Product-Channel Fit: Finding the Right Growth Strategy for Your Product
Product-Channel Fit: Finding the Right Growth Strategy for Your Product
Product-Channel Fit measures how well a product aligns with its distribution channels to effectively reach its target market
Hello and welcome to The GTM Newsletter by GTMnow - read by 50,000+ revenue professionals weekly to stay up-to-date and scale their companies and careers. GTMnow is the media brand of GTMfund - sharing go-to-market advice from the top 1% of revenue operators including the 350 executives behind the fund, news, and our viewpoints from working with hundreds of portfolio companies.
Product 💚: Attention
At Attention, call recordings and CRM auto-fill are just the beginning. Attention’s conversational intelligence platform not only delivers key insights based on what your customers are saying, but allows you to automate actions using our AI-powered workflows. With Attention you’ll be able to:
Generate coaching scorecards after every call
“Ask Attention anything” - ask questions across all of your customer calls
Send follow-up emails to prospects or internal stakeholders on a deal
Automatically alert key stakeholders of relevant deal info (churn risk, solutions needs, etc.)
Help your team close more deals. Check out Attention.
Product-Channel Fit: Finding the Right Growth Strategy for Your Product
We often hear product-market fit, but not often enough is the importance of product-channel fit emphasized. We teamed up with Chang Chen to break it down - let’s get into it.
Product-channel fit explained
Product-Channel Fit measures how well a product aligns with its distribution channels to effectively reach its target market. The goal is not to test every possible channel but to focus on the one or two that maximize your resources and scale your product for hypergrowth.
For example, an AI-powered video creation tool designed for viral social media content thrives through influencer and organic campaigns. Meanwhile, a collaboration tool with a high NPS can scale rapidly through Product-Led Growth (PLG) and word-of-mouth. On the other hand, an AI customer service platform targeting enterprise clients performs best in offline events or VIP dinners where relationships drive trust.
By narrowing your focus, you can concentrate resources where they matter most, making it easier to achieve sustained growth.
Three Approaches to Finding Product-Channel Fit
There are three primary ways to identify product-channel fit:
1. Identify Channels That Suit Your Product
Focus on what makes your product unique.
Does it follow a PLG or Sales-Led Growth (SLG) model?
Does it support single or multi-user collaboration?
Are you targeting consumers or decision-makers?
Each factor influences which channels will deliver the most growth.
Differentiate between keyword-based channels that target active searchers and interest-based channels that engage users passively. Prioritize channels that align with your product’s strengths and have the highest potential for success - this is key to avoiding wasted time and effort on channels that won’t work for your offering.
2. Adapt Your Product to Fit Major Channels
Some companies can adapt their product to make better use of high-potential channels. For instance, a video editing platform might release a suite of free, lightweight tools that scale SEO traffic, or an SLG company could create a self-serve option to generate leads more efficiently.
When you adapt your product to fit key channels, you not only make it easier to reach your audience but also increase the likelihood of channel success.
3. Create Your Own Channels
In some cases, companies can leverage their product’s unique strengths to create new channels or use existing channels in innovative ways. This might include integrating your product more tightly with other platforms, using your data to create valuable lead magnets, or finding creative distribution methods that go beyond traditional marketing.
Channels can be benchmarked by ARR stage:
The Benefits of Product-Channel Fit
Finding product-channel fit allows you to move faster and avoid wasting marketing budgets on channels that aren’t suited for your product. By bringing focus to your team, you enhance operational efficiency and set the foundation for long-term growth.
This approach isn’t about following a prescribed playbook – it’s about identifying the channels that work best for your specific product and market, then doubling down on them to achieve scale.
You can also read this here on the GTMnow website.
Tag GTMnow so we can see your takeaways and help amplify them.
👂 More for your eardrums
The GTM Podcast - subscribe on Apple, Spotify, YouTube or wherever you listen.
GTM 119: Design Products Backwards From GTM: Lessons from Scaling to $1B+ with David Knight
David Knight is the Co-founder and CEO of Avarra, an AI-powered platform that simulates human-to-human interactions to accelerate sales onboarding and training. With over 30 years of experience scaling companies from tens of millions to billions in revenue, including WebEx and Proofpoint, David brings a unique perspective on the intertwined nature of product and go-to-market.
👀 More for your eyeballs
Scaling SaaS from $1 to $20M: Building strong foundations in the early-stages. This report details the key questions, metrics, and trends that matter for early-stage SaaS companies.
Founder-led customer success, including lessons for founders. This is a piece written by John Gleeson, starting back from when he was leading customer success at Motive. It outlines insights from a first-hand story, actionable lessons for founders, and highlights how founder-led customer success isn’t just a step toward product-market fit - it’s a strategy for lasting growth.
🚀 Startups to watch
Marqii - announced an additional $10 million in funding, bringing the total raised to $20M. The new funding will accelerate product development for the hospitality industry, with continued innovations in review management and digital guest experiences.
🔥 Hottest GTM jobs of the week
Business Operations & Strategy Analyst, GTM at Owner (Remote - US or Canada)
Sales Development Leader at Writer (Hybrid - NYC)
Enterprise Account Executive at Document Crunch (Remote)
Customer Success Director (IC) at OfferFit (Remote - NA)
VP, Content at Writer (US)
See more top GTM jobs on the GTMfund Job Board.
🗓️ GTM industry events
Upcoming go-to-market events you won’t want to miss:
Spryng by Wynter: March 24-26, 2025 (Austin, TX)
Pavilion CMO Summit: April 17, 2025 (Atlanta, GA)
SaaStr Annual: September 10-12 (San Francisco, CA)
Pavilion GTM Summit: October 14-16, 2025 (Austin, TX)
The only thing for product is your audience and sell that is the target market.