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- Been in this startup game for 25 years 🙃
- I'm a cross-functional entrepreneur…
- I'm a cross-functional entrepreneur…
Articles by Jorge
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Jorge Soto shared thisA few people in my network need to see this. My friends Jim Payne , Dan Sack , and Jack Kern founded CloudX and are looking for their first marketing hire. This is a Marketing Lead role, but it’s not a “manage a bunch of senior directors and sit in meetings” kind of job. They’re looking for a builder. Someone who can own the story, write, create content, make product videos, launch things, work directly with the founders, and basically build the marketing function from the ground up. CloudX recently raised a $30M Series A, and the founding team previously built MoPub and MAX. This is a pretty unique opportunity for the right marketer. It’s remote in the US, with a preference for NYC. If this sounds like you or you know someone really good, take a look and reach out to Jim, Dan, or Jack. https://lnkd.in/eFrtjtkE
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Jorge Soto reposted thisJorge Soto reposted this2023-2024, AI was pitched to sales teams like it was magic beans. "This will solve every outbound problem!" Solve outbound for you? No. AI slop all over the place? Yes. Here is the deal: 1. AI slop is your advantage. Nail your messaging, then stand out 2. AI is critical to a successful sales/SDR machine. You own it, it doesn't own you. Use it right and win. Use it wrong and keep losing. John Barrows' (Founder & CEO, JB Sales) verdict at our Scale Venture Partners council session on sales-ready messaging: The tool isn't the problem, but the inputs are. If your sales messaging isn't landing, here's how he'd fix it: 1/ Use AI to be more rigorous For most sales teams, AI has only been a chaos multiplier. Copy the first answer, slap a logo on it, and hit send. What lands in prospects' inboxes is BLATANT AI slop. Our inboxes are overflowing with it. But for curious, high-performance teams, AI is a force multiplier. With the time saved, they go three rabbit holes deeper and collect better signals. If you use AI as a free ticket to be lazy, that's the problem, not the tool. 2/ Reevaluate your ICP before you feel the need to And this time, tighten it beyond the point it feels comfortable. Put a name to it. Industries are moving at lightning speed. Last quarter's priorities are history now. Even CIOs in healthcare and manufacturing don't have much in common beyond their title. Generic personas like "Sarah's in marketing, she likes to be creative" have lost steam. Get specific, down to what their day looks like. 3/ Set up the triggers Grab your top 10 customers getting the most value out of your solution. Dissect their accounts. What's common? Go to LinkedIn Sales Navigator and use the "Past Company" filter. Plug in those accounts. Now, if someone leaves one of those companies for another company that fits your profile, you get an alert and a much warmer lead. They may already know your product and understand its value. 4/ Familiarity beats the odds Best believe not every trigger event is a signal. Look at the point above. Besides the trigger event, the other qualifier was "know your product." "Cold anything right now is brutal," as John put it. If there's no familiarity, there's no leverage. So construct familiarity. Build a personal brand. Show up in front of them. Give them a chance to interact with you first. Then shoot your shot. 5/ Get the process down cold Here it is in plain terms: Nail down your ICP personas + industry, let's say VPs of Sales in SaaS → research their top priorities → identify the trigger events relevant to your solution → decide which component of your product aligns with that trigger or priority. There you have all the ingredients for your message. The full session also has the story John tells about 2023, when SVB collapsed and JB Sales went from $6M in revenue to zero in about 2 months. He prospected his way back with about 70 meetings booked in a single quarter: https://lnkd.in/dhBTtRVM
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Jorge Soto reposted thisJorge Soto reposted thisI’ve been waiting for today for a couple of years. 🥁 Today is Launch Day for Phave, a brand-new, AI-native marketing automation platform, created by the one-and-only Jon Miller. If I’m in your LinkedIn feed, odds are pretty good you already know and admire Jon. But just in case: Jon is one of the true OGs of martech. He was the co-founder and CMO of Marketo, shaping the marketing automation category from the get-go. He led the charge of ABM innovation with Engagio and then Demandbase. For two decades he’s been a renown speaker and writer on marketing and martech. And for the past couple of years, he’s been speaking *a lot* about what has broken with classic marketing automation — and what the opportunities look like for a new generation of those capabilities and the ways that marketers could/should/must leverage them. It was a not-so-subtle signal that Jon was likely to build that vision he was advocating for. And then about a year ago, Jon invited me to be an advisor for his new venture — Phave — that was going to build it. I don’t take on many such advisory roles, but this was one of those “you had me at hello” moments. Collaborating with Jon had been on my bucket list for ages, and even though my role as an advisor is small, I’ve been honored to play it. Every day since then, I’ve been itching to see it officially launched to the world. Today is that day. 🙌 The wait was worth it. Phave is *seriously cool.* If you want to take a look, simply Google “Phave”. Because I’m going to use my one call-to-action URL here to invite you to join me and Jon for a special session talking about what’s happening in marketing on the frontier of marketing automation — and Jon’s vision for how Phave rises to that opportunity. Sign up to join us next Tuesday, 1pm ET, here: https://lnkd.in/gyDn3Mnw Congrats and kudos to Jon and his entire team! Never a dull moment in martech. ♥️
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Jorge Soto reposted thisJorge Soto reposted thisTony Stark needed the suit to become Iron Man, and he didn't become a true superhero until he added Jarvis, the AI. But the human was always the last mile. John Barrows came to our Scale Venture Partners council to break down how sales teams can use AI to be like Tony. Leveled up, still the one in control.
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Jorge Soto reposted thisJorge Soto reposted thisHow do you measure that you're changing how people talk about you? Lena Waters didn't wait for a clean measurement model to make her case. Here's what she did instead: -Moved existing program spend into measurement -Took the brand effort global -Mapped a full year of scenarios: expanded events, a new narrative, and out-of-home placement Her measurement framework for the executive team: name the three to five things the company genuinely cares about, back with data along with qualitative signals you gather from other teams. Then bring the imperfect and the perfect data together, and be the person who shepherds the story through. Lena answers this question and more CMO hot topics on the B2B CMO Project podcast with Jon Miller and Sydney Sloan. Full episode in comments. #B2BCMO #B2BMarketing #BrandBuilding
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Jorge Soto reposted thisJorge Soto reposted thisWorlds collided on Thursday afternoon. I welcomed 50 founders from HubSpot’s UNBOUND conference to the Harvard campus. Using the HubSpot case, I taught the core principles of The Science of Scaling, and we designed Claude skills to help founders put those principles into practice, ironically spending the morning on the main stage at the conference with Stage 2 Capital LP and Head of Americas Enterprise at Anthropic, Michael Hartman. Yeah, that’s a mouthful. But the class session surfaced three important mistakes founders make when prompting AI to build their go-to-market foundations: 1. They define the ICP using only revenue-velocity metrics. Close rate, sales cycle, and ACV matter. But they tell only half the story. A strong ICP also accounts for post-sale outcomes: customer value creation, lifetime value, and the leading indicators of long-term retention. Most founders fail to include the latter in their ICP skills and prompts. 2. They treat the Leading Indicator of Retention as a one-time “speed to value” metric. Reaching initial value quickly is important, but it isn’t enough. The best leading indicator is a “forever metric”: one that continually evaluates whether the customer is extracting meaningful value from the product. 3. They overlook their earliest customer interviews when building the first sales playbook. Those first 20 interviews—conducted while deciding what product to build—contain some of the richest inputs for the sales playbook, specifically the qualification and discovery sequences. And that includes interviews with customers who were not a fit and ultimately fell outside the ICP. Few founders connect the principles of The Mom Test from Product Management 101 with discovery and qualification from Sales 101. But the execution tactics of sequential open-ended questions are almost identical. AI can help founders build stronger GTM foundations. But first-principles thinking still determines whether the output is useful—or simply an efficient version of the wrong answer. For more first-principles thinking on go-to-market, check out The Science of Scaling (available on Amazon). 100% of the proceeds are donated to mental health.
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Jorge Soto reposted thisJorge Soto reposted thisDecision maker v economic buyer. I rarely hear the term "economic buyer", most of the time I hear "decision maker". They are not the same. There is one stakeholder that drives 130% higher win rates. It's the economic buyer. Chris Orlob, CEO of Caliber (formerly pclub.io), explains what an economic buyer is (and what it isn't) at our Scale Venture Partners Sales Council 👇
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Jorge Soto reposted thisJorge Soto reposted thisWe've found a new way to speed up parallel Golang continuous integration workflows by taking advantage of the Golang build cache. Replacing GitHub's official 𝘢𝘤𝘵𝘪𝘰𝘯𝘴/𝘴𝘦𝘵𝘶𝘱-𝘨𝘰 action with a drop-in equivalent cut our test job runtimes by 69%. We're open-sourcing 𝗰��𝗼𝘂𝗱𝘅-𝗶𝗼/𝘀𝗲𝘁𝘂𝗽-𝗴𝗼 so you can do the same. Why does this matter? At the center of every "software factory" are the test suites and Continuous Integration (CI) jobs that ensure code changes won't break in production. If our tests run reliably, and quickly, on every change, we can build at fantastic speed without worrying about breaking things for our customers. If you want to run parallel Go CI jobs, give it a try — we’d love to hear how it performs for you. (Links in the comments)
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Jorge Soto shared thisAI search is becoming one of the first truly new customer acquisition channels in a generation. But too many brands are still treating GEO and AEO like traditional SEO. They are not the same. For the latest episode of #StartupsUnedited, I sat down with Todd Sawicki, Co-Founder and CEO of Gumshoe AI, to talk about his journey as a founder and what marketers need to understand about the future of AI search. We get into: • Todd's Founder Journey • Why Todd built Gumshoe • How the GEO and AEO market has matured • Why AI does not simply recommend the top Google result • How different buyer personas receive different answers • Why visibility is only the beginning • How content, citations, technical readiness, and sentiment affect whether AI recommends your brand It is not enough to know whether your brand appears in an AI response. You also need to understand why it appears, who it appears for, and whether AI actually likes and trusts your brand. We also talk honestly about the founder journey, the pressure of being a CEO, and why building something from zero to one can be both incredibly difficult and incredibly fulfilling. If you are a CMO, marketing leader, agency owner, or founder trying to understand GEO and AEO, this episode is for you. Watch the full conversation on YouTube, Spotify, or Apple Podcast - Search for #StartupUnedited #GEO #AEO #AISearch #GenerativeEngineOptimization #Marketing #StartupsUnedited
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Jorge Soto liked thisJorge Soto liked thiswent to a party last night at an airplane hanger. spoiler: didn't get on a plane. but got to hang with people that i've made some of the most genuine connections with. never made professional relationships like these: ☁️ Cliff Simon found his former cro role in RevGenius when he met Seamus Ruiz-Earle Bryan Elsesser 🤙🏻 and i have been bffs every time we see each other in-person since meeting through his time at SaaStr Ai? (he still needs to send our selfie together) Jacqueline-Amadea Pely and i have been friends for years now. first me her sister Desiree-Jessica Pely, PhD through rg and then in-person at a cool event in soho. Joshua Bailey met in nyc when he lived here and was running community for a company he's no longer at. got really close - like he helped me build my desk in my office with me (the one without much light) and was in my fitness accountability group with James Buckley. text message homie for sure. Rachit Kataria and i met on a sponsorship call but quickly grew into text message friends and caught up on community strategy last night. knew him since seed funding, and now he's on stages at ElevenLabs kickoffs. Perry Fetterman and i ran into each other on his way out. we once had a wild subway ride together coming back from a happy hour he threw. instant connection. he's probably coming to hang this friday in my office if schedules permit. Tamar Martirosyan i didn't get to hang with enough. we've talked shop in both our offices and just really connected around thinking differently. let's catch up asap in another brain dump session. she's spectacular. Christopher Gannon is the reason i don't have a job. knew him pre-revgenius, told me to stop looking as revgenius picked up steam. 1 of 3 recruiters i'd personally go to if i was looking for my next opportunity. have known his since before he had his 2 kids and it's been magical watching his family scale (along with his business). david chevalier (founder of surfe) is apparently not on linkedin atm but he came from france to chill in brooklyn and come to a bbq at my workspace. Morgan J Ingram and i didn't have a chance to chat much last night, but i used to show up the friday happy hours that Calvin Patterson IV (i think?) organized during covid. incredible human. Janet Gehrmann who i haven't seen since she walked with me in greenpoint and took pics in front of my apt. have known her since Scoop Analytics and have always admired her. Javier Ramírez Lugo and i just met like a couple months ago through Jorge Soto. this dude is everything. we've become quick friends and amped to do some ish together. Ryan Staley interviewed me on his old podcast probably 5 years ago. great catching up. And so many more... i was only there for like 1.5 hrs but apparently was super efficient and had many great convos. grateful for the relationships i've built with every one of them. thank you to Captivate Talent, Airspeed, Goodfit, and Dust for bringing everyone together.
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Jorge Soto liked thisJorge Soto liked thisWhen a customer asks ChatGPT about your category, what does it say about you? AI is quickly becoming the first place people discover brands. That means a chatbot, not your website, is often the one telling your story. On the latest episode of the Surfaced Podcast, our Head of Product Stan C. sat down with Steven M., Founder and CEO of Only Pretty People. Steven has spent 30+ years across engineering, digital, and agency leadership: CEO of Isobar UK, the first US CTO of R/GA, and global CEO of Barbarian. Today he advises startups, independent agencies, and AI platforms. A few things we got into: 🔍 Why an AEO / GEO strategy is now as essential as having a mobile app once was 🤝 How agency roles are changing as AI becomes part of every function 🧠 What synthetic panels and AI personas mean for customer intelligence 📣 A preview of Steven's Advertising Week session on big splash campaigns vs. always-on marketing 💡 How agencies can still prove their value when clients say, "I'll just ask ChatGPT" We also talk zero-click marketing, AI as your new salesperson, and Steven's predictions for 2027. 🎧 Available now on YouTube, Spotify, and Apple Podcasts. 📍 Heading to Advertising Week New York next week? Catch Steven live on Tuesday, October 6 at 2:30 PM at "Big Splash vs. Always On: The Great Creative Debate," part of Unplugged State of Mind at Virgin Hotels NYC. He'll be debating whether faster, higher-volume creative is building stronger brands or just creating more noise. Get the full details on his session here: https://lnkd.in/eCXXkytj #AEO #GEO #AISearch #GenerativeEngineOptimization #AnswerEngineOptimization #AIMarketing #BrandDiscovery #AgencyLife #MarketingStrategy #AdvertisingWeek #AWNY #GumshoeAI
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Jorge Soto liked thisJorge Soto liked thisThis is a BIG deal for Miami. For years we’ve talked about bringing more founders, investors, companies and capital to Miami. But the Carnegie Mellon University announcement adds something different: the ability to produce more of that innovation here. 3,500+ students. Nearly 300 faculty. Research labs. Venture studios. And one of the strongest universities in the world in computer science, AI, robotics and engineering coming to Wynwood. That changes things. Because ecosystems don’t get built by one company, one fund or one organization. They get built when the pieces start connecting: universities + talent + founders + capital + corporates + government. And I think that’s what makes this especially interesting for Miami. We already have an incredible position connecting the U.S. and Latin America. Now imagine more founders and companies from Brazil, Argentina, Mexico, Colombia and across the region coming through Miami and having access not only to capital and the U.S. market, but also to world-class research, technical talent and new company creation. This is a lot of what we think about every day at Mana Tech: how do we keep building the infrastructure and connections that make Miami work as a real platform for companies and entrepreneurs across the Americas? And personally, seeing this happen in Wynwood, on land that has been part of Moishe Mana’s vision for the neighborhood for many years, makes it even more special. Miami has gotten really good at attracting innovation. Now we have an opportunity to produce more of it here — and connect it to the rest of the Americas. Huge congratulations to everyone who made this happen. 👏 Excited to see what gets built from here. Check the Refresh Miami article link in the first comment
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Jorge Soto liked thisJorge Soto liked thisThis month at Hubspot Unbound, I sat down with Michael Hartman, Stage 2 Capital LP and Head of Enterprise Americas at Anthropic. Here’s what stuck out to me from our conversation: ** Humans will remain in the loop in sales - not simply because of what people can do, but because of what people must own. Humans will ultimately be accountable for decisions and outcomes, and that accountability is a critical reason the human role will endure. ** AI won’t eliminate human jobs so much as it will eliminate human-only jobs. Every role is moving toward some form of human–AI collaboration. ** Don’t wait for your company or school to teach you how to work with AI. Be proactive. Tinker, experiment, and learn on your own. That initiative will set you apart and help you stay near the frontier as it continues to move. ** Anthropic’s go-to-market team operates with a hybrid of traditional SaaS tools and newer AI-native applications, while still encouraging bottom-up innovation around new agents and skills. The optimal design is to continue to empower frontline employees to design skills and agents for themselves. But investing aggressively in counterbalancing operations to manage spend, identify redundancies, and assessing where new tools genuinely create efficiency. **Place greater weight on prior domain experience, creating stronger peer-to-peer connections between customer success teams and their customers, and taking ownership of the outcome, not merely the implementation. If you’re a Stage 2 LP or founder, Michael joins us again on November 10 at the Stage 2 Summit in Redwood City. If you haven’t signed up yet, now’s the time.
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Jorge Soto liked thisJorge Soto liked thisMy parents hit a significant age this past month, so I took them to dinner. I do this more frequently these days since 1) I moved them closer and 2) we have a lot less time together so I want to relish in what's left. One thing I like to do when we're together is ask them questions. A few weeks ago I asked them a simple question: If you could go back and give your younger self a few pieces of advice, what would you say? Not career advice. Not “10 ways to be more productive. The stuff you only really understand after living for a long time on this planet. Like me, I'm sure this resonates ... and is likely a good reminder of what really matters. 1. Don’t marry the wrong person. You can lose a lot of years being unhappy, and you may miss other people, experiences, and versions of your life along the way. 2. Don’t stay in a job you hate for too long. You can make more money. You can’t get the years back. 3. Take the trip. There will always be a reason not to go. Eventually, what stops you may not be work or money; it may be your health. 4. Stop worrying so much about what other people think. Most people don’t think about you nearly as much as you think they do. 5. Take care of your body before you have to (Truth). Strength, mobility, sleep, food, it all matters more later than you realize when you’re young. 6. Spend more time with the people you love while you can. Someday, you’ll miss the boring, ordinary moments more than you expect. 7. Say the thing. Tell people you love them. Apologize. Have the hard conversation. Don’t carry things for years that could have been said in five minutes. 8. Don’t keep waiting for life to start. After the promotion. After the kids get older. After you retire. A huge part of life is happening while you’re waiting for the “right time.” #lifelessons
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Jorge Soto liked thisJorge Soto liked thisExcited that Stanford Speaker Series / Podcast I co-teach with Ash Wallington, Emily Ma, & Saikat Chaudhuri got listed as a top 5 podcast for Disruptive Innovation! We kickoff our next season tomorrow with speakers Adam Nash (CEO, Daffy / Wealthfront); Eric Ries (Author, Incorruptible, Lean Startup); Vineet Edupuganti (CEO, Cogent), Michael Bernstein (Stanford CS Professor, CEO, Simile); Carina Hong (CEO, Axiom Math); Celine Halioua (CEO, Loyal); Lauren Kolodny (Founding Partner, Acrew Capital, Midas List VC) & Demi G. (CEO, Pika). You can join us on Weds @ 4:30 PM in Nvidia Auditorium. https://lnkd.in/g66FQ8x4 https://lnkd.in/gR8eisSm
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Jorge Soto liked thisJorge Soto liked thisNew episode of the Crew Podcast with Mark Roberge, co-founder of Stage 2 Capital. His journey is INSANE: 4th hire at HubSpot → CRO from $0 to $100M through IPO → Harvard Business School faculty → Stage 2, backed by ~1,000 GTM operator LPs. He wrote The Science of Scaling after going back through the IPOs and the bankruptcies and finding one pattern behind all of them: the wrong call on when to scale revenue and how fast. This one's for founders making their first sales hire, leaders setting next year's headcount, and reps diligencing their next company. Listen to the full episode, live everywhere!
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Jorge Soto liked thisStan's the man, and he's got a plan to... save you time.Jorge Soto liked thisGEO / AEO audits shouldn't eat up your week. At Gumshoe AI, we've built our expertise directly into the product. Our content, citation, and sentiment audits already handle much of the agentic work needed to create clear, actionable recommendations. You scan, you approve, and you move on with your day. Here's what that means for your team: ✅ More accurate measurement than other platforms ✅ A user experience that makes insights easy to act on ✅ Export options that let you bring the data into your own workflow The goal is simple. Understand where your brand stands right now, then use that insight to improve mention rates and the metrics that matter most to you. Our Head of Product Stan C. with the 411👇 #AIVisibility #BrandStrategy #ProductManagement #MarketingAutomation #GumshoeAI
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Jorge Soto liked thisJorge Soto liked thisGEO / AEO audits shouldn't eat up your week. At Gumshoe AI, we've built our expertise directly into the product. Our content, citation, and sentiment audits already handle much of the agentic work needed to create clear, actionable recommendations. You scan, you approve, and you move on with your day. Here's what that means for your team: ✅ More accurate measurement than other platforms ✅ A user experience that makes insights easy to act on ✅ Export options that let you bring the data into your own workflow The goal is simple. Understand where your brand stands right now, then use that insight to improve mention rates and the metrics that matter most to you. Our Head of Product Stan C. with the 411👇 #AIVisibility #BrandStrategy #ProductManagement #MarketingAutomation #GumshoeAI
Experience & Education
Licenses & Certifications
Publications
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The Sales for B2B Technology Startups Handbook [Kindle Edition]
Sales4Startups
Its focused on providing practical tips and advice to startup founders about sales.
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Male Body Image and Magazine Standards: Considering Dimensions of Age and Ethnicity
This study contributes to two theory streams by examining magazine use among males, along dimensions of age and ethnicity. First, social comparison theory (SCT) is invoked to examine how males use magazine images to benchmark the “ideal” male. Second, a developing theory of magazines as standard bearers for “the ideal woman” is modified to suggest that magazines also set standards for “the ideal man.” Findings of focus groups and interviews with two generations of males—Generation X and Baby…
This study contributes to two theory streams by examining magazine use among males, along dimensions of age and ethnicity. First, social comparison theory (SCT) is invoked to examine how males use magazine images to benchmark the “ideal” male. Second, a developing theory of magazines as standard bearers for “the ideal woman” is modified to suggest that magazines also set standards for “the ideal man.” Findings of focus groups and interviews with two generations of males—Generation X and Baby Boomers (BBs)—posit that such images tend to fuel males' eventual ambivalence toward their body. Two significant patterns were identified among the data: (1) authority of magazine standards and (2) competition.
Other authors
Courses
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Statistics
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Projects
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Sales Hacker Veterans Program Trainer
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The Sales Hacker Veterans Bootcamp is a 100% FREE two day intensive Sales Development Training designed to teach Veterans the necessary skills to find entry level B2B Sales positions at emerging Technology Startups. This program was put together by some of the top Sales Development Managers in B2B Sales and input from countless members of the Sales Hacker community from all around the world.
It is our goal to help bridge the hiring gap for veterans while providing quality candidates to…The Sales Hacker Veterans Bootcamp is a 100% FREE two day intensive Sales Development Training designed to teach Veterans the necessary skills to find entry level B2B Sales positions at emerging Technology Startups. This program was put together by some of the top Sales Development Managers in B2B Sales and input from countless members of the Sales Hacker community from all around the world.
It is our goal to help bridge the hiring gap for veterans while providing quality candidates to help scale company's across the Sales Hacker community.Other creatorsSee project -
Interview about Sales Enablement for Startups
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To help startup sales team, Sales4Startups.org interviewed me and shared a few of my tips about sales enablement and sales compensation for startups.
Other creatorsSee project
Honors & Awards
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Top 40 Sales Influencer at Dreamforce 2014
InsideSales.com
Featured at Dreamforce 2014 as being in the top 40 sales influencers by InsideSales.com. Spoke about the Psychology of Sales a Dreamforce breakout session.
Languages
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Sales
Native or bilingual proficiency
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English
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Spanish
Native or bilingual proficiency
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Geek
Full professional proficiency
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Portuguese
Elementary proficiency
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SaaS
Native or bilingual proficiency
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Techie
Native or bilingual proficiency
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