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What’s actually working in go-to-market right now? In this live panel from the GTM Fund AGM, three early-stage leaders from three exceptional companies—Centari, Atrix AI, and Gaiia—break down how they’re closing enterprise deals in some of the most challenging verticals: legal, pharma, and telecom. From viral LinkedIn content and founder-led dinners to the now-infamous "donut drop" strategy, this episode is packed with practical, first-principles GTM plays you won’t find in a sales playbook.
Kevin Walker (Centari) – Founder & CEO of Centari, a legal tech platform providing deal intelligence to large law firms and, soon, financial services. A former M&A attorney at Paul Hastings, Kevin brings deep insider knowledge to solving complex legal workflows.
Vera Kutsenko (Atrix AI) – Founder & CEO of Atrix AI, a platform helping medical affairs teams at pharma and med device companies capture and operationalize real-world insights. Vera has become a thought leader in AI for regulated industries—recently authoring a viral book on AI in medical affairs.
Steven Farnsworth (Gaiia) – VP of GTM at Gaiia and early GTM leader at Workato and Outreach. Gaiia is an end-to-end ERP, billing, and CRM platform for independent internet service providers (ISPs), tackling a niche but high-value market with massive infrastructure needs.
Discussed in this Episode:
Centari built trust with top law firms by pairing deep domain credibility with a thoughtful, relationship-driven sales approach.
Atrix AI sparked inbound demand by turning a single viral LinkedIn post into a full-length book on AI in medical affairs.
Gaiia chose not to hire SDRs, focusing instead on high-ACV deals and personalized outreach in a tightly defined TAM of telecom providers.
Gaiia’s “donut drop” strategy—personally delivering treats to rural ISP offices—created brand awareness and unlocked new pipeline.
Both Centari and Atrix AI scaled founder-led sales by hiring a Chief of Staff to operationalize and extend GTM efforts.
Atrix AI uses educational AI workshops to qualify buyers, build trust, and stand out in a noisy vendor landscape.
Centari combats pilot fatigue and skepticism in legal tech by showing deep empathy, hiring former lawyers, and proving value early.
Highlights:
03:00 – Why Atrix AI scaled founder-led sales with viral content and thought leadership
06:00 – The accidental (and wildly successful) AI & medical affairs book launch
08:00 – Centari’s early GTM strategy: legal empathy, cookies, and product conviction
11:00 – Gaia’s high-ACV model and why SDRs don’t make sense for their TAM
20:00 – The Donut Playbook: creating pipeline by showing up IRL
23:00 – Why Chief of Staff was a critical early hire for scaling sales ops
27:00 – How Gaia is thinking about building community in a slow-moving vertical
28:00 – What’s next: repeatability, vertical expansion, and community infrastructure
Guest Speaker Links:
Vera Kutsenko LinkedIn: https://www.linkedin.com/in/verakutsenko/
Stephen Farnsworth LinkedIn: https://www.linkedin.com/in/stephen-farnsworth/
Kevin Walker LinkedIn: https://www.linkedin.com/in/kpwalker1/
Host Speaker Links (Paul Irving):
LinkedIn: https://www.linkedin.com/in/paulsirving/
Where to find GTMnow (GTMfund’s media brand):
Website:
https://gtmnow.com/
LinkedIn: https://www.linkedin.com/company/gtmnow/
Twitter/X: https://x.com/GTMnow_
YouTube: /@gtm_now
The GTM Podcast (on all major directories): https://gtmnow.com/tag/podcast/
Sponsors:
Trinet
Founding a company is hard enough. Navigating payroll, benefits, and compliance shouldn’t slow you down. That’s where TriNet comes in. They work with startups and scaling businesses to help take HR off your plate, so you can stay focused on building product, growing revenue, and hiring great people - the go-to-market engine. B2B companies like Hivebrite and Equilend trust TriNet to help handle the infrastructure of their workforce, so their teams can focus on execution.
Learn more at https://trinet.com/gtmnow
UserEvidence
UserEvidence is the Customer Evidence Platform that lets you collect feedback, curate success stories, and create content that credibly proves the value of your product.
Learn more at https://userevidence.com/gtmnow
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