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For several years I have been building GTM strategies for B2B SaaS to enter a new market, projects, from AI agents to automation platforms. These were not hypotheses, but full-fledged operating systems: ICP, messages, channels, quarterly budget, lead tracking, media, events, conferences, all this had to be pulled into one framework. In parallel, I mentored startups in accelerators and spoke at Pitch Days. And time and time again I saw the same thing. The team thinks that the go-to-market strategy is to choose channels and «test». And then they wonder why there are zero deals in 6 months. Warning: if you are looking for confirmation that your current approach is correct, you may not like this article.

The real Exclusion Zone now begins behind the supermarket checkouts. The appearance of black packages with the STALKER 2 logo in ATB provoked a real fever among fans: stocks designed for two months evaporated in two weeks. Now, to collect a full almanac of 48 cards, stalkers have to bypass speculators in the "Wild Territory" of marketplaces, use fan PDA applications for trading and arrange blind dates. We immersed ourselves in this community and learned why adult uncles are ready to do anything for card number 3 and learned their incredible hunting stories.