Pavilion, formerly Revenue Collective, originally had strict membership requirements and an application process. After it opened sign-up to everyone, the company moved away from its focus on go-to-market executives and let in CEOs, and Sam says the impact of those decisions was still being worked through years later.

“we made it so that you could sign up online without talking to anybody and we let in so anybody can join. That's the single biggest mistake we've made.”

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