By Bernardo Krebs, CEO of Gama

In a scenario where more than 70% of Brazilian startups close their operations before the fifth year, according to data from Abstartups and Sebrae, commercial maturity is no longer just a differentiator, but a matter of survival. In 2024, Venture Capital operations in Brazil recovered and closed the year with R$9 billion in contributions - a growth of 17% compared to 2023.

Another survey, carried out by Distrito, shows that between January 2015 and September 2024, 8,258 Brazilian startups closed down, almost half of the startups still active in the country. This is a clear warning sign for a key moment in the life of the business: the Go to Market (GTM) stage. Clearly knowing what, how and why to do it is crucial for any business.

The power of a well-structured Go to Market

Beyond launching a product, GTM is about understanding the right market, at the right time and with the right message. It involves cross-referencing data, timing and strategy, and requires full integration between marketing, pre-sales and sales. A triad that, when out of step, compromises even the best innovations.

Developing strategic and tactical work goes far beyond theory. The role of this strategy is to design and test commercial routes that translate the potential of startups into real business generation. In this way, connecting each company to its audience, adjusting narratives and structuring acquisition processes based on data and performance indicators.

Among the pillars of the work are:

• Market diagnosis: analysis of competitive context, purchasing maturity and ICP (Ideal Customer Profile);
• Commercial Narrative and Positioning: defining the value discourse and market differentiators;
• Sales and pre-sales structure: funnel construction, playbooks and personalized cadences;
• Data Intelligence: CRM integration and automations that guarantee a 360º view of the operation.

This forms the basis of a living and adaptable GTM, capable of aligning strategy and execution from the first contact with the market to product consolidation.

A new look at the integration of areas

Among so many efforts and solid market techniques, I would highlight Sales to Marketing (S2M), a methodology that has already been applied in companies in various segments. It is based on a method that proposes complete integration between marketing, pre-sales and sales, transforming what were once isolated areas into a single growth system.

As a result, startups that go through developments involving this strategy achieve not just a plan, but an operating model ready to scale.

Connecting purpose and results

As a method creator, the Gama has always had clarity as its thesis: helping companies grow with intelligence and purpose. Each new cycle reinforces the idea that innovation is not just about creating something new, but about the ability to turn good ideas into sustainable, impactful businesses.

At MOVE Track, we expect this vision to gain even more strength. That's why we're joining forces and working side by side with startups to validate markets, develop clients and build solid commercial strategies that will stand the test of time and the volatility of the ecosystem.

Because, at the end of the day, Go to Market is not the end of a journey, but the beginning of a story of real growth.