What Business Are You Really In? (Most CEOs Get This Wrong)

Name: What Business Are You Really In? (Most CEOs Get This Wrong)
Uploaded: 2026-08-13T08:00:00Z
Duration: 8 min 50 s
Channel: Sangram Vajre
Description: Companies that define themselves by their software features stay small and vulnerable. Sangram Vajre explores how iconic companies redefine their category from selling tools to owning customer transformations.

The One Question That Turns a $1M Business Into a $100M One

Sangram Vajre

Co-Founder, GTM Partners & Author of MOVE • Verified GTM OS Pioneer

Streaming directly from GTM Partners Video Hub

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Executive Takeaways

Defining your company by feature functionality leaves you vulnerable to rapid commoditization.
Leading companies position themselves around the business transformation they deliver to executive buyers.
HubSpot stopped being marketing automation and became the CRM platform for scaling companies.
Answering this question aligns product development, commercial packaging, and brand messaging.

Video Chapters & Key Moments

Key Questions Answered in This Masterclass

How should an executive team define what business they are in?

By focusing on the strategic outcome their buyers achieve rather than the tactical software mechanism. Customers do not buy software; they buy risk reduction, revenue growth, or operational transformation.

View Full Video Transcript (Cleaned & Formatted)

Sangram Vajre: Ask ten different executives at your company what business you are in, and you will likely receive ten different answers. Engineering thinks you are a software platform, sales thinks you are an efficiency tool, and customer success thinks you are a service provider. When we worked with companies scaling from $10M to $100M, this identity crisis was the primary bottleneck. If you define yourself by your features, competitors will clone you. If you define yourself by the business transformation you guarantee for the CEO, you become an indispensable partner. Clarifying what business you are really in is the core work of Pillar 2 in GTM OS. It aligns your executive team, elevates your pricing power, and establishes a durable category position.

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