Why Great Products Fail: Startup Distribution Strategy GTMfund 2026 Insights
Explore the Startup Distribution Strategy GTMfund 2026. Paul Irving explains why distribution, not product, is the final moat for startups in the AI era.
Building software has never been easier, yet why do so many well-funded startups fail to take off? Paul Irving, Partner and COO at GTMfund, argues it's because founders focus too much on product development and not enough on distribution excellence.
Distribution: The Final Moat in the Startup Distribution Strategy GTMfund 2026
The traditional go-to-market playbook, once effective for enterprise SaaS, is becoming obsolete in 2026. Innovation cycles that used to span years now move in months. Irving advises portfolio companies to differentiate through their distribution rather than just their product features. In the AI era, how you reach your customer is your ultimate defense.
The aperture for how you build your go-to-market or revenue engine has never had more unique and specific pathways depending on your company.
Creative Pathways to Customer Acquisition
Early-stage investors aren't impressed by startups that burn half their budget on paid ads. Instead, they look for founders who get creative. Irving cites an example of a startup that targeted specific Facebook groups: out of 1,000 people, 700 were their actual Ideal Customer Profile (ICP). This niche focus helped them acquire 40-60 new customers in a single year.
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