Insights from Apex Growth Advisors
Ideas That Change How You Compete
Perspectives on Go-to-Market strategy, authority building, and why most B2B firms are losing on positioning before the conversation even starts.
"Medical doctors who misdiagnose can be sued for malpractice. Business owners who misdiagnose their GTM ailments face other consequences."
— Andy Sherman, Apex Growth Advisors
GTM Malpractice: When Misdiagnosis Is Costing You Growth
Most GTM problems aren't strategy failures — they're diagnostic failures. Companies chase the wrong ICPs, blame their sales teams, and launch outbound campaigns missing every key component. The common thread: a lack of investigation into what's actually breaking down.
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Sameness Is Expensive: How B2B Firms Lose Without Being Bad
Most B2B firms aren't losing because they're incompetent — they're losing because they sound identical to everyone else. "Better service. Trusted partner. Results-driven." When differentiation is absent, the market defaults to price. Authority changes that conversation.
Stop Pushing. Start Building: The Case for Authority Over Activity
Most advisors and business owners try to grow through activity — more calls, more posts, more tactics. But real growth compounds when you build authority. Authority builds trust. Trust attracts the right conversations. Those conversations produce results. Results create proof. Proof strengthens authority. That's the flywheel.
Are You Solving the Wrong Problem? The Sales Motion Misdiagnosis
Many companies assume they need more leads when the real challenge is displacing an incumbent. Others believe they're competing against vendors when they're competing against inertia. When the motion is wrong, every tactic becomes harder — more outreach produces less response, and sales cycles stretch beyond reason.
The Biathlon Principle: Why Founders Need to Aim Before They Fire
Biathletes ski near full throttle for 12 miles — then must shoot a target the size of a grapefruit. The faster they ski, the harder it is to hit. Founder-led companies face the same paradox: too many operate in READY–FIRE–AIM mode, mistaking motion for progress. Effort without precision doesn't scale. It stalls.
Red Ocean Reality: Why Your Blue Ocean Playbook Is Killing Your Pipeline
Most B2B services firms live in brutally competitive Red Oceans — but organize their GTM as if they're in a Blue Ocean. Prospecting that assumes "if we explain clearly enough, they'll see the light." Demos that ignore the incumbent. Closing motions built on hope. In a Red Ocean, your primary motion is competitive displacement — own it.
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Andy shares regular perspectives on GTM strategy, authority building, and market differentiation. Follow along for new insights each week.
Follow on LinkedInRecurring Themes
These perspectives connect back to a single conviction: most B2B growth problems are systemic, not tactical.
Diagnose before you prescribe
Most GTM problems are misdiagnosed — and the wrong fix makes things worseSameness is a strategic choice
Looking like everyone else isn't an accident — it's a failure of positioningAuthority compounds; activity doesn't
The firms that win long-term build credibility, not just campaignsKnow your ocean
Red Ocean and Blue Ocean markets require fundamentally different GTM playbooksWant These Ideas Applied to Your Business?
The Authority Scorecard identifies exactly where your GTM system is breaking down — in under five minutes.
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