Building a great product is hard, but it's only half the battle. The real challenge is getting that product in front of the right customers - repeatedly, and at scale.
Most Series A or B startups are selling to mid-market companies with annual contract values of $5,000-$12,000. To achieve the growth investors expect, you have two options: go upmarket and increase your ACV to $250,000+ or acquire thousands of customers at your current price point.
The key is to design a distribution system that's both predictable and high-leverage. Why? Because predictability gives you forecasting power, while leverage allows you to acquire customers efficiently.
The reality is, most startups never invest enough time in building that engine - and without it, they're at a standstill.
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