Your GTM Isn't Broken, It Was Never Designed
The Illusion of a "Broken" GTM Strategy
When pipeline dries up, when CAC balloons, when sales and marketing teams point fingers across the table - the instinctive diagnosis is always the same: something is broken. But "broken" is a dangerous word. It implies that a sound system exists beneath the surface, waiting to be repaired. In reality, for the vast majority of B2B companies, no such system was ever built.
The moment a company accepts "broken" as the diagnosis, it embarks on a cycle of tactical fixes - new sales hires, fresh messaging, another channel pivot - none of which address the structural void underneath. The true culprit is upstream: a strategy that was never designed as a system in the first place. Fixing surface symptoms without addressing foundational design is not a strategy; it is expensive trial and error dressed in business language.
When pipeline dries up, when CAC balloons, when sales and marketing teams point fingers across the table - the instinctive diagnosis is always the same: something is broken. But "broken" is a dangerous word. It implies that a sound system exists beneath the surface, waiting to be repaired. In reality, for the vast majority of B2B companies, no such system was ever built.
