The Table · Why does the better product keep losing to the better story?
Israeli founders like to believe the market rewards the best technology. Then a competitor with a thinner product and a sharper story takes the category, the analyst slide and the budget line, and the founders are left explaining why they were right.
Go-to-market usually gets treated as something you bolt on once the product works. So this table takes the opposite view: that the story, the category and the first buyer are product decisions, made early and very hard to undo.
On the table
Creating a category versus winning an existing one, and how to tell which one you are really in
Why technical founders pick the wrong first buyer, and what the right one looks like
When founder-led selling stops working, and what the first go-to-market hire should and shouldn't own
Our guest: Amit Daniel — former CMO of Checkmarx and Cognyte, strategic GTM advisor to startups including PlainID, Sweet Security and Anecdotes, and a StageOne Nexus advisor.
Amit has spent more than twenty-five years on the go-to-market side of Israeli B2B technology. As CMO of Checkmarx she led a GTM and marketing organisation of more than seventy people selling to enterprise and government. Before that she was CMO of Cognyte through its spin-off from Verint and its NASDAQ listing, building the brand and the GTM engine from scratch, and earlier SVP Marketing and Strategy at Verint, EVP Marketing, Product and Business Development at cVidya (an Amdocs company), and head of product and GTM at Starhome. Today she works directly with founders and leadership teams at PlainID, Sweet Security, Anecdotes, Act and others on the moves that decide who leads a category, so she sees this question from inside several young companies at once.
Eight seats around one table in Tel Aviv: six people building B2B companies, our guest, and one person from StageOne. 13:00 to 15:00, two hours, one question. An open conversation with someone who has already done it, not a talk: no slides, no presentation, no pitching. Lunch is on StageOne.
Only six seats. Every seat changes the conversation, so if your plans change, please cancel your registration on this page or let us know as early as you can, and we will give the seat to someone else.
Seats are reviewed one by one. We send the exact address in the confirmation email.