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

2025-11-30 · 86 min · 31 entities

episode page audio

Asserted relationships

→ references Rosalind Franklin person

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://en.wikipedia.org/wiki/Rosalind_Franklin
→ authored Obviously Awesome and Sales Pitch book

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evidence rules-v4
author of Obviously Awesome and Sales Pitch )
→ hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
→ works at Stripe company

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COO of Stripe
→ works at Stripe company

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evidence rules-v4
COO of Stripe
→ discusses Technology company

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evidence rules-v4
Feed category: Technology
→ discusses Business concept

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evidence rules-v4
Feed category: Business
→ discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
→ references penname.co website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://penname.co/
→ references stripe.com website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://stripe.com/
→ references lovable.dev person

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lovable.dev/
→ references gong.io website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://gong.io/
→ references vercel.com website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://vercel.com/
→ references instacart.com website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://instacart.com/
→ references lyft.com website

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lyft.com/

Entities found in this episode

websites 12

mentioned penname.co website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://penname.co/
mentioned stripe.com website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://stripe.com/
mentioned gong.io website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://gong.io/
mentioned vercel.com website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://vercel.com/
mentioned instacart.com website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://instacart.com/
mentioned lyft.com website

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lyft.com/
references penname.co website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://penname.co/
references stripe.com website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://stripe.com/
references gong.io website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://gong.io/
references vercel.com website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://vercel.com/
references instacart.com website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://instacart.com/
references lyft.com website

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lyft.com/

persons 6

mentioned Rosalind Franklin person

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evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://en.wikipedia.org/wiki/Rosalind_Franklin
references Rosalind Franklin person

0.77

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://en.wikipedia.org/wiki/Rosalind_Franklin
mentioned Lenny Rachitsky person

0.70

evidence rules-v4
Feed author/publisher: Lenny Rachitsky
hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
mentioned lovable.dev person

0.45

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lovable.dev/
references lovable.dev person

0.38

evidence rules-v4
Link in episode "What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)": https://lovable.dev/

concepts 6

mentioned Business concept

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evidence rules-v4
Feed category: Business
mentioned Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
mentioned Jeanne DeWitt Grosser (Vercel, Stripe, Google concept

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evidence rules-v4
What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)
discusses Business concept

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evidence rules-v4
Feed category: Business
discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
mentioned GTM concept

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evidence rules-v4
GTM

companys 5

mentioned Stripe company

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evidence rules-v4
COO of Stripe
mentioned Technology company

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evidence rules-v4
Feed category: Technology
works at Stripe company

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evidence rules-v4
COO of Stripe
works at Stripe company

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evidence rules-v4
COO of Stripe
discusses Technology company

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evidence rules-v4
Feed category: Technology

books 2

mentioned Obviously Awesome and Sales Pitch book

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evidence rules-v4
author of Obviously Awesome and Sales Pitch )
authored Obviously Awesome and Sales Pitch book

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evidence rules-v4
author of Obviously Awesome and Sales Pitch )

Episode description as stored

Jeanne DeWitt Grosser built world-class GTM teams at Stripe, Google, and, most recently, Vercel, where she serves as COO and oversees marketing, sales, customer success, revenue operations, and field engineering. She transformed Stripe’s early sales organization from the ground up and advises founders on GTM strategy. We discuss: 1. Why GTM is becoming more strategically important in the AI era 2. The rise of the GTM engineer 3. A primer on segmentation 4. How to build a sales org that engineers and product teams respect 5. The changing calculus of build vs. buy for go-to-market tools in the AI era 6. Why most customers buy to avoid pain rather than to gain upside — Brought to you by: Datadog —Now home to Eppo, the leading experimentation and feature flagging platform: https://www.datadoghq.com/lenny Lovable —Build apps by simply chatting with AI: https://lovable.dev/ Stripe —Helping companies of all sizes grow revenue: https://stripe.com/ — Transcript: https://www.lennysnewsletter.com/p/what-the-best-gtm-teams-do-differently — My biggest takeaways (for paid newsletter subscribers): https://www.lennysnewsletter.com/i/179503137/my-biggest-takeaways-from-this-conversation — Where to find Jeanne DeWitt Grosser: • X: https://x.com/jdewitt29 • LinkedIn: https://www.linkedin.com/in/jeannedewitt — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — In this episode, we cover: (00:00) Introduction to Jeanne DeWitt Grosser (05:26) Defining go-to-market (08:43) The evolution of go-to-market roles (11:23) The rise of the go-to-market engineer (14:21) Implementing AI in sales processes (15:28) Optimizing sales with AI agents (23:47) Defining sales roles: SDRs and AEs (26:04) When to hire a GTM engineer (29:04) Hiring and scaling sales teams (30:50) The ideal go-to-market engineer (34:24) The go-to-market tool stack (40:39) Advice on building a great sales bot (44:34) Vercel’s unfair advantage (46:37) Go-to-market as a product (47:04) Innovative sales tactics at Stripe (52:38) Effective go-to-market tactics (01:00:37) Segmentation strategies (01:09:31) Building a sales org that engineers love (01:14:00) Thoughts on PLG and pricing (01:16:44) Sales compensation and hiring (01:19:24) Lightning round and final thoughts — Referenced: • Vercel: https://vercel.com • Stripe: https://stripe.com • Rosalind Franklin: https://en.wikipedia.org/wiki/Rosalind_Franklin • Ben Salzman on LinkedIn: https://www.linkedin.com/in/bensalzman • SDK: https://ai-sdk.dev/docs/introduction • Gong: https://www.gong.io • Lyft: https://www.lyft.com • Instacart: https://www.instacart.com • DoorDash: https://www.instacart.com • “Sell the alpha, not the feature”: The enterprise sales playbook for $1M to $10M ARR | Jen Abel: https://www.lennysnewsletter.com/p/the-enterprise-sales-playbook-1m-to-10m-arr • A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch ): https://www.lennysnewsletter.com/p/a-step-by-step-guide-to-crafting • Kate Jensen on LinkedIn: https://www.linkedin.com/in/kateearle • Lessons from scaling Stripe | Claire Hughes Johnson (former COO of Stripe): https://www.lennysnewsletter.com/p/lessons-from-scaling-stripe-tactics • Atlassian: atlassian.com — Production and marketing by https://penname.co/ . For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com . — Lenny may be an investor in the companies discussed. To hear more, visit www.lennysnewsletter.com