In an era where building software products has become faster and more accessible than ever, many well-funded startups are still struggling to scale and sustain growth. GTMfund, a venture firm focused on go-to-market excellence, believes it has identified the missing link. According to the firm, success in the AI-driven startup landscape of 2025 depends less on product superiority and more on mastering distribution. This perspective was shared by Paul Irving, Partner and Chief Operating Officer at GTMfund, during a recent episode of Build Mode.

Irving explained that traditional go-to-market strategies, once effective in the enterprise SaaS boom, are no longer sufficient in today’s crowded and rapidly evolving technology ecosystem. With innovation cycles now compressed into months rather than years, startups can no longer rely on a generic hiring and scaling blueprint. Instead, GTMfund encourages founders to focus on building differentiated and highly intentional distribution strategies that align with their specific markets and customers.

Drawing from real-world examples, Irving highlighted how artificial intelligence enables lean teams to adopt more precise, data-driven approaches to customer acquisition. He emphasized that early-stage founders should resist the temptation to pursue multiple distribution channels simultaneously and avoid defaulting to conventional sales hiring models. Rather, creativity and focus are key, particularly in identifying direct and authentic ways to engage ideal customer profiles.

From an investor’s standpoint, GTMfund is less impressed by heavy spending on paid advertising or fully built sales teams at the early stage. Irving cited one portfolio company that successfully generated customers by actively engaging in niche Facebook communities where its target buyers were already present. This approach, he noted, can be far more effective than broad, expensive campaigns when the goal is to secure a manageable number of high-quality customers annually.

Beyond tactics, Irving stressed the importance of community and mentorship in navigating the expanded go-to-market landscape. GTMfund supports its portfolio companies by facilitating tailored connections with experienced operators, rather than offering generic networks. According to Irving, the broader venture ecosystem remains collaborative, with seasoned founders and operators willing to open doors for those who approach them with curiosity and a clear sense of purpose.

Source: Techcrunch