In the fast-evolving landscape of go-to-market (GTM) strategies, technology continues to redefine how businesses connect, grow, and scale. But at what cost? Have we over-engineered the very tools meant to foster authentic relationships?
In a recent episode of NextGen GTM, we sat down with Melissa Moody, the newly appointed CEO of Matcha, to explore the intersection of technology, human relationships, and the future of networking. With an extensive background in marketing—including nearly 14 years at Google—Melissa brings a unique perspective on balancing automation with meaningful human connections.
Melissa describes herself as a marketer at heart, despite now leading a high-growth tech company. Her career has always revolved around building brands, fostering relationships, and crafting compelling narratives.
Her journey with Matcha started under the parent company Commsor. As the company’s vision evolved, it became clear that Matcha needed to operate independently, focusing on professionals who prioritize relationship-driven growth. Melissa took on the CEO role, spearheading Matcha’s mission to help professionals foster genuine business connections.
One of the most striking themes of the conversation was the over-automation of professional networking. Platforms like LinkedIn started as a way to authentically connect with industry peers, but over time, excessive automation and mass outreach tactics have diluted their effectiveness.
“We went from ‘Oh, this is great, I’m connecting with people I really know’ to ‘I have 10,000 connections, and I don’t know a damn one of them.’” – Melissa Moody
Melissa argues that marketers have inadvertently “broken” many channels—from email to social media—by prioritizing scale over substance. While automation has its place, it should never replace true human engagement.
So, how do we leverage technology without sacrificing authenticity?
Melissa believes that technology should act as an amplifier rather than a substitute for human relationships. She frames it as a three-part process:
“AI fits into almost everything we do if used properly. But it’s not what you should start or end with—it belongs in the middle.” – Melissa Moody
One of the biggest missed opportunities in professional networking is failing to maintain relationships that directly align with business goals.
Melissa challenges professionals with a simple question:
"Do you have external meetings on your calendar with no agenda?"
Most people don’t. But the most successful networkers—the true “hyper-connectors”—schedule five to seven intentional conversations per week. These aren’t sales calls; they’re strategic relationship-building moments that often lead to partnerships, job opportunities, or unexpected business breakthroughs.
Traditional marketing metrics often prioritize reach over depth. But Melissa argues that focusing on fewer, high-quality connections is far more valuable than broadcasting to a large but disengaged audience.
“If I give you one hour per day, should you spend it commenting on LinkedIn posts, or having two 30-minute meetings with people who can move the needle for you?” – Melissa Moody
The answer is clear: deep, goal-oriented conversations drive real business growth.
Matcha is positioning itself as the antidote to shallow networking. Instead of helping users amass more connections, the platform will focus on helping professionals nurture and leverage their existing network in a meaningful way.
Melissa envisions a world where professionals receive “high-fives” for investing in real relationships, not just chasing social engagement metrics.
“Nobody is giving a high five to the people spending valuable time building relationships that will drive their business forward. Matcha is here to change that.” – Melissa Moody
Melissa emphasized that success in today’s GTM landscape hinges on a return to fundamentals:
For professionals looking to break through the noise, the takeaway is simple: slow down, be intentional, and invest in real connections.
