Dancing with Vertical GTM Motions - Sara Du

Earlier today, I shared a blog post announcing Alloy Automation’s expansion beyond commerce. It’s a big step for us, after spending nearly three years in that ecosystem. Externally, it looks like we just repositioned the whole company; internally, we’ve always had our eyes on a consistent north star. Though we’ve become known for building commerce infrastructure, we originally started out with the much broader vision of disrupting integration work. Like many founders, we narrowed down our Total Addressable Market (initially the billions of dollars spent on integration engineering as a whole) down to the more immediate Serviceable Obtainable Market. While we were clear on this being our short term pursuit, the unfortunate byproduct of marketing Alloy as commerce software was that we had to constantly balance the perception disconnect between our team and the market. So why choose a vertical go-to-market? Verticalization leads to focus, and a focused go-to-market has major benefits: Razo

Earlier today, I shared a blog post announcing Alloy Automation’s expansion beyond commerce. It’s a big step for us, after spending nearly three years in that ecosystem. Externally, it looks like we just repositioned the whole company; internally, we’ve always had our eyes on a consistent north star. Though we’ve become known for building commerce infrastructure, we originally started out with the much broader vision of disrupting integration work. Like many founders, we narrowed down our Total Addressable Market (initially the billions of dollars spent on integration engineering as a whole) d