May: Best GTM strategy for IT buyers is open sourcing core value
Rob May · Why the 7th Biggest Player in a Huge Market Beats the Winner in a Small One · Apr 10, 2026 · at 11:00
Rob May compares go-to-market dynamics and buyer psychology between enterprise IT engineering audiences and sales/marketing professionals.
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“One of the things I've learned having built companies that sold to like sales and marketing people and companies that sold to IT people is like your comment on, well, you can't give things away for free for people who don't value it. Very true in the marketing and sales world, very not true in the IT world. Like when you're selling to IT people, the best thing to do is actually give your core value prop away for free, open source it.”
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