The GTMnow Podcast Why Most Go-To-Market Motions Collapse at Scale, with Jeanne DeWitt Grosser, COO at Vercel
13 snips
Jan 22, 2026 
In this engaging discussion, Jeanne DeWitt Grosser, COO at Vercel and former GTM leader at Stripe and Google, delves into the fragility of go-to-market strategies at scale. She advocates treating GTM like a product, emphasizing the importance of clarity in sales decisions and how AI can enhance, but not replace, foundational practices. Jeanne also highlights the role of forward-deployed engineers, the need for effective documentation, and what separates great sales reps in the age of AI. Her insights are invaluable for anyone navigating growth in startups.
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Force Yes Or No Decisions
- Get clarity fast: push conversations to a definitive yes or no instead of lingering in maybes.
- Use a clear answer to avoid wasted time and to focus on concrete next steps.
Design The Buyer Experience
- Treat go-to-market as a designed product with choreographed experiences for buyers.
- Storyboard sales interactions and choose the right medium (demo, whiteboard, deck) to guide buyers to the next step.
Measure Process Adherence Rigorously
- Instrument your sales process and measure adherence to defined stages and exit criteria.
- Use conversation data and agents to see if following 'best practice' actually improves outcomes.
