Top 5 GTM Mistakes That Can Kill Your Project

You’ve validated the tech, assembled a lean team, and spent countless nights perfecting your MVP. But when it’s time to bring that product into the hands of real users… things get murky.

What do you say? Who exactly should hear it? Which channels will actually drive traction? And how do you build momentum without wasting time and budget?

These aren't just marketing headaches or "nice-to-have" questions, they're survival. Because in early-stage startups, a shaky GTM strategy can quietly derail even the strongest product.

In this article, we’ll break down the five most common GTM mistakes founders make, and how to avoid them with sharper insight, leaner execution, and stronger strategic thinking.

🚀 The GTM Gap That Sinks Startups

You can build something brilliant, only to launch it into silence. Unfortunately, it’s a more common story than you’d think.

In fact, over 90% of startups don’t survive, and among the key reasons? A go-to-market strategy that’s either rushed, misaligned, or built on guesswork.

It doesn't matter whether you're launching a Web3 protocol, an AI-driven SaaS, or a B2B fintech platform, your product won’t speak for itself. You need a GTM game plan that brings clarity to chaos and connects the right value to the right audience & fast.

Mistake #1: Skipping the Real User Discovery Phase

Why It Happens:

You’re passionate about the problem you’re solving. You’ve done your research. You “get” the space. So you skip the early, messy, time-consuming part: talking to users.

The Consequences:

You end up building a GTM plan around assumptions. Maybe your messaging doesn’t resonate, or your channels are misaligned. Worst case? You launch to a market that doesn’t want what you’re offering (or doesn’t understand it).

How to Avoid It:

Prioritize qualitative discovery early. Speak with potential users—not just advisors or investors. Validate:

What pain points they actually have

How they describe those problems

Where they hang out and look for solutions

This insight becomes the bedrock of your GTM positioning, messaging, and channel strategy.

🔍 Pro Tip: Record these interviews and analyze common phrasing. Your users' words should shape your landing page, not generic marketing lingo.

Mistake #2: Targeting “Everyone” (Which Means No One)

Why It Happens:

Founders fear excluding potential customers. “What if this tool can help both crypto startups and enterprise HR teams?” So they aim wide.

The Consequences:

Vague messaging, bloated campaigns, and confused buyers. A broad GTM approach often leads to higher CAC, lower conversion rates, and stretched budgets—especially in early days when resources are limited.

How to Avoid It:

Start with a beachhead market—a focused, well-defined segment with urgent need and high likelihood of adoption. Once you’ve gained traction, you can expand.

Ask yourself:

Who has the most burning problem your product solves?

Which segment will be easiest to reach with your current network or channels?

🎯 Data Insight: Startups that narrow their GTM to a specific ICP (Ideal Customer Profile) see 2–3x higher engagement in their first campaigns.

Mistake #3: Confusing Product Launch With GTM Strategy

Why It Happens:

Launch day feels like the big moment. The PR’s ready, the landing page looks great, and there’s buzz. But once that initial spike fades, there’s no sustained engine behind it.

The Consequences:

Momentum dies quickly. Founders scramble for growth tactics post-launch rather than executing from a strategic plan. The “launch and pray” approach rarely works in crowded markets.

How to Avoid It:

Understand that GTM is a process, not a date. Build your GTM strategy around ongoing learning loops:

Who is engaging with what message?

Which channels are converting?

What feedback is coming from early adopters?

Create a 3–6 month post-launch GTM roadmap with planned experiments, growth loops, and learning goals.

📈 Web3 Twist: Especially in token-based ecosystems, timing your GTM with your tokenomics and community incentives can make or break your traction.

Mistake #4: Misaligned Marketing Channels

Why It Happens:

There’s pressure to be everywhere—Twitter, LinkedIn, Discord, newsletters, ads, SEO, podcasts. Founders scatter efforts across too many channels without deeply understanding which ones move the needle.

The Consequences:

Resources are stretched thin. Channels underperform. Marketing becomes a cost center rather than a growth lever.

How to Avoid It:

Double down on 1–2 core channels where your users already are. Validate through user discovery and competitive research. Are your peers growing via content? Cold outreach? Events?

💡 Example: Web3 projects might find early traction through Discord, Twitter Spaces, or community airdrops, while B2B SaaS might lean into founder-led LinkedIn content or targeted email sequences.

Mistake #5: Building in a Silo Without Cross-Functional Input

Why It Happens:

Founders and marketers often draft GTM plans in isolation, without input from product, sales, or customer success. Or worse, they use outdated templates without adapting to real-world signals.

The Consequences:

Misalignment across teams, inconsistent messaging, and missed feedback loops. Your GTM becomes theoretical rather than adaptive.

How to Avoid It:

Make GTM a collaborative strategy. Include feedback from:

Product (for realistic feature timelines)

Sales (for buyer objections)

Support (for user friction points)

And don’t build from scratch. Many of the founders we work with use Innmind’s GTM Template to fast-track this process, complete with customizable fields, prompts, and real-world examples.

You can grab it here.

Ready to Avoid the GTM Graveyard?

If you’re in the early stages of building your GTM, now’s the perfect time to pause and reflect:

Are you solving for a real, urgent user pain?

Is your audience clearly defined and reachable?

Do you have a sustainable post-launch growth plan?

Are your channels focused and data-driven?

Is your team aligned on what success looks like?

Your product deserves more than a guess-based launch. Avoid these GTM traps, and set the foundation right.

👣 Explore more founder resources and practical playbooks at Innmind’s blog. And if you haven’t yet, check out our GTM Template, built by founders, for founders.