B2B Go-To-Market Leaders · 2026-05-28 · 58 min
Send us Fan Mail In this episode of the B2B Go-To-Market Leaders Podcast, Vijay Damojipurapu sits down with PV Bóccasam , advisor to private equity firms and veteran operator across enterprise software, venture-backed startups, and category-defining companies, to explore a radically different way of thinking about go-to-market. PV argues that go-to-market is not about sales motions, pipeline generation, or even positioning frameworks - it’s about one thing: reducing buyer anxiety and lowering the perceived risk of change. Drawing from decades of experience building and scaling enterprise software companies across identity governance, GRC, enterprise risk management, and private equity-backed transformations, PV shares how the best GTM leaders think less about “selling” and more about helping customers justify, adopt, and communicate measurable value internally. They dive into: Why GTM should focus on reducing customer risk, not maximizing seller activity. The difference between customer convictions and customer incentives - and why both matter. Why measurable proof is the only reliable way to break buyer inertia.
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