Hello and welcome to The GTM Newsletter by GTMnow – read by 50,000+ to scale their companies and careers. GTMnow shares insight around the go-to-market strategies responsible for explosive company growth. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies.
Most startups die not because they move too slow. Rather, because they build the wrong thing, for the wrong customer, with the wrong team.
That’s why these frameworks from Oji Udezue, former Chief Product Officer at Calendly and Typeform, are so valuable. He’s also held product leadership roles at Twitter, Atlassian, and Microsoft, and recently co-authored a book on scaling high-growth product teams: Building Rocket Ships.
Here are five tactical, high-leverage lessons for early-stage B2B founders and operators:
1. Where to Fish: A framework for targeting the right workflow
“You can predict the terminal value of your startup by mapping the frequency and breadth of your workflow.”
This is a simple framework to assess if you’re building in the right zone. It’s a powerful filter to assess the strategic potential of the workflow your product targets. Oji maps them by two traits:
1. Frequency: How often the workflow is performed
2. Breadth: How many people across the company perform it
This creates four categories:
Look for workflows that are used daily, across teams.
Avoid building for low-frequency, narrow personas unless your wedge is razor-sharp.
So if you’re in a LiEv or LiNi zone, chart a clear roadmap toward HiNi or HiEv territory to increase market pull and enterprise value.
2. Ditch the EPD trio and build a 6-person “shipyard” team
Engineering, product, and design is a 1999 idea.”
Today’s most effective teams include six functions from day one:
- Product
- Engineering
- Design
- Product Marketing
- User Research
- Data
This prevents the old waterfall trap of “build → throw over the fence → launch.” Instead, you get faster iteration, tighter GTM integration, and fewer missed signals.
How these functions are built is continuously evolving with AI.
3. You need a 3x+ value delta to overcome switching costs
“People won’t switch unless your product is 3x better – faster, cheaper, or both.”
This one’s easy to overlook. If your tool is only 20% better than the incumbent, it won’t matter. Switching is painful, even if the new thing is technically superior.
You need to be:
- 5x cheaper, or
- 3x faster, or
- Undeniably simpler
For example, despite building a better internal Slack competitor at Atlassian, they couldn’t win because Teams was bundled for free and Slack was good enough.
4. AI is creating a tempo mismatch between product and GTM
“We’re building faster, but customers aren’t absorbing faster.”
AI tools have radically sped up development. But GTM motions – onboarding, enablement, comms – haven’t kept pace. This causes friction, feature fatigue, and missed adoption moments. GTM and product need to operate on the same cadence.
Teams are adjusting by:
- Rethinking what “version” means (rolling vs. batch releases)
- Slowing down outbound marketing to give customers time to catch up
- Building internal GTM muscle as fast as they build product
5. Don’t stack risk in your infrastructure
“Take only one unproven layer at a time.”
This is a mistake even seasoned founders make: layering a new market, new tech, new GTM motion, and unproven infrastructure… all at once.
Instead:
- New product → proven market
- New market → proven tech
- New everything → high failure rate
Tag GTMnow so we can see your takeaways and help amplify them.
✅ Recommendations
Watch the AI SDR Summit (it’s on-demand and free!)
Stream Qualified’s first annual AI SDR Summit on-demand and hear how leaders from companies like G2, 6sense, Salesforce, and so many more are leveraging the power of AI SDR agents to scale their inbound and outbound pipe gen motions.
Check out candid conversations about the state of the AI SDR agent landscape, inbound and outbound playbooks, and real results from marketers at the forefront of the agentic marketing era.
👂 More for your eardrums
147: RevOps Is a Hidden Growth Engine with Navin Persaud, VP of RevOps at 1Password
This episode explores how AI is transforming the world of revenue operations.
Navin Persaud, VP of Revenue Operations at 1Password, unpacks the evolving intersection—how AI is impacting ops, team structures, tech stacks, and execution strategies. With over 20 years of experience leading ops, Navin has seen firsthand how operational strategy went from backend support to mission-critical.
Listen on Apple, Spotify, YouTube, or wherever you get your podcasts by searching “The GTM Podcast.”
🚀 Startup to watch
Zoca – announced their $6M Seed round. Salons, spas, and wellness other local business entrepreneurs are expected to post daily, run ads, and learn SEO – while juggling clients, staff, and operations. Zoca solves for that. Its AI engine drives demand, boosts visibility across Google and GPT, follows up with leads, and rebooks past clients. Already, it’s powering over 1,000+ small businesses.
Owner – closed a $120M Series C and now sits at a $1B valuation. An inside look to their latest funding co-led by Alex Kurland of Meritech and Shalini Rao of Headline.
👀 More for your eyeballs
By helping customers achieve their key outcomes, your team can establish strong relationships and trust with your customers which is crucial for growth. Kim Peretti (Chief Customer Officer – Klaviyo, Restaurant365) explains how connecting the dots between marketing promises, sales deliverables, and customer success is crucial for success.
Google is quietly baking Gemini into every corner of its ecosystem—from Workspace to Android. This is a demonstration of true distribution strategy, rather than a simple AI rollout.
🔥 Hottest GTM jobs of the week
- Growth Engineer at Tavus (Hybrid – San Francisco)
- Strategic Customer Success Manager at Noibu (Hybrid – Ottawa, ON)
- Customer Operations Lead at BlueCargo (Los Angeles/New York)
- Director, Solutions Engineering – MM & Enterprise at Vanta (Remote – US)
- Mid-market AE (Central) at Writer (Hybrid – New York)
See more top GTM jobs on the GTMfund Job Board.
If you’re looking to scale your sales and marketing teams with top talent, we couldn’t recommend our partner Pursuit more. We work closely together to be able to provide the top go-to-market talent for companies on a non-retainer basis.
🗓️ GTM industry events
Upcoming go-to-market events you won’t want to miss:
- Web Summit: May 27-30, 2025 (Vancouver, CAN)
- GTM 25 Roadshow Boston: June 3, 2025 (Boston, MA)
- Pavilion CRO Summit: June 3, 2025 (Denver, CO)
- GTMfund AGM: June 5-6, 2025 (NYC, NY)
- GTMfund Dinner: June 11, 2025 (London, UK)
- GTM 25 Roadshow San Francisco: June 12, 2025 (San Franciso, CA)
- GTM 25 Roadshow London: June 19, 2025 (London, UK)
- Pavilion GTM Summit: September 23-25, 2025 (Washington, DC)
