Our Why
We meet companies at a critical point in their lifecycle:
they must evolve from product-market-fit to scalable growth
Our Why
Very few succeed.
And it's only getting harder.
Our Why
AI is driving competition to an
all-time high.
all-time high.
2–3×
more
competition
competition
“Competitive intensity is at an all-time high. Promising areas are attracting 2–3x the rivals of years past.”
Bessemer Venture Partners
State of AI, August 2025
45%¹
less time
to reach $1B
to reach $1B
“Lower barriers to entry have intensified competition, making speed and scale decisive sources of advantage.”
McKinsey & Company
How to Build Businesses Faster and Better with AI, March 2026
¹ Financial Times, January 2026 — “previously took on average seven to eight years for a successful start-up to achieve a $1bn post-money valuation, it is now less than four years”
Our Why
Greenfield's G²M Platform exists to ensure our companies build GTM machines that scale.
The approach
Here's how.
Onboarding
It starts with
onboarding.
onboarding.
Onboarding · Step 1
Identify Gaps.
We map every company's GTM motion pre-investment, allowing us to get to work immediately after close.
GREENFIELD × SETT
Context
Key Questions
Example KPIs
1
GTM Infrastructure
Sett has PMF pull, but GTM remains founder-driven and under-instrumented.
›What is the clearly defined ICP and segmentation (tier 1 vs long tail studios)?
›Standard motion from pilot to production to expansion: what triggers each step?
CRM hygiene & data completeness
2
Sales Team Hiring
Early sales success has been founder-led; scaling requires the right AE profile and disciplined hiring.
›What is the ideal AE profile to sell a data and ROI-driven product?
›How do we structure founder-assisted selling and define when reps are fully independent?
Time to quota productivity
% reps at quota
Win rate by rep / Rep ramp vs plan
3
Pipeline Management (New & Expansion)
Pipeline quality and expansion are primary drivers of forecast accuracy and capital efficiency.
›Which metrics (coverage ratio, conversion rates, velocity) give us the best forecast accuracy?
›Which channels are most productive (inbound, partner referrals, outbound prospecting)?
Pipeline coverage ratio
Pipeline velocity
Forecast accuracy
4
Gross Margin Optimization
Current delivery model carries elements of human QA and infra intensity. Structural GM expansion required.
›How quickly can we move off Unity without degrading customer and production value?
›What is the true unit economics per asset and per iteration?
Gross margin by product
Cost per iteration
Auditor / QA time per asset
5
Full Autonomy Build-Out
Creative generation is table stakes; continuous autonomous optimization is Sett's long-term moat.
›What decisions can the system make autonomously today vs in future iterations?
›What intermediate milestones define progress toward full autonomy?
% iterations without human intervention
Time to winner
Winner hit-rate vs baseline
Iteration cycle time
GREENFIELD × EXODIGO
Context
Key Questions
1
Operations at Scale & Execs Bench
Establish foundations to support delivery at hyper growth environment and long-term strategies.
›Successful delivery of projects as the company builds reputation and relationships with top leaders
›Successful outsource of scanning to 3rd party contractors as part of the long-term go-to-market strategy
2
GTM Execution
Successful execution of GTM objectives and building a machine.
›Build a machine with repeatability and predictability - sales hiring, tracking systems, CS teams
›Successful transition to sole source / step 4 to ensure perception as a SaaS business
3
Product / Tech Execution
Big blocks to solve on the tech/product side, with high impact on TAM and expansion within customers.
›Critical launch of Geotech and Exoterra given larger apparent TAM than pure utilities use case
›R&D spend with predefined milestones that dictate next steps before burning additional cash
4
Efficiency & Unit Economics
Efficiency of generating more business and delivering projects — high impact on valuation towards exit.
›Need to define and track KPIs properly
›Successful execution of initiatives to reduce cost per project / HW
5
Positioning and Branding
A window to establish tech dominance and product leadership in the hearts and minds of ecosystem stakeholders.
›Plan to be established as category leader; partnerships with leaders in underground damages
›Consider website re-vamp and tech superiority messaging
GREENFIELD × SILVERFORT
Context
Key Questions
1
Sales Efficiency
Efficiency of creating new revenue — the ultimate driver of profitability, with high impact on valuation in current regime.
›What are the key metrics by which the company determines sales efficiency and sub-metrics by function?
›What are the key drivers that can have the biggest impact on sales efficiency?
2
Net Retention
Ability to drive additional revenue via installed base — a hallmark of high-quality SaaS businesses.
›Does the company have the right pricing strategy to drive net retention; does it align with product functionality and sales motion?
›Which vectors can best leverage net retention: (i) land and expand, (ii) feature modularization, (iii) upsell to broader vision?
3
ITDR Use Case
Second act of Silverfort in early innings — critical to ensure it becomes a growth pillar given larger apparent TAM than pure MFA extension.
›Who is ICP for this use case?
›What are the key obstacles and objections from customers and how do we clear those hurdles?
4
Alliances and Channel Strategy
Effectively leveraging distribution — typically a prerequisite to achieve and maintain accelerated growth.
›MSFT: how do we measure progress in effectively leveraging? Are we creating too much dependence?
›Cyber insurance brokers: how do we measure progress in effectively leveraging?
5
Positioning and Branding
A window for Silverfort to establish tech dominance and product leadership in the hearts and minds of ecosystem stakeholders.
›What is our analyst strategy, key goals, and how would we evaluate current status?
›Which other public evaluators should we be focused on (e.g. G2, Gartner Voice of the Customer)?
Onboarding · Step 2
Sprint to Execute.
In the first 90 days post-investment we work closely with founders to build strong data and GTM foundations.
90-Day Sprint
MONTH 1
MONTH 2
MONTH 3
ICP Definition
Sales Motion
CRM Setup
Hiring Plan
Pipeline Cadence
Day 90: GTM foundations ready to scale
The quarterly rhythm
Our support continues throughout the
companies’ lifecycle.
companies’ lifecycle.
Quarterly Rhythm
1.
Data
Quarterly portfolio financial and CRM data is uploaded to Orion, our proprietary G2M intelligence platform.
Orion: The Intelligence Platform
Quarterly Rhythm
2.
Analysis
We run a deep analysis on each company's full GTM motion, based on hundreds of data points and board report insights.
Orion: The Intelligence Platform
Quarterly Rhythm
3. Seven Pillars Health Check
Each company is assessed quarterly against our Framework, and areas for support are flagged.
01
Market
Strategy
Strategy
ICP definition
Market segmentation
Competitive positioning
Pricing & packaging
GTM motion selection
Territory design
02
Sales
Execution
Execution
Qualification frameworks
Discovery methodology
Proposal process
Objection handling
Closing playbooks
Forecasting cadence
03
Pipeline
Generation
Generation
Outbound prospecting
Inbound content strategy
Paid acquisition
ABM programs
Event marketing
SDR playbook design
04
People &
Organization
Organization
Hiring
Onboarding
Training
Career growth
Compensation
Performance mgmt
Retention
05
Operational
Infrastructure
Infrastructure
CRM architecture
Tech stack audit
Analytics dashboards
Process documentation
OKR frameworks
RevOps design
06
Partnerships
& Alliances
& Alliances
Partner program design
Co-selling motions
Channel enablement
Integration partnerships
Referral programs
Alliance strategy
07
Customer
Success
Success
Onboarding programs
QBR frameworks
Expansion playbooks
Health scoring
Churn prevention
Voice of customer
Quarterly Rhythm
4.
Strategy
Post-assessment, we strategize in Apollo, our Execution Platform. We set quarterly objectives for all companies in focus.
Apollo: The Execution Platform
Quarterly Rhythm
5.
Execute
We build action plans, mobilize our experts and get to work.
Apollo: The Execution Platform
Greenfield Platform Team
Nir Goldstein
Operating Partner, Head of G²M Platform
VP Sales · monday.comSales Dir. · sisense
Ariella Taub
G²M Platform
Lior Sulkin Levy
Head of Data
Arielle Lubick
Data & AI Specialist
David Ohana
VC Operations
G²M Experts
Strategy
Omri Dahan
Ex CRO
Marqueta
Strategy
Dan Baruchi
Strategy & Corp Dev
Utbrain
Operations
Cody Guymon
COO
Workato
Operations
Leore Spira
Director of RevOps
Blink
People
Hadas Mor-Feldbau
Ex Global VP HR
monday.com
People
Shaked Mizrahi
Director of People
monday.com
People
Jen Vanderwall
Chief People & Culture
Capitolis
Pipeline
Joseph Fuerst
Ex VP Sales
Sisense
Pipeline
Dave Greenberger
VP Sales
CHEQ
Sales
Scott Harvey
CRO/CCO, GTM Builder
Stripe
Sales
Asaf Tsur
VP EMEA
Bob
Sales
Gilad Komorov
Ex CRO
Granulate
Partnerships
Kendra Krause
SVP Global Channels
Sophos
Partnerships
Boaz Maor
Chief Customer Officer
Redirect Health
Accounts
Julie Giannini
Chief Customer Officer
Imperva
Accounts
SL
Shiri Levi-Laor
COO
Amdocs
Plan Summary
3
objectives
9
suggested actions
Would you like me to
build the workplan?
build the workplan?
✓ Yes, build it
O
Orion
Intelligent Execution Agent
↳ Execution plan ready — team mobilised ✓
PROCESSING
Health Assessment · Q2 2025
✓ Processed · 3 objectives identified
Objective 1
Scale the Sales Team
›Define ideal rep profile + comp
›Build structured sales playbook
›Track ramp-to-quota per rep
Scott Harvey
CRO/CCO · ex-Stripe
Hadas MF
VP HR · ex-monday
Nir Goldstein
G²M Platform Lead
Objective 2
Grow Pipeline 2×
›Refine ICP & lead scoring model
›Launch personalised outbound
›Weekly pipeline review cadence
Joseph Fuerst
VP Sales · ex-sisense
Dave Greenberger
VP Sales · CHEQ
Ariella Taub
G²M Platform
Objective 3
Build Data Foundation
›Standardise CRM fields & hygiene
›Build revenue metrics dashboard
›Define & track leading KPIs
Lior Sulkin Levy
Head of Data
Arielle Lubick
Data & AI Specialist
Leore Spira
Dir. RevOps · Blink
Quarterly Rhythm
6.
Evaluate
Impact is tracked: outcomes are compared to KPIs set in the Plan.
Apollo: The Execution Platform
The flywheel
The next quarter begins,
and we do it again.
The flywheel compounds.
and we do it again.
The flywheel compounds.
Track Record
And it’s already working.
GREENFIELD × EXODIGO
Greenfield’s deep KPI analysis is driving Exodigo’s 2026 data strategy
Jeremy Suard
Founder & CEO · Exodigo
“
Thanks a lot! Very good examples. I think we can create our own good template based on all of those ideas … and it’s very relevant to where we are right now as part of our KPI’s for 2026.”
1 / 4
GREENFIELD × SILVERFORT
Our strategic GTM analysis became the North Star for Silverfort’s 2026 Strategy
Howard Greenfield
President & CRO · Silverfort
“
Appreciate you sharing the terrific insights about the Silverfort business. Tierney and I met after our meeting and determined there is lots of value and opportunity for us to engage with you on to improve and grow our business.”
2 / 4
GREENFIELD × CORALOGIX
Our close work with Coralogix’s CRO propelled their 2025 overperformance
Calendar
Nir↔Ron: Commercial GTM
Oct 19 · 3:00–4:00 PM
👤 ron@coralogix.com · Nir Goldstein
Enterprise Sales Leader — RoW
Nov 2 · 10:00–10:45 AM
👤 Ron Davidi · Nir Goldstein · Will Hale
GTM Risk Mitigation PlanQBR
Jan 4 · 10:30–11:30 AM
👤 Ariel Assaraf · Ron Davidi
Calendar
Nir↔Ron: BDR Performance
Feb 26 · 11:30 AM–12:00
👤 Ron Davidi · Nir Goldstein
Coralogix Madrid QBRQBR
Jul 2 · 10:00–10:45 AM
👤 Ron Davidi · Nir Goldstein
Coralogix SKO — LisbonSKO
Jan 13–15 · 3-day event
👤 Nir Goldstein · Nadine Damboritz
Calendar
Engagement Summary
8
Sessions
15
Months
3
Countries
Nir ↔ Ron Catch Up
Feb 24 · 10:00–11:00 AM
👤 Ron Davidi · Nir Goldstein
GTM Brainstorm Session
Mar 3 · 15:00–16:00
👤 Ron Davidi · Nir Goldstein
Ron Davidi
CRO · Coralogix
“
I wanted to share my appreciation for the impact Nir had over the past year. His guidance on our GTM strategy … was instrumental in strengthening our execution and helping us to overachieve the 2025 targets.”
3 / 4
GREENFIELD × SETT
Through hands-on work with Sett, we’ve built the GTM infrastructure for world-class execution
Sett – AE Hiring Process
Process Overview
CV Screen (HR) → Phone Interview (HR) → Interview #1 (TL + Rep) → Demo / Role Play → Management Interview (Director) → HR Interview → Committee → Reference Check → Offer
1) CV Screen (HR)
Goal: Basic screening based on experience, relevance, and career story.
2) Phone Interview (HR)
Focus Areas
For each relevant role:
• Role, market, segment
• Quota + attainment
• Deal size, deal type, sales cycle
• Persona
• Inbound vs. outbound
• Reason for leaving / considering leaving
• Target markets + languages (if relevant)
• What the candidate is looking for next
3) Interview #1 (TL + Rep) – 60 minutes
Guidelines
The mindset (read this first)
This is a two-way interview. Top sales candidates have options. Your job is not only to evaluate them — it’s also to make them want to join Sett.
What this means in practice:
• Make the conversation warm, energetic, and structured.
• Don’t interrogate. Create a comfortable environment so you get the real person.
• Pitch Sett as a once-in-a-career growth opportunity, without overselling.
• Keep the interview moving — strong candidates respond to momentum.
Preparation (mandatory before the interview)
Review the candidate’s CV + LinkedIn in detail.
Review patterns:
• Company quality: logo quality, brand, culture — progression?
• Tenure: Many short stints = job hopping? Survival mode?
• Progression: Bigger deals / bigger segment / more complexity
• Consistency: Success across multiple companies vs. one “lucky” stint
• Storyline: Does the career path make sense? Or random moves?
• Career breaks: What happened?
Prepare your “flags” before you start
Write 3–5 bullets for what you want to clarify.
• “You moved 4 times in 3 years — walk me through the logic.”
• “You were at X for 4 years — what changed in your last year?”
• “Why the break between X and Y?”
Special achievements (optional)
• School / university
• Army
• Awards
Interview structure
• Intro
• Sett pitch
• Candidate brief overview (“tell me about yourself”)
• Career deep dive
• Questions – based on the scorecard
• Candidate questions + closing
Section 1: Intro (opening + agenda)
Quick introduction + icebreaker.
Section 2: Sett Pitch (compelling overview)
Script
“Quick context on Sett. We’re one of the fastest-growing companies in Israel at our stage. Last year we grew from $1M to $9M ARR, and we’re already working with top mobile gaming companies like King, Zynga, Playtika, Moon Active. We’re closing large deals very fast — $200K deals within a month.”
Add after pitch: “What do you know about us?”
“Before we start — tell me what you already know about Sett.”
How to evaluate:
• Did they do research?
• Do they understand what we do at a high level?
• Are they curious and thoughtful?
Section 3: Candidate brief (“tell me about yourself”)
“Tell me briefly about yourself and your background.”
How to evaluate:
• Clear & sharp; structured story, easy to follow
• Compelling; emphasizes impact and progression
• Engagement: shows excitement and natural expression
Section 4: Career deep dive (role-by-role)
“Now I want to dive into your background. Tell me about [role].”
• “What were your specific targets? What did you hit?”
• “How was your compensation structure and were you happy?”
• “What changed in your last year there?”
Interviewer evaluation:
• Consistency of data and story across roles
• Career logic: good career decisions?
• Deal size, attainment, quota, selling strategy
• Willingness to pivot, taking ownership
Section 5: Scorecard Questions (deep dive + scoring)
Use the questions, structure, and scoring rubric throughout. Cover:
• Drive & persistence
• Listening clarity, strategic thinking
• Taking notes, attention to detail
• Note: Narrative + performance data is covered throughout this section.
Amit Carmi
Founder & CEO · Sett
“
One of the main reasons we chose Greenfield is their unique, hands-on GTM approach. They don’t just write checks, they roll up their sleeves and help you build the machine. They’ve been instrumental in helping us build the infrastructure we need.”
4 / 4
Click next to reveal case studies →
What powers it
The AI-powered engine underneath.
Our processes are driven by data infrastructure and AI systems built across the fund, and we sharpen them every quarter.
The advantage
We are amplifying every role 10x, at every stage of the process.
AI and data systems deployed across seven vectors, with the deepest investment in sourcing, pipeline management, and value creation.
Priority 01
Sourcing
Signal discovery, enriched market intelligence, and outbound at scale so the deal team focuses on conviction, not coverage.
Priority 02
Pipeline & Underwriting
Multi-agent scoring, structured IC process, and AI-driven assessments for sharper judgment and faster cycles.
Priority 03
Value Creation
The G²M Platform, powered by Orion and Apollo, our execution engines for every company we back.
04
Due Diligence
05
Capital Formation
06
Marketing
07
Finance & Ops
The tooling
The systems powering our team.
Improving and compounding as the technology evolves.
The Intel Brief
● ACTIVE
Thousands of signals, integrated into one center
A continuously-updated ledger of startup intelligence, curated from multiple channels, enriched with context, and linked to our CRM.
SLACK FEED
16 APR 2026
The Daily Digest
12 signals · 3 thesis matches
● HIGH PRIORITY
Oligo Security closing Series B at $78M
Runtime AppSec via eBPF. Strong syndicate (Lightspeed re-up).
THESIS MATCHREVIEW BY EOD
Seri Khoury (stealth) $20m seed
Ex-Wiz founder. Greylock led. $140m post-money.
THESIS MATCHWATCH
Patronus AI: $20M raise, evals platform
LLM eval & security. Notable Capital led.
IN PIPELINE
● MARKET INTEL
Cognifence: Greylock led round
ListenLabs space. Seri Khoury.
Fireside: seed from Index Ventures
Audio/community. Early traction signal.
Universal Quantum: raising mega round
Quantum computing. Deep tech signal.
● PORTFOLIO NEWS
Arcus Security: $400K ACV closed
New VP Sales from CrowdStrike delivering.
Easyplant B2B: AI agent live in production
First portfolio AI deployment shipped.
DIGEST CENTER
Meeting Prep Center
● ACTIVE
Every meeting, fully briefed
Auto-generated for every meeting type. LP updates, pipeline diligence, and portfolio check-ins with full context and talking points.
THIS WEEK
MON, APR 20
Cambridge Associates
10:00 AM · LP Meeting
TUE, APR 21
Meridian AI
2:00 PM · Pipeline
WED, APR 22
Arcus Security
11:00 AM · Portfolio
Wilshire Associates
3:30 PM · LP Intro
THU, APR 23
Strata Labs
9:00 AM · Pipeline
5 meetings · 3 briefs ready
LP Meeting Brief
LP MEETING
Fund IV Update, Cambridge Associates
Mon, Apr 20 · Michael Torres, Sarah Kim
23
Interactions
Sep '24
First Touch
David
Owner
1. IC review status, Apr 22
2. Fund III markdowns
3. AI infra thesis vs Radical
4. Yale endowment intro
2. Fund III markdowns
3. AI infra thesis vs Radical
4. Yale endowment intro
Pipeline Brief
PIPELINE
Founder Meeting, Meridian AI
Tue, Apr 21 · Priya Chakrabarti, James Liu
Meridian AI
AI compliance for finservices. $3.2M ARR, 180% NRR.
AI compliance for finservices. $3.2M ARR, 180% NRR.
$3.2M
ARR
180%
NRR
12
Customers
Portfolio Brief
PORTFOLIO
Monthly Check-in, Arcus Security
Wed, Apr 22 · Lena Vogt, Tom Anderson
$280M
Valuation
$24.1M
ARR
+31%
QoQ
Enterprise Sales Active
VP Sales from CrowdStrike. $400K ACV.
VP Sales from CrowdStrike. $400K ACV.
Series C Prep Planning
Q1 2027. 3 growth investors.
Q1 2027. 3 growth investors.
LP
PIPELINE
PORTFOLIO
Greenfield Market Map
Bubble size = market cap. Click to explore.
APPLICATION
INFRASTRUCTURE
FRONTIER
The Brain, Greenfield Scoring Engine
● ACTIVE
Multi-agent pipeline assessment and scoring
5-stage pipeline with dedicated AI agents for founder deep-dives, market tailwinds, investor syndicate analysis, technical moat (Cipher), and contrarian veto.
IRC Meeting Manager
● ACTIVE
Investment committee, fully orchestrated
Agenda management, structured scoring across 6 dimensions, team voting, pipeline analytics, and company status tracking.
Apollo
● ACTIVE
The execution engine behind G²M
Reads health assessments, identifies objectives, drafts action plans, and matches experts.
Orion
● ACTIVE
Data intelligence for portfolio companies
Aggregates performance data, tracks KPIs, and surfaces insights for quarterly reviews.
Shaping the portfolio
AI tooling that extends to every company we back.
The same AI-native approach powering our team extends across the portfolio. Hands-on workshops, shared tooling, and AI integration support from day one.
✦
AI Workshops for Founders
Structured sessions on integrating AI into product, operations, and GTM. First cohort launching this year.
⟳
Shared AI Playbook
Best practices, vendor assessments, and implementation frameworks shared across the portfolio.
Shipping AI in product today
Easyplant, AI-powered B2B
More across the portfolio
easyplant.com
Where we compound
We build, execute, iterate. Repeat.
Every cycle sharpens the system. Every quarter, the work gets more focused, more precise, more impactful.
01, Depth over breadth
AI handles the thorough, consistent groundwork.
The deal team focuses on what matters most: relationships, judgment, and the qualitative signals only humans can read.
02, New category access
Enter and assess markets we couldn't cover before.
Depth where depth wasn't possible. AI-powered conviction in unfamiliar territory, grounded in real data.
03, 10x coverage
More outbound. More inbound. Sharper signal.
Reach expanded by an order of magnitude without losing the partner touch that wins deals.
This is how the fund compounds.
G²M Platform:
Your Partner for Scale
Your Partner for Scale