{"id":9018,"date":"2026-05-12T14:54:26","date_gmt":"2026-05-12T04:54:26","guid":{"rendered":"https:\/\/firmable.com\/resources\/paul-perretts-exits-and-what-he-learned-about-b2b-go-to-market\/"},"modified":"2026-05-14T08:54:35","modified_gmt":"2026-05-13T22:54:35","slug":"paul-perretts-exits-and-what-he-learned-about-b2b-go-to-market","status":"publish","type":"resource_post","link":"https:\/\/firmable.com\/sg\/resources\/podcast\/paul-perretts-exits-and-what-he-learned-about-b2b-go-to-market\/","title":{"rendered":"What two $1.5B+ exits taught Paul Perrett about modern B2B go-to-market"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<!-- Firmable \u2013 Podcast Platform Badges -->\n<!-- Drop this snippet wherever you want the badges to appear on your blog post -->\n\n<style>\n  div.podcast-listen {\n    display: flex !important;\n    flex-direction: column !important;\n    gap: 8px !important;\n    margin: 1.5rem 0 !important;\n    font-family: Arial, sans-serif !important;\n  }\n\n  div.podcast-listen p.podcast-listen__label {\n    font-size: 12px !important;\n    font-weight: 600 !important;\n    letter-spacing: 0.08em !important;\n    text-transform: uppercase !important;\n    color: #888 !important;\n    margin: 0 0 0 0 !important;\n    font-family: Arial, sans-serif !important;\n  }\n\n  div.podcast-listen div.podcast-listen__row {\n    display: flex !important;\n    flex-wrap: wrap !important;\n    gap: 10px !important;\n    align-items: center !important;\n  }\n\n  div.podcast-listen a.podcast-badge {\n    display: inline-flex !important;\n    align-items: center !important;\n    gap: 10px !important;\n    padding: 13px 22px !important;\n    border-radius: 10px !important;\n    border: 1.5px solid #d0d0d0 !important;\n    background: #fff !important;\n    text-decoration: none !important;\n    font-size: 15px !important;\n    font-weight: 600 !important;\n    color: #111 !important;\n    transition: background 0.15s ease, border-color 0.15s ease, box-shadow 0.15s ease !important;\n    white-space: nowrap !important;\n  }\n\n  div.podcast-listen a.podcast-badge:hover {\n    background: #f7f7f7 !important;\n    border-color: #c0c0c0 !important;\n    box-shadow: 0 1px 4px rgba(0,0,0,0.06) !important;\n  }\n\n  div.podcast-listen a.podcast-badge svg {\n    flex-shrink: 0 !important;\n    display: block !important;\n  }\n\n  div.podcast-listen a.podcast-badge img {\n    width: 26px !important;\n    height: 26px !important;\n    object-fit: contain !important;\n    flex-shrink: 0 !important;\n    display: block !important;\n  }\n<\/style>\n\n<div class=\"podcast-listen\">\n  <div class=\"podcast-listen__row\">\n\n    <!-- Apple Podcasts -->\n    <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/episode-4-modern-go-to-market-is-broken-heres-how-to\/id1880190506?i=1000764612958\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\">\n      <img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/apple-podcast-150x150.jpeg\" alt=\"Apple Podcasts\" style=\"border-radius:4px;\"\/>\n      Apple Podcasts\n    <\/a>\n\n    <!-- Spotify -->\n    <a href=\"https:\/\/open.spotify.com\/episode\/3myTV8csAPjJaatssy4aBt?si=188502348b8a4411\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\">\n      <img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/Spotify_Primary_Logo_RGB_Green-300x300-1-150x150.png\" alt=\"Spotify\" style=\"border-radius:50%;\"\/>\n      Spotify\n    <\/a>\n\n\n    <!-- YouTube -->\n    <a href=\"https:\/\/youtu.be\/CTM5y_7Ba6o?si=1TV1Xsuv7rntboBy\" class=\"podcast-badge\" target=\"_blank\" rel=\"noopener\">\n      <img decoding=\"async\" src=\"https:\/\/firmable.com\/wp-content\/uploads\/2026\/03\/YT-podcastimage4-150x150.png\" alt=\"YouTube\" style=\"border-radius:4px;\"\/>\n      YouTube\n    <\/a>\n\n  <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-about-this-episode\">About this episode<\/h3>\n\n\n\n<p>Paul Perrett is one of Australia&#8217;s most accomplished B2B go-to-market operators. As COO at Aconex, he helped scale the business from $25M to $250M in revenue before its $1.6B acquisition by Oracle. He then took the CEO role at Message Media and drove a similar revenue journey before its $1.7B exit. He now brings that pattern recognition to Firmable as a key voice in the company&#8217;s go-to-market thinking.<\/p>\n\n\n\n<p>This episode covers the full arc: what Paul looks for when evaluating whether a business can become big, how he adapted his approach between the high-touch enterprise sales motion at Aconex and the high-velocity, data-driven SMB model at Message Media, and why the explosion of AI-powered outreach tools has paradoxically made relationships and trust more important than ever.<\/p>\n\n\n\n<p>Paul is direct about what most teams get wrong &#8211; treating go-to-market as a sales-and-marketing problem rather than a whole-of-business system &#8211; and shares what Firmable has learned building its own GTM engine in APAC. He also gets into attribution, measurement, what it actually means to hire first-principles thinkers, and why 70% of Firmable&#8217;s deals are now inbound.<\/p>\n\n\n\n<p>If you want frameworks from someone who has built and scaled the real thing, not slides about it, this is the episode.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-key-topics-covered\">Key topics covered<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>[01:14]<\/strong> Why Paul started the B2B Sales Blueprint podcast &#8212; and what the ANZ go-to-market ecosystem is missing<\/li>\n\n\n\n<li><strong>[05:13]<\/strong> What Paul looks for in a company: real pain, addressable market, and a scalable GTM system<\/li>\n\n\n\n<li><strong>[07:01]<\/strong> Why go-to-market is a whole-of-business problem, not just a sales and marketing function<\/li>\n\n\n\n<li><strong>[08:51]<\/strong> How Aconex built a distributed sales organization across 40+ countries &#8212; and the hard lessons from going international<\/li>\n\n\n\n<li><strong>[11:51]<\/strong> The contrast between enterprise art and transactional science: Aconex vs Message Media<\/li>\n\n\n\n<li><strong>[13:49]<\/strong> How Paul used external data to map every construction project on the planet &#8211; the origin story behind Firmable<\/li>\n\n\n\n<li><strong>[17:37]<\/strong> Why AI-powered outbound has collapsed response rates from 5-6% to 0.05% &#8211; and what&#8217;s replacing it<\/li>\n\n\n\n<li><strong>[19:41]<\/strong> Ecosystem activation: how Firmable drives 70% inbound through community and trust<\/li>\n\n\n\n<li><strong>[20:22]<\/strong> The role of the SDR in a noisy market &#8211; and when outbound calling still works<\/li>\n\n\n\n<li><strong>[23:49]<\/strong> How to think about go-to-market measurement without getting lost in attribution debates<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-notable-quotes-about-b2b-go-to-market\">Notable quotes about B2B go-to-market<\/h3>\n\n\n\n<p>&#8220;As things get easier, they get harder. You would send 100 emails and get five, six, seven responses and you&#8217;re like, wow, this is amazing. And then, with the rise of AI and more and more sequencing, you&#8217;ve seen that 5 or 6% is now 0.5% or 0.05%.&#8221;<\/p>\n\n\n\n<p>&#8220;I think people are now almost going back old school &#8212; I&#8217;m going to ask someone what they think. You orientate back to brands, or you ask people. Or you listen to a podcast.&#8221;<\/p>\n\n\n\n<p>&#8220;The biggest mistake I think people make is don&#8217;t think about it holistically. Don&#8217;t think about it as sales or marketing. You&#8217;ve got to think about the whole.&#8221;<\/p>\n\n\n\n<p>&#8220;Enterprise selling in a way is a little bit of art. Whereas as you get more transactional, it becomes a bit more science.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-faqs-about-b2b-go-to-market-strategy\">FAQs about B2B go-to-market strategy<\/h3>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1778560898156\"><strong class=\"schema-faq-question\"><strong>What is ecosystem activation in B2B go-to-market?<\/strong><\/strong> <p class=\"schema-faq-answer\">Ecosystem activation is the practice of engaging your target community &#8212; sales leaders, operators, potential buyers &#8212; as participants rather than targets. Instead of broadcasting outreach, you create genuine touchpoints through content, events, podcasts, and referral relationships that make your brand a natural part of the conversation. Paul Perrett attributes 70% of Firmable&#8217;s inbound pipeline to this approach.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1778560918110\"><strong class=\"schema-faq-question\"><strong>How has AI changed B2B outbound sales?<\/strong><\/strong> <p class=\"schema-faq-answer\">AI has made it easier to send high-volume, personalized outreach at scale &#8212; which has flooded inboxes and collapsed response rates. Where automated email sequences once generated 5-6% response rates, many teams now see 0.05% or less. The practical result is that trust, referral, and brand-led channels have become disproportionately valuable relative to cold outreach volume.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1778560942945\"><strong class=\"schema-faq-question\"><strong>What does a scalable B2B go-to-market system look like?<\/strong><\/strong> <p class=\"schema-faq-answer\">Paul Perrett defines a scalable GTM system as one where you have clarity on your ICP, a repeatable set of inputs you can do consistently and grow, and a whole-of-business culture oriented around growth &#8212; not just a sales team with targets. It looks different at every deal size, but the common thread is that it is systematic, measurable, and not dependent on heroics.<\/p> <\/div> <\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-who-this-is-for\">Who this is for<\/h3>\n\n\n\n<p>This episode is for sales leaders, CROs, and founders at B2B tech companies who are scaling past early traction and trying to build something repeatable. It&#8217;s particularly relevant if you&#8217;re navigating the tension between outbound efficiency and declining response rates, trying to define your ICP more tightly, or wondering whether your go-to-market motion is as systematic as it needs to be to get to the next stage.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paul Perrett has led go-to-market in two of Australia&#8217;s biggest tech exits. In this episode, he gets specific: what scalable GTM looks like, why AI-driven outbound makes sales harder, and how teams must think about trust to cut through. <\/p>\n","protected":false},"author":12,"featured_media":9009,"parent":0,"template":"","resource_tag_cat":[],"resource_cat":[394,319],"type_cat":[393],"class_list":["post-9018","resource_post","type-resource_post","status-publish","has-post-thumbnail","hentry","resource_cat-building-a-b2b-sales-team","resource_cat-sales-prospecting","type_cat-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B go-to-market: Learnings from Paul Perrett&#039;s two $1.5B+ exits<\/title>\n<meta name=\"description\" content=\"Paul Perrett (Aconex, Message Media) on what works in B2B go-to-market today: ICP discipline, ecosystem plays, and why outbound has changed forever.\" \/>\n<meta name=\"robots\" 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