Build the Right GTM Engine: Hiring, Structure & Growth for SaaS Founders with Christopher Gannon

In a world where anyone can generate a “perfect” email with AI, does perfection even matter? According to Christopher Gannon, founder of Captivate Talent, what truly matters are the fundamentals: relationships, brand, and aesthetics. In this episode of the Grow Your B2B SaaS podcast, hosted by Joran from Reditus, Chris breaks down how startups should think about hiring go-to-market (GTM) talent, structuring teams, leveraging AI, and expanding into the US. This article summarizes their conversation into clear, actionable insights every founder should know.

Key Timestamps
(00:00) The Perfect Email Myth: Why Human Connection Still Wins
(00:55) Meet the Masters of B2B SaaS Growth
(01:31) Why Headcount Won’t Scale Your SaaS Revenue
(01:51) From Filling Seats to Building a GTM Powerhouse
(02:10) The Birth of Captivate Talent: A Founder’s Bold Pivot
(03:33) The $1M ARR Question: When to Hire Your First GTM Pro
(03:50) The Founder’s Dilemma: Sell It Yourself or Hire Early?
(04:58) The Brutal Truth About Early-Stage Onboarding
(05:39) Who Comes First—Sales or Marketing? The Real Answer
(05:54) Never Outsource Your Superpower
(07:20) Overhiring vs. Underhiring: The Startup Goldilocks Problem
(08:16) The Rolodex Trap: Why Big Titles Burn Startups
(09:22) Forget Titles—Hire for 12-Month Outcomes Instead
(10:15) Inside the Ideal GTM Team Structure for SaaS Growth
(11:08) The Secret Weapon: Your Customer Call Library
(11:39) AI Is Taking Over GTM (But Here’s the Catch)
(12:11) Beyond ChatGPT: How to Spot True AI Fluency
(13:48) Reditus Break: The Affiliate Engine Powering B2B SaaS
(14:11) How to Measure Real AI Impact in Your Workflows
(15:06) “At the Table or on the Menu?” AI Skills That Protect Your Career
(15:44) The Truth About GTM Hiring in a Post-Layoff World
(16:24) Why Relationships Beat Perfect AI Emails Every Time
(17:44) The Costly Mistake: Hiring an SDR for US Expansion
(18:10) The Founder-Led Playbook for Cracking the US Market
(19:09) The Full-Stack Expansion Model Every SaaS Needs
(20:22) Stop “Testing” the US with One Hire—Here’s Why
(22:08) PLG vs. Enterprise: When Remote Expansion Stops Working
(23:33) Why Big Logos Abroad Don’t Impress US Buyers
(24:24) US to Europe: How to Win with Local Talent and Presence
(25:29) The Hidden Legal Maze of US Hiring
(26:26) The Real Cost of US Expansion (and Cultural Fit)
(28:34) The Culture Clash: Vacations, Burnout, and Commitment
(29:21) Burn the Boats: The Only Way to Win in the US
(30:12) The Future of GTM: How AI Is Rewriting Hiring Rules
(31:16) From 0 to $10K MRR: Discipline Over Everything
(32:47) From $10K to $10M ARR: Hire Ahead and Pay for Talent
(36:49) Connect with Christopher Gannon and Captivate Talent