Most B2B companies try to win by improving their product.

Deel took a different path.

Instead of building a better payroll solution, they identified the real blocker in the buying process — legal complexity in global hiring — and built their entire go-to-market strategy around removing it.

In this episode of GTM Moves, Benny Fluman, together with Dafna Cohen and Nadav Berkovich, breaks down how Deel reframed the category. Not as HR software, but as infrastructure that enables companies to hire globally without setting up legal entities in every country.

The conversation explores what actually changed in the market, why timing around remote work mattered, and how Deel moved upstream to the point where deals were getting stuck.

More importantly, it explains why this approach leads to faster deal cycles, stronger enterprise alignment, and clearer positioning across multiple stakeholders.

This is not a story about payroll.

It is a case study in how companies grow by removing real business constraints.

🎯 What you’ll learn

Why buyers don’t purchase features — they remove barriers
How Deel shifted from payroll to global hiring infrastructure
The role of compliance, speed, and operational control in enterprise sales
What most B2B companies get wrong in positioning and outbound
How to identify the real constraint your product should be solving

📩 Connect

If you want to understand what the real barrier is in your market and how to build a go-to-market system around it, you’re welcome to reach out to Benny Fluman on LinkedIn.

MATCH B2B helps companies turn sharp strategy into a system that consistently drives meetings and revenue. (Benny Fluman Linkedin)

GTM Moves | Deel — Selling the Barrier, Not the Feature