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Three go-to-market tactics every founder needs to thrive in today’s market | TechCrunch

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Nailing go-to-market (GTM) as a startup is hard. But nailing GTM as an enterprise startup in a down market is exceptionally harder. During the market peak of 2020–2021, startups enjoyed excess capital and a “growth at all cost” mentality, while enterprises had the financial flexibility and budgets to throw at new vendors and technologies. However, 2023 has proven to be a long and difficult road in a post-ZIRP (zero-interest-rate policy) world. With significant macroeconomic shifts, enterprise budgets are now under intense scrutiny. Buyers are responsible for immediate ROI (return on investment) and require more stakeholder approval to push software purchases through. These constrained budgets have resulted in prolonged sales cycles and higher churn. Meanwhile, startups are confronted with not only a steep uphill battle to secure commercial sales repeatability, but also expectations of efficiency. As an enterprise software seed investor at Work-Bench, I’ve seen companies utilize a few k

Three go-to-market tactics every founder needs to thrive in today’s market | TechCrunch Image Credits: Boris SV / Getty Images Startups Three go-to-market tactics every founder needs to thrive in today’s market Jessica Lin 8:30 AM PST · November 7, 2023 Nailing go-to-market (GTM) as a startup is hard. But nailing GTM as an enterprise startup in a down market is exceptionally harder. During the market peak of 2020–2021, startups enjoyed excess capital and a “growth at all cost” mentality, while enterprises had the financial flexibility and budgets to throw at new vendors and technologies. Howev

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