Driving Data-Driven GTM and Revenue Motions When the Market Won’t Sit Still
Speakers
Tina has over 20 years of experience in the data and analytics industry. Tina joined Fusable in 2022, bringing strategic leadership and expertise in propelling business growth through innovative data-driven strategies.
Prior to Fusable, she served most recently as the SVP of Shared Services at Dun & Bradstreet where she was committed to understanding customer needs to drive growth, forging client relationships, and implementing sales methodologies with client satisfaction at the core.
Tina holds a Master of Business Administration and a Bachelor of Science in Economics from the University of Delaware.
Constance Sayers is the President of Government Executive Media Group (GEMG), where she leads revenue growth and strategic programs across all GEMG brands. She is the visionary behind the launch of Route Fifty, an award-winning digital publication for state and local government leaders. Her innovative leadership in product development, marketing, and sales strategy has earned her a place on Folio’s “Folio 100” list of innovators in 2014 and 2015, as well as a spot among the “Top Women in Media” in 2015.
Before her current role, Sayers was Publisher of GEMG, where she helped launch the Defense One brand. During her time at National Journal, she managed high-profile partnerships with CBS News and ABC News for the 2008 and 2012 Presidential Elections, producing over 38 events and an award-winning mobile app. Her media experience also includes leadership roles at CQ/Roll Call, where she earned a Chairman’s Award for revenue growth.
Sayers is also known for her public service work, having co-founded the Service to America Medals (SAMMIES) and played a key role in the Excellence in Government Conference. She holds an M.A. in English from George Mason University and graduated Magna Cum Laude with a B.A. in Writing from the University of Pittsburgh.
Kate Spellman is a seasoned leader with a distinguished career in the media and events industry, bringing a wealth of expertise in driving growth, innovation, and strategic leadership. Currently, she serves as Chief Commercial Officer (CCO) at Questex, a role she assumed in August 2023 after serving as Chief Marketing Officer (CMO) from 2018 to 2023.
Prior to Questex, Spellman was President of Informa Engage, where she led revenue growth initiatives and strategic client engagement. During her time at Penton, she significantly elevated the company’s enterprise value by tripling it, while also driving marketing and data services revenue to an impressive $40 million.
With over three decades of industry experience, her visionary leadership has left a lasting impact across multiple organizations. Spellman holds a degree in Political Science, with a minor in Philosophy, from Ohio Wesleyan University.
SUMMARY
Revenue leadership in 2026 is increasingly complex, with non-linear funnels, noisy signals, and constant pressure to drive growth while maintaining profitability in an AI-accelerated environment. This panel brings together B2B and B2C leaders to highlight both the differences and common ground across their models—where B2C focuses on audience scale, trust, and advertiser outcomes, and B2B emphasizes high-intent demand, conversion, and retention. Across both, the unifying themes are the importance of first-party data, faster and more precise decision-making, and a shift toward value-driven engagement. The discussion underscores how organizations are rethinking pipeline metrics, leveraging AI for real operational impact (not just noise), restructuring commercial teams, and adopting disciplined strategies to balance growth with sustainable margins.
TRANSCRIPT
[00:00–00:02] — Framing the Modern GTM Environment
Revenue leadership is becoming more complex, with non-linear funnels, noisy signals, and increasing pressure for speed, precision, and profitability driven by AI.
[00:02–00:04] — Shift from Funnel to Real-Time Signals
Leaders emphasize moving away from traditional funnel metrics toward real-time, actionable signals and faster decision-making to stay competitive.
[00:04–00:06] — Experience as a Competitive Advantage
Customer experience—especially in sales interactions—is becoming a key differentiator, as AI levels the playing field on product and pricing.
[00:06–00:08] — ICP Focus & Saying No
Organizations are tightening their ideal customer profile (ICP), focusing on where they can truly win and avoiding “mushy middle” customers that don’t deliver long-term value.
[00:08–00:10] — New Metrics: Velocity & Churn
Deal velocity and churn are emerging as critical indicators of business health, replacing volume-based pipeline metrics that can be misleading.
[00:10–00:12] — AI for Insights & Operational Efficiency
AI is being used to unify fragmented data, identify risks (e.g., churn), improve forecasting accuracy, and automate repetitive GTM tasks.
[00:12–00:14] — Pricing & Business Model Disruption
AI is reshaping pricing models, moving away from seat-based or volume pricing toward value- and outcome-based approaches.
[00:14–00:16] — Build vs Buy & Tech Stack Consolidation
Companies are consolidating tools and increasingly building internal AI solutions, shifting from large, fragmented tech stacks to more streamlined, customized systems.
[00:16–00:18] — AI in GTM Execution
Use cases include AI SDRs, automated outreach, real-time engagement, and smarter pre/post-call workflows—freeing teams from low-value tasks.
[00:18–00:20] — Future of the Revenue Organization
The model is shifting toward “AI-powered, human-led” teams, where AI handles repetitive work and humans focus on strategy, relationships, and high-value decision-making.
Overall Takeaway
The future of go-to-market is defined by real-time data, AI-driven efficiency, and sharper focus on customer value—enabling organizations to operate with smaller, more strategic teams while delivering better experiences and stronger revenue outcomes.
