Case study
GTM Series No. 2 put 116 founders and operators in a closed San Francisco room with four operators who had already taken a product past its first ten customers. One question all night: once founder-led sales stops scaling, what actually decides the next stage — the channels you pick, the budget you commit, and the price you charge. Cohosted with Numix.
The deeper read
The case study explains how the room was built. The companion story goes further into what was said, what changed, and what other founders and operators can use.
6 min read
Founder-led sales gets you your first 10 customers. It will not get you to 100. A closed-door room of 116 in San Francisco on what decides the next stage — the channels you pick, the budget you commit, and the price you charge.
Read the guideChannel choice follows product type, not preference: embedded B2B partnerships run 9–12 months to revenue, while niche service partners and performance-driven B2C channels can close in about 90 days.
Pricing starts cost-plus and earns its way to value-based — the first logos come from asking what it would take to sign today, the right price from real time with customers.
Budget on a roughly 80 / 15–20 exploit-explore split, with every new channel bet run as a time-boxed experiment rather than an open-ended one.
founders and operators in the room
operators plus a moderator
edition of the monthly GTM Series
Open source as the enterprise funnel, not a growth hack: ComfyUI reached ~100K GitHub stars and 4M+ users through technical communities, then let internal champions pull it into enterprise deals — with usage data pointing at the highest-value verticals.
Channel choice follows product type: embedded B2B partnerships run 9–12 months to revenue, while niche service partners and performance-driven B2C channels can close in about 90 days.
Pricing starts cost-plus and earns its way to value-based — “What would it take for you to sign up today?” gets the first logos; real time with customers gets the right price.
Budget on a roughly 80 / 15–20 exploit-explore split, with every new channel bet time-boxed rather than open-ended.
Photos
After the room
Public posts from people who were there. Each card opens the original LinkedIn.
Tell us who you need to meet and what the night has to do for your company — we design, curate, and run it end to end.