Who you sell to, and why they care

What founders use for who you sell to, and why they care, ranked by how many answers lean on it.

1. The clearest explanation of what changes when you deliberately sell to the user and route around the economic buyer, and what... A.Capital Essay · 15 min read Bottom-up SaaS: A Model for Capital-Efficient Growth Ramu Arunachalam
2. Zuora's CIO walks through his actual evaluation path, from first look to security review to procurement, and how many pitches... The Neon Show Podcast · 60 min listen What Startups Can Learn from a $1.7B Co. Chief Information Officer | Karthik Chakkarapani Siddhartha Ahluwalia with Karthik Chakkarapani
3. Goes past the list and scores each trigger by urgency with a response window, so you can actually decide what to work today.... Salesmotion Article · 16 min read 24 B2B Buying Triggers That Signal Active Buying Cycles Salesmotion
4. From India's longest running SaaS podcast, this ties ICP, positioning and channel choice into one sequence, which helps when... SaaS Sessions Article · 18 min read The Ultimate Go To Market Strategy Framework: Your Blueprint for Success SaaS Sessions
5. Answers the operational questions that stop most teams from starting: how many interviews before the patterns are real, who... Debriefing Article · 15 min read How to Run Win/Loss Interviews That Surface Real Competitive Intel Debriefing
6. Before you can pick a side you need the vocabulary: liquidity, constrained side, multi-tenanting, matching architecture. This... Andreessen Horowitz Article · 20 min read The Marketplace Glossary Li Jin
7. Once you accept that supply is usually the side to define first, this forces the next decision: are you going for everyone, for... Andreessen Horowitz Article · 18 min read Marketplace Supply Strategy: Comprehensive, Exclusive, or Curated Casey Winters and Anne Lewandowski
8. IndiaMART started serving overseas buyers, lost that market after 2001, and rebuilt around Indian SME buyers posting... Inc42 Article · 12 min read Inc42 UpNext: How Looking Inward Changed Everything For IndiaMART Aditya Kondalamahanty
9. Makes the case that a second segment is something you earn one to two years after your first motion is genuinely repeatable,... Oxx Essay · 16 min read From Fuzzy to Focused: Mastering Your Ideal Customer Profile (ICP) to scale successfully beyond Product-Market Fit Ingrid Bonde Akerlind
10. Lays out exactly what breaks in sales, marketing, onboarding and cost structure when you move segment in either direction,... Kalungi Article · 12 min read Should You Go Upmarket or Downmarket? What Actually Changes in Your GTM When You Do Cris S. Cubero
11. Kellogg's framing, that the ICP begins as a founder hypothesis and should end as a regression on renewal, expansion and win... Kellblog Essay · 9 min read Your ICP Starts as an Aspiration and Becomes a Regression Dave Kellogg
12. The build guide: weighted dimensions, negative signals that subtract points, and score bands that decide routing. It is the... Understory Article · 15 min read ICP Scoring Rubric Examples for B2B SaaS Teams Naufal Nugroho
13. Indian founders comparing notes on launching in Southeast Asia, where technical maturity and buyer behaviour differ country by... SaaSBoomi Article · 12 min read Southeast Asia Expansion Playbook for Founders Looking to Launch a New Geo SaaSBoomi
14. Explains why the category word next to your name does more work than the name itself: call yourself email and you inherit... aprildunford.com Article · 8 min read Don't let Customers Decide What Your Product Is April Dunford
15. A practical checklist for the mechanical parts of naming: trademark and domain screening, pronounceability, cultural checks... Stripe Article · 14 min read How to Pick a Name For Your Startup: An In-Depth guide Stripe
16. Gives you the four-part structure for positioning against an alternative (what they use now, what is wrong with it, your... Growth Unhinged Newsletter · 12 min read How to differentiate your product Anthony Pierri
17. The actual method: which five dimensions to score, the open questions that get useful answers, and why you test section by... Wynter Article · 13 min read What is Message Testing in Marketing and How To Do It Peep Laja
18. Zoho bundling dozens of apps into one subscription, priced at Rs 1,000 per employee per month in India, is the opposite bet to... CIOL Article · 5 min read Zoho unveils bundled business app suite Zoho One CIOL Writers
19. Concrete about what changes for the Gulf beyond translation: Arabic and right to left support, dialect differences between... Zoho Blog Article · 10 min read Localization Strategies for SaaS Products in the Middle East Market Mary Nyambura
20. A reminder that your India message may need to change language before it changes argument, with Jio and Zomato as examples and... Medianews4u Article · 8 min read The Rise of Vernacular Marketing: Connecting with Bharat Beyond English Yasin Hamidani
21. Built on 2.5 million recorded sales conversations, this is the evidence that most no-decision losses are fear of getting it... jolteffect.com Book · 240 pages The JOLT Effect: How High Performers Overcome Customer Indecision Matthew Dixon and Ted McKenna
22. The free summary that separates status quo bias from indecision and gives you the four moves for the second one, including... Challenger Article · 9 min read How to Overcome Customer Indecision Using the JOLT Effect Approach Challenger
23. A short, practical take on changing the business case you lead with (close more deals becomes reduce operating cost) without... Dawn Capital Article · 9 min read How B2B SaaS startups can reposition now to win Henry Mason
24. This is the episode where the failure comes first: why Fashnear did not work, and then the step by step of power user analysis,... Prime Venture Partners Podcast Podcast · Podcast episode with full transcript Vidit Aatrey Founder & CEO Meesho on Building a Category-Defining Startup Vidit Aatrey

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