Bob Tinker explains go-to-market fit: aligning your sales model, building a repeatable sales and marketing playbook, and riding the right problem wave to grow your business.
Product market fit is hard. Product market fit is really important. But product market fit is not sufficient to grow your business. So what's the missing link? The missing link is something I call go to market fit, which is how do you stitch together the problem? Marketing, sales, the customer to drive growth. And this does not replace product market fit. As a matter of fact, they sort of run in parallel, slightly offset in time. So how does it work? So with the tail end of product market fit, you're usually winning customers and losing customers. So pay really close attention to what's happening there, because the world is teaching you right then. And you use that to inform your go to market plans. And there are three core parts of go to market fit. One is your sales model. Two is do you have a repeatable sales and marketing playbook? And I'll talk a little bit more about that in a moment. And three, what problem wave are you lined up on? Sales model, repeatable sales and marketing playbook. And what problem wave you lined up on? So let's drill in for a second. So on the sales model, the most important thing is pick one. You'd be surprised how many people, how many companies sort of bumble along trying multiple sales models at the same time. That's fine. But in order to achieve go to market fit, you have to figure out what your sales model looks like. It can be direct, it can be channel, it can be web, it can be retail, it can be freemium, it can be expand and upsell, it can be marketing led, it can be sales led. It doesn't matter. But you just have to pick one. The second thing is your sales and marketing playbook. The most important part of this, and this is, I would argue, sort of the highest protein part of this exercise, is how do you come up with a repeatable sales and marketing playbook that does two things. How do you find and win customers? And what's the wow? What's the wow that gets them across the line? And the third part of getting go to market fit, the problem wave, and the key to this is urgency. Are you lined up on the right problem wave that drives urgency? That answers the two question, who cares and why now? Who cares and why now? You get these three things right and you're in rarefied air. You are a company that has now achieved go to market fit. One of the questions I get asked is, how do you tell? How do you know you've hit go to market fit? It's actually relatively easy to measure, which is the test is, are you feeling momentum and growth, like you can just feel it. All of a sudden, you could start to feel things take off, and it is a blast. When you get to this stage, it.
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