Dev Propulsion Labs Piyush Agarwal of Reo.dev on why GTM starts with customer conversations
Jan 12, 2026
Piyush Agarwal, co-founder of Reo.dev, shares his insights into the challenging world of go-to-market strategies for developer tools. He highlights why understanding customer intent is crucial, revealing that many companies lack true knowledge of their users despite high engagement. Piyush emphasizes the importance of timing over volume in sales, the complexity AI adds to enterprise sales, and how genuine customer conversations fuel successful products. With practical advice for founders, he encourages early engagement with go-to-market strategies from day one.
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Stumbling On An Unsolved Customer Problem
- Piyush recounts being surprised that many founders don't know who their customers are even after years of building.
- He describes discovering a persistent unsolved problem that made Reo.dev valuable to big companies despite being early stage.
Developer-Led Buying Changed GTM
- Software purchasing has shifted from top-down enterprise buys to developer-driven adoption.
- That democratization makes GTM fundamentally different and more complex for dev tools.
Product Relevance Beats Broad Outreach
- DevTools sell to specialized engineering teams, not everyone in a company.
- Finding which teams actually need your product is the core GTM challenge.