Tokens of Growth
GTM insights from battle-tested strategies by operators who built GTM at Cohere, OpenAI, Snowflake, Together AI, and Heroku. Monthly sessions for technical founders ready to scale beyond the tech.
Built for technical founders ready to scale
No theory. No fluff. Just actionable strategies you can implement immediately.
You qualify if:
- Seed+ stage AI company with strong technical foundations
- Building AI products where developers are your main audience
- Founders only—we keep the signal high
- GTM is an urgent priority and you're ready to take action
What you'll get:
- Customized GTM strategies tailored to your AI product and market
- Battle-tested templates and frameworks you can implement immediately
- Benchmark data on what "good" looks like at your stage
- Direct connections to design partners and early adopters
Our Sessions
Real companies, real challenges, real solutions. 1-hour sessions with expert-led talks followed by focused discussion on your GTM challenges. Limited participation to ensure high-quality interaction.
Session 1 - Complete
Positioning & DevRel Foundations
Topics Covered:
- Positioning and messaging to stand out from the AI noise
- Building and scaling DevRel functions from the ground up
- Developer community engagement strategies
Session 2 - Upcoming
First Week of October
Focus Areas:
- Growth strategies for AI companies in competitive markets
- Product-Led Growth (PLG) vs Enterprise sales motions
- Building community effects that drive sustainable growth
Topics we'll go deep on
Prioritized by founder input—we solve real problems, not imaginary ones
Positioning & Category Creation
Craft narratives that help you stand out from the AI noise
Developer Brand & Credibility
Build products developers love and turn users into advocates
Growth Channels That Work
PLG, community, enterprise, open source—what works when
GTM Team Building
Who to hire, when to hire them, and mistakes to avoid
DevRel as a Moat
Community-led growth tactics and common pitfalls
Founder-Led Topics
We adapt based on your most pressing challenges
Your hosts
Rajan Sheth
CMO & Advisor | Ex-CMO Together AI, Cohere | Ex-Heroku
Rajan is a developer turned marketer who advises AI companies on marketing and growth. He was interim CMO at Together AI and previously VP of Marketing and Growth at Cohere.com and Heroku. As a first marketing hire, he has scaled companies from 0 to $100+ million in revenue, with deep expertise in AI infrastructure, foundational models, and dev platforms.
Waqas Makhdum
Developer Marketing & DevRel Expert
Waqas is a developer-turned-marketer focused on winning over builders (CTOs, VPs, architects, developers). He led dev marketing, DevRel, and community programs at Snowflake (helped grow from ~$96M to ~$2.8B), OpenAI, Dropbox, and AWS building global communities and accelerating growth in AI infra, developer platforms, and LLMs.