Before PMF, your GTM strategy should focus on learning—not scaling If you’re still searching for product-market fit (PMF), the goal isn’t to “scale” — it’s to discover. A smart go-to-market (GTM) strategy at this stage isn’t about hiring a big sales team or pouring money into ads. It’s about talking to customers, uncovering painful problems,…

Because founders hire closers when they need explorers Most early-stage sales hires fail because they’re brought in to “scale sales” before the company knows what’s actually working. Founders hire reps with big logos on their résumé—expecting them to close deals fast. But without clear positioning, process, or product-market fit, even great sellers flop. Here’s what…

A fractional CRO gives you sales leadership without the full-time cost or commitment A fractional CRO (Chief Revenue Officer) or fractional Head of Sales is a part-time executive who brings senior-level sales leadership to your business—without requiring a full-time hire. They typically work with early-stage or scaling companies that need go-to-market expertise but aren’t ready…

Start with pain, not personas If you haven’t sold much yet, you don’t need a perfect customer profile—you need a pain profile. The best way to find your ICP (Ideal Customer Profile) isn’t by guessing at firmographics. It’s by identifying who’s most frustrated by the problem you solve. Here’s how to find that: “Your ICP…