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

I've been getting so many asks for go to market help. >> With AI, it's just intensified because [music] you have 10 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 Ael 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. 80% of customers buy to avoid pain or reduce risk [music] 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 going to enable in the future, but that's often really a sale that's going to resonate with another founder. Everybody else, particularly 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 [music] sold to will increasingly actually differentiate a company and [music] drive buying decisions if products are only different at the merger. [music] And so then you really want to create a customer buying

journey that feels like very unique experiences. [music] >> Something I've heard from so many people you've worked with is that your superpower is building a sales or that doesn't feel like a sales or to engineers. The litmus test I have always given my sales team is if you are an account executive in my org and I put