In this episode of the GTM Engineering Podcast, we talked to Henrique Cruz, Head of Growth & AI at Rows. Henrique explains how Rows evolved from a fast spreadsheet with connectors into an AI-first product—and why spreadsheets + AI fit repeatable, checkable work. We cover two recent launches: Rows Vision to turn PDFs (invoices, POs) into clean tables, and AI Replay, a macro-like way to save prompt sequences for recurring workflows. He breaks down their “no homepage” sandbox experiment that tripled desktop sign-ups, the tougher trade-offs on mobile, and why GTM teams shouldn’t chase AI FOMO. We dig into “pay-to-try” budgets, churn risk, and staying locked on ICP and fundamentals. Henrique also shares a favorite test—converting the mobile site into a TikTok-style scroll—and what the bounce-rate spike taught them about speed, CTAs, and when to roll back.
Timestamps:
00:00 Intro
02:28 Who Is Henrique & What Is Rows?
03:42 Building the “Smart Spreadsheet”
05:22 New Features: Rows Vision & AI Replay
06:22 The “No Homepage” Experiment
08:42 GTM in the AI Era
12:22 Positioning, Channel Confusion & FOMO
15:22 Trends: Pay-to-Try & Churn
18:32 Favorite Experiment: Mobile → TikTok Site
23:37 Where to Connect with Henrique.
Useful Links:
Website: https://rows.com/
Henrique on LinkedIn: https://www.linkedin.com/in/henriquemcruz/
Stay Connected:
► Website: https://restartt.ai
► YouTube: https://www.youtube.com/@restartthq
► LinkedIn: https://www.linkedin.com/company/restartthq/
This episode is brought to you by Warmly—the AI-powered GTM assistant for prospecting and outbound. Try it for free or request a demo at https://www.warmly.ai
