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Articles by Guillaume "𝑮"
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Building a Modern Marketing Stack
Building a Modern Marketing Stack
As 2016 comes to a close, it’s only natural to prepare for next year. At Segment, we believe one cornerstone of…
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Guillaume "𝑮" Cabane shared this100% of the pipeline asked an LLM about the product before talking to your sales. I've now seen that across several large portfolio companies. That's ... my new reality, and I've been a player in this game for a while! It makes sense, but it's also crazy because *never* before has one channel gotten to 100% touch rate. Not even Google at its peak. SO why is that happening? 👇 Buyer trust is concentrating into two buckets. 1/ LLMs. 2/ Other humans. Buyers use the first bucket to learn a category and compare vendors/products. Ok, nothing surprising here... but what's changing is they **trust** the LLM answers. More and more. The second bucket is human. A peer, a customer, a creator or the expert sitting across the table can carry belief in a way vendor copy cannot. Been sharing this framework for a few months now (first with Matt Hammel at Chargebee's conference). Last few days in SF, the same structure surfaced in call after call. => Every other channel is getting squeezed. - Paid media and outbound still create awareness, but they don't carry trust on their own. FWIW, Brand matters more than ever before. As a growth guy, I'm not saying I love this, but I have to recognize what's going on. tl;dr: AEO matters more than you think it does. (Full Video in the comments)
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Guillaume "𝑮" Cabane shared this
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Guillaume "𝑮" Cabane shared this
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Guillaume "𝑮" Cabane shared this"You get a deployed strategist" 👇 I'm seeing amazing traction in the "AI + Services" space. It spans multiple industries, and interestingly doesn't have the negative stigma that "professional services" had in the SaaS days. No negative impact on the valuation mutiple, quite the contrary. It's fascinating to see that approach have strong customer adoption & CS success, better than pure platforms, especially within enterprise. GG Marcel and the GrowthX® team, you're crushing it!Guillaume "𝑮" Cabane shared thisToday is the biggest day since starting GrowthX AI. We’re announcing GrowthOS: closed-loop system of growth for content, SEO, AEO, and website operations. Marketing teams are spread thin and under pressure to grow faster with less. AI should be the reason you're accelerating. But it's NOT. Instead they’re drowning in busy work and coordination. Strategy is in one place. Briefs and assignments are in Airtable. Analytics are in GA and Search Console. SEO data is in another tool. AEO tracking is bolted on somewhere else. Docs are full of comments. The CMS feels like a database with a publish button. Workflow tools give you 200 blank nodes and bad context. By the time the work ships, the team has spent more energy moving information between tools than making the work better. The result is what I call random acts of content. --- GrowthOS is our answer to that. It brings five layers into one system: A system of record for your website, search, and discoverability. A system of context for your brand, product, audience, and market. A system of intelligence that shows you what to do next. A system of action that turns strategy into workflows. A system of learning that gets smarter from performance data and human input. This is the codification of everything we’ve learned working with teams like Ramp, Lovable, Vercel, Webflow, SentinelOne, and Reddit. We built it for marketers who want the leverage of AI without needing to become engineers. You get a deployed strategist (not fresh out of college 😊) We set it up with you. We calibrate it. We help shape the content strategy. We configure AI visibility tracking. We monitor the early signals with you. Then it’s yours to run. Nothing holding your team back. The first package is $6,000/mo. I’ll be personally joining as many demos as I can. Comment here, DM me, or book time on the website. This is truly my life’s work. We’re just getting started. Much love ❤️
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Guillaume "𝑮" Cabane shared thisFor once, a marketing event is happening in my neck of the woods! 🇫🇷 I'll be at #Cannes Lions June 22 to 26. So what's in Cannes for me (or you)? => With everything we're all seeing, I have a thesis: brand is quietly becoming the most important B2B channel (again). Buyers never really trusted vendors. Even less its marketing team. Nowadays, they ask an LLM before they ask you, and the only thing that survives inside the model is your brand and your reputation. Email trust is gone. Outbound is declining. So who do buyers actually trust? - Their LLM - Their network (social proof) - Brands they recognize Cannes has a dedicated LIONS B2B track now, and the AI-search crowd is showing up in force. The ad world is turning toward us before most of B2B has noticed. I'll be tagging along with the AirOps team (Matt thanks for the invite!) Looking forward to catching up with Kipp (Hubspot), Kendall (Ramp), Darren (Beehiv) and the LinkedIn B2B Institute team (👋 Tyrona if you're coming). => Now I want to find the rest of you. So if you'll be in Cannes that week, comment or DM me. Founders, growth leaders, CMOs, you name it. I'd rather have 20 good coffees (iced, it's going to be 🥵) than sit through 20 panels. Who else is going?
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Guillaume "𝑮" Cabane shared thisEveryone is asking me about Ramp, the latest fundraise and the insane growth. Here's my attempt to explain: Multiple founders recently told me they budget a 1:1 ratio between tokens and comp for new engineers. => $300K in tokens for a $300K engineer. The benchmark is moving fast: - February: Tomasz Tunguz says 10% of salary is the floor. - March: Jensen Huang says NVIDIA budgets 50%, "or I'll go ape." - This week: Mercor's CEO says they already spend more on tokens than on headcount. Past 100%, and not a plan. => In 4 months we are seeing 10x. BTW, median companies sit at around 10%, and laggards barely register. So back to Ramp - how come they are growing 170% YoY at 20x scale? Faster than ever? Here's the shift: work is moving from labor to capital. In three stages. 1/ Employee spending. Cards, expenses, approvals. Solved. 2/ Spending on agents. NOW. Token spend on Ramp grew 13x since January 2025, the fastest-growing cost category in business. 3/ Agents spending. Ramp already gives agents their own corporate cards. Gartner says $15T (yeah with a *T*) in B2B purchases will be touched by agents by 2028. Now read this week's news again. Ramp raised $750M at a $44B valuation, and Eric's letter calls tokens the third pillar of business spend. Obviously Ramp doesn't sell tokens... But they sell the ability to spend them without flying blind. Eric said it best: tokens are just dollars, agents are just hires. Every hiring plan is quietly becoming a capital allocation plan. The CFO and the CTO are about to share a budget line, and neither of them knows it yet. I could be wrong on the ratio. I'm not wrong on the direction. Congrats Eric Glyman, Karim Atiyeh and the Ramp team.
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Guillaume "𝑮" Cabane shared thisGoing after a *new* $150B market, making it look easy. Just another Wednesday at Ramp!Guillaume "𝑮" Cabane shared this300,000 CPAs have left the profession. Accounting degrees are at a 20-year low. Firms are turning away clients they can't staff. Today we're launching Stack — the AI operating system built to let accounting firms take on more clients without hiring more accountants. Stack learns your firm's process — how you close, how you reconcile, how you post journals for each client — and turns it into living SOPs. Then it runs them. Every action logged and fully auditable. Early design partners are closing some clients' books in half the time. This is Ramp's first product built specifically for accounting firms. We built it with the firms who know the work best — and for the 4,500+ firms already on Ramp, including 92 of the top 100. I believe we’re living through the biggest shift in accounting since the spreadsheet. Know a CPA? Tag them in the comments — we'll set them up with 3 months of complimentary access. → https://ramp.com/stack
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Guillaume "𝑮" Cabane posted thisAs most people know, I'm an American citizen by birth (though born abroad, as is obvious by my accent!). Getting through the green card process for my wife & kids was rough, with a ton of paperwork. I invested in Manifest OS not only because I believe in the Legal OS thesis, not just because Dan Mishin is one of the most high energy founders I've met lately, or because it is one of the fastest-growing companies I've backed. Their mission means something to me. I'm partnering with them through HyperGrowth Partners to help them grow even faster, and I'm helping Shivanie Barapatre and Daniel Dong build the best growth team there is. We're starting with 3 roles. Each role is where one operator changes the curve. If you've seen my work at Ramp and you're interested in the next best place to build a career in growth, look no further 👇 1/ Head of Performance Marketing. Most "performance marketers" are campaign managers in a fancier title. This isn't that. Build paid from zero across Meta, TikTok, YouTube, Google. Immigrant communities at scale. SQL-fluent. Treats ad accounts like a system, not a dashboard. 2/ Strategy & Operations, GTM. Senior IC. Parachute onto the broken thing, build it into something that runs, hand it off, do it again. Works close to Dan. The role I would have killed for at the right stage in my career. 3/ Events Manager. Owns events end-to-end. P&L included. In immigration, community trust is the channel. Get this right and it compounds for years. $60M Series A. $750M post. 100+ attorneys, 3,000+ clients in 18 months. Product ships weekly. No playbook, no safety net. You ship, you own outcomes, you compound. If your last 90 days included shipping something you're proud of: DM Shivanie. Tell her G sent you.
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Guillaume "𝑮" Cabane shared thisI was born an American citizen. My wife wasn't. Going through the green card and citizenship process, even with a lawyer, was one of the worst things I've put my family through. Slow, opaque, expensive, dehumanizing. And we had it easy compared to most. That's one reason why I invested in Manifest. Ramp built the Financial OS. Manifest is building the Legal OS. Both give time back to specialized professionals so they can focus on the work only they can do. Both ship product insanely fast. I've seen this work out. 100+ attorneys, 3,000+ clients in 18 months, now a $60M Series A at $750M valuation. 👇 1/ It's the fastest-growing company I've ever backed. Faster than Ramp at the same stage. 2/ Dan Mishin is one of the most intense founders I've had the privilege to work with. Congrats Dan and the team — this is just the start.Guillaume "𝑮" Cabane shared thisToday, we’re announcing that Manifest OS has raised a $60 million Series A at a $750M valuation to power the next generation of fully AI-native law firms. Thank you Menlo Ventures Kleiner Perkins First Round Capital and Quiet Capital for believing in this vision. After two years of hard work on this mission, I am humbled and privileged to finally share our story. Full video explaining who we are: https://lnkd.in/eGM4DEYH As an immigrant who navigated the long journey to become a US citizen, and later as an entrepreneur building companies, I experienced first hand how broken the legal system is. The billable hour makes costs unpredictable and the process slow, archaic and overwhelming. Manifest OS isn’t solving this problem by just selling AI to lawyers; we are redesigning the law firm business model from the ground up to prioritize certainty, transparency, and speed. By rebuilding the role of the attorney for the AI era, we’re making high-quality representation accessible to the 80% of businesses and consumers who currently can't afford it. We incubated the first Manifest OS powered law firm in business immigration law just over 18 months ago. Since then, we’ve seen Manifest OS scale to powering over 100 attorneys supporting more than 3,000 clients nationally, ranging from small businesses and individuals to some of the leading technology companies in America. Beyond grateful to our investors Shawn Carolan, Croom Beatty, Ilya Fushman, Bill Trenchard, Josh Kopelman, Michael Bloch, Matt Humphrey, David Greenbaum, Stewart Butterfield, Scott Belsky, Gokul Rajaram, Noah Desai Weiss, David Schellhase, A. Toby Espinosa, Zachary Smith, Guillaume "𝑮" Cabane, Micah Moreau, Michael Kives, Bryan Baum, Jason Shuman, Mike McNamara, Howard Rosenberg, and our rockstar team: Tara Neuman, James F. Cariello, Monica Desai Weiss, Avi Goldenberg, Shivanie Barapatre, Alex Shevtsov, Eric Oberman, Matt Gale, Daniel Dong, Gedalia Gillis and more. If you’re inspired by our mission, check out our open roles: https://lnkd.in/eVv5SAPz
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisAnnouncing Revoy's $27M Series A Diesel is expensive. But long-haul EV semis are even more expensive! Today we’re launching the United States’ first hybrid electric, cost-competitive long-haul freight network. (Bloomberg article in comments.) You don’t see it on your credit card statement, but the average American spends $1,270/year on long-haul freight. Diesel prices at the pump are outrageous today: rising on both international price shocks and increasing domestic shale oil costs. And pure EV semis are somehow even more expensive to operate. We need a better solution, and Ian Rust figured it out. Revoy’s unique powered converter dolly lets us drop diesel usage by 95% and efficiently replace it with low-cost electricity. After two years of demonstrations and iterative improvements, we’re now taking the unique Revoy vehicle that we design and manufacture, and launching our hybrid-electric freight network with a select set of carriers. Shippers can reduce diesel consumption immediately on Revoy’s network without having to convince legacy carriers to convert their fleets, and without any investment in new infrastructure or equipment. We’re starting in the Pacific Northwest, with additional lanes planned. Ping us at revoy.com/contact-sales if you want to ship on our network or discuss opening new lanes. We’re also hiring: revoy.com/join-the-team
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisI talked to George Bonaci who runs growth at Ramp to see what they're cooking up w/ AI and why they’re systematically winning. My takeaways: 1). The principles to win in growth are embedded in Ramp’s culture… to move extremely quickly and launch many experiments. In growth at Ramp, they don’t manage up, they don’t stress out about comms and reporting on metrics, and meetings are kept to a bare minimum. Sounds simple, but non trivial at a company of this size. 2). They have kept the talent bar high Trite, but important. Great people don’t need the structure of OKRs and meetings to review metrics. Those raise the floor, but also lower the ceiling. To attract talent, Ramp gives broad scope & autonomy, they compensate well, and they hold a very high bar. 3). They've made short-term sacrifices for long term gain with AI George has been pushing his team to use AI for quite some time. At the beginning, this was a bit of sacrifice - hiring more slowly, spending time on work that might not amount to anything, etc. When someone on the team asks for more headcount, George asks if they’ve tried to automate part of their work with AI first. If it didn’t work, he wants to know why. Over time, this has compounded into an advantage. Ramp has made huge strides by using AI to run google ads, speed up custom positioning and campaigns in new verticals, and more. The team is also building tools and projects that the rest of the growth org is using. And one specific surprising (to me) fact: Folks in growth are writing their own AI evals 4). They are also investing heavily in the antithesis of AI The events team at Ramp went from 3 to 25 people since George joined. They are building out their creative team and muscle within George’s org, and all of the time spent automating opens the door for more time on experimentation. Our full conversation, jam-packed with tactical insights below!
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisI’ve lived in the US for almost 15 years. But having grown up outside of the US I think I’ll never forget that “Rest of World” is not a place on the map. Each country is a unique place with its own nuances and needs that require their own solution. That’s why I’m so excited to share that Ramp is now live in Canada! Over the past year we’ve been hard at work at building Ramp for Canada. We’ve customized the product to extract the local tax fields, and built financial products that help businesses who operate both in CAD and USD. We’ve built a local team to ensure we can spend time with customers to deeply understand and solve their problems. And in just a few weeks we’re opening our office in downtown Toronto to continue invest in the ecosystem. We’re incredibly grateful to our early adopters like Othership for placing a bet on us and helping shape the product. If you’re responsible for making sure your company’s money goes as far as possible, we’d love to help — including some links on how to learn more below! Big shoutout to the team leading this effort -- Liam Moore, Vida H., Nicholas Esemplare, Avinash Gopinathan, Sabrina Norman, Aaron Ou, Mehrisa Malik, Ryan Wang, Noah Robinson, Simon Thibeau, Cecilia Cai, Julian W., Anne Stonecipher, Pravika Joshi and many more
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisConvinced that the best makreting conversations don’t happen on LinkedIn. They happen at Wolfbane, incredible food, and the chance to spend time with operators I’ve met in a while. Guillaume "𝑮" Cabane Waqas Makhdum Mario Moscatiello Madeline Lawrence Gallant Chen Alex Ortiz They were about metrics, ai, how to get value out of it and what surprised us, and the things you’d never post publicly. I also got to reconnect with friends I hadn’t seen in years while meeting people I’d only known through LinkedIn. Marcel Santilli Thanks for putting together such a great experience. We need more rooms like this.
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisHello, Hello Kitty! Coming to Toybox 😺 🎀 Thrilled to announce that Toybox has partnered with Sanrio to bring Hello Kitty and Friends to 3D Printing on demand. https://lnkd.in/gcRykNenSanrio Licenses 'Hello Kitty and Friends' to Toybox 3D PrintingSanrio Licenses 'Hello Kitty and Friends' to Toybox 3D Printing
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Guillaume "𝑮" Cabane liked thisGuillaume "𝑮" Cabane liked thisLovely time getting to host a CMO dinner last night at Wolfsbane with our friend Guillaume "𝑮" Cabane. I always feel like I'm just hanging out with friends ❤️ ... and of course we had waygu 🙈
Experience & Education
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HyperGrowth Partners
View Guillaume "𝑮"’s full experience
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Volunteer Experience
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Startup Mentor
NUMA Paris
- 2 years 10 months
Specialist mentor on acquisition and conversion strategies. I help startups accelerated at le Camping and at earlier stages. Mentored startups :
- Gorgias
- Lingocracy : Read what you love, learn languages
- Qleek : Your Digital Life in the Real World
- TripnDrive : Carsharing for travellers in airports
- Metix.io : Mesurez l'impact de vos campagnes digitales sur les achats en magasin
- Youmiam : Share your recipes
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President & Co-founder
Jeuxmac
Honors & Awards
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Sales Hacker Top 50 Award - (Demand Gen)
Sales Hacker
The Annual Sales Hacker top 50 are peer voted awards for the best practitioners in modern sales.
https://www.saleshacker.com/winners-top-50-awards-2017/
Languages
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French
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English
Native or bilingual proficiency
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Kashif Bhaor
Lately I’ve been thinking about something YC said recently (paraphrasing): They’re less excited about startups that “help existing businesses do better” (ex: AI chatbot for real estate agents)… …and more excited about startups that become the business (ex: an AI-native real estate company where the agent is the chatbot). They basically said: don’t sell to dinosaurs. That hit hard. Because for years, “the moat” in startups was: • the tech itself • selling SaaS into incumbents • becoming the tool everyone uses But if YC’s worldview is right, the moat is shifting. The new moat isn’t selling tech. The new moat is replacing the buyer. Meaning: Instead of building software for dentists → build the AI-native dental clinic. Instead of building tools for recruiters → build the recruiting firm powered by agents. Instead of building CRM for brokers → build the brokerage. In this world, distribution changes too. You don’t need: • approval from legacy workflows • long sales cycles • “change management” You just need: • customers • a better unit economics machine • and an AI workforce that scales The implication is kind of brutal: The incumbents aren’t your target customer. They’re the market inefficiency you’re supposed to delete. So yeah — maybe SaaS as a wedge isn’t dead. But the “AI wedge” seems to be something else entirely: Start with software → end as the company.
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Muhammad Ashraf
For healthcare startups, HIPAA compliance isn’t just a checkbox — it’s the foundation of patient trust and investor confidence. Yet, too many young companies trip over the same architectural pitfalls. Here’s where I see startups either save big or fail fast: 🔹 Shared Responsibility Model Cloud providers (AWS, GCP, Azure) give you tools, but compliance is not inherited by default. Your team still owns encryption, identity management, and PHI handling. Ignoring this = breach risk. 🔹 VPC Isolation Mixing dev, staging, and prod environments in one VPC? That’s asking for trouble. Isolated environments with strict IAM policies aren’t “nice to have” — they’re critical. 🔹 Audit Trails & Monitoring No logs = no defense. Without immutable audit trails, you can’t prove compliance, detect anomalies, or respond to incidents. Skipping this step will cost far more later in fines or lost trust. 💡 The truth: Designing HIPAA-ready systems early is cheaper than retrofitting later. Startups that get it right save 30–40% in remediation costs and accelerate trust with payors, providers, and patients. 👋 If you’re building a healthcare platform and want to ensure your architecture scales securely and compliantly, let’s connect. I help startups design HIPAA-ready systems that don’t just check boxes — they unlock growth. #HIPAA #HealthcareIT #CloudArchitecture #Startups #ComplianceByDesign
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