Module 2.1: What is Go-To-Network?

Note: This module includes a short multiple-choice question You’ll find the question at the top of this transcript and the correct answer at the very bottom. Read through the module first before scrolling down for the answer!

Question:

2. According to the module, why do warm intros outperform cold outreach?

           A) They help sellers write better email sequences

           B) They make sellers appear more persistent

           C) They build trust by coming through a known connection

           D) They guarantee that every deal will close

Transcript: 

If you could generate 25% more revenue from the same number of meetings, would you take it? What if I told you that warm intros, even if they make up just 15% of your meetings, could drive over 33% of your closed revenue? That’s not a hypothetical. That’s what the data shows from real sales teams using Go-to-Network.

And yet, most sales leaders are still pushing reps to increase volume, or they’re chasing some new AI-powered tool that promises to replace their reps and pump out even more volume.

Here’s the thing. GTN is about so much more than just referrals or asking for intros. A stronger network creates brand awareness, word-of-mouth, and affinity. These things only become more important as AI makes it easier for competitors to copy everything else.

Traditional go-to-market usually means blasting your message at your total addressable market. Cold emails, sequences, ads. Volume over value. Even if you’re using signals to narrow it down, you’re still relying on one-to-many blasts, hoping for a few positive replies among all the negative ones.

Go-to-Network flips that model. It asks: who already knows someone at my target account? Instead of going cold, you go through a warm path, a referral, a real connection. You’re no longer just another email in their inbox, you’re a name passed along by someone they trust.

That’s the difference. Instead of spending all your energy on writing the perfect message, you focus on finding the best messenger.

GTN is a system, not a one-off play. And it runs on a three-part flywheel: Engage, Connect, Amplify.

Engage is about creating two-way engagement with your network. At the crawl stage, start simple: engage with your ICP where they already are. Comment on their LinkedIn posts, join conversations in communities, show up at events. Don’t try to sell. Just engage.

At the walk stage, start creating and sharing content that’s relevant to your ICP. Now you’re not just showing up where they are, you’re pulling them toward you.

At the run stage, co-create content with your ICP. Invite them to dinner, host a podcast, co-write a blog, publish a research report together. When they help create content, it spreads naturally to more people like them.

Connect is about turning engagement into customers. To crawl, start tracking signals like job changes, social engagement, or activity so you can time your outreach. No more mass blasts.

At the walk stage, learn to multithread. Don’t just connect with one person at an account. Use your network to bring every stakeholder into the process.

At the run stage, involve customers directly in your sales process. Go beyond case studies. Proactively connect prospects with existing customers. Better yet, get customers to co-pitch or even lead a first discovery call. They can speak as a peer in a way an SDR never could.

Amplify is where the compounding effect kicks in. Once your network is engaged and connected, you can use it to accelerate growth. The simplest way to start: ask for intros at the end of discovery calls, regardless of the outcome.

I’ve turned plenty of “not right now” conversations into multiple new opportunities just by asking: “Do you know anyone else I should be talking to?”

Over time, move from open-ended intro asks to targeted ones. Use tools like Commsor to make it easier. Build a habit of checking for intro paths before defaulting to cold outreach. You won’t get every account this way, but even converting part of your pipeline through warm paths can transform your results.

Eventually, you can scale into formal referral programs that bring in customers, partners, and influencers. This is how you amplify the flywheel.

And the numbers don’t lie. A single warm intro is five times more likely to convert than cold outreach. Warm intros see a 50% meeting-to-opportunity conversion rate compared to less than 1% for cold outbound. No-show rates are 20–25% for cold meetings, but only 3% for warm intros.

Even better, 15% of meetings from warm intros can drive a full third of closed revenue. That’s because they close faster, close bigger, and churn less. The compounding is real.

And it doesn’t stop there. Referred customers are 40% more likely to make referrals themselves. The cycle feeds itself.

This isn’t about chasing more meetings. It’s about building better meetings. Stronger pipeline. Higher ACVs. Faster closes. Less churn.

We’ve spent years optimizing for tools. Now it’s time to optimize for trust.

GTN works because it mirrors how humans actually make decisions. I trust this person, so I’ll take this meeting. GTN isn’t about hacks or hero sellers. It’s about operationalizing the people around you and activating the network you already have.

Answer:

2) C

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