Beyond finding a great product
Why Go-to-market fit matters as much as product-market fit
Time: 3.30 Minutes
Mark Roberge, HubSpot’s first CRO who scaled them from $0 to $100M, proved something most founders ignore:
You can have a great product and still fail because you picked the wrong go-to-market strategy.
Go-to-market fit means your sales and marketing approach actually matches your product and target customer. Sounds easy but it is hard to master.
Roberge built HubSpot’s entire sales machine around this, hiring the same profile, training the same way, measuring the same metrics, optimizing the same funnel.
Most startups mess this up.
They build enterprise software and try to sell it with self-serve PLG.
Or they build a $50/month tool and hire expensive enterprise sales reps.
The product might be perfect. But the GTM kills them...
So define your ideal customer profile ruthlessly. Then build a repeatable sales process around it. then hire and scale the people/process who fit that exact motion.
Don’t hire a sales team and hope they figure it out on their own…
They need a well oiled machine which is already running.
So build the machine, find your working channel and stay curious.
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