How to Identify Gaps in GO-To-Market Strategy

Are your marketing and sales efforts not driving growth? Pause before you throw more money at the problem. Let me share a quick story. I once worked with a B2B startup that spent money to drive many leads across many marketing channels. Their sales team was working overtime, but leads weren't converting. Sound familiar? Here's the kicker: Their problem wasn't tactical. It was foundational. When growth stalls, our knee-jerk reaction is often to: → Test a shiny new marketing channel → Hire that "rockstar" agency everyone's talking about → Send the sales team to yet another training But, if your go-to-market foundations are shaky, even the best tactics won't save you. So, what are these foundations? There are four: 1. Offering: Does your product actually solve a burning problem? 2. Audience: Do you really know who needs your solution (and why)? 3. Messaging: Can you explain your value in a way that resonates? 4. Channels: Are you fishing where the right fish are? With that startup, we discovered they offered too many things, which made their messaging confusing. We focused the offering, refined the audience and messaging, and suddenly, those same marketing tactics started to work. Remember this: Strong foundations can compensate for mediocre tactics, but even flawless execution can't overcome fundamental weaknesses in your go-to-market strategy. So, before you overhaul your entire marketing playbook, take a look at your foundations. You might just find the growth lever you've been missing. --- 💡 Need help strengthening your foundations? Check out my newsletter (link in my profile) or DM me.

Here’s where most companies fail—they tweak targeting or messaging but leave everything else untouched. ICP research is not an exercise to get voice of the customer data for copywriting. A winning GTM requires a full recalibration. Tweaking your messaging or targeting is a start, but if the rest of your go-to-market strategy isn’t aligned with your ICP, you’re leaving massive growth potential untapped. Here’s all that ICP research need to influence: 1. Messaging & positioning: Address your ICP pain points and goals directly, in a way that highlights your onlyness (where you win). 2. Demand gen targeting: Focus your spend where your ICP actually spends time. Know the communities they belong to, newsletter they read, etc. 3. Product roadmap: Build what your ICP needs—not just what sounds exciting. Their priorities are your priorities. 4. Sales enablement: Equip your team with playbooks and objection-handling scripts tailored to your ICP’s specific concerns. 5. Sales process: Simplify the buying experience to match how your ICP likes to purchase. Align timelines, remove friction. 6. Content creation: Create resources that speak directly to their challenges and goals. 7. Customer marketing: Turn ICPs into advocates. Build strategies for retention, advocacy, and expansion that deepen relationships. ICP alignment is a transformation that touches every part of your strategy.

"InfraNodus + Make just showed me market gaps I never knew existed. (5 Workflows) Most people analyze content linearly. But when you map information as a network, hidden patterns emerge. Here's what these automations revealed: 1. Supply Intelligence 🔍 Imagine seeing EXACTLY what content exists in your market, mapped as a visual network. Not just lists - actual relationship patterns between topics. Game-changer: Spots oversaturated areas you should avoid. 2. Demand Mapping 📈 Beyond basic keyword research. This automation shows what people ACTUALLY search for, visualized as interconnected patterns. Insight gold: Reveals hidden user intent clusters. 3. Gap Analysis 💡 The crown jewel. Overlays supply and demand data to expose untapped opportunities others miss. Real talk: This alone transformed my content strategy. 4. Research Papers Network 📚 Turns hours of academic reading into instant insights. Bulk-processes PDFs and generates research questions automatically. Mind-blowing part: Found connections between papers I would've never spotted manually. 5. Trend Detection System ⚡ Like having a personal trend analyst working 24/7. Maps emerging patterns from news feeds and sends alerts when opportunity knocks. Best part: Zero manual monitoring needed. The craziest thing? These aren't just separate tools. They're a complete system for spotting opportunities before your competition even knows they exist. P.S. Like this post and comment "gaps" below - I'll send you details on accessing these templates for FREE.