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GTM Strategy
Advanced
12 min read
Distribution Architecture: GTM as a System
The biggest misconception: GTM isn't a campaign—it's a systematic approach
Key Insights
- Distribution infrastructure matters more than campaigns
- Owned channels create sustainable competitive advantage
- Pre-loaded demand beats reactive marketing
- Systems compound, campaigns don't
The Visible Surface: What Everyone Sees
Most people focus on ads, influencer campaigns, and PR launches. These are just the tip of the iceberg—the visible surface of a much deeper system.
What Matters More: Network Effects & Identity
The real power lies in network effects, identity portability, and viral triggers. These create sustainable growth that compounds over time.
What Threads Mastered: Distribution Infrastructure
Threads succeeded because they built on top of existing distribution infrastructure. They didn't start from zero—they leveraged Instagram's 2.3B users.
How to Apply This Framework
1
Build owned channels before relying on paid acquisition2
Create systems that generate demand, not just capture it3
Focus on distribution infrastructure, not just distribution tactics4
Design for network effects from day oneRelated Topics
Distribution
Systems
Architecture