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.

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 over time.
  • 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 Co-founder 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.

Guest Speaker Links:
KeyPlay’s Website:
PeerSignal Website:

Host Speaker Links:

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.

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.

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