Go-To-Market for Open Source Companies with Quentin Sinig

This week on The Business of Open Source, I spoke with Quentin Sinig, who has been the first “business” hire at three open source companies; Strapi, Kestra and now Pruna.ai. We covered a lot of ground in this conversation, which was especially interesting because it spanned three open source companies so we were able to talk about patterns Quentin saw at all of them, as well as how the ecosystem is changing now.

We talked about the need to find product-market fit, particularly in the AI era — Quentin says that AI companies need to find product-market fit constantly, because the ecosystem is changing so quickly.

Quentin mentioned hearing from an advisor earlier in his career that you can’t focus on both usage and revenue — but that in some ways you are forced to focus on both, especially now. When I asked how you decide which of the two goals you should throw more resources behind, he couldn’t say… it’s such a case-by-case decision that there isn’t an easy formula for deciding.

Lastly, I had a burning question: What actually does go-to-market mean? And what does it mean to be a “Head of Go To Market?” Quentin says that to a large extent it’s a euphemism for sales, but there’s a little more to it than just that. In his mind, Go-To-Market is a much less siloed function than sales. It’s about getting the entire company aligned, in the expectation that ultimately that will lead to sales. But it’s not just about forcing prospects down the funnel or cold calling, either.

Want to talk more about the specifics of go-to-market for open source companies, with people who have been there? You should join Open Source Founders Summit, an in-person conference for leadership in open source companies. The next edition will be May 18th and 19th, 2026 in Paris.

And curious about my consulting options? Check out how I help open source companies here.