#481 Go-to-Market Clarity in a Noisy World: Jan van Schuppen’s GTM Wisdom

The CTO Show with Mehmet Gonullu

In this episode, Mehmet sits down with Jan van Schuppen, a seasoned sales entrepreneur and founder of Ideas in Spades, who has led global B2B sales teams for over 30 years. They explore the biggest myths in go-to-market (GTM) strategy, the traps of founder-led content, how to balance automation with authenticity, and why selling before building is often the smartest startup move.

Whether you’re a founder looking for early traction or a tech leader rethinking your sales stack in the age of AI, this conversation cuts through the noise and delivers timeless, actionable GTM wisdom.

🧩 Key Takeaways:

• Why “sell first, build later” works in B2B SaaS

• The founder-as-content-creator myth—and what to do instead

• How AI tools and digital avatars can boost outreach and sales trust

• Why startups need fewer followers—and more qualified conversations

• How to train sales teams to blend automation with authenticity

• The future of sales in an AI-driven market (from both seller and buyer sides)

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🎓 What You’ll Learn:

• How to map out your GTM motion before product is finished

• Ways to convert your network into test users and early buyers

• How to avoid “spray-and-pray” tactics that waste founder time

• The 5/95 method for using AI in sales without losing your voice

• How to create trust-based outreach without overthinking algorithms

👤 About the Guest:

Jan van Schuppen is a sales strategist and founder of Ideas in Spades. After exiting his last company, Jan began helping founders accelerate their path to revenue through hands-on coaching and AI-powered digital sales solutions—including avatar-based training. He also partners with leading AI video platform HeyGen as a creative and enterprise sales advisor.

https://www.linkedin.com/in/janvanschuppen/

https://ideasinspades.com/

🔍 Episode Highlights:

[00:02:00] – What it means to be a “sales entrepreneur”

[00:04:00] – The one sales principle that never changes

[00:08:00] – How Jan coaches founders to unlock early revenue

[00:10:00] – Why founders don’t need to be content creators—but must be visible

[00:17:00] – The power of founder-led pilots and early feedback loops

[00:21:00] – AI outreach vs. authenticity: Jan’s 5/95 framework

[00:26:00] – Using digital avatars in sales follow-ups and proposals

[00:31:00] – How to build an audience without chasing algorithms

[00:36:00] – What AI means for future sales teams—and how to stay relevant