GTM Strategy · 05 May 2026 · 6 min read
The Better Option for B2B GTM
Why most early-stage GTM hires fail — and what to do instead of an agency, an in-house team, or DIY.
Most founders face the same three options when they decide it is time to scale revenue: hire an agency, build an in-house team, or keep doing it themselves. All three quietly fail for the same reason — they treat go-to-market as a staffing problem instead of a system.
The agency trap
Agencies sell you the playbook they sell to everyone else. Junior SDRs, generic sequences, and a dashboard that hides the fact that nothing compounds.
The in-house trap
A VP Sales, two SDRs, and a RevOps hire is €300–500K a year. Three to six months to ramp. Twelve months before you can tell whether the hire was right.
The DIY trap
Founders cold-emailing between product meetings — until they stop. The pipeline dies the week shipping gets hard.
A better option
A fractional GTM operator who builds the system once, runs it for two quarters, and hands it back when it compounds without them. No headcount. No agency markup. No founder time after week six.