James Kaikis sits down with Elaine Zelby, Co-Founder & CRO of Tofu, to explore how evolving buyer behaviors are reshaping SaaS go-to-market strategies. Elaine discusses the demand for self-education, validation, and hyper-personalized experiences, sharing Tofu’s approach to using AI for scalable buyer journeys. Together, they unpack aligning sales, marketing, and CS for seamless customer experiences, breaking down silos across GTM functions, and incentivizing teams on shared revenue goals. This episode is packed with actionable insights for SaaS leaders to meet buyer demands, foster alignment, and thrive in today’s competitive market.

Jump into the conversation:

(00:00) Welcome to the Episode

(01:01) Elaine’s journey from mechanical engineering to VC to Tofu’s CRO

(08:45) Evolving buyer behaviors

(15:20) Personalization at scale: Using AI to tailor buyer journeys

(22:50) Breaking down the silos: Aligning sales, marketing, and CS teams

(29:15) Collaborative incentives: Tying revenue goals to GTM alignment

(35:40) The future of SaaS GTM: Fewer tools, better data, and leaner teams

This episode is sponsored by TestBox. Please visit www.testbox.com to learn more!

This episode originally premiered on The New GTM Playbook. Watch the original: www.testbox.com/gtm

Watch This Episode on YouTube: https://youtu.be/xZZ5nJLF8zA

Follow Elaine on LinkedIn: https://www.linkedin.com/in/elainezelby/

More from The GTMshift: www.gtmshift.com

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Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/