GTM as a Product Framework
by Jeanne DeWitt Grosser • COO at Vercel (former Head of Americas Revenue & Growth at Stripe) at Vercel
Jeanne is currently the COO at Vercel, overseeing marketing, sales, customer success, and revenue ops. Previously, she spent nearly 9 years at Stripe, where she built their early sales team from the ground up and later served as Head of Americas Revenue and Growth. She is an expert in scaling GTM organizations for developer-focused and enterprise products.
🎙️ Episode Context
In this deep dive, Jeanne DeWitt Grosser deconstructs modern Go-To-Market strategies, arguing that GTM should be treated as a product rather than just a sales function. She details the emergence of the "GTM Engineer" role, how Vercel uses AI agents to replace rote SDR work, and provides a masterclass on advanced customer segmentation. The conversation also covers how to align sales with product teams and why enterprise buyers prioritize risk reduction over upside.
Problem It Solves
Differentiates a company in a crowded market where technical features are commoditized, increasing conversion and retention.
Framework Overview
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.
🧠 Framework Structure
Value at Every Touchpoint: Provide in...
Consultative Discovery: Replace '20 q...
Experience Differentiation: If produc...
Listen More, Talk Less: Excellent sal...
When to Use
In competitive markets (Red Ocean) or complex B2B sales where trust and expertise are major decision drivers.
Common Mistakes
Focusing too much on 'the art of the possible' (upside) rather than addressing the customer's immediate pain or risk (downside).
Real World Example
At Stripe, instead of a standard Q&A discovery call, they ran whiteboarding sessions to map the customer's payment architecture. Customers left with a valuable diagram and new mental models, regardless of whether they bought Stripe.
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.
— Jeanne DeWitt Grosser