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.

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. 16 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. 18 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. 20 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. 26

The people who actually do this

16 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 a room, 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 16 people →

Or browse by the part of the job

Prefer to wander? 80 questions across 10 topics, grouped into areas.

Understand the job 16 Who you sell to, and why they care 16 Build pipeline 16 Close deals and price right 16 How the best do it 16
The India edge

GTM from India, not just about India

65 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.

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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