Inside the GTM Trenches: Real Lessons from Vanta, RISE, and Alloy Partners

The final session of the Go-To-Market Summit brought together three sharp GTM minds for a fireside chat that was anything but fluff. Moderated by Nolan Bernard (Alloy Partners), with panelists Michelle Kidd (Vanta) and Pat Rodgers (RISE), the conversation was rich with firsthand experience, hard-earned lessons, and tactical insight from leaders who’ve scaled fast and learned what works.

Each panelist offered a refreshingly real take on how go-to-market actually unfolds in the trenches. Michelle shared how Vanta built early momentum by staying obsessively close to customers and using their feedback to shape the roadmap and messaging. Pat emphasized the importance of speed and urgency, especially in founder-led teams, and how staying focused on just one or two channels made a massive difference in traction.

The group discussed the myth of the perfect GTM plan. There’s no clean playbook – there’s a willingness to test, a feedback loop that actually informs decisions, and the courage to say no to the wrong audience. Nolan guided the conversation toward a central theme: GTM success is not about the size of the budget, it’s about how tightly aligned your product, team, and messaging are with the market moment you’re in.

Key Takeaways:

• Start with customers, not assumptions. Use feedback loops to shape your GTM.
• Focus on doing fewer things better. Pick one or two channels and go deep.
• GTM is messy. Embrace iteration, not perfection.
• Say no more often. Every customer is not your customer.
• Alignment beats activity. Your message, audience, and execution must be in sync.

This closing session brought the day full circle. If Jeanette opened with clarity and Wade injected emotion, this panel closed with wisdom. GTM is hard, but not impossible – especially when you stop trying to be everywhere and instead focus on doing the right things with the right people, at the right time.