If you’re seeing early traction stall, leads not converting, and growth stuck in neutral, you're not alone. These challenges are common, and they are fixable. But only if you step back and rebuild your GTM foundation with intention and discipline.

The Top 3 GTM Mistakes Startups Make

1. Messaging That’s About You Instead of the Customer

Too many startups pitch their product in technical terms. “We’re a next-gen platform using AI to do X.” But customers care about their problems, not your technology.

The fix: Lead with pain, outcome, and urgency. Frame your messaging in the context of the customer’s world and priorities.

2. Selling to Everyone

If your ideal customer profile includes mid-market and enterprise companies across multiple industries, your sales and marketing efforts are likely scattered and ineffective.

Being broad might feel safe, but it’s often the fastest way to burn budget and slow momentum.

The fix: Focus on one specific segment and use case where you already win. Build depth before you scale breadth.

3. Disconnected Marketing and Sales Activities

You may have great content, ads, and events, but without a clear buyer journey, you’re just checking boxes. No consistent funnel. No sales alignment. No scalable motion.

The fix: Align your tactics with a clear customer journey. Understand what moves someone from awareness to demo to close, and invest accordingly.

A 3-Step Framework to Reset GTM

Step 1: Define a Clear ICP, Persona, and Use Case

Start by narrowing your focus. Talk to five real customers or users. Understand their priorities, challenges, and the words they use to describe them.

If your head of marketing isn’t driving this work, they may not be the right fit.

Step 2: Clarify “Why You” and “Why Now”

What makes your solution relevant, urgent, and different today? If you can’t answer that in one clear sentence, neither can your prospects.

Step 3: Build a Simple, Repeatable Growth Engine

You don’t need a complex tech stack or ten simultaneous campaigns. You need alignment across marketing, sales, and product. Define handoffs, track key conversion points, and constantly test and improve.

How a Strategic Fractional CMO Can Help

Most founders don’t have the time to fix GTM from scratch. They’re building a product, managing teams, and talking to investors.

What they need is a proven framework, applied quickly, without hiring a full-time executive too early.

That’s what I offer at TenXCMO. I work directly with early-stage teams to refine positioning, sharpen ICP, and build go-to-market systems that actually scale.

If this sounds familiar:

• You're getting interest, but deals aren’t closing
  
  
• Your marketing isn’t converting to pipeline
  
  
• You’re unsure where to focus next
  

It may be time for a GTM reset so let’s talk. Email me at iquiries@tenxcmo.com to schedule a free consultation.