The building blocks of go-to-market: ICP, channel market fit, growth loops versus funnels, and how to tell which growth model actually fits your business
Most go-to-market strategy mistakes trace back to the same root cause: chasing the wrong slice of the market. Only about 5% of a market is actively in-buying-mode at any given moment, yet most GTM strategy is built entirely around chasing that sliver, while ignoring the 95% who are already forming opinions and will eventually enter…
Companies that scale predictably usually aren’t working harder. They picked the growth model that actually matches their market, and the channel that matches how their specific buyer behaves — in other words, channel-market fit. Sales-led, product-led, and marketing-led growth are genuinely different games with different economics, and running the wrong one against a given market…
A real ideal customer profile strategy starts earlier than most companies think. Most companies treat the ICP as a marketing exercise done after the product is built, and then conflate it with buyer personas: two mistakes that quietly wreck growth. Get the ICP built into product strategy from day one, keep it separate from personas…
