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Jeanne DeWitt Grosser

COO at Vercel (former Head of Americas Revenue & Growth at Stripe)

Vercel

⚡ Execution (1)🎯 Product Strategy (1)📈 Growth & Metrics (1)

Key Takeaways

  • 1.Treat Go-To-Market as a product: Map the user journey and deliver value at every touchpoint, even for non-buyers.
  • 2.The rise of the GTM Engineer: Use technical talent to build internal tools and AI agents that automate workflows.
  • 3.AI in Sales: Replace rote SDR tasks with AI agents (human-in-the-loop) to allow humans to focus on high-value interactions.
  • 4.80% of enterprise buying decisions are made to reduce risk or avoid pain, not to capture upside.
  • 5.Advanced Segmentation: Move beyond 'Small/Medium/Large' to include axes like 'Growth Potential', 'Business Model', and technical metrics.
  • 6.Sales is R&D: A great sales team should act as an extension of Product Management, gathering high-fidelity signal from the market.
  • 7.Pricing is a product feature: Align pricing models (e.g., consumption-based) strictly with where the customer derives value.

Methodologies(3)

⚡ Execution

Instead of hiring masses of SDRs for prospecting, hire GTM Engineers to build internal AI agents. These agents automate research and communication workflows, enabling a significantly smaller team to handle higher volumes with greater precision.

Core Principles

  • 1.Shadow the Expert: Have a GTM Engineer shadow the highest-performing human to understand their manual workflow (tabs open, data sources, logic).
  • 2.Codify & Build Agent: Turn that workflow into code/agents using tools (like Vercel's AI SDK) to perform research and draft messages.
  • 3.Human-in-the-Loop QA: Initially, humans must review/approve every Agent action to train the system and ensure quality.
  • +1 more...

"We had 10 SDRs doing this inbound workflow and now we just have one that is effectively QA-ing the agent."

#engineering#agent#workflow
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GTM as a Product Framework

by Jeanne DeWitt Grosser

🎯 Product Strategy

Treat the buying experience itself as a product feature. Design the customer journey to deliver value at every interaction (even if they don't buy) and create unique, consultative experiences rather than transactional interrogations.

Core Principles

  • 1.Value at Every Touchpoint: Provide insights (e.g., benchmarks, architecture advice) in the first meeting, regardless of the sale outcome.
  • 2.Consultative Discovery: Replace '20 questions' with collaborative exercises (e.g., whiteboarding architecture) that help the customer clarify their own thinking.
  • 3.Experience Differentiation: If products are similar, the experience of being sold to becomes the deciding factor.
  • +1 more...

"The experience that you have of being sold to will increasingly actually differentiate a company... you really want to create a customer buying journey that feels like very unique experiences."

#product#strategy
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📈 Growth & Metrics

Moving beyond simple 'Small/Medium/Large' segmentation by introducing axes that correlate with revenue potential and complexity. This often involves an X/Y axis of Size vs. Growth Potential, layered with business model or technical attributes.

Core Principles

  • 1.The Growth Axis: Segment not just by current size, but by growth rate (e.g., 200% YoY vs 8% YoY), as this dictates future value (LTV).
  • 2.Business Model nuance: Distinguish customers by their model (e.g., B2B vs. Marketplace) to tailor the product pitch (e.g., Invoicing vs. Connect).
  • 3.Technical Signals: Use external data (like web traffic/Crux score) or internal usage patterns to predict complexity and willingness to pay.
  • +1 more...

"If you look at segmentation as a graph... X-Axis was size, Y-Axis was growth potential... We wanted to spend more time going after the 200% growers."

#multi-dimensional#segmentation#matrix
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