In this episode of Built to Scale: B2B Growth, we sit down with Ishan Rakshit, Co-Founder of Sortment, to unpack what it really takes to build a sustainable business in today’s crowded tech market. Ishan shares lessons from founding multiple companies, how his thinking has evolved as AI reshapes team structures, and why many traditional approaches to scaling sales are no longer sustainable.

We also dig into one of the biggest challenges in modern marketing, personalization. From e-commerce to B2B, the expectation for relevant, tailored messaging is higher than ever, but execution is harder than most teams realize. Ishan explains where personalization breaks down, how data and AI are converging to change the game, and what founders and operators should focus on if they want growth that lasts.

Ishan shares:

• Why the traditional playbook for scaling sales is becoming unsustainable

• The real challenges behind personalization in e-commerce and B2B marketing

• How to build products that reduce the sales burden by meeting real customer needs

• What AI changes about team structure, productivity, and internal workflows

• How to stay adaptable as a founder in saturated, fast-moving markets

• Why communication between teams is a growth lever, not a soft skill

• Where AI is heading next, and how it will enhance, not replace, human teams

Ishan Rakshit’s LinkedIn Profile: ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠ 

Sortment  Website: https://sortment.com/