Reaching the Enterprise Goldilocks Zone
Most vendors think embedding is a technical problem. Build enough integrations, capture enough data, create enough switching costs—and you’re safe.
They’re wrong.
The real challenge of embedding is organizational. It’s navigating the political minefield of enterprise dysfunction—the silos, the turf wars, the competing KPIs, the teams that barely talk to each other and sometimes actively dislike each other.
IT and Marketing. Sales and Finance. Product and Operations.
These teams don’t just have different priorities. They often have conflicting priorities. Different timelines. Different vocabularies. Different definitions of success. And decades of accumulated resentment about who gets budget, who gets credit, and who gets blamed when things go wrong.
To reach the Goldilocks Zone—that sweet spot where you’re embedded enough that switching requires transformation, but creating enough value that customers don’t want to switch—you need to become the rare thing that bridges these divides.
Not by forcing collaboration. By enabling it.
