In this episode of GTM by the Numbers, host Brandon Redlinger chats with Kathleen Booth, SVP of Marketing & Growth at Pavilion, about the evolution of GTM strategy through the lens of media. Kathleen shares why she’s betting big on building an owned audience, how Pavilion is treating its media brand as a standalone subsidiary, and why YouTube could be the next frontier for B2B content.They dive into the metrics that actually matter when running a media-first GTM play, the differences between broad-based versus niche podcast distribution, and the challenges of proving out audience growth to CEOs who want fast results.What you’ll hear in this episode:Why owning your audience is the ultimate GTM moatHow Pavilion is experimenting with YouTube for audience growthThe KPIs Kathleen is tracking to measure media ROIWhy different podcast formats succeed on different platformsThe tension between leadership expectations and actual GTM executionIf you’ve been wondering whether your GTM strategy should look more like a media strategy, this episode will give you both the frameworks and the inspiration to start.Resources mentioned in this episode:Pavilion: The world's #1 private community for GTM leaders https://www.joinpavilion.com/TopLine Podcast: Pavilion’s podcast that is being used as a pilot for YouTube audience growth.https://www.joinpavilion.com/topline-podcastKyle Norton: CRO of Owner.com (and past guest on Ep 2 of GTM by the Numbers). Mentioned in context of other Pavilion podcasts.https://www.joinpavilion.com/the-revenue-leadership-podcasthttps://youtu.be/xWwDW4WLFz0?feature=sharedSaaS Talk with Ray Rike and Dave Kellogg: A podcast that provides practical strategies and metrics for improving B2B SaaS companies' revenue growthhttps://www.benchmarkit.ai/saas-talkGTM Summit: industry event both Brandon and Kathleen planned to attend. https://attendgtm.com/Connect with Kathleen on LinkedIn: https://www.linkedin.com/in/kathleenslatterybooth/Connect with Brandon on linkedin.com/in/brandonredlingerSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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