Routing Is Table Stakes. Execution Is the Moat.
As abstraction increases across crypto infrastructure, value is shifting toward reliability, fallback guarantees, and comprehensive chain coverage. This case study outlines a strategic GTM approach to position 0x as the default execution layer for multichain swaps and how it would approach driving $30M - $50M in incremental annualized growth.
Houston (Hpayne) Morgan | December 2025
Full GTM Case Study
The Core Objective
Primary Goal
Establish 0x as the default execution and fallback layer for multichain swaps across concentrated, high-value partner segments
Revenue Target
Drive $30M–$50M in incremental annualized growth through expanded routing share and enterprise monetization
Target Segments
Top wallets, aggregators, and embedded-swap applications requiring guaranteed execution reliability
API: The Revenue Engine
The Customer Problem
Top wallets, aggregators, and high-volume onchain applications face a critical challenge: they cannot afford failed swaps, chain gaps, or fallback complexity as routing abstracts away pricing decisions.
As intent-based systems mature, execution reliability becomes the primary differentiator—not just best price discovery.
Core Positioning
"If it must execute reliably, route it through 0x."
Strategic Approach
Make 0x the default execution and fallback layer for multichain swaps, including cross-chain intents, without competing as a solver
Success Criteria
  • 98.5%+ execution success rate
  • 5–10% routing share lift across top partners
  • $17M–$30M annualized growth capture
B2B2C: The Volume Multiplier
01
Identify Partner Pain
Wallets, routers, and dApps refuse to build and maintain complex routing infrastructure. They lose swaps before execution due to missing routes, unsupported chains, or fragmented liquidity.
02
Position as Execution Layer
0x becomes always eligible to win routing by maximizing chain coverage, long-tail support, and reliability—with white-glove partner success and strategic co-marketing.
03
Deliver Measurable Outcomes
5–10% routing share lift, 30% reduction in partner support tickets, higher retention, and natural expansion into additional use cases.
Matcha: Strategic Acquisition Engine
Role in GTM Strategy
Matcha serves as targeted acquisition and proof surface for execution quality—where the execution story becomes tangible and proves 0x's standards to the market.
Focus Areas
  • Developer-led API adoption campaigns
  • High-value user activation through selective paid growth
  • PR and ecosystem launches tied directly to API adoption
  • Clear campaign payback metrics and brand growth
Matcha is proof, not promises—demonstrating execution excellence that drives API adoption.
Strategic Discipline: What We Won't Do
No Broad Retail CAC
Avoid high-cost, low-conversion consumer acquisition that doesn't align with B2B2C infrastructure strategy and dilutes messaging focus
No One-Off Integrations
Decline partnerships that don't compound over time or contribute to routing share, execution proof, or strategic account expansion
No "Best Price" Positioning
Reject simplistic messaging that ignores execution reality—reliability, fallback guarantees, and chain coverage matter more than marginal price differences
Strategic restraint is how we maintain focus on high-impact revenue drivers and avoid diluting the core execution narrative.
Why This Approach Works
Partner Reality
B2B2C infrastructure decisions are driven by execution reliability, chain coverage, and brand trust—not just best price discovery
Fallback Value
As intents mature, top wallets route growing swap volume through fallback execution systems where reliability compounds over time
Competitive Moat
Being present in the fallback path is table stakes; winning primary routing requires proven execution that partners depend on
Track Record: ShapeShift Growth
Zero to Revenue in Complex Market
At ShapeShift, I built the marketing function from zero while bringing a complex, multichain swapping product to market. Starting with no established GTM motion, I helped grow revenue from $0 to ~$50,000 per month.
Strategic Approach
  • Increased partner throughput through improved execution narratives
  • Built recognition via in-person events and digital campaigns
  • Deep partner collaboration with top DeFi teams
  • Bridged product, BD, and marketing in real partner conversations

Key Insight: Revenue growth came from partner alignment and execution quality—not just adoption metrics or vanity numbers.
Deep Industry Experience
14+
Direct Partnerships
Worked directly with swapping teams, wallets, bridges, and routing providers
100%
Revenue Ownership
Owned GTM decisions where messaging and execution translated to actual revenue
$50K
Monthly Growth
Built monthly recurring revenue through partner throughput and execution proof
This experience provided first-hand exposure to how B2B2C infrastructure decisions are actually made: where routing partners get deprioritized, why "best price" breaks down in practice, and how execution reliability, chain coverage, and brand trust quietly determine which routes win.
Why Me for 0x
GTM Systems Builder
Built GTM systems around the exact dynamic 0x needs to win: positioning execution reliability as the moat while intents abstract away pricing
Partner Fluency
Bridge product, BD, and marketing in real partner conversations—understanding how infrastructure decisions are made and won
Revenue Focus
Drive outcomes where messaging, partner alignment, and execution quality directly translate into revenue—not just adoption theater
"My conviction is that as intents mature, top wallets will route a growing share of swaps through fallback execution systems. 0x is positioned to win that shift, and I've already built GTM systems around this exact dynamic."