What Separates the Winners and Losers in GTM?

What actually separates high-performing revenue teams from the ones missing quota?

In this episode of Hit Your Numbers, James Bissell sits down with Adam Kay, CRO at GoodFit.io, to unpack why most go-to-market strategies are built backwards, and how that’s killing efficiency, focus and growth.

Adam shares hard-earned lessons from scaling VC-backed startups and explains why most revenue leaders still can’t clearly define their ICP. They dive into why throwing more AEs at a revenue problem rarely works, why most signal tools are misused, and how winners build predictable, repeatable engines before trying to scale. If you’re a CRO, VP Sales, founder or AE trying to build pipeline in a crowded, AI-saturated world, this episode will challenge how you think about market mapping, hiring, tooling and focus.

This isn’t about adding more tech. It’s about getting the fundamentals right.