A to Z of GTM For Tech Startups -1
Go To Market Should not be a bigger problem than building the product itself!
CONFESSION!
I pivoted.
I changed direction.
And I did not seek your permission.
Thank you for bearing with me on this course correction. Let me explain. My original newsletter - Desi Slice was targeted at gaining a piece of a $5T emerging market and then I decided to switch to a practical and succinct guide to the art and craft of Go To Market - targeted at tech startups.
Why?
Desi Slice was targeting a macro-level view of the state of IT, EV, and some other industries in this emerging giant economy of India. This is undoubtedly the market to be over the next decade and there is no doubt about that.
I began to realize the canvas I was trying to paint was too large and perhaps separately needed multiple weekly newsletters to cover each sector in-depth. This requires significantly more time than I budgeted.
And so?
While Desi Slice was also about ‘going to market’ it was zooming in at 30k ft and you could only get a bird’s eye view. I figured it might be more useful to directly speak to my primary audience - founders, startup evangelists, marketing heads, and co-founders of tech and product startups. Talk to them about the actual techniques of GTM, the benefits of one over another, the new tools available, and the automation possible to make GTM more predictable, methodical, and scientific.
The Notes on Substack are super convenient for posting short blog posts and the weekly Substack post you are reading now - will be a digest of them + more.
And?
Where relevant I will point useful links to real-life GTM cases happening in emerging markets too. But the primary focus will unmistakably be startup founders and product managers, marketing heads who will find nuggets of real-world tricks and proven strategies.
They will find their assumptions challenged and beliefs rocked. But that is the idea. You might or not agree with what I say but that is what we want: diversity of opinion and thought. So you can challenge me and prove me wrong. Or listen in and try it out.
I value your time and promise to stay relevant. And you will promise to spread the word. To your colleagues and friends.
Here is one of my first GTM posts. You will likely find them in Notes too.
To Share What You Know, You Don't Need to Be an Expert
When I started my consulting gig 20 years ago, most people asked me -'What makes you a consultant? You never worked with the big 5?'.
That was true. I had only worked with tech product startups wearing multiple hats simultaneously: product evangelist, marketing head, and eco-system manager.
My purpose was simple: I felt most startup founding teams did not have the experience of taking the product to market or raising capital. I would help them with whatever I learned.
Expertise is over-hyped
"You must have a $100 million exit or hit a $1 billion revenue."
These misguided numbers do not define an expert. While I certainly respect someone who has done this, please understand these are always a team effort.
Ask your Expert what he or she can do for you
If you are looking to hire someone to guide your GTM effort ask what they can do for you: demand creation, brand, PoC, and trials signed up.
If you are planning to guide someone, go with the earnestness of genuinely sharing your experiences, learnings, and best practices.
If you can solve someone's problems you are an expert. No more, no less.
Get your copy of A to Z of GTM for Tech Startups!
I look forward to your continued support. Stay connected.
Sridhar Pai Tonse
Owner: Sridhar Pai Tonse - Tonse Pai Academy.
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