Harrison Rose, Co-Founder at GoodFit on Mapping Your Market, Modern Go To Market, and Lessons from Building Paddle
Harrison Rose brings hard-won insights from scaling Paddle and now building GoodFit to tackle one of B2B's biggest inefficiencies: sales teams burning resources on prospects who simply aren't in the market to buy. He argues that most go-to-market strategies fail not because of poor execution, but because companies fundamentally misunderstand market qualification and waste cycles optimizing the wrong variables.
Key takeaways
- •Market qualification trumps all other optimization efforts—perfecting your pitch means nothing if prospects aren't actively buying.
- •Build founding teams around complementary strengths rather than similar skill sets to avoid critical blind spots.
- •Prioritize rapid decision-making with quick iteration cycles over lengthy planning and perfect execution.
- •Map your actual addressable market by identifying who is currently in-market, not just who could theoretically buy.
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