Build Mode It’s time to throw away the old go-to-market playbook with Paul Irving from GTMfund
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Jan 8, 2026 In this insightful chat, Paul Irving, Partner and COO at GTM Fund, shares how AI is reshaping go-to-market strategies for startups. He emphasizes that distribution has become the new competitive moat as technical advantages fade quickly. Paul provides practical advice on recognizing product-market fit, matching founders with the right operators, and leveraging niche channels like Facebook groups for outreach. He warns against generic strategies and highlights the importance of personalized connections in building effective go-to-market teams.
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Distribution Is The Remaining Moat
- AI has compressed technical moats so distribution is now the primary sustainable advantage.
- Winners pick one or two channels where they have a unique edge and relentlessly compound returns there.
Chase Customers Who Pull Your Roadmap
- Find customers with a 'hair on fire' problem who pull your roadmap and expand usage fast.
- Use early renewal and expansion velocity as a signal of product–market fit.
Make Introductions Data-Driven
- Use data and internal AI tools to match founders to the specific operators who can help.
- Share tailored dossiers of people, clips, and conversations to prepare founders before intros.