What if your biggest barrier to growth isn't outside the business - but built into it?

Go-to-Market Autoimmune Disorder: When Your Own System Quietly Rejects Growth

Too often, we ask:
"Why aren't we growing faster?"

The better question is:
"What inside our own system is quietly slowing us down - and why was it designed that way?"

It's not just market pressure.

It's not digital lag.

It's something deeper - and far more dangerous:

Go-to-Market Autoimmune Disorder.

When the very systems designed to drive growth - sales coverage, compensation, marketing, and tech - begin working against each other.

Not by malice. By design.

The Warning Signs Are Hiding in Plain Sight:

• Customer portfolio imbalance: A few large accounts get attention while hundreds of smaller, high-margin accounts drift.
• Your comp plan rewards transactions - not development: Reps fulfill demand. Growth is optional.
• Digital investments aren't shifting behavior: You launched tools, but nothing changed. The motion beneath wasn't redesigned.
• Sales managers report metrics - not motion: Forecasting ≠ coaching. Dashboards ≠ rhythm.
• Marketing pushes content - not campaigns: Assets ship. Sales isn't looped in. No one owns outcomes.

What the Best Are Doing Differently:

The leaders aren't just adding tools or solutions.

They're rewiring the engine:

• Roles for account development, not just management
• Comp tied to wallet share and category depth - not just revenue
• Outreach rhythms driven by buying behavior
• Closed-loop campaigns with shared accountability

They've stopped optimizing patches.

They've started designing systems.

The Real Challenge for B2B Leaders:

Most commercial systems weren't architected.

They were assembled - reactively.

That's why growth feels hard.

Why the long tail stays flat.

Why energy doesn't convert into momentum.

Your system is working perfectly - to produce the results it was designed for.

Final Word:

Go-to-Market Autoimmune Disorder doesn't show up in QBRs.

It lives in the gaps between teams, roles, and incentives.

It thrives on good intent layered atop old design.

The cure isn't hustle.

It's system redesign.

Start where it hurts.

Fix what misaligns.

Build motion that doesn't attack itself.

Your greatest growth opportunity isn't your next product line - it's your operating model, finally working in your favor.

What's your move?