The New Startup Go-To-Market Playbook

In this episode of Startup Success, Kate sits down with Marlena Sarunac , co-founder and fractional CMO at The Company Advice , a marketing firm for startups. They help startups clarify their category, sharpen their messaging, and build go-to-market strategies that actually convert. After leading marketing from Series A to Series B at Particle Health and driving go-to-market across highly technical industries, Marlena now helps founders turn complex products into compelling narratives that resonate with buyers and drive growth. She explains how tighter capital and AI-informed buyers are reshaping startup marketing — and what founders need to do differently today. We dive into: Why the traditional startup go-to-market playbook no longer works and what to do instead The risks of not clearly defining your market category How to develop consistent messaging that builds trust with both buyers and AI search models Why shared KPIs are key to aligning teams — from engineering to marketing — around growth How to uncover your startup's hidden growth blockers with their Friction Finder tool This episode offers practical frameworks for founders trying to break through crowded markets and build sustainable traction. If you’re working on refining your positioning, improving your go-to-market tactics, or scaling beyond founder-led sales, this one’s a must-listen. ----Stay connected with our host, Kate Adams, here on LinkedIn ! 🔗 Check out the Friction Finder tool here

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The New Startup Go-To-Market Playbook is an episode from Startup Success: A Podcast for Founders & Investors by Burkland.

This episode is 25:50 long.

This episode was published on Mar 24, 2026.

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