I recently sat down on the Snowpal Podcast with Javier Lozano Jr., a fractional CMO/CRO who’s helped B2B tech companies scale from ~$1M to $20M in revenue. As an engineering founder myself, this conversation hit close to home. Many of us believe that if we build a great product, the market will magically find us. In reality, that’s rarely how it works.

The core issue isn’t engineering or effort; it’s the lack of a clear, aligned go-to-market strategy. Before growth tactics come into play, founders need to understand their ICP, identify real buyer pain points, and align marketing, sales, and customer success around a focused narrative that differentiates them in crowded markets.