// GTM
GTM Fit
The second fit: a repeatable, scalable motion for acquiring and expanding the customers who love the product.
In depth
Many companies find PMF and still fail to find GTM fit. Symptoms: every deal feels bespoke, CAC keeps rising, no rep other than the founder can close. Solving GTM fit is the Series B challenge.
Related terms
Product-Market Fit
The point where the market is pulling the product out of the company faster than the team can ship.
GTM
Go-To-Market, the full system of how a company acquires, sells to, and expands customers.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.