The Funnel Is Lying to You ft. Dave Boyce
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The Funnel Is Lying to You ft. Dave Boyce
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In today's episode, I chat with Dave Boyce, EVP of Product at Winning by Design, about architecting revenue systems for companies scaling from $50M to $2B using the bowtie framework.
We explore a real case study of a $100M data company struggling with self-service adoption despite strong sales-led growth - how they installed a data model tracking landing page to monetization, discovered terrible conversion to "first impact," and re-engineered the onboarding flow to protect against startup competition. Dave shares his journey building and selling seven companies (four as operator, three as investor), publishing his Stanford University Press book on freemium evolution, and why "ready, fire, aim" GTM engineering creates local optimization but global sub-optimization. We discuss why growth-at-all-costs becomes an anchor on renewals by year three, how self-service will eventually feed enterprise teams, and Dave's advice for GTM engineers: connect experimentation to a theory of the case, become a systems thinker (not just a tactician), and choose between the specialist path (becoming a "fellow") or the leadership path (understanding adjacent functions).
Enjoy 🙂
(00:00) Introduction to Outbound Wizards
(00:29) What Winning by Design Does and ICP Focus
(01:48) The Bowtie Framework: Customer Journey as Data Model
(03:24) Case Study: $100M Company's Self-Service Challenge
(05:00) Installing the Data Model to Diagnose Problems
(06:32) Discovering Terrible Conversion to First Impact
(07:27) Why B2B Buyers Expect Netflix-Like Experiences
(08:39) Ready Fire Aim: When Experiments Don't Ladder to ARR
(10:31) Growth at All Costs = Cancer's Philosophy
(11:42) Journey: Building and Selling Seven Companies
(13:07) Publishing the Freemium Book with Stanford Press
(14:11) Advice: Systems Thinking Over Tactical Roles
(15:14) Two Career Paths: Fellow vs General Contractor
(16:24) Closing and Contact Information
🔗 CONNECT WITH DAVE
👥 LinkedIn
📧 Substack
💻 Website
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🎥 YouTube Channel
🐦 X (Twitter)
💻 Website
👥 LinkedIn
📧 Email - saurabh@salesrobot.co
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