How GTM Teams Win More by Moving Faster with Kris Rudeegraap, Sendoso CEO
In this episode of the B2B Go-To-Market Leaders Podcast, Vijay Damojipurapu sits down with Kris Rudeegraap, co-CEO of Sendoso, to explore how modern go-to-market teams are evolving beyond traditional sales and marketing and why agility, creativity, and customer experience are now the real drivers of revenue.
Kris shares his journey from early entrepreneurial hustles and sales roles to founding Sendoso, a category-defining platform that transformed direct mail and gifting into a scalable GTM channel. Along the way, he reveals how identifying untapped channels became his competitive advantage and how that mindset shaped Sendoso’s growth.
The conversation dives deep into how GTM has shifted from a top-of-funnel obsession to a full lifecycle strategy, where post-sale expansion, customer engagement, and advocacy play a critical role in driving sustainable growth.
They dive into:
- Why go-to-market should include post-sale expansion, not just top-of-funnel acquisition.
- How the “growth at all costs” era led teams to ignore retention—and why that’s changing.
- The origin story of Sendoso and how direct mail and gifting became a breakout GTM channel.
- Why finding unsaturated channels creates unfair advantages in outbound.
- The three core GTM levers behind Sendoso’s growth: outbound, events, and content.
- How community and advocacy became a powerful, compounding growth engine.
- A real GTM success story behind Sendoso’s Clay integration launch, generating millions in pipeline.
- The shift from large SDR teams to AI-enabled outbound systems that produce more with fewer resources.
- How to think about AI agents, org design, and system redesign in modern GTM teams.
- Why agility—launching fast, killing what doesn’t work, and pivoting quickly—is the defining advantage today.
Kris’s core message is clear:
The future of go-to-market belongs to teams that can adapt faster than the market itself.
This episode is a masterclass in building a modern, adaptive GTM engine, combining creativity, systems thinking, and AI to stay ahead in an increasingly noisy world.