Beyond Product Market Fit: Scaling Go To Market

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"Most B2B markets are more complex than this. Business-to-business markets are usually a hodgepodge of multiple types of customers, product use cases, purchasing processes and geographic eccentricities. In these markets, getting to initial PMF is not that big a breakthrough - it's usually just the start of a long process. As the company scales in these markets, it has to continually re-create new product market fits as it reaches saturation with the customers and use cases it can reach with existing products, channels and well-served geographies."

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