DeWitt Grosser: Enterprise buyers respond to de-risking, not visionary pitches
Jeanne DeWitt Grosser · What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe, Google) · Nov 30, 2025 · at 59:03
Vercel COO Jeanne DeWitt Grosser explains why startup founders struggle with enterprise sales until they pivot to de-risking buyers' operations.
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“That's often really a sale that's going to resonate with another founder. And for everybody else you know, particularly enterprises, you're avoiding The risk of not making your revenue target next quarter the risk of having, you know, being outdone by the competition, the risk of having brand damage, et cetera. And so it's really hard actually for many startups to make that pivot because it feels off brand, but it does actually drive more buying behavior is setting up A little bit of that concern that either I might not be well positioned, or again, through good question asking, I know exactly where I'm not well positioned and you can help me de-risk that.”
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