GTM Glossary · Market Entry
Product-Market Fit
The state in which a defined segment buys repeatedly, refers you, and resists switching, without heroic selling on every deal.
[01]What It Means
Fit shows up in behaviour, not opinion: shortening sales cycles, rising win rates against the same competitors, retention that holds without discounting, and buyers describing the value in their own words. Fit is per market and per segment, so a company can hold it in one country and lack it entirely in the next.
[02]Why It Matters
Expanding without fit multiplies the cost of learning. Every market entry re-tests fit against local alternatives, local urgency, and local procurement norms, which is why an audit asks whether the plan survives contact with the market before headcount is committed.
[03]Where It Goes Wrong
[04]Related Terms