Ah, the treacherous terrain of business to business (B2B) marketing budg...
As a software developer and startup founder, it’s easy to fall into the trap of thinking that if you just build a great product, the sales and marketing will take care of themselves. But the truth is that many companies fail not because of a lack of engineering talent, but because of a lack of solid business strategy.
It’s a common mistake to blame the sales team for not hitting their quotas, or the marketing team for not generating enough leads, when in reality the problem lies much deeper. These companies often sell a commodity product in a crowded market, or find themselves competing against a giant category leader. They don’t invest enough in customer research, and try to be everything to everyone, ending up with a product that no one really wants.
To make matters worse, many of these companies have a go-to-market (GTM) strategy that simply won’t scale. They try to sell a high-priced product through an enterprise sales team, but the unit economics are awful and they can’t sustain growth when the flow of venture capital funding dries up.
Another common pitfall is raising too much money too quickly, which can lead to unrealistic growth targets that make the entire company feel like it’s always playing catch-up. In these cases, blaming the sales and marketing teams is not the answer.
The only way to overcome these business strategy problems is to go back to the drawing board and build a solid foundation for growth. It’s important to invest in customer research, differentiate your product in the market, and have a GTM strategy that can scale. As software developers and startup founders, we need to be constantly aware of these issues and work to build companies that can stand the test of time. Remember, marketing and sales can’t save a bad company, but a well-executed business strategy can set you on the path to success.