In web2, the primary GTM stakeholder is the customer, typically acquired via sales and marketing efforts. In web3, an organization’s GTM stakeholders include not just their customers/users, but also their developers, investors, and partners. Many web3 companies therefore find community roles to be more critical than sales and marketing roles.

Zooming out, Mutiny has made the shift from a broad lead pool to a precise list of named accounts:

• 1:many marketing targets around 7,500 total accounts


• 1:few marketing targets the top 2,500


• 1:1 targets the top 200 – these are who AE’s care about the most