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In 2012 ChiefMartec landscape counted 350 vendors selling to sales and marketing. Incumbent client/server technologies have lost their market dominance to new incumbents. Incumbent client/server technologies have lost their market dominance to new incumbents. Today, that figure is 5000.
You are ready to launch and thinking about the right go-to-market strategies that will lead to quick and scalable growth ? —?a Devising an effective go-to-market strategy requires thinking beyond traditional approaches towards growth, which are often not optimal for category-defining startups.
Gusto launched in 2012 to tackle this opportunity, and more. In the long run, software platforms have the potential to be much larger than traditional incumbents. Upon digging deeper, the founders realized that incumbent providers were overly complex, and more manual than necessary. SMBs had historically been hard to reach.
I wish I had been in Stanford’s CS183 class in 2012, the year Peter Thiel taught it. So, to maximize profits and minimize costs, a startup should prohibit competitors from developing. Most disruptive companies are better, faster, and cheaper versions of incumbents’ products. But, competition increases costs.
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