What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)

I've been getting so many ask for go to market help with AI it's just intensified because. You have ten players. Pursuing the same market opportunity. And so your ability to actually bring the product to market, to differentiate yourself from the competition has become more strategically important than it was previously. I had Jenna Able on the podcast recently. One of her tips is you don't want to be focusing on here's the pain and problem we're solving and instead focus on here's how you will be better than your competitors. eighty percent of customers buy to avoid Pain or reduce risk as opposed to increase upside, which is a good thing for startup founders to understand. We all love to talk about the art of the possible, everything we're gonna enable in the future, but that's often really a sale that's gonna resonate with another founder. Everybody else, Stigly Enterprises, you're avoiding the risk of not making

Your revenue target next quarter. I've heard a lot about how you think about go to market as a product. We buy a lot of things because of how we feel about them. The experience that you have of being sold to will increasingly actually differentiate a company and drive buying decisions if products are only different at the margin. And so then you really Really wanna create a customer buying journey that feels like very unique experiences. Something I've heard from so many people you've worked with is that your superpower is building a sales org that doesn't feel like a sales org to engineers. The litmus test I have always given my sales team is if you're an account executive in my org and I put you in front. Of ten engineers art our company, it should take them ten minutes to figure out you aren't a product manager. Today my guest is Jean Grosser. Jean was chief business officer at Stripe, where she built their very early sales team from the ground up.

She's currently COO at Vercell. Верші осі marketing, сел, кастомер сус, ревеню опс і філден. Gene has built world-class go-to-market teams at multiple unicorns, and has advised dozens of companies on doing the same. In our conversation, we go deep on what a world class go to market team looks like. Including what the heck is Gooder Market.

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