The strategy was there. Go-to-Market wasn’t working.
Observed state The market was defined. The target was clear. The product was competitive. Sales and marketing initiatives were active. From the outside, the conditions appeared to be in place. Results did not build. Deals were closing, but not consistently. Certain plays worked. Most did not. Reproducibility was low. Sales attributed it to lead quality. Marketing pointed to lack of follow-through. There was a sense that something was off, but it could not be located. What was functioning Each function was operating. Marketing generated leads. Sales moved deals forward. The product continued to improve. Individually, each part was rational. Where…