Tuesday, September 12, 2023

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GTM 49: “What Got You Here Won’t Get You There” with Adam Schoenfeld

Adam Schoenfeld is the Co-Founder & CEO at Keyplay, as well as the Co-Founder & Analyst at PeerSignal.org. Adam is a 4th time SaaS founder. His past includes Siftrock (acquired by Drift), Simply Measured, Product & Strategy VP at Drift, and a board member at Bizible.

P.S. We’re officially running a GTMfund giveaway program! Share our media content (GTM podcast or GTM newsletter) on LinkedIn and Twitter, tag us, and you’ll be entered to win a pair of GTMfund Airpod Pros!

What you will learn:

  • The importance of having alignment with your cofounder
  • The concept of building a media channel as a part of every brand
  • Being overly structured doesn’t bring you the best outcomes overtime
  • Never stop interfacing with your customers as a founder


(2:57) The thinking and execution behind Keyplay

(6:06) How to get people to care about your early stage startup

(10:28) Adam’s advice to founders building a Media and community arm

(13:50) Adam’s pivotal career story

(20:44) The importance of the Cofounder relationships

(23:30) Not losing track of your customer

(27:25) How to get past the 1M mark as a startup

(33:30) Gating content is no longer needed in tech

(36:30) What’s replacing gated content

(38:17) Offering a free version of your product will help your company’s growth at the earlier stage


Really lean into the CoFounder relationship at a startup.

In the early stage it’s easy for the founder to be deep with the customer, as you get bigger you’re less connected to each and every customer.

Links and Resources

Adam’s Linkedin: https://www.linkedin.com/in/elenahutchison/

KeyPlay’s Website: https://keyplay.io

PeerSignal Website: https://peersignal.org

The GTM Podcast

Don’t miss The .GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

And…monthly bonus podcast episodes dropping the first Thursday of every month.

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