The Mount Rushmore of Modern GTM Plays with Chris Balestras of Vibescaling

What does it take to win in go-to-market today?
Chris Balestras, co-founder of Vibescaling and creator of the GTMBA newsletter, has spent years advising early-stage startups on how to build high-impact GTM engines. In our latest Knocking to 10 episode, Chris shared his Mount Rushmore of GTM plays—the five tactics that consistently drive results for B2B startups—and why website visitors are the #1 play founders should focus on.

The Mount Rushmore of GTM Plays

Chris breaks GTM down into five key plays that work for nearly every early-stage B2B software company, from pre-seed through Series C:

1. Website Visitors → Auto Messaging
   Capture and act on signals from people already visiting your site. These are high-intent prospects actively seeking solutions—yet most companies let them slip away.
   
   
2. Competitive Follower Scrapes on LinkedIn
   Identify people following your competitors’ LinkedIn pages. They’ve already shown interest in your space—making them prime targets for relevant outreach.
   
   
3. Systemized Warm Intros
   Formalize and scale your warm introduction process through existing networks, advisors, and investors. Warm intros still close faster and better than any cold outbound motion.
   
   
4. Recent Job Changes in Your ICP
   Target prospects 3–6 months into new roles. They’re eager to make an impact and more likely to explore new solutions.
   
   
5. GitHub Scrapes (DevTools only)
   For developer-focused companies, GitHub activity can be a goldmine for identifying engaged users and buyers.
   

Why Website Visitors Are the #1 GTM Play

Chris argues that website visitors are the single most underutilized signal in GTM. When someone lands on your site, they’re actively exploring a problem you solve—making this the strongest intent signal you’ll ever get outside of a demo request.

“Anyone in your ICP hitting your website deserves at least a serendipitous touch. They’re already curious—so engage them while the interest is fresh.” – Chris Balestras

The winning framework?
Use tools like Knock2 to de-anonymize visitors, enrich them in real time, and trigger automated outreach via email or LinkedIn. Chris notes that response rates skyrocket when founders personally reach out, especially in the early days.

Founders are the best sales reps for their companies—people want to talk to the person building the product.

How to Win in the Age of AI-Powered GTM

Chris believes the best GTM teams today are “connecting signals with action.” Too many companies collect data—website visits, community activity, intent signals—only to let it sit idle in Slack or spreadsheets.

“Buying tools isn’t enough. The best teams operationalize signals into action—automating workflows so every high-intent lead gets followed up on.” – Chris Balestras

Instead of hiring large sales teams to brute-force pipeline with cold calls, lean teams are doing more with less, using tools like Clay and Knock2 to:

• Automate enrichment and routing of high-quality leads
  
• Personalize outreach based on real buyer intent signals
  
• Free up sales reps to focus on conversations that matter
  

This shift is redefining what “modern GTM” looks like—fewer reps, smarter workflows, and founders leaning in earlier to build authentic relationships at scale.

Key Takeaways for Founders and GTM Leaders

• Start with your website visitors. They’re the warmest leads you’ll ever get.
  
• Leverage competitive and intent signals. LinkedIn followers, job changers, and warm intros are high-impact plays that compound over time.
  
• Build lean, automated systems. Connect every signal to a next step—don’t let valuable data sit idle.
  
• Founders should sell early. Personal outreach from the founder dramatically increases response rates and accelerates learning.
  
  

Chris’s advice is clear: the future of GTM belongs to teams that are small, scrappy, and AI-powered.

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