed value of face-to-face customer engagement.

A glimpse of what you will learn

• [3:48] Eric Gilpin’s career journey, marketplace experience, and path to G2
• [6:35] What Eric sees changing fastest in SaaS and modern buyer behavior
• [10:51] How go-to-market teams can balance innovation with short-term revenue goals
• [15:40] The growing importance of customer trust and differentiation in crowded markets
• [21:44] Why Eric believes software companies need to rethink how buyers discover solutions
• [25:28] The changing role of GTM teams as AI reshapes everyday work
• [32:00] Growth opportunities through existing customers, stronger relationships, and in-person engagement
• [37:36] Eric’s leadership lessons around curiosity, listening, and adapting to change

Resources Mentioned in this episode

• Alex Gluz on LinkedIn
• T.A. Monroe Digital Agency
• Eric Gilpin: LinkedIn | Email
• G2
• Godard Abel on LinkedIn
• Flip: How to Turn Everything You Know on Its Head―and Succeed Beyond Your Wildest Imaginings – A Business Strategy for Bold Action and Lasting Competitive Advantage by Peter Sheahan
• “Build vs. Buy in AI: What Enterprise Teams Are Getting Wrong With Eric Williamson” on the Revenue Engine Podcast
• CareerBuilder
• Upwork
• Capterra
• Software Advice
• GetApp
• Gartner
• ChatGPT
• CallMiner

Quotable Moments

• “I think time is the biggest competitor, and that pace of change is just accelerating.”
• “And as knowledge workers or just people in the workforce, like we're going to have to constantly retrain and reskill.”
• “Humans that leverage AI are going to have outsized impact and like multiplier opportunities versus teams that don't.”
• “I think getting back in the field face-to-face is also going to be a big differentiator this year.”
• “And I feel like the people that are really standing out, like really understand, yeah, the ROI of their solution.”

Action Steps

1. Reengineer your go-to-market funnel around changing buyer behavior: As buyers increasingly begin their research in AI-driven answer engines, companies need to rethink discoverability, awareness, and conversion around where buyers actually start.
2. Prioritize AI initiatives based on measurable business impact: Focusing experimentation on the highest-value use cases helps teams modernize operations without losing sight of quarterly goals and core business priorities.
3. Use customer stories to create meaningful differentiation: Specific reviews, testimonials, and real-world outcomes can cut through generic AI messaging and give buyers credible evidence they can trust.
4. Invest more deeply in your existing customer base: With net-new business remaining difficult, stronger customer relationships, cross-selling, and new product opportunities can become critical sources of growth.
5. Connect every sales pitch to the buyer’s unit economics: Demonstrating clear ROI and tying your solution to company initiatives, revenue, or cost savings makes the business case far more compelling.

Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital. At T.A.Monroe, we build world class revenue engines for B2B SaaS companies. What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

1. We build highly effective marketing systems and scale their profitably through our demand generation strategies.
2. We think scientifically on how to scale your demand and revenue.
3. We bring decades of experience.

Email us at alex@tamonroe.com or visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.

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