Platform lock-in forces advertisers and sellers to surrender economic rent through fees, discounts, and data loss. As platforms exert monopsony power, manufacturers face higher costs, weaker control of branding, and crowded marketplaces—unless they diversify, own data, and build trust.

Everyone’s talking GTM, but few are speaking the same language. The Go-to-Market® Glossary offers plain-speak definitions to reduce confusion, align teams, and bring clarity to a space where nuance too often derails strategy and execution.

Growth isn’t just a goal—it requires structural and behavioral change. Marketbridge aligns strategy, sales, marketing, brand, and data to eliminate silos and deliver unified go-to-market execution. Learn how we turn growth ambition into growth outcome.