Cannonball GTM LiveStream Transcripts

Updated: June 15th, 2025

As a benefit for our paid subscribers, we now offer complete transcripts of our Cannonball GTM LiveStream episodes. These transcripts provide an incredible resource for marketers looking to implement our FIND methodology (Focus, Investigate, Narrate, Deploy) in their campaigns.

Why Transcripts Matter for Your AI Toolkit

Access to specialized content like our LiveStreams in text format unlocks powerful capabilities. Upload these transcripts to your favorite AI tools like Claude, ChatGPT, or Perplexity to:

• Train custom AI assistants that understand pain-based segmentation and permissionless value props

• Create personalized prompt libraries based on our frameworks

• Extract specific techniques and examples relevant to your industry

• Generate customized campaign templates based on our methodology

• Analyze patterns across multiple sessions to identify the core principles that drive successful campaigns

Our transcripts allow you to interact with this content in ways that video alone cannot, making our methodology more accessible and actionable for your specific marketing challenges.

Note: many subscribers won’t be able to view the transcripts prior to downloading them due to a quirk in how google drive shares some file types.

Episode Highlights

How We Generated 1,800 PVPs using the Shovels MCP Server (And You Can Too) - June 13th, 2025

This breakthrough session demonstrated the game-changing potential of Model Context Protocol (MCP) servers by generating 1,800 personalized value propositions for construction industry prospects in just one hour at seven cents per prospect. Doug and Jordan showcased their revolutionary four-column Clay workflow that connects AI directly to the Shovels database (170+ million building permits) through recursive agents that eliminate hallucinations by pulling real data rather than fabricating it. The live demo targeted International Builders Conference exhibitors, with standout results like the $144M Miami project PVP for 3A Composites USA that delivered independently valuable intelligence prospects would pay to receive. This session marks the transition from the "Expansion Era" of spray-and-pray tactics to the "AI Era" of recursive intelligence, where databases become conversational and every interaction delivers measurable value. The methodology extends beyond Shovels to any database (HubSpot, Snowflake, internal company data), representing the industrialization of pain-based segmentation at enterprise scale. As Jordan emphasized: "Deploy or die" - this isn't future technology, it's the new competitive baseline for B2B sales development.

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The Clinical Trial Approach to Message-Market Fit: How Kellen Casebeer Solves the Horizontal SaaS Problem We've Been Wrestling With - June 6th, 2025

Doug makes a crucial confession: while Cannonball GTM excels at vertical SaaS, horizontal business models have been their Achilles heel. Enter Kellen Casebeer from The Deal Lab, whose systematic methodology perfectly complements their pain-based segmentation approach. Kellen's framework operates as a strategic waterfall: Market (familiar clusters) → Segment (meaningful subdivisions based on communication differences) → Persona (context-dependent roles) → Angle (directional arguments you control). The breakthrough insight: treat campaigns as clinical trials where being wrong generates valuable data, not failure. Using 3,000 contacts split five ways, Kellen systematically tests market/segment/persona/angle combinations to find repeatable input behaviors that generate predictable outputs. The session demonstrates this with a Shovels database example targeting electricians with Tesla charger permit data—showing how the right angle to the right persona in the right segment creates genuine pattern interrupt. This methodology doesn't replace Cannonball GTM for vertical markets but provides the systematic message testing framework needed for horizontal plays, turning what was previously improvised into a scalable, testable process.

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From Zero to $855K ARR Opportunity: Mapping Transportation Logistics in Real-Time - May 30th, 2025

This deep-dive session demonstrated the power of the evolved Cannonball methodology by taking Doug and Jordan from knowing virtually nothing about carrier logistics to identifying $855K in first-year ARR opportunity for Numeo.ai in just 60 minutes. The episode showcased how Existential Data Points can map entire categories, evolving from the simple "utilization rate" concept to the more sophisticated "revenue leakage rate" that captures the twin pressures of idle capacity and suboptimal rate negotiations. Doug's financing background with Arkansas Best Freight provided industry context while Jordan's pattern recognition identified key data markers including after-hours opportunity (small carriers miss 30-40% of profitable loads between 6 PM-6 AM), rate arbitrage gaps (human dispatchers accept first offers 73% of the time under pressure), and compliance data opportunities. Claude's AI assistance proved transformative, synthesizing 47 different data sources to reveal that a typical $2M revenue carrier loses $300,000 annually to revenue leakage—creating genuine existential pressure that makes Numeo's agentic freight broker platform essential rather than optional. The session resulted in five scored pain-based segments and demonstrated how framework beats industry knowledge when combined with AI-amplified research capabilities.