GTM Debt compounds differently in Europe. The US version tends to be a hiring mistake — too many AEs before the motion is proven. The European version is quieter: it's process debt. Companies spend 18 months building a sales structure that fits enterprise procurement cycles they've never actually mapped. By the time they realise the motion doesn't work, they've got a team, a CRM, and a methodology built for deals that take twice as long as modelled. The fix is less about GTM and more about deal architecture honesty.
GTM Debt compounds differently in Europe. The US version tends to be a hiring mistake — too many AEs before the motion is proven. The European version is quieter: it's process debt. Companies spend 18 months building a sales structure that fits enterprise procurement cycles they've never actually mapped. By the time they realise the motion doesn't work, they've got a team, a CRM, and a methodology built for deals that take twice as long as modelled. The fix is less about GTM and more about deal architecture honesty.
GTM architecture.