[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/blog.terabox.com\/insights\/estrategia-go-to-market-ia-jean-grosser#BlogPosting","mainEntityOfPage":"https:\/\/blog.terabox.com\/insights\/estrategia-go-to-market-ia-jean-grosser","headline":"Estrategias de Go-To-Market: Lecciones de Stripe y Vercel","name":"Estrategias de Go-To-Market: Lecciones de Stripe y Vercel","description":"\ud83d\udcfa V\u00eddeo de estudio recomendado hoy: https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74 Revoluci\u00f3n Go-To-Market: C\u00f3mo la IA y la Ingenier\u00eda de Ventas est\u00e1n redefiniendo el crecimientoEl ascenso del GTM Engineer y la automatizaci\u00f3n inteligenteGo-To-Market como producto: De transacciones a experienciasDealBots y la ciencia de las... ","datePublished":"2026-07-15","dateModified":"2026-07-15","author":{"@type":"Person","@id":"https:\/\/blog.terabox.com\/author\/flextech-admin\/#Person","name":"flextech-admin","url":"https:\/\/blog.terabox.com\/author\/flextech-admin\/","image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ad516503a11cd5ca435acc9bb6523536?s=150&d=mm&r=gforcedefault=1","url":"https:\/\/secure.gravatar.com\/avatar\/ad516503a11cd5ca435acc9bb6523536?s=150&d=mm&r=gforcedefault=1","height":96,"width":96}},"publisher":{"@type":"Organization","name":"terabox","logo":{"@type":"ImageObject","@id":"http:\/\/blog.terabox.com\/wp-content\/uploads\/2021\/11\/logo\u4ea7\u54c1\u540d-\u7ad6\u7248.png","url":"http:\/\/blog.terabox.com\/wp-content\/uploads\/2021\/11\/logo\u4ea7\u54c1\u540d-\u7ad6\u7248.png","width":900,"height":900}},"image":{"@type":"ImageObject","@id":"https:\/\/img.youtube.com\/vi\/RmnWHz8HD74\/maxresdefault.jpg","url":"https:\/\/img.youtube.com\/vi\/RmnWHz8HD74\/maxresdefault.jpg","height":"","width":""},"url":"https:\/\/blog.terabox.com\/insights\/estrategia-go-to-market-ia-jean-grosser","video":{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74","name":"What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google)","description":"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\u2019s early sales organization from the ground up and advises founders on GTM strategy.\n\n*We discuss:*\n1. Why GTM is becoming more strategically important in the AI era\n2. The rise of the GTM engineer\n3. A primer on segmentation\n4. How to build a sales org that engineers and product teams respect\n5. The changing calculus of build vs. buy for go-to-market tools in the AI era\n6. Why most customers buy to avoid pain rather than to gain upside\n\n*Brought to you by:*\nDatadog\u2014Now home to Eppo, the leading experimentation and feature flagging platform: https:\/\/www.datadoghq.com\/lenny\nLovable\u2014Build apps by simply chatting with AI: https:\/\/lovable.dev\/\nStripe\u2014Helping companies of all sizes grow revenue: https:\/\/stripe.com\/\n\n*Transcript:* https:\/\/www.lennysnewsletter.com\/p\/what-the-best-gtm-teams-do-differently\n\n*My biggest takeaways (for paid newsletter subscribers):*  https:\/\/www.lennysnewsletter.com\/i\/179503137\/my-biggest-takeaways-from-this-conversation\n\n*Where to find Jeanne DeWitt Grosser:*\n\u2022 X: https:\/\/x.com\/jdewitt29\n\u2022 LinkedIn: https:\/\/www.linkedin.com\/in\/jeannedewitt\n\n*Where to find Lenny:*\n\u2022 Newsletter: https:\/\/www.lennysnewsletter.com\n\u2022 X: https:\/\/twitter.com\/lennysan\n\u2022 LinkedIn: https:\/\/www.linkedin.com\/in\/lennyrachitsky\/\n\n*In this episode, we cover:*\n(00:00) Introduction to Jeanne DeWitt Grosser\n(05:26) Defining go-to-market\n(08:43) The evolution of go-to-market roles\n(11:23) The rise of the go-to-market engineer\n(14:21) Implementing AI in sales processes\n(15:28) Optimizing sales with AI agents\n(23:47) Defining sales roles: SDRs and AEs\n(26:04) When to hire a GTM engineer\n(29:04) Hiring and scaling sales teams\n(30:50) The ideal go-to-market engineer\n(34:24) The go-to-market tool stack\n(40:39) Advice on building a great sales bot\n(44:34) Vercel\u2019s unfair advantage\n(46:37) Go-to-market as a product\n(47:04) Innovative sales tactics at Stripe\n(52:38) Effective go-to-market tactics\n(01:00:37) Segmentation strategies\n(01:09:31) Building a sales org that engineers love\n(01:14:00) Thoughts on PLG and pricing\n(01:16:44) Sales compensation and hiring\n(01:19:24) Lightning round and final thoughts\n\n*Referenced:*\n\u2022 Vercel: https:\/\/vercel.com\n\u2022 Stripe: https:\/\/stripe.com\n\u2022 Rosalind Franklin: https:\/\/en.wikipedia.org\/wiki\/Rosalind_Franklin\n\u2022 Ben Salzman on LinkedIn: https:\/\/www.linkedin.com\/in\/bensalzman\n\u2022 SDK: https:\/\/ai-sdk.dev\/docs\/introduction\n\u2022 Gong: https:\/\/www.gong.io\n\u2022 Lyft: https:\/\/www.lyft.com\n\u2022 Instacart: https:\/\/www.instacart.com\n\u2022 DoorDash: https:\/\/www.instacart.com\n\u2022 \u201cSell the alpha, not the feature\u201d: The enterprise sales playbook for $1M to $10M ARR | Jen Abel: https:\/\/www.lennysnewsletter.com\/p\/the-enterprise-sales-playbook-1m-to-10m-arr\n\u2022 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\n\u2022 Kate Jensen on LinkedIn: https:\/\/www.linkedin.com\/in\/kateearle\n\u2022 Lessons from scaling Stripe | Claire Hughes Johnson (former COO of Stripe): https:\/\/www.lennysnewsletter.com\/p\/lessons-from-scaling-stripe-tactics\n\u2022 Atlassian: atlassian.com\n\n_Production and marketing by https:\/\/penname.co\/._\n_For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com._\n\nLenny may be an investor in the companies discussed.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/RmnWHz8HD74\/default.jpg","https:\/\/i.ytimg.com\/vi\/RmnWHz8HD74\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/RmnWHz8HD74\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/RmnWHz8HD74\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/RmnWHz8HD74\/maxresdefault.jpg"],"uploadDate":"2025-11-30T12:00:53+00:00","duration":"PT1H26M2S","embedUrl":"https:\/\/www.youtube.com\/embed\/RmnWHz8HD74","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UC6t1O76G0jYXOAoYCm153dA#Organization","url":"https:\/\/www.youtube.com\/channel\/UC6t1O76G0jYXOAoYCm153dA","name":"Lenny's Podcast","description":"Interviews with world-class product leaders and growth experts to uncover concrete, actionable, and tactical advice to help you build, launch, and grow your own product.","logo":{"url":"https:\/\/yt3.ggpht.com\/Wk7-4UW17JqDXgVWDiE7s1gJxDkt_UwNa2oNw8OYRwc9deiCv2V2fFAdNgByDi0K9AAF0YMj=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":99401}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=RmnWHz8HD74#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":2029}]},"about":["Insights","\u300eSpanish\u300f"],"wordCount":1870},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Insights","item":"https:\/\/blog.terabox.com\/insights\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"Estrategias de Go-To-Market: Lecciones de Stripe y Vercel","item":"https:\/\/blog.terabox.com\/insights\/estrategia-go-to-market-ia-jean-grosser#breadcrumbitem"}]}]