The Go To Market Cheat Code | Josh Wagner | S3:E9

Unlocking Growth: The Cheat Code for Go-To-Market Success with Josh Wagner

In this episode of Force and Friction, we welcome Josh Wagner, Co-Founder of
In Revenue Capital and co-author of the game-changing Go-To-Market Cheat Code book.

With decades of experience scaling SaaS businesses from $0 to $20M, Josh dives into the secrets behind building trust, leveraging partnerships, and accelerating revenue growth.

This conversation is packed with actionable insights for SaaS founders, GTM strategists, and revenue leaders looking to gain a competitive edge in today’s market.

Josh Wagner

In Revenue Capital

I am a non-traditional venture capitalist. I spent most of my career in a sales capacity, most recently with LeadMD, which was sold to private equity in 2021.

That led me to co-found In Revenue Capital, the first operator immersive venture capital firm. That simply means we invest money into companies and work really hard to help them grow.

Seed stage companies take money with the expectation that they will expand into true product market fit while finding go to market fit. Problem is they don't have the tools, resources or expertise to build out a go to market function. That's why we build the operator immersive model. Growth capital combined with the hands on expertise to grow.

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Here are the core areas we discuss in today's episode:

The Origins of the Cheat Code:

The cheat code began as a simple concept within Josh’s sales team at LeadMD:

“What’s your cheat? How are you going to win this deal?”

Josh explains how this mindset evolved into a framework for leveraging partnerships, solving customer pain points, and aligning with internal teams to drive measurable outcomes.

Building Trust at Scale: The Key to Sustainable Growth:

Josh emphasizes the importance of trust as the foundation of every successful sales, marketing, or partnership effort.

“Trust isn’t just built - it’s earned. The cheat code is about scaling trust through intentional strategies.”

From one-to-many relationships to personal connections, Josh shares how businesses can cultivate trust cycles that transform their GTM approach.

Partnerships Done Right: The Give-to-Get Mentality:

One of the core tenets of Josh’s success is the give-to-get mentality in partnerships. By delivering value upfront, businesses can unlock collaboration and mutual success.

“Partnerships aren’t about asking, ‘What can they do for me?’ Instead, focus on how you can create value for your partners first.”

Josh shares practical advice for qualifying partners, fostering alignment, and creating win-win scenarios.

The Go-To-Market Cheat Code Book:

Josh Wagner’s and Justin Gray's new book, The Go-To-Market Cheat Code, is a must-read for sales, marketing, and partnership leaders. Designed to simplify complex strategies, the book offers proven methodologies to build trust, scale efficiently, and achieve sustainable growth.

Discover your own cheat code to accelerate GTM success. Pre-order now or grab your copy on Amazon!

The Digital Mask and Earning
Buyer Trust:

Josh challenges the misconception that buyers rely solely on digital information to make decisions. Instead, he highlights the importance of human connection and partnership-driven referrals.

“People don’t trust ads, they trust recommendations from peers and partners. That’s where the real magic happens.”

This insight underscores the shift from transactional selling to relational, trust-driven ecosystems.

Navigating Partner Ecosystems: Lessons from the Field

Josh shares candid stories from his time building partnerships at LeadMD, including the setbacks and successes that shaped his approach. He emphasizes the importance of executive buy-in, partner alignment, and focusing on long-term outcomes.

“Not all partners are created equal. Qualify them like you would a customer to avoid wasting resources.”

Final Thoughts:

Josh Wagner’s insights reveal the transformative potential of trust-driven partnerships and strategic GTM motions.

Whether you’re a SaaS founder or a revenue leader, this episode is a cheat code for achieving scalable growth in a competitive landscape.

Interested in this subject further, check out Justin Gray's podcast interview on In Revenues Cheat Codes and Operator Immersive Capital S2:E4 here. 

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Your Host:

A little about Mike who hosts the show.  Please connect with us on LinkedIn we would love to have you as part of our professional networks.

Mike Midgley is the CEO at 6teen30 Digital, Inc. and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Force & Friction Podcast.

Mike has achieved successful six and seven-figure exits over a 30-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.

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