GTM FrameworksPillar 2: Market Investment Map (MIM)
2026-07-29
06:40
What Business Are You Really In?
The One Question That Turns a $1M Business Into a $100M One
Co-Founder, GTM Partners & Author of MOVE
Streaming directly from GTM Partners Video Hub
People in This Video
Sangram Vajre — Co-Founder & CEO, GTM Partners
About This Video
Topic
Strategic Positioning and Market Investment Mapping
Audience
CEOs, CROs, CMOs & GTM leaders
Frameworks Covered
Executive Takeaways
- Misalignment among leadership about what business the company is really in serves as the primary bottleneck when scaling from $10M to $100M.
- Defining your company by features invites commoditization and cloning, while anchoring on guaranteed CEO-level transformation creates pricing power and category leadership.
- Clarifying your core business definition is central to Pillar 2 of the GTM OS, uniting engineering, sales, and customer success.
Key Questions Answered in This Interview
Why is defining what business you are in critical for B2B scale?
If different executive functions view your product differently—such as an engineering platform versus a sales efficiency tool—it creates an identity crisis that caps growth and erodes pricing power.
How should a company define its value to avoid commoditization?
Companies should avoid defining themselves by features, which competitors can easily clone, and instead define themselves by the business transformation they guarantee to the customer's CEO.
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