Evolving Go-to-Market Strategies in the Startup World
For many years, when startups were ready to begin selling their products, they could rely on a variety of well-known go-to-market strategies. But much like other parts of the business world, new technology is reshaping how companies approach market entry.
“You’re now able to accomplish more with fewer resources,” said Max Altschuler, general partner at GTMfund, during a recent industry event.
However, he noted that founders and operators must learn to balance things carefully. While some conversations revolve around hiring more technically skilled developers to tackle traditional go-to-market challenges, he emphasized that deep subject-matter expertise is still essential.
He added that having strong advisors allows teams to learn the proven methods that have worked for years. These approaches are still relevant, he said, and understanding the reasoning behind established marketing tactics remains important.
Alison Wagonfeld, vice president of marketing at Google Cloud, stressed that the core principles of marketing are still very much needed.
She explained that while technical curiosity and familiarity with advanced tools are valuable, it’s equally important to understand customer needs, conduct research, and recognize effective creative work.
Teams using modern tools can move faster, Wagonfeld said. “You can get your message out far more quickly and then step back to think more holistically about which metrics you want to influence,” she added.
New Tools and Shifting Skills in Modern GTM Teams
Marc Manara, head of startups at OpenAI, said many newer companies are integrating advanced tools into their go-to-market approach, though not solely to reduce workload.
He explained there is a trend toward efficiency, but also a growing focus on precision. The ability to personalize outreach and track relevant signals has improved dramatically, he said.
Manara pointed out that modern tools now help generate leads in much more advanced ways than before. Instead of relying on simple database searches, companies can use tailored instructions to find prospects that meet very specific criteria.
He also noted that inbound marketing has evolved, allowing startups to evaluate and score incoming leads with far more accuracy than in previous years.
When a startup begins shaping its go-to-market plan, Wagonfeld said it’s important to think about what attributes it wants in its GTM team.
She added that hiring priorities have shifted: in the past, companies focused heavily on specialists with narrow expertise, but now they increasingly look for people with curiosity and broad understanding—qualities that she considers among the most important to hire for today.
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