GTM Moves | Deel — Selling the Barrier, Not the Feature
Most B2B companies try to win by improving their product.
Deel took a different path.
Instead of building a better payroll solution, they identified the real blocker in the buying process — legal complexity in global hiring — and built their entire go-to-market strategy around removing it.
In this episode of GTM Moves, Benny Fluman, together with Dafna Cohen and Nadav Berkovich, breaks down how Deel reframed the category. Not as HR software, but as infrastructure that enables companies to hire globally without setting up legal entities in every country.
The conversation explores what actually…
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