AI boosted coding and now is moving to GTM
AI boosted coding and now is moving to GTM.
GTM cannot fix PMF.
It can only scale whatever truth the product already has.
Inside companies, the failure mode is predictable. The moment growth slows, leadership reaches for channels, campaigns, pricing pages, and “demand gen” because those are legible levers. Meanwhile the real problem is upstream: customers are buying once, using lightly, renewing reluctantly, and the sales team is filling the gap with persuasion, discounts, and exceptions.
What makes it look like a GTM issue is that early traction is noisy. A few accounts convert on urgency, relationships, or a specific edge case. Then you industrialize the motion and discover the product is not a repeatable solution, it is a bespoke win.
This is why Salesforce could scale once the core workflow was non-negotiable, why Slack grew when daily habit formed without enforcement, and why Peloton Interactive stumbled when demand pulled forward and the “why” stopped being urgent.
GTM is an amplifier. If the signal is weak, you just get louder weakness.