GTM 49: "What Got You Here Won't Get You There" with Adam Schoenfeld

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 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:

KeyPlay’s Website:

PeerSignal Website:

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.

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

Join Us Today

Insider access to the GTM network and the best minds in tech.

Trending Now

You may also like...