GTM might be dead.

I’ve been watching some of my favorite marketers wrestle with this over the last six months. The data keeps getting tougher. Channels that used to work don’t. CAC keeps climbing. Attention is harder to earn and even harder to keep.

There was a time when you could pay your way to the top of a Google search. Painful, sure. But predictable. That door feels mostly closed now.

This week, Stephan Smith and I grabbed lunch with Paul Rios and another founder who wanted our take on an enterprise vibe-coding idea. At one point, Paul paused and said something that stuck with me.

“What if it’s not go-to-market anymore? What if it’s go-to-network?”

Or maybe even go-to-community. GTC.

When I look back at what we’ve actually been building, it doesn’t feel like a classic GTM motion at all. It’s been dinners. Small rooms. Introductions. Hosting things. Creating reasons for people to get off their laptops and into the same space. Only recently did it click that this might not be a side effect. It might be the engine.

So much is changing fast. AI. Roles. Timelines. Tools. But opportunity still seems to move the same way it always has. Through people. Through trust. Through being known.

Slack helps. LinkedIn helps. Zoom helps. But the moments that seem to matter most still happen in person, over time, with repeated collisions.

I keep coming back to this question.

If GTM isn’t first anymore, is it GTN?

Or maybe…GTC.

Revenue might be the thing that finally gets everyone to the table on community, not as a feel-good concept, but as the serious business advantage it is.