90% of startups fail within a decade. It's a tough game, and in 2024 and beyond, it's only gonna get tougher because:
☑ There's never been more competition than today (e.g. in Martech, we went from 150 vendors in 2010 to 11,000 in 2023)
☑ The act of building is not a moat and it's never been easier to copy products (launching a startup costs $3,000 on average)
☑ Customer acquisition costs have more than doubled in the last 3 years (128% increase in SaaS)
☑ VC funding has dried out and we're moving to sustainable growth (thank god)
Go-to-market has always been a key element of success of a business (duh).
As Peter Drucker puts it:
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
Well, guess what - marketing (go-to-market) has become even more important today. It's really your last true competitive advantage.
If all this rings the ala…
