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Evolving Enterprise: GTM Strategies From Figma, HashiCorp & More

April 3, 2023

From hiring finance teams to pricing products, scaling a startup requires constant evolution. Amid an ever-changing macro environment, what are the go-to-market strategies that early-stage startup leaders need to consider right now? 

For GGV’s seventh annual Evolving Enterprise, we tackled this question and other challenges facing CEOs and founders who are building the next generation of great enterprise technology companies. 

GGV Managing Partner Glenn Solomon kicked things off with a keynote featuring insights from:

The panelists covered everything from what to look for in finance leaders, how to think about product-led growth strategies, what really matters in product pricing, how to build communities, and more. Here are some highlights:

Know what skills that your finance team needs

As Dave points out, “no one is good at all the things. They tend to have a major and a minor.”

So if a well-rounded finance team includes a controller, FP&A, and investor relations, “which of those people are you going to hire?” Dave says. “I think most of us tend to bias the FP&A person and then we let that person hire a strong controller.”  

The bottom line: Aim to hire finance leaders with “Boy Scout-like” integrity who are willing to stand up for your company’s financial interests. While effective accounting and financial controls are table stakes, a financial team that indexes highly on the ability to identify, measure, and manage the key metrics that accurately predict future results will help gird a company through all key phases of growth. 

Plant the seeds for commercial relationships

For product-led growth companies, consumers typically experience a product well before encountering a salesperson. So how can early-stage startups prepare for the road ahead?

Consider breaking persona journeys into distinct paths: “The practitioner—you're trying to progress through a journey of ‘Discover and learn,’ ‘try and trial,’ ‘use and advocate,’” Dave says. “And you do not care if they buy anything from you. The tech decision maker—you're trying to progress through the “Why try?” buyer journey … Once you get product-market fit, it's about being really deliberate about what those digital journeys are. It is a pre-dredged river … They do not know what's happening to them. They are not going where they think they're going; they're going where I want them to go.” 

Develop a monetization strategy for freemium models: For Figma, “sometimes it's weird to think about how much we give away for free, but that is at the essence of why we were able to grow to a million signups a month pretty fast because there was so much value that people were getting out of the free plan,” Amanda says. “So as much as it might feel like the wrong thing to do, it's so good for your top of funnel. And you just have to be clear about ‘How am I going to monetize eventually?’” 

At HashiCorp, Dave adds, “security, operations, governance, and collaboration … tend to be the capabilities that you can monetize either in the form of a managed service or an open-core model.”

Close feedback loops: As Amanda reflects on the early days of Figma, she recounts how CEO and Co-founder Dylan Field cold-called 24 influencers on Twitter and set up demos for the design platform. “And then what he did was go back to all those people 6 to 9 months later and said, ‘Hey, I want to show you what we did.’ And it's that follow-up that takes a lot more effort but pays dividends because even if you don't win that customer that day, you're starting to win the hearts and minds of people … That's how he differentiated himself. Totally not scalable, but that's how he started winning Microsoft, for example.”

Keep innovating around pricing your product

With consumption models gaining popularity, startups are well-positioned to keep innovating how they price their products. But according to Dave, the fundamental error with pricing is not locking the unit of value.

“The most important thing is: ‘What is your unit of value?’—not ‘What is your price?’ Is it per user? Is it per app? In an ideal world, you're trying to find a unit of value that is tied to a secular trend that will grow infinitely … We price all of our products based on apps going to cloud. I'm pretty sure that's a secular trend that's not going to stop.” —HashiCorp CEO Dave McJannet

Another approach is Figma’s per-seat pricing for collaboration. Beyond tracking what your competitors charge, you may want to also test “how much is someone willing to put on their credit card at work without having to get an approval from the CFO,” Amanda adds. 

Cultivate communities over the long run

Both HashiCorp and Figma have successfully built—and continue to maintain—an active ecosystem and community around their products. To develop momentum around this model, both panelists recommend: 

Nurturing key communities: Based on Dave’s experience as VP of marketing at GitHub, he recommends honing in on the “three or four anchor tenants in my mall that I need to get here”—not 10.

Encouraging third parties to develop plugins and integrations: In Figma’s case, delivering on this No. 1 feature request involved learning from a competitor’s mistakes. “Every time [this company] made updates, everyone else's plugins would break if they weren't built,” Amanda says. “So we took time to think about how we engineer it differently in order to not have that problem.”


The evening—our first in-person Evolving Enterprise event since March 2020—also featured mentors and advisors who are so important to our founder community.

Each table was hosted by a conversation leader, who covered topics that included:

  • Managing your time as a CEO
  • Reporting structures in your company
  • 1:1 advice on product-led growth strategies
  • In-person collaboration vs. hybrid environments vs. remote work 
  • Lessons learned from first jobs
  • The impact of artificial intelligence
  • The one thing you’re optimistic about in 2023

After three years apart, we remain grateful for every opportunity to reconnect—and make new friends.