Author
Antoine Buteau

Antoine Buteau

4 min read Free

Network Effects That Actually Compound Series #1: Network Effects Are Not Growth Hacks

A network effect is not something you have. It is something you operate. That distinction matters because "network effects" often gets used as a prettier name for growth. A company sees users invite other users, a marketplace has two sides, a product has social features, or a database
3 min read Free

Go-To-Market Strategy Series #10: The GTM Strategy Audit

A GTM strategy should not be judged by how polished the deck looks. It should be judged by whether the choices are coherent, testable, economically plausible, and explicit about what the company will not pursue. The audit is where strategy becomes operational. Use the audit to force decisions The audit
4 min read Free

Go-To-Market Strategy Series #9: Competitive Strategy: Wedges, Incumbents, and Substitutes

A competitive slide is not a competitive strategy. Most battlecards describe features, pricing, and objection handling. Useful, but insufficient. GTM strategy needs a theory of how the company enters the market, wins early, survives response, and builds durable advantage. The real competition is not always the named competitor. It may
4 min read Free

Go-To-Market Strategy Series #8: GTM Economics Are Strategy, Not Finance Hygiene

GTM economics are often treated as finance cleanup: CAC, payback, ramp time, quota capacity, gross margin, services load. That is too late. These numbers are not just reporting metrics. They determine which GTM strategy can work. A company can have a real market, a strong product, and a compelling message,
3 min read Free

Go-To-Market Strategy Series #7: Design Around the Buying Process

Your CRM stages are not the customer's buying process. This sounds obvious until you inspect how most GTM teams operate. Sales process is often designed around internal reporting: discovery, demo, proposal, negotiation, close. That may help forecast. It does not necessarily match how a customer decides. GTM strategy
4 min read Free

Go-To-Market Strategy Series #6: Sequencing the GTM

Bad GTM strategy often tries to do the right things in the wrong order. Founder-led sales, PLG, enterprise motion, partner channel, international expansion, verticalization, category creation, field events, outbound pods, customer marketing, marketplaces: many of these can be good moves. Almost none are good all at once. Sequencing is
4 min read Free

Go-To-Market Strategy Series #5: Distribution Advantage

A good market is not enough. A good product is not enough. A good message is not enough. GTM strategy needs a distribution thesis: why this company can reach, influence, and win the chosen market better than competitors can. Without distribution advantage, the company is left buying attention at market
4 min read Free

Go-To-Market Strategy Series #4: Motion-Market Fit

A go-to-market motion is not a preference. It is a design response to how the market buys. PLG is not better because it feels modern. Enterprise sales is not better because contracts are larger. Partners are not better because they promise leverage. Hybrid motions are not better because
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