GTM

Go-to-market, answered for where you actually are. The same question means something different on your first week and in your fifth year, so we write it once for each. Start with your level, or search for whatever you're stuck on.

What are you trying to figure out?

Where are you with GTM?

Four lanes. Pick the one that sounds like you today, and move up when it starts sounding easy.

1 Breaking into GTM Just starting You are trying to land your first GTM role, or you are a founder selling for the first time. Start with what the job actually is. 84 2 Doing the work 2 to 5 years in You run the motion day to day. The questions here are about making it repeatable instead of lucky. 86 3 Leading a GTM team Running the engine You hire, ramp, and own the number. The questions here are about building an engine that works without you in every deal. 88 4 How the best do it The high bar Teardowns of how specific companies actually did it, and the judgment calls great operators make that nobody writes down. 94

Or start from what you're trying to do

A route through the questions in the order you'd actually hit them, each step handing over the answer and one resource on it. Read any of them at your own level.

Get your first ten customers No brand, no referrals, no budget. Work out who to talk to, what to say, and how to close. 4 steps Hire and ramp your first rep Stop being the only person who can sell it, without setting fire to a year of runway. 4 steps Fix a pipeline that stalled Deals are sitting, the number is slipping, and nobody can say exactly why. Diagnose it in order. 4 steps Take an Indian product to the world Sell to the US or the Gulf from Bengaluru or Chennai, and be trusted doing it. 5 steps Price and package it Pick a first price, then change it later without losing the customers you have. 4 steps Launch a self-serve motion Let people buy without talking to anyone, and make the product do the selling. 4 steps Stop churn and grow accounts The revenue you don't have to win twice is the cheapest revenue you will ever get. 3 steps Break into a GTM career Work out which seat you want, then get good enough at the craft to be hired into it. 4 steps

The people who actually do this

91 GTM leaders and practitioners worth learning from, with what each one is known for and where they publish. Some of them have spoken at eChai events, so you can meet them in person, not just read them.

April Dunford Toronto

The person most B2B teams learn positioning from, and the author of Obviously Awesome and Sales Pitch She turns positioning from a vague branding exercise into a repeatable exercise: list your true competitive alternatives, isolate the features only you have, work out the value those unlock, and name the market segment that cares most. Her Sales Pitch work is the rare material that connects that positioning to the actual words a rep says on a call. PositioningICPSales processCategory design

Pete Kazanjy Atrium · San Francisco

Author of Founding Sales, the handbook that popularised founder led sales Founding Sales is the most concrete text available on the exact stretch most founders get wrong: your first 10 customers, your first rep, and the handoff between the two. He is unusually specific about call structure, discovery questions, and what a founder should measure before hiring anyone into sales. Sales processOutboundGTM hiringEnterprise sales

Jason Lemkin SaaStr · San Francisco

Founder of SaaStr, the largest body of public writing on scaling B2B SaaS revenue He answers the operational questions almost nobody publishes numbers for: when to hire your first VP of Sales, what a rep should actually close, how long ramp really takes, and why most VP hires fail in the first 90 days. Read him for benchmarks and hiring sequencing rather than for strategy. GTM hiringEnterprise salesSales processPricing

Kyle Poyar Growth Unhinged · Boston

Writes Growth Unhinged, the working reference on product led growth, pricing and packaging He publishes the actual benchmarks and teardowns behind PLG rather than the theory: free to paid conversion rates by category, what usage based pricing does to net revenue retention, and how specific companies structured their packaging. His pricing work is the strongest public material on changing a price without breaking your funnel. PLGPricingInbound & contentRetention & expansion

Emily Kramer MKT1 · San Francisco

Writes MKT1, the reference on how an early B2B startup should actually build marketing She writes the thing almost nobody else does: what the first marketing hire should actually do in what order, how to scope the role, and how to tell a growth marketer from a product marketer when you have budget for exactly one. Her templates and org charts are directly usable rather than illustrative. PositioningInbound & contentGTM hiringICP

Sunil Neurgaonkar Adopt AI · Bengaluru

Host of SaaS Sessions, India's longest running SaaS podcast, and a working field and community marketer He is one of the few India based GTM people publishing at the practitioner altitude rather than the CEO altitude: what a first growth hire actually does in month one, how field marketing and events convert in Indian SaaS, and what a lean team runs instead of a paid budget. The podcast archive doubles as a decade long record of how Indian SaaS GTM changed. CommunityInbound & contentICPPartnerships

Prasanna Krishnamoorthy Upekkha · Bengaluru

Managing Partner at Upekkha and one of the clearest voices on capital efficient SaaS GTM from India He works with dozens of early Indian SaaS founders at the same time, so his public material is grounded in patterns rather than one company's story: how to pick a wedge ICP, what a founder should personally close before hiring, and where India based teams typically stall selling into the US. His framing of efficiency as a GTM choice, not a constraint, is the useful contrarian bit. ICPPositioningPricingSales process

Sajith Pai Blume Ventures · Bengaluru

Author of the Indus Valley Report and the India1, India2, India3 market segmentation most India GTM plans now borrow from If you are sizing an Indian market, he is the source that stops you from multiplying 1.4 billion by a conversion rate. India1, India2, India3 forces an honest answer on who can actually pay you, and the Indus Valley Report gives you the underlying numbers to argue with. ICPPositioningCategory designPricing

See all 91 people →

Or go straight to the resources

All 796 of them in one place, sorted by how many answers cite them or by what we added most recently, and filterable by format, market and depth. Or browse by the publications and people behind them.

All resources Recently added Watch Listen India only All sources

Or browse by the part of the job

Prefer to wander? 352 questions across 22 topics, grouped into areas.

Understand the job 32 Who you sell to, and why they care 32 Build pipeline 32 Close deals and price right 32 Let the product sell 32 Sell through other people 32 Keep and grow the customers you win 32 Build the team 32 Run it on real numbers 32 Own the story 32 How the best do it 32

The India edge

GTM from India, not just about India

245 of our resources are tagged for India: selling to the US from Bengaluru or Chennai, what a sales hire actually costs here, pricing for two markets at once, and the operators who have done it. The context nobody else assembles.

Open the India lane →

Or find questions for your seat

Whether you're a founder doing GTM yourself or building a career in it, jump to what your role tends to ask.

Founder doing GTM Founding AE SDR or BDR Growth and demand gen Product marketer RevOps Sales leader Agency or consultant

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