What does Wedge mean for go-to-market?

Strong wedges name a specific buyer, a specific moment, a specific failure mode. "We do security" is not a wedge. "We catch MFA fatigue attacks against the IT helpdesk" is. The wedge is what gets you in; the platform is what keeps you. Skipping the wedge stage rarely works.

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Wedge

GTM Concept

Definition

The narrow, specific entry point a vendor uses to land — the precise problem they solve before they expand to adjacent problems.

What it means for GTM

Appears in

Market Map Buyer & Maturity Displacement