B2B firms spent the last decade chasing growth by expanding their TAMs through acquisitions and product launches, but broader coverage without sharper segmentation created a structural inefficiency: GTM resources spread across markets where they couldn't win at rates that justified the investment.
The core argument is that maximizing market coverage and maximizing GTM efficiency are fundamentally at odds, and most firms are now paying the price. The solution is a mental model shift from volume-based coverage to capital allocation logic, where every rep hour and marketing dollar gets deployed based on where returns actually concentrate, not where the theoretical market exists. Firms that escape the trap dominate high-yield segments before expanding, rather than spreading thin across all of them at once.
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