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What’s Your GTM When No Market Exists

Andreessen Horowitz investor Martin Casado shares five must-know tips for entrepreneurs going to market where no market yet exists — skills he learned first-hand building and selling Nicira for $1 billion-plus.

“In a pre-chasm market, marketing outreach has to be much more targeted and educational (which is therefore harder to outsource as it’s grounded in deeply understanding the product). Done well, education can draw the market. So my recommendation is for pre-chasm startups to focus on product marketing — particularly sales enablement and technical content marketing — because it not only helps sales qualify prospects, but helps everyone tell the right story to move the deal, and company, forward.”

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