GTM Strategy: Don’t Build for One: Selling What Scales
Join** Kristen Koenig, B2B Strategist and GM of Video Solutions at RingCentral, for a deep dive on sales strategy on Thursday, November 13 from 10:00–11:00 AM in the CDW Innovation Lab at Embarc Collective and virtually over Zoom. This workshop will help founders and GTM leaders shift from reactive selling to strategic scaling** — building products, sales motions, and customer relationships that compound over time instead of draining momentum. In the early stages of growth, it’s easy to get caught up chasing that one big customer, logo, or partner — bending your roadmap, reprioritizing features, and customizing your product to “win the deal.” But these one-off builds can derail focus, stretch resources thin, and pull you away from scalable product-market fit. You’ll leave with a clear lens for evaluating deals, a shared GTM language for “selling what scales,” and the confidence to focus on customers that accelerate—not distract—your growth.
Who This Is For
- Founders navigating early customer growth
- Product, Sales, and CS Leaders defining GTM strategy
- Teams feeling “stuck” in custom builds or one-off deals
Why It Matters
- Customization kills scalability — 1:1 builds don’t translate to repeatable revenue
- Founders who “say yes to everything” risk confusing their market
- Scalable GTM alignment starts with disciplined customer segmentation and clarity on who your product isn’t for
What You’ll Walk Away With
- Identifying scalable vs. non-scalable opportunities
- Decision matrix for when to customize (and when to say no)
- Tools to align Sales, Product, and CS around ideal customer profiles
- Examples of how top SaaS companies protected focus while still closing deals
- A repeatable model for turning customer feedback into product direction — not one-off feature requests
Note: As a helpful precursor to this session, we recommend reviewing Kristen’s previous workshop on Ideal Customer Profiles (ICP). While not required, it provides helpful context for the customer segmentation frameworks discussed in this workshop.