"But the data - and the causal logic - don't support the romance. Evangelism is the least profitable and least scalable form of growth. It's where GTM teams burn the most cash, consume the most energy and achieve the least sustainable outcomes. In causal terms, evangelism is a form of synthetic demand creation: it tries to will a relationship into existence where no causal readiness exists. That's not growth - it's friction."
"Evangelistic GTM feels like expansion, but it's really compensation for lack of clarity. You're not expanding the market; you're paying for your own uncertainty about where value truly lives. Customers who don't believe they have a problem - or don't believe your solution fits it - represent the lowest causal density in the market. They require massive educational spend, long sales cycles and expensive post-sale validation to keep them onboard."
Evangelistic go-to-market efforts attempt to manufacture demand by persuading customers who lack causal readiness. Those customers demand heavy education, prolonged sales cycles, and expensive post-sale validation, producing negative marginal returns despite closed deals. Investing in evangelism consumes cash, operational energy, margin, credibility, and investor capital that could be deployed more effectively. The most profitable customers already recognize the problem and are actively searching for solutions but need help quantifying causal fit. Engaging alignment buyers converts persuasion into clarification, enabling more scalable, sustainable, and financially sound growth outcomes.
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