A GTM playbook isn't just a plan. It's a guide. It's a guide for when you get stuck. When you aren't sure what to do next. It's a tool for keeping making sure everyone speaks from the same place. It's alignment.

We rebuilt a a Wires product in 4 months. I'm not talking about from FAIM -> ISO formats. I mean the ENTIRE product. How?. An established, thoughtful design system that provided tools to speed up the engineering effort. That design system is already on v2.

What do you want to know?.

These aren't features. These are GTM strategies hidden inside features.

A few places:. - Automation. Reduce back-office friction. - Workflows. Make users more efficient. - Community, building one. It may not make sense on the surface, but it works. Mark Schaefer talked about in his "Belonging to the Brand" book.

This is the biggest GTM mistake I'm seeing financial services companies make. Zero differentiation. Being "AI-enabled" doesn't differentiate you. Especially when you are using another companies AI product. Being real-time doesn't differentiate you. It's table stakes. Being.

RT @ciphertextk: Cr3dentials is the tool to verify web accessible financials. The concept is simple, if you earned it online you should ben….

Customer loyalty isn’t what it used to be. Because competition is nearly infinite now. Your best bet?. Build a community. Get customers to build loyalty to one another. That loyalty will extend to your business because you brought them together.

How do you compete and win in a business world where the barrier to entry is so low that competition is nearly infinite?. You need two things. A killer feature, or two, and massive distribution advantages. Not feature parity. Not bells and whistles. Strive for features.

Don't use people outside your target market as research.

Starting is commoditized. You know what isn’t?. Finishing.

Don't make finding your first customers complicated. They are sitting right in front of you.

I've noticed a pattern where Product professionals hunt titles, rather than accomplishments. CPO at an early-stage startup is not the equivalent of a Director at a publicly-traded company. Sorry, not sorry. Thoughts @MarcBaselga?.

GTM is having a moment. Thanks to AI. Building is easier these days. What has always been hard is selling. Want to stay relevant? Master GTM.

Great founders. Great company. Worth keeping an eye on.

Tech is no longer the moat. Go-to-Market (GTM) is. AI can duplicate/rip-off your app within mere minutes of launching. What you build is no longer as important as how you take it to market.

“AI” isn’t a go-to-market strategy. It’s a product category. GTM strategies are defensible. They create space for your product. “Same” doesn’t cut it. Neither does “first-mover” status. Then what works?. Boring. Boring GTM strategies and tactics…that are.

🎉 First paid user for @SBALoanAnalyzer . That same person is looking to white-label the product for their own SBA loan brokering business.

Why does “meeting in the middle” tend to get a deal closed?. Because it creates a win/win feeling. But there are better ways. The best one?. Provide so much value that the customer thinks they are robbing your blind.

FREE!. Got your attention?. I’m looking for a fintech that wants an entire go-to-market playbook created for them. No cost. No hidden agenda. No sales pitch. DMs are open.

Referrals are one of the top marketing channels. The challenge often isn’t closing a referral. Close rates tend to be higher than other channels. The challenge is how you warm up referrals. Its the period between when the introduction is made and when the next sales.