2X is a go-to-market services company that has grown 50% YoY for seven straight years, scaling to roughly 1,200 people, with new investment from Insight Partners last year.

On BUILDERS, CEO David DeWolf explains why his prior company, 17-person agentic platform Knownwell, combined with 2X, why he ended up leading the merged entity, and how he is rethinking pricing and AI enablement as services and software collide.

Topics discussed:

• How the acquisition came together and why it moved so fast
• Why KnownWell was getting pulled into services and 2X was getting pulled into software
• Why David was named CEO of the combined company
• The vision for a human-agentic go-to-market operating system
• What changes when specialization disappears and generalists take over
• How 2X differs from a traditional agency model
• Where AI pricing actually stands: inputs, outputs, and outcomes
• Why replacing humans with AI costs more than the humans
• How to run AI enablement beyond handing out licenses
• Why rigid AI policies kill experimentation
• How headcount scales when services and software combine