GTM is entering a new era-one defined not by gurus, frameworks, or playbooks recycled across decades, but by practitioners who build in public.
In 2025, influence in go-to-market is no longer earned through big stages or bold predictions. It’s earned through receipts:
- Screenshots of real campaigns
- Experiments with actual data
- Frameworks born out of quota, not theory
- Systems built on top of real customer conversations
- Creator-operators who communicate not to impress but to help people work smarter on Monday morning
This shift is reshaping careers, categories, and companies. And more importantly, it’s forcing the entire GTM ecosystem to evolve alongside them.
At nRev, we study these shifts closely. Not to chase trends—but because the future of GTM will be written by people who do the work and show the work.
Here are the operators pushing that future forward.
THE REDDIN DUO: BUILDING A MEDIA COMPANY DISGUISED AS A GTM TOOL
Mac and Katrine Reddin are no longer simply “founders of Commsor.” They’ve become one of the clearest examples of what founder-led media can look like when grounded in actual operating expertise.
Mac has emerged as the leading voice for the “go-to-network” movement—challenging outdated CRM assumptions and demonstrating how relationships, not records, drive revenue. His talks on customer conversations as a “network hack” cut through the noise because they’re anchored in field reality.
Meanwhile, Katrine has turned Commsor’s sales engine and content output into a masterclass in modern GTM. Her work on “Ashley & Katrine’s Infinite Revenue Playlist” has positioned her as a sales creator who actually ships meaningful insights—not clichés dressed up as advice.
Why they matter:
Mac and Katrine represent the future of founder-led creation: CEOs and GTM leaders who don’t just talk. They build, test, document, and share. Their work signals where B2B storytelling and category creation are headed.
THE VIDEO REVOLUTIONARIES
1. Melissa Gaglione — Turning Video Into a Revenue Channel
Melissa’s evolution from Deel AE to Head of Sales at Sendspark—and now corporate creator agent via Citrine—shows what happens when a practitioner understands video not as a tactic but as a medium. Her content works because she communicates like a former teacher and reporter: clear, human, memorable.
2. Rayna van Beuzekom — Redefining B2B Cinematics
Rayna has become the creative engine at Commsor, producing videos that feel nothing like the “training module” style that plagues B2B. She shoots like a filmmaker, not a marketer, and documents her creative process openly across cities and continents.
Why they matter:
Video isn’t the “future of GTM”—it’s the default language of attention today. Melissa proves video selling scales. Rayna proves B2B video can have soul.
THE SDRs WHO BECAME CREATORS (NOT INFLUENCERS)
3. Will Falkenborg — The Outbound Scientist
Booking 83 Director+ meetings in four months is not a stunt—it’s a system. Will’s “matching power” outbound approach and his unapologetically memorable hot dog emoji personal brand make him a standout among modern SDR leaders.
4. Junior Lartey — From SDR Leader to CEO
Now CEO at Selr.io, Junior creates with the perfect blend of humor, honesty, and tactical depth. His “scream for 20 minutes then regroup” post on closed-lost deals became one of the most relatable pieces of sales content online.
Why they matter:
These are not influencers cosplaying as sellers. They’re top performers whose content works because it’s field-tested, repeatable, and rooted in what they do daily.
THE GTM OPERATORS WHO ACTUALLY SHOW THEIR WORK
5. Natalie Marcotullio — The PMM Who Builds in Public
Natalie openly documents everything from freemium launches to sabbatical planning to her return to San Francisco. Her transparency around learning PMM on the job has made her indispensable to operators seeking clarity, not perfection.
6. Obaid Durrani — The Creative Engine of Clay
Obaid built HockeyStack’s content engine from $0 to $1.5M ARR with a two-person team, and now he’s rewriting what influencer marketing looks like at Clay. His “marketing songs” may seem like a bit—but they generate real reach and real understanding.
Why they matter:
They show what modern GTM wants: transparency, creativity, and practitioners who explain the “why,” not just the “what.”
THE COMMUNITY BUILDERS
7. Melissa Moody — Making Community Fun Again
With Matcha.so and Wednesday Women, Melissa is proving that community-led growth is less about “strategy decks” and more about shared experiences that genuinely matter. Her “Empowermint Cookie” moment says everything about her approach: human first, scalable second.
8. Leslie Barrett — Leading By Example
Leslie documented her hiring journey while eight months pregnant—then turned her customer marketing expertise into a platform for mentoring GTM practitioners. Her authenticity is her competitive advantage.
Why they matter:
They treat community as a product, not a social channel. They build spaces that generate revenue because they generate trust.
THE STRATEGIC STORYTELLERS
9. Lashay Lewis — The BOFU Architect
Lashay’s competitive analysis reports are industry canon at this point. Her work at BOFU.ai shows how bottom-of-funnel content can accelerate deals when crafted by someone who has actually carried a pipeline.
10. Katie Penner — Leading With Humanity
Katie’s ascent to VP of Sales Development, paired with the vulnerability she shares about her daughter’s 173-day NICU experience, demonstrates a new kind of leadership—one where humanity and performance coexist.
11. Zoya Segelbacher — Scaling SDR Playbooks
From Vanta to Hyperbound to her own consulting work, Zoya’s frameworks—especially her TitanX Blitz Calendar—are being implemented across teams, not just liked on LinkedIn.
Why they matter:
These operators don’t offer “tips.” They offer systems. And systems survive algorithm changes.
THE SOCIAL MEDIA STRATEGISTS WHO GET IT
12. Tameka Bazile — The Multi-Hyphenate Force
From TIME to Business Insider to a Clio Award, Tameka is redefining what it means to be both a corporate and creator professional. Her content about balancing a six-figure job and a six-figure creator business is a blueprint for modern career design.
13. Qetsiyah Jacobson — The Documentarian of Creation
Her newsletters, Instagram experiments, and behind-the-scenes posts of building creator systems from scratch are more valuable than any “growth hack.”
Why they matter:
They understand social as both art and distribution. Their work is shaping how brands and creators collaborate.
THE SALES LEADERS BUILDING MODERN TEAMS
Rohan Suri (Nooks), Vin Matano (Hat Tip), Sydney Senior (Deel), Travis Tyler (Motion), Tyler Washington (Apollo), Tenisha Griggs (37X)—each represents a different angle of modern GTM leadership. Together, they show the broadening definition of what a sales leader can be:
- Media-savvy
- Community-aware
- AI-fluent
- Multi-channel creators
- Operators who lead by showing, not telling
Why they matter:
They’re not waiting for permission. They’re building, creating, and distributing in real time—and exceeding quota while doing it.
THE SPECIALISTS WHO NAILED THEIR NICHE
14. Stephanie White — The Enablement Champion
Her ability to humanize enablement while delivering real performance outcomes has made her a go-to voice for modern GTM teams.
15. Sara Uy — The Cold Calling Powerhouse
Sara turned “Sara from Pareto” into a global training brand. Her content is proof that specialization accelerates credibility.
Why they matter:
Expertise is the new influence. And niche mastery beats generic visibility every time.
WHAT MAKES THESE VOICES MATTER TODAY
Across all categories, a pattern emerges:
🔹 They operate in GTM roles—not as detached creators
🔹 They document real processes, not platitudes
🔹 They build community as a strategic asset
🔹 They expand the industry beyond homogenous voices
🔹 They help practitioners solve real problems
🔹 They influence through clarity, not volume
This is why their impact lasts.
In a world crowded with noise, signal comes from operators willing to share their messy middle—not just their polished conclusions.
THE CRITERIA FOR THE NEXT 50 GTM CREATORS
At nRev, here’s what we believe should qualify someone for the next generation of GTM recognition:
- Actively in a GTM role
Not full-time creators disconnected from today’s realities. - Shows their work
Frameworks, data, recordings, experiments—not vibes. - Builds community
Facilitates conversation, not one-way broadcasting. - Represents underrepresented backgrounds
Our industry evolves through perspective diversity. - Demonstrates momentum
Not just posting—building something meaningful.
This is the future standard.
25 NOMINEES FOR THE NEXT 50
- Jared Robin — community-led growth
- Elena Verna — product-led strategy
- Belal Batrawy — sales culture critic
- Dale Dupree — creative prospecting
- Ashley Gross — enterprise sales excellence
- Sam McKenna — human-first selling
- Jen Allen-Knuth — challenger sales insights
- Nick Bennett — community builder
- George B. Thomas — technical marketing
- Rav Dhaliwal — operator-turned-VC
- Adam Fishman — growth leadership
- Jordan Crawford — RevOps clarity
- Roslyn LaBine — attribution & systems
- Spencer Sutter — sales operations
- Anthony Pierri — product marketing
- Asia Orangio — early-stage growth
- Erica Schneider — content clarity
- Kenny van Zant — European SaaS insights
- Ella Richmond — APAC GTM leadership
- Gia Laudi — bootstrapped growth
- Marcus Cauchi — sales integrity
- April Dunford — positioning mastery
- Michele Gosney — ethical GTM
- Devin Reed — content-as-product
- Anonymous GTM meme creators — industry honesty
THE FUTURE OF GTM CREATION
This movement isn’t about virality. It’s about utility.
The best GTM creators aren’t entertainers. They’re operators who make the rest of us better. They:
- Improve how teams prospect
- Sharpen how leaders think
- Redefine how buyers experience content
- Challenge outdated assumptions
- Share the experiments that didn’t work
- Build frameworks we can use tomorrow
At nRev, we believe the most influential GTM voices of the future will look a lot like the people on this list:
builders who document, not commentators who speculate.
And if there’s one thing this new era proves, it’s this:
The most valuable content in GTM doesn’t make you scroll—it makes you act.