Distribution, Differentiation, Defensibility

These are three most important D’s of GTM

Mark Kilens
Nov 22, 2024

In my view, these are three most important D’s of GTM: 

  1. Distribution: Audience-building and brand moat

  2. Differentiation: Positioning and messaging

  3. Defensibility: Product strategy and network effects

These three things should be constantly top of mind for executives. The CEO should be obsessed with all three all the time.

If you’re looking for somewhere to start, pick one of the D’s and do an analysis. Write down a couple of questions and ask people in GTM roles for their opinion. 

A few example questions you might ask:

  • How strong is your distribution leverage? 

  • How differentiated is your story? 

  • What is your current defensibility and is it real?

Figure out your D’s and you’ll be on your way to GTM success.

Similar posts

DIG Framework

Here's a neat framework to help you better understand customers.

Mark Kilens Apr 23, 2025

Surprise Them Each Day

Here's something that I think would go a LONG way in creating more customer delight and directly influencing word of mouth factor. 

Mark Kilens Jan 7, 2025

Expectations

Audit where you set expectations with your buyers and customers. Here's a good list to help you get started.

Mark Kilens Mar 21, 2025