The War of Go-To-Market (GTM): Why Visibility Alone Won’t Make You Indispensable.

Marketing Strategy
Growth

The War of Go-To-Market (GTM): Why Visibility Alone Won’t Make You Indispensable.

written by :

Maxime Baron

PUBLISHED ON :

May 14, 2025

When thinking about go-to-market strategies, especially in the crypto industry , the question isn’t just how to get there first or how to squeeze competitors. The real deal is how to become inevitable to users, to devs, to institutionals, and the list goes on. 

Too often, projects treat GTM as a set of isolated tactics instead of a real strategy. But entering a market is not about showing up. It’s about integrating into its layers. Users, builders, regulators, institutions, and retail participants all view the market differently. A lasting GTM doesn’t ignore these differences; it adapts to them and addresses each one directly.

So let me ask you this: do you see your GTM as a complete path, or are you only chasing fragments of it?

A Lesson from the Trenches

In my (still short but reasonably dense) experience in crypto marketing, I’ve supported projects aiming to break into new markets, mostly across Europe, and then scale once they have secured a foothold.

One conclusion keeps surfacing: what looks like a “successful GTM” from the client’s point of view can often feel like only a first step in the right direction from the agency’s perspective.

Why such a difference ?

When entering a new market, companies  often equate hitting KPIs with true integration. And on paper, that makes sense. KPIs are tangible: follower growth, event attendance, wallet creations, media mentions, mindshare (above everything else). 

But here’s the catch: visibility, whether digital or physical, does not equal integration. Markets are layered, nuanced, and deeply cultural. To move from present to embedded, one needs more than numbers.

One needs resonance. One needs recognition. One needs relevance. And, above all, credibility.

Beyond Checkboxes

From my point of view, a lasting GTM strategy goes far beyond chasing metrics. Numbers can prove traction, but they rarely prove belonging. To truly root a brand into a market, you need to look at the full lifecycle and embrace all of the colors of that market.


That means shaping or adapting the brand narrative so it resonates locally, not just translating your global messaging. It also means building a community that doesn’t feel imported, but rather grown from within. It means forging local partnerships that give access, validation, and trust where an outsider alone could not.


It also means developing cultural fluency: understanding how people in a given market talk about your technology, what they value in it, and what they distrust. And finally, it requires long-term positioning, showing you are not here for a campaign, but rather for a commitment.


That’s what makes a brand unavoidable. Not just being seen, but being understood, respected, and ultimately accepted as part of the ecosystem.

The Takeaway

Presence isn’t integration. Visibility doesn’t mean credibility.

This is why, at Hash Consulting, we focus on guiding our clients through a truly holistic GTM approach, one that goes beyond metrics to help them integrate into all the layers of their target markets. By combining narrative, community, strategic partnerships, and cultural fluency. We aim to turn presence into credibility, and credibility into inevitability.

So now, I’d love to turn the question back to you: 

Putting aside numbers and KPIs, what does a successful GTM look like to you?