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From Rigid Systems to Wedge Products: How Veeve’s Founder Cracked Enterprise Retail Sales

Enterprise sales cycles can make or break a hardware startup. In a recent episode of Category Visionaries, Veeve founder Shariq Siddiqui shared how his team transformed their go-to-market strategy to slash sales cycles from nine months to just six weeks – by fundamentally rethinking their approach to product integration.

The journey began with a critical insight about Amazon Go’s limitations. While working at Amazon, Shariq noticed a fundamental scaling problem with the Just Walk Out technology: “I couldn’t wrap my head around how Amazon Go can be scaled into a full-on enterprise solution… primarily because of the return on investment.”

This observation led to Veeve’s founding hypothesis: what if you could achieve similar functionality by making the shopping cart smart, rather than the entire store? But the real GTM lessons emerged as they began selling to major retailers.

The Integration Trap Initially, Veeve found themselves caught in a common enterprise tech trap – the need for deep systems integration. As Shariq explains: “Think about the amount of different aspects of a point of sale terminal… you need to integrate with loyalty, same as you need to integrate with the catalog. What are the items that are in the store? You need to integrate with pricing engine… payment solution… inventory.”

This complexity created a nightmare for sales cycles. Each stakeholder – from store operations to the tech team – needed to sign off, leading to endless rounds of “Let me think about it. Let me talk to my tech team. Let me discuss this with my store operations.”

The Wedge Strategy The breakthrough came when Veeve developed what Shariq calls their “wedge product” strategy: “The core definition of a wedge product is that it is not your actual product, it is a subset of your product, which is so simple, which is so easy to understand. And you see the benefit, the ROI, immediately when you’re the buyer.”

Rather than requiring deep POS integration upfront, they created a simplified offering that could demonstrate value independently. This eliminated the need for extensive technical evaluation and transformed their sales approach: “By eliminating the need to do POS integration, the sales cycles just got shorter.”

Multi-Stakeholder Pitch Engineering Shariq revealed another crucial insight about enterprise sales: the importance of tailoring pitches to different stakeholders within the same organization. “I would literally have multiple different versions of our pitch deck for the same company, but depending on who I was talking to… I don’t need to tell them what I’ve built. I need to tell them how I will solve their problem, not their counterparts problem.”

This led to discovering unexpected champions, like a C-level executive from the pharmacy division who saw value in using smart carts for prescription notifications. As Shariq notes, “He was really excited about that, right. And that’s how we got in.”

Building Strategic Moats Throughout the journey, Veeve maintained focus on creating defensibility: “I don’t want to build one trick pony, because one trick pony products is that somebody can come in and immediately offer a cheaper solution to a retailer or to any industry, and then you’re kind of like left in a really bad place.”

This philosophy guided their evolution from smart carts into what Shariq describes as “the Google Analytics for brick and mortar stores,” using computer vision to provide comprehensive retail intelligence.

The key lesson for founders? Sometimes the fastest path to enterprise adoption isn’t through your full solution – it’s through strategically chosen subset that eliminates organizational friction while still delivering clear value. By rethinking their integration requirements and creating targeted value propositions for different stakeholders, Veeve didn’t just shorten their sales cycle – they created a scalable path to enterprise adoption.