--- title: The Go To Market Cheat Code | Josh Wagner | S3:E9 description: Discover the secrets to scalable growth with Josh Wagner’s Go-To-Market Cheat Code strategies on the Force & Friction Podcast. image: https://mikejmidgley.com/hubfs/Imported_Blog_Media/Josh%20Wagner%20Podcast%20Hero-Jun-23-2025-10-21-27-5130-AM.png --- [![Mike Midgley - MASTER Brand - 1024](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20MASTER%20Brand%20-%201024.svg) ![Mike Midgley - MASTER Brand - 1024](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20MASTER%20Brand%20-%201024.svg)](https://mikejmidgley.com/) [![Mike Midgley - MASTER Brand - 1024](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20MASTER%20Brand%20-%201024.svg)](https://mikejmidgley.com/) - [Meet Mike](https://mikejmidgley.com/meet-mike) - [Speaking](https://mikejmidgley.com/insights/podcast/s3-e9/javascript;) - [The Strategy Compass](https://mikejmidgley.com/speaking-keynote-session/the-strategy-compass) - [Moonshot Thinking](https://mikejmidgley.com/speaking-keynote-session/moonshot-thinking) - 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[The OpenMike Podcast](https://open.spotify.com/show/3biOsAwSICgz6yRHsnOzTO?si=fb7921a1fb1e4c94) - [Force & Friction Podcast](https://mikejmidgley.com/insights/tag/podcast) [Partner with Mike](https://mikejmidgley.com/contact) [Mike J Midgley Insights](https://mikejmidgley.com/insights) Categories - [Podcast](https://mikejmidgley.com/insights/tag/podcast) - [Growth Navigator](https://mikejmidgley.com/insights/tag/growth-navigator) - [GTM RevOps](https://mikejmidgley.com/insights/tag/gtm-revops) - [Revenue Architecture](https://mikejmidgley.com/insights/tag/revenue-architecture) - [Boardroom Navigator](https://mikejmidgley.com/insights/tag/boardroom-navigator) - [Launch Navigator](https://mikejmidgley.com/insights/tag/launch-navigator) - [Turnaround Navigator](https://mikejmidgley.com/insights/tag/turnaround-navigator) [Podcast](https://mikejmidgley.com/insights/tag/podcast) Jan 21, 2025 • [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) # The Go To Market Cheat Code | Josh Wagner | S3:E9 [![F&F - Community Podcast Icon](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20-%20Community%20Podcast%20Icon-Jun-23-2025-10-50-20-4411-AM.png?width=100&height=100&name=F%26F%20-%20Community%20Podcast%20Icon-Jun-23-2025-10-50-20-4411-AM.png)](https://forceandfriction.6teen30.com/resources) [![F&F - Apple Podcast Icon](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20-%20Apple%20Podcast%20Icon-Jun-23-2025-10-50-31-1378-AM.png?width=100&height=100&name=F%26F%20-%20Apple%20Podcast%20Icon-Jun-23-2025-10-50-31-1378-AM.png)](https://podcasts.apple.com/gb/podcast/the-force-friction-podcast/id1516315339) [![F&F - Spotify Podcast Icon](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20-%20Spotify%20Podcast%20Icon-Jun-23-2025-10-49-47-2059-AM.png?width=100&height=100&name=F%26F%20-%20Spotify%20Podcast%20Icon-Jun-23-2025-10-49-47-2059-AM.png)](https://open.spotify.com/show/1nQRBuZDdtx2fBBpia2Ubn) [![F&F - Amazon Podcast Icon](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20-%20Amazon%20Podcast%20Icon-Jun-23-2025-10-50-30-0665-AM.png?width=100&height=100&name=F%26F%20-%20Amazon%20Podcast%20Icon-Jun-23-2025-10-50-30-0665-AM.png)](https://music.amazon.de/podcasts/a0fd412e-8dff-47d3-9d76-3ffbacef890b/the-force-friction-podcast) ## Unlocking Growth: The Cheat Code for Go-To-Market Success with Josh Wagner In this episode of *Force and Friction*, we welcome [Josh Wagner](https://www.linkedin.com/in/joshwagneraz/), Co-Founder of [In Revenue Capital](https://inrevenue.capital/) and co-author of the game-changing *Go-To-Market Cheat Code* book. With decades of experience scaling SaaS businesses from $0 to $20M, Josh dives into the secrets behind building trust, leveraging partnerships, and accelerating revenue growth. This conversation is packed with actionable insights for SaaS founders, GTM strategists, and revenue leaders looking to gain a competitive edge in today’s market. ![F&F Podcast Headshot-Josh Wagner 2](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20Podcast%20Headshot-Josh%20Wagner%202-Jun-23-2025-10-21-37-1815-AM.png?width=750&height=750&name=F%26F%20Podcast%20Headshot-Josh%20Wagner%202-Jun-23-2025-10-21-37-1815-AM.png) [![in\_revenue\_capital\_logo](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/in_revenue_capital_logo-Jun-23-2025-10-20-50-1059-AM.jpg?width=200&height=200&name=in_revenue_capital_logo-Jun-23-2025-10-20-50-1059-AM.jpg)](https://inrevenue.capital/) ### Josh Wagner ###### In Revenue Capital I am a non-traditional venture capitalist. I spent most of my career in a sales capacity, most recently with LeadMD, which was sold to private equity in 2021. That led me to co-found In Revenue Capital, the first operator immersive venture capital firm. That simply means we invest money into companies and work really hard to help them grow. Seed stage companies take money with the expectation that they will expand into true product market fit while finding go to market fit. Problem is they don't have the tools, resources or expertise to build out a go to market function. That's why we build the operator immersive model. Growth capital combined with the hands on expertise to grow. [Follow Josh](https://www.linkedin.com/in/joshwagneraz/) ### Watch the Episode: --- Here are the core areas we discuss in today's episode: ### **The Origins of the Cheat Code:** The cheat code began as a simple concept within Josh’s sales team at LeadMD: > *“What’s your cheat? How are you going to win this deal?”* Josh explains how this mindset evolved into a framework for leveraging partnerships, solving customer pain points, and aligning with internal teams to drive measurable outcomes. ### **Building Trust at Scale: The Key to Sustainable Growth:** Josh emphasizes the importance of trust as the foundation of every successful sales, marketing, or partnership effort. > *“Trust isn’t just built - it’s earned. The cheat code is about scaling trust through intentional strategies.”* From one-to-many relationships to personal connections, Josh shares how businesses can cultivate trust cycles that transform their GTM approach. ### **Partnerships Done Right: The Give-to-Get Mentality:** One of the core tenets of Josh’s success is the give-to-get mentality in partnerships. By delivering value upfront, businesses can unlock collaboration and mutual success. > *“Partnerships aren’t about asking, ‘What can they do for me?’ Instead, focus on how you can create value for your partners first.”* Josh shares practical advice for qualifying partners, fostering alignment, and creating win-win scenarios. ### **The Go-To-Market Cheat Code Book:** Josh Wagner’s and [Justin Gray's](https://www.linkedin.com/in/inrevenue/) new book, [*The Go-To-Market Cheat Code*](https://www.amazon.com/Go-Market-Cheat-Code-Unlocking/dp/1394292104/ref=sr_1_1?utm_content=321974600&utm_medium=social&utm_source=linkedin&hss_channel=lis-3JOHvJ5BE0), is a must-read for sales, marketing, and partnership leaders. Designed to simplify complex strategies, the book offers proven methodologies to build trust, scale efficiently, and achieve sustainable growth. *Discover your own cheat code to accelerate GTM success. Pre-order now or grab your copy on Amazon!* [![TGTMCC-Promo-LinkedIn 1](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/TGTMCC-Promo-LinkedIn%201-Jun-23-2025-10-21-36-1267-AM.jpg?width=733&height=533&name=TGTMCC-Promo-LinkedIn%201-Jun-23-2025-10-21-36-1267-AM.jpg)](https://www.amazon.com/Go-Market-Cheat-Code-Unlocking/dp/1394292104/ref=sr_1_1?utm_content=321974600&utm_medium=social&utm_source=linkedin&hss_channel=lis-3JOHvJ5BE0) **The Digital Mask and Earning Buyer Trust:** Josh challenges the misconception that buyers rely solely on digital information to make decisions. Instead, he highlights the importance of human connection and partnership-driven referrals. > *“People don’t trust ads, they trust recommendations from peers and partners. That’s where the real magic happens.”* This insight underscores the shift from transactional selling to relational, trust-driven ecosystems. **Navigating Partner Ecosystems: Lessons from the Field** Josh shares candid stories from his time building partnerships at LeadMD, including the setbacks and successes that shaped his approach. He emphasizes the importance of executive buy-in, partner alignment, and focusing on long-term outcomes. > *“Not all partners are created equal. Qualify them like you would a customer to avoid wasting resources.”* ### **Final Thoughts:** Josh Wagner’s insights reveal the transformative potential of trust-driven partnerships and strategic GTM motions. Whether you’re a SaaS founder or a revenue leader, this episode is a cheat code for achieving scalable growth in a competitive landscape. Interested in this subject further, check out [Justin Gray's podcast interview on In Revenues Cheat Codes and Operator Immersive Capital S2:E4 here. ](https://mikejmidgley.com/insights/podcast/s2-e4/operator-immersive-capital) [![Justin Gray Podcast Hero-2024](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/Justin%20Gray%20Podcast%20Hero-2024-Jun-23-2025-10-21-45-7446-AM.png?width=1200&height=600&name=Justin%20Gray%20Podcast%20Hero-2024-Jun-23-2025-10-21-45-7446-AM.png)](https://mikejmidgley.com/insights/podcast/s2-e4/operator-immersive-capital) ### **Subscribe to the Cheat Code Podcast** For more Cheat Codes subscribe to the podcast. [![The Cheat Code Podcast-Subscribe](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/The%20Cheat%20Code%20Podcast-Subscribe-2.png?width=730&height=230&name=The%20Cheat%20Code%20Podcast-Subscribe-2.png)](https://inrevenue.capital/insights/?article_category=podcast) --- ### Ready to be Our Next Guest Contributor? [![F&F Podcast - Guest Contributor CTA](https://mikejmidgley.com/hs-fs/hubfs/Imported_Blog_Media/F%26F%20Podcast%20-%20Guest%20Contributor%20CTA-Jun-23-2025-10-49-36-5481-AM.png?width=1000&height=417&name=F%26F%20Podcast%20-%20Guest%20Contributor%20CTA-Jun-23-2025-10-49-36-5481-AM.png)](https://mikejmidgley.com/meetings/nxdnavigator/force-friction-podcast-) --- ### Your Host: A little about me, the host the show.  Please connect with me on LinkedIn I'd love to have you as part of our professional network ![MJM Bio USA](https://mikejmidgley.com/hs-fs/hubfs/MJM.com%20-%20Website/MJM.com%20-%20Website%20-%20Images%20-%20Meet%20Mike%20Page/MJM%20Bio%20USA.jpg?width=335&height=348&name=MJM%20Bio%20USA.jpg) Mike Midgley runs a portfolio career, a dynamic hands on digital entrepreneur, founder of the Scrubbing Squad, NXD, strategist, public speaker, Winning by Design certified Revenue Architect and Host at The Force & Friction Podcast. Mike has achieved multiple exits over a 30+ year career, raised Venture Capital and franchised his businesses 68 times..   [Follow Mike](https://www.linkedin.com/in/mike-midgley/) ![MJM - Graphics\_Navigate Every Stage - Hashtag](https://mikejmidgley.com/hs-fs/hubfs/MJM.com%20-%20Website/MJM.com%20-%20Website%20-%20Graphics/MJM%20-%20Graphics_Navigate%20Every%20Stage%20-%20Hashtag.png?width=432&height=51&name=MJM%20-%20Graphics_Navigate%20Every%20Stage%20-%20Hashtag.png)   ![Stay Ahead with Mike’s Insights   Get straight to the point with actionable insights, no fluff, no spam. Subscribe to my blog for the latest strategies on navigating every stage.](https://no-cache.hubspot.com/cta/default/7346913/interactive-181928818507.png) Published by [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) January 21, 2025 ![Mike J Midgley](https://mikejmidgley.com/hubfs/MJM%20Bio%20USA%20Fofce%20%26%20Friction%20Podcast.jpg) Comments ### You may also be interested in: [![](https://mikejmidgley.com/hubfs/Force%20and%20Friction%20Podcast/S7%20E2%20-%20Juhi%20Saha/Juhi%20Saha%20Podcast%20Hero.png) Read More](https://mikejmidgley.com/insights/the-ecosystem-engine-how-to-turn-partnerships-into-your-fastest-growth-channel-juhi-saha-s7e2) [Podcast](https://mikejmidgley.com/insights/tag/podcast) By [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) on January 21, 2025 ### [The Ecosystem Engine: How to Turn Partnerships Into Your Fastest Growth Channel | Juhi Saha S7:E2](https://mikejmidgley.com/insights/the-ecosystem-engine-how-to-turn-partnerships-into-your-fastest-growth-channel-juhi-saha-s7e2) [![](https://mikejmidgley.com/hubfs/Force%20and%20Friction%20Podcast/S7%20E1%20-%20Jon%20Tsourakis/Jon%20Tsourakis%20Podcast%20Hero.png) Read More](https://mikejmidgley.com/insights/podcast/forged-in-recession-the-unconventional-playbook-for-agency-survival-growth) [Podcast](https://mikejmidgley.com/insights/tag/podcast) By [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) on January 21, 2025 ### [Forged in Recession: The Unconventional Playbook for Agency Survival & Growth | Jon Tsourakis S7:E1](https://mikejmidgley.com/insights/podcast/forged-in-recession-the-unconventional-playbook-for-agency-survival-growth) [![](https://mikejmidgley.com/hubfs/Force%20and%20Friction%20Podcast/S6%20E14%20-%20Shawn%20Perritt/Shawn%20Perritt%20Podcast%20Hero.png) Read More](https://mikejmidgley.com/insights/podcast/the-human-stack-why-ai-cant-replace-imagination-in-b2b-brand-building) [Podcast](https://mikejmidgley.com/insights/tag/podcast) By [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) on January 21, 2025 ### [The Human Stack: Why AI Can't Replace Imagination in B2B Brand Building | Shawn Perritt S6:E14](https://mikejmidgley.com/insights/podcast/the-human-stack-why-ai-cant-replace-imagination-in-b2b-brand-building) [![](https://mikejmidgley.com/hubfs/Lindsay%20Tjepkema%20Podcast%20Hero.png) Read More](https://mikejmidgley.com/insights/podcast/human-brands-win-the-anti-playbook-for-growth-in-an-ai-world) [Podcast](https://mikejmidgley.com/insights/tag/podcast) By [Mike J Midgley](https://mikejmidgley.com/insights/author/mike-midgley) on January 21, 2025 ### [Human Brands Win: The Anti-Playbook for Growth in an AI World | Lindsay Tjepkema S6:E13](https://mikejmidgley.com/insights/podcast/human-brands-win-the-anti-playbook-for-growth-in-an-ai-world) ![Mike Midgley - MASTER Brand - 1024](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20MASTER%20Brand%20-%201024.svg) e: team@mikejmidgley.com [Meet Mike](https://mikejmidgley.com/meet-mike) [Speaking](https://mikejmidgley.com/speaking-keynote-session/moonshot-thinking) [NXD Navigator](https://mikejmidgley.com/nxd-navigator/launch) [Insights](https://mikejmidgley.com/blog) - [![Mike Midgley - Social Icons Green\_LinkedIn](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20Social%20Icons%20Green_LinkedIn.svg)](https://www.linkedin.com/in/mike-midgley/) - [![Mike Midgley - Social Icons Green\_Instagram](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20Social%20Icons%20Green_Instagram.svg)](https://www.instagram.com/mikejmidgley/) - [![Mike Midgley - Social Icons Green\_Youtube](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20Social%20Icons%20Green_Youtube.svg)](https://www.youtube.com/@mikejmidgley-nxd) - [![Mike Midgley - Social Icons Green\_Spotify](https://mikejmidgley.com/hubfs/Mike%20Midgley%20-%20Social%20Icons%20Green_Spotify.svg)](https://open.spotify.com/show/3biOsAwSICgz6yRHsnOzTO?si=d5dae68b29c44d41) ©2026 Mike J Midgley. 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