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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 new book, The Go-To-Market Cheat Code, 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!

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.
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