Most teams don’t realize they’re stuck in a loop.
They try a new channel or tactic and end up blaming the results.
Mark Kilens has seen this pattern play out across hundreds of companies, from his time at HubSpot to now leading marketing at EasyLlama.
And the root cause is almost always the same:
“They don’t have the fundamentals down — ICP and strategy.”
That’s the part most teams skip.
Instead of stepping back and defining who they’re actually building for, they jump straight into execution – hoping something sticks.
But the companies that grow consistently do the opposite.
“The first thing any great Go-To-Market leader does is they deeply start to understand the who.”
Once you finalize that, it cascades into everything else, including the product you build, how you price and position it and where you show up on the market with it.
One of my favorite parts of this conversation was how Mark simplified GTM performance down to one simple question:“What are the economics of the business?”
Not attribution models. Not dashboards. Not complexity.
Just, are we spending money in the right places – and is it actually working?
Watch the full episode + get the playbook to learn how Mark:
