The GTM Playbook: How Founders & Leaders can avoid the 10 most costly GTM mistakes

The Mistake-Proof GTM Playbook: How to Fix What’s Still Broken in 2025

Last week, I spoke with a Head of Revenue at a $12M ARR SaaS company about their GTM motion. We both laughed and then winced at how many teams are still running their 2020 playbook in a 2025 buyer environment.

CAC used to be an afterthought.
Outbound used to get replies.
Buyers weren’t 70% through their journey before your first demo.

But that world’s gone.