Experimentation turns a go-to-market assumption into a controlled test. Instead of trusting a promising idea, test whether a market, feature, partner, or alliance actually works. section 16.5
Useful experiments can test:
- Market adjacencies and new product functionality. section 16.5
- Different channel-partner types and alliance structures. section 16.5
- Customer demand through conversations and an early lighthouse customer that helps shape the product. section 16.5
A practical GTM test
A startup tests a new channel-partner type rather than committing scarce resources immediately. The result helps verify or modify its business model while the market is still changing. section 16.5
