Your GTM will fail when

When growth is a function of money, more marketing effort drives revenue. But… if growth is based on demand, more marketing effort exponentially increases revenue.

We see it all the time with companies in a down round. Growth has stalled. Without money to pay for more Ads, it will stop.

In contrast, when growth is based on demand… growth is a result of effort. That could be Ad driven or social media influence. But, it could also continue with sales outreach. And should.

Demand driven GTM

Founders want to build a GTM, not work for it.

The difference between a demand driven GTM and a money driven one is the work it takes. A few hours with a marketing team can build a money driven GTM. A few months cold calling will build a demand driven one.

People like the easy way out and investors are happy to oblige.

But, the best founders take the time to find demand with hard work before adding money to the equation. They learn from early customers, do things that don’t scale, and seek to become experts on the problem they solve.

Money is used to accelerate growth, not create it.

Finding demand

🔥 Demand is never found at scale. It starts with one on one conversation. Talks with prospective customers. Not pitching them, but asking them the right questions.

Try to begin with Ads or social media posting and you will waste days, weeks, or even months. Instead, start calling prospects. You can change things verbally before writing it down.

As you close more business, the messaging that works will be revealed. Start there.

Use that messaging in social media posts, comments, and the like to further prove it. Once the right message is discovered, spend some money on Ads to target your ICP.

🚀 But, don’t stop sales outreach. Because it is never the first message that works best. The most powerful message pieces together the parts from every closed sale.

Answering, why they bought, why they trust you, who else they considered, etc…

Building the foundation

After months of hard sales conversations, small wins, and learning… you are ready to build the GTM.

It starts with a single sentence. An answer to what do you do.

😎 One focused on the outcome, not technology or features.

The rest of plan is based on how to best reach them, what they value most, and how they prefer to pay.

Todd Moses