Building a startup with the Modern GTM requires creating an organization that has a variety of skills and a high degree of teamwork. Enterprise startups who executed with the old enterprise GTM model had engineering and product teams that did their work in a more serial, siloed fashion, and sales and marketing were tasked with finding the best way to penetrate an organization and complete a sales process.

In the modern GTM the teams in the organization are much more interdependent. In the old GTM the founder played more of a manager role. In the Modern GTM the founder must act as a conductor, orchestrating the interwoven activities of FIVE different groups—Product, Education, Community, Sales, and Marketing.

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