Everyone doing everything is exactly what you don’t want in a larger organization. You need structure, you need dedicated teams for CX, product, development, QA, etc.
Often early employees perceive the decrease in scope as a demotion. They’re no longer defining the product, they’re no longer helping land the sale, at least not directly. For some that’s a hard pill to swallow and they resent it. Managing these so they can grow within the organization can be the right path, or not depending on the person.