The uncertainty of bringing a product to market. The complexity of buyer-led journeys. The gap between what you believe about your customer and what the evidence shows.
We’ve spent our careers building products that solve real customer problems — and living the hardest part of that: getting the right customers to hear you, believe you, and act.
What we learned reshaped how we think about GTM.
The fastest path to traction is finding where the real pain, urgency, and willingness to pay actually are — and not burning slim resources on the weak opportunities that look close enough.
The strongest ICP isn’t a vertical — it’s a pattern of pain that shows up across industries you’d never have grouped together.
None of it holds unless marketing, sales, product, and CS are working from the same facts, toward the same definition of success — because a GTM that’s pulling in four directions isn’t a GTM.
That understanding is what Fabyr is built on. We use it every day ourselves — to make better decisions, sharpen our GTM and product strategy, and find the shortest path to customer traction.
And a shared desire to win together. No technology changes that. The companies that build genuine traction are the ones who stay closer to their customers’ world than anyone else: closer to the pain, closer to the people, closer to the moments that build trust.
That closeness is human work. It always will be. But it’s getting harder — buying groups are more complex, markets noisier, the signal harder to read. Human expertise alone can’t keep pace with it. And AI alone can’t build a relationship, earn trust, or understand what a customer hasn’t yet said.
We believe the answer is the two together. AI holding the memory, the patterns, the context — so your people are freed for the work only people can do: the judgment, the creativity, the relationship-building, the genuine understanding of another person’s problem.
That’s the future of GTM we’re building toward. Not people replaced by machines. People amplified by them — doing their best, most human work, for the customers who need it.
Twenty-three years as a commercial leader in global technology and services — across sales, product, learning, and business transformation. Danny has led GTM strategies and large-scale change programmes that bring people, behaviour change, and new technology together to scale performance. Today, he works with ambitious founders and revenue leaders to build the next generation of AI-enabled GTM.
Having completed a PhD in Theoretical Particle Physics, Jonathan joined commercial organisations to build systems that leverage enterprise data for strategic and operational decisions. Over the last 15 years, he’s helped build and lead teams at some of Dublin’s most successful startups. At Fabyr he leads our efforts to build the platform that enables businesses to operate as a truly adaptive intelligence-driven organisation.
Turn the buyer conversations you’re already having into the intelligence that finds customer traction and product-market fit, faster.
