Growth and demand gen

Everyone says do content. What does inbound actually mean for a startup with no audience? Inbound means someone with the problem finds you while they are looking for an answer, and leaves you a way to follow up. For a startup with no aud... Breaking into GTM 4 resources → What does product-led growth actually mean, and how is it different from just having a free trial? A free trial is a tactic. Product-led growth is a decision about who does the convincing. In a PLG business the product is the main way people find... Breaking into GTM 6 resources → Everyone says find your aha moment. What is it actually, and how do I find ours? It is the first moment a new user gets something real out of your product, and you find it by looking at what people who stuck around did in their ... Breaking into GTM 5 resources → What does a partnerships person actually do all day? Mostly three things: finding companies whose customers overlap with yours, getting people at those companies to trust you enough to make introducti... Breaking into GTM 4 resources → What is a channel partner, and why would a software company hand over 30% of the price? Because the partner is selling you something cash cannot buy: an existing trusted relationship with a customer, in a market or segment where you ha... Breaking into GTM 5 resources → I want to start a GTM career in India but I have zero sales experience. What is the realistic first job? An SDR or BDR seat at a B2B software company is the standard front door, and it is genuinely open to people with no sales background because compan... Breaking into GTM 4 resources → I write blog posts and nothing happens. What am I doing wrong? Usually one of three things. You are writing for a persona you invented instead of a real person you have spoken to, so the piece is generically co... Breaking into GTM 4 resources → We are about to launch. Should we go with freemium or a free trial? Start with a free trial unless you have a specific reason not to. The benchmark data is consistent: freemium brings in more signups but converts fa... Breaking into GTM 5 resources → Our activation rate is 18 percent. Is that terrible, or is that just what it is? It is below average but not alarming. Across 500 plus products the average activation rate sits around 34 percent and the median around 25, with Sa... Breaking into GTM 5 resources → Referral, tech partner, reseller, SI: someone offered us a partnership, which one is it? Ask one question: who owns the customer relationship and who takes the money. A referral partner sends you a name and takes a cut while you do ever... Breaking into GTM 4 resources → How do I work out CAC payback when I do not have a finance team? Take everything you spent on sales and marketing in a period, divide it by the number of new customers you won in that period, and you have CAC. Th... Breaking into GTM 5 resources → What should a brand new user see in the first minute after they sign up? Something that already works. The best first screens hand the user a filled-in example rather than an empty box, because a blank canvas asks a stra... Breaking into GTM 5 resources → What is the magic number and should I care about it at my stage? The magic number is how many dollars of annualised new revenue you generated for each dollar of sales and marketing you spent in the previous perio... Breaking into GTM 4 resources → I just joined a PLG company as my first GTM job. What do I actually do all day if the product sells itself? You spend your days on the parts of the journey the product cannot see. Someone has to figure out why 80 percent of signups never come back, write ... Breaking into GTM 5 resources → Almost nobody finishes our onboarding flow. Is that an onboarding problem or a product problem? Look at where they stop. If people drop at the same screen every time, it is an onboarding problem and usually a specific one: a required field the... Breaking into GTM 5 resources → I have just been handed partnerships as my job. What do I do in the first 90 days? Do not launch a program. Spend month one finding the five to ten companies that already show up inside your won deals, because your customers have ... Breaking into GTM 5 resources → App store, app directory, cloud marketplace: which of these actually matters for us? They share a name and almost nothing else. An app directory (HubSpot, Slack, Freshworks) is a discovery surface for that platform's existing custom... Breaking into GTM 4 resources → What does a good customer onboarding actually look like? Good onboarding is measured in time to first real value, not in how many training sessions you delivered. Pick one observable moment that means the... Breaking into GTM 5 resources → I am an engineer, a consultant, or fresh out of an MBA. How do I actually switch into GTM? Your background is not a handicap, it is your entry ticket, but only if you aim at the door it opens. Engineers should look at sales engineering, s... Breaking into GTM 5 resources → What is the actual difference between positioning, messaging and copy? I keep being asked for all three and they feel like the same job. Positioning is a decision, messaging is a small set of sentences that carry the decision, copy is the words on a specific page. Positioning answers... Breaking into GTM 4 resources → SEO used to mean ranking on Google. What does it mean now that buyers ask ChatGPT instead? The unit of visibility moved from a ranking to a citation, and the levers moved off your website. Ahrefs looked at 75,000 brands and found branded ... Breaking into GTM 4 resources → Free trial, freemium, or demo first? How do I pick which door people come through? Let the deal size and the product decide, not fashion. If someone can get real value alone in one sitting, a trial works and a sales call is an exp... Breaking into GTM 4 resources → How did Meesho find its first sellers by watching what people already sold on WhatsApp? Meesho's first product, Fashnear, was a try-at-home fashion marketplace and it failed. While visiting Bangalore shopkeepers, Vidit Aatrey heard one... Breaking into GTM 4 resources → What does Emily Kramer say your first marketing hire must already be able to do? Emily Kramer, who led marketing at Asana and Carta and now runs MKT1, names the number one mistake as hiring someone with too many firsts. She scor... Breaking into GTM 4 resources → Big company or startup for my first GTM job? The trade is training versus autonomy, and for a first job training usually wins. A larger company gives you a real onboarding programme, managers ... Breaking into GTM 4 resources → Everyone tells us to start a podcast or a newsletter. Is that a real channel or a vanity project? It is real, and it is slower than anyone selling it to you admits. The honest version is that you are building owned distribution: an audience you ... Breaking into GTM 4 resources → How did Wingify get its first paying customers by writing for someone else's audience? Paras Chopra had no budget and no audience, so he borrowed one. He read 10 to 15 academic papers on conversion rates through Google Scholar so he w... Breaking into GTM 4 resources → Why do operators like Nithin Kamath and Sridhar Vembu refuse to buy growth? Nithin Kamath states it as a freedom rather than a sacrifice: it is a good place to be when you do not have to look at customers in terms of acquis... Breaking into GTM 5 resources → What is the difference between brand and demand, in plain terms? Demand capture reaches the small number of people shopping right now, brand building reaches the far larger number who will shop later. The Ehrenbe... Breaking into GTM 4 resources →

How do I tell whether our GTM is genuinely working or we just got lucky with a few deals? Luck looks like revenue. Working looks like repeatability. Ask whether you can name the trigger that made each of the last ten buyers start looking... Doing the work 4 resources → How do I decide what to write about so it brings in buyers and not just traffic? Sort every topic idea by how close it sits to a purchase. Comparison pages, alternatives pages, integration pages and "how do I do X with Y" pages ... Doing the work 4 resources → How do I design tiers so buyers pick the right plan and grow into the next one? Good, better, best works for about two thirds of SaaS companies because it makes the choice easy, so start there unless you have a strong reason no... Doing the work 4 resources → What is the real difference between product-led, sales-led and everything in between, and which one are we? The question is not which model you prefer, it is who signs and how much they are risking. If one person can start using the product on a card with... Doing the work 4 resources → I am the first GTM hire at a startup. What is my job really, and how do I not get fired in 12 months? Your job is not to relieve the founder of selling, it is to prove the founder's selling can be done by someone else. So spend the first month ridin... Doing the work 4 resources → Half my pipeline is outside our ICP because those are the leads that came in. Do I chase them? Chase them to learn, close them only if they close fast. Off-ICP deals are seductive because they are there and someone said yes to a meeting, and ... Doing the work 5 resources → How do I build a target list that is worth working instead of scraping ten thousand random companies? A list is a hypothesis about who has your problem badly enough to pay, so write the hypothesis down before you open any tool. Start from the accoun... Doing the work 4 resources → Our product is self-serve. How do we get users without a sales team? Product-led companies get most of their new users from two places: organic search (about forty percent) and product virality (about sixteen percent... Doing the work 4 resources → How do I find out what customers will actually pay without just asking them? Asking "what would you pay" gets you a polite fiction, so use structured methods instead. Van Westendorp gives you a sensible range, Gabor-Granger ... Doing the work 4 resources → Our self-serve funnel converts at about 2 percent from signup to paid. Where do I even start looking? Do not touch the pricing page yet. Split the funnel into visit to signup, signup to activated, activated to paid, and look at which of the three is... Doing the work 5 resources → How do I pick one activation metric when the product supports five very different use cases? Do not force one event. Model activation in three stages instead, setup, aha and habit, and let the aha event differ by use case while setup and ha... Doing the work 5 resources → How do I spot which accounts are actually ready to expand? Look for accounts that are pressing against a limit and accounts that are spreading sideways. Hitting a usage ceiling, adding users faster than the... Doing the work 5 resources → How do I calculate conversion rates by stage, and what do I actually do once I have them? Calculate them on a cohort, not on a snapshot. Take every opportunity created in a month, follow that same set forward, and measure what share reac... Doing the work 4 resources → How do I test whether a category name lands before we commit the whole website to it? Put the words in front of real buyers before you put them in a headline. Run the line past twenty people who match your ICP and ask them what they ... Doing the work 4 resources → How do I decide what goes in the free tier and what sits behind the paywall? Free should contain everything a single person needs to succeed alone, and paid should start exactly where the value stops being personal and start... Doing the work 5 resources → How do I cut time to value when the product genuinely needs setup work before it does anything useful? Invert the order. Instead of configure everything then use the product, give people a working demo environment with realistic sample data so they s... Doing the work 5 resources → What should a tech integration partnership include beyond a logo swap? An integration only becomes a partnership when three things exist: a working connection your support team can debug, a joint customer story with a ... Doing the work 4 resources → How should inbound leads get routed, and how fast does it actually need to happen? Fast enough that speed stops being your problem. The classic Harvard Business Review study of 2.24 million leads found that firms contacting a pros... Doing the work 4 resources → Sales wants to call every signup. How do I decide which ones deserve a human? Score on three things and only three: does the account look like someone who buys from us, have they done the thing inside the product that predict... Doing the work 6 resources → I have a backlog of 30 activation ideas and no way to rank them. How do I decide what to build? Rank by where the drop-off is largest, not by how clever the idea is. Break the path from signup to activation into every discrete step, count how ... Doing the work 5 resources → How do I run account mapping with a partner without giving away our pipeline? Account mapping is just comparing customer and prospect lists to find overlap, and tooling exists precisely so neither side has to email a spreadsh... Doing the work 4 resources → How do I work out why customers are actually churning instead of guessing? Three passes. First, cohort the churn: group customers by when they signed up and by what they did, then see whether people leave at month three or... Doing the work 5 resources → Our numbers live in five different tools and none of them agree. How do I build one source of truth? Pick which system owns which object and write it down: the CRM owns accounts, opportunities and revenue, the billing system owns what was actually ... Doing the work 5 resources → How do I run a pricing or packaging experiment on a live self-serve funnel without blowing up revenue? Change one variable, apply it only to new signups, and grandfather everyone already paying. Existing customers seeing a price change is a support c... Doing the work 5 resources → How do I convert more trials without turning the product into a nagging upgrade prompt? Tie every prompt to something the user just did. A message that appears because someone hit a limit, finished a project, or invited a third colleag... Doing the work 5 resources → We are losing customers to failed payments. How do I fix involuntary churn? This is the cheapest retention win available and almost nobody owns it. Involuntary churn is typically 20 to 40 percent of total churn and it is a ... Doing the work 5 resources → Marketing says they sourced the pipeline, sales says they did. How do I settle attribution without starting a war? Stop trying to find the one true owner of a deal, because in B2B there is not one. Run two views side by side and be explicit about what each is fo... Doing the work 4 resources → How do I judge a startup's GTM before I join it, so I am not walking into an unhittable number? Interview them harder than they interview you, and ask for numbers rather than stories. The four that matter most: what percentage of the team hit ... Doing the work 3 resources → My list of target accounts is enormous and mostly cold. How do I find the ones that are ready to buy right now? Fit tells you who could buy. Timing tells you who will. The bridge between them is a trigger, some event that just made your problem urgent inside ... Doing the work 4 resources → We are burning money on Google and LinkedIn ads and cannot tell if it works. How should an early B2B team do paid? Ads amplify product-market fit, they do not create it, so if the organic version of your motion is not working, paid will just make the failure fas... Doing the work 3 resources → How does usage-based pricing actually work in practice, and should I move to it? Almost nobody runs pure pay as you go, and you probably should not either. What actually works is hybrid: a platform fee that gives you predictable... Doing the work 4 resources → Why does Elena Verna say a growth model needs replacing roughly every 18 months? Elena Verna, who has run growth at Amplitude, Miro, Dropbox and SurveyMonkey, thinks in loops rather than funnels: a funnel is linear and spends it... Doing the work 4 resources → We sell to developers. Why does the normal B2B playbook keep failing on them? Because the normal B2B playbook is built to reach a buyer, and with developers the person who decides is usually not the person with the credit car... Doing the work 3 resources → Everyone has an opinion on our new messaging and nobody can settle the argument. How do I test it instead? Stop reviewing messaging internally, because the most senior opinion wins and none of you are the buyer. Put the actual page or email in front of t... Doing the work 4 resources → Do webinars and events actually create pipeline, or are they just expensive hospitality? They create pipeline when you pick the format against the stage of the deal, and they burn money when you do not. A conference fills an awareness g... Doing the work 4 resources → How did Rocketlane build a community nine months before it had a product to sell? Srikrishnan Ganesan ran roughly 120 cold outreach conversations and engaged 70 to 80 companies before Rocketlane was commercially available, and in... Doing the work 4 resources → How do I turn a point of view into content that actually helps sales close deals? Write for the moment in the deal where a rep gets stuck, not for the top of the funnel in general. Ask your AEs which three objections kill deals, ... Doing the work 4 resources → Our content gets likes but no pipeline. What do I change? Usually you are reaching the right volume of the wrong people, or the right people with content that never mentions a buying situation. Check who i... Doing the work 4 resources → How do I keep the founder's voice in content once I am the one writing it? Stop writing drafts for them to approve and start transcribing them instead. Book a recurring thirty minute call, ask three sharp questions, record... Doing the work 4 resources →

When should you add a sales team on top of a self serve product, and how do you avoid breaking it? Elena Verna's rule is that most companies do this too soon and for the wrong reasons. The signals that sales will actually help are an average orde... Leading a GTM team 4 resources → How much of my pipeline should come from inbound versus outbound, and when do I add the second channel? Early on almost every B2B company grows through one dominant channel, so the wrong move is to run four at half strength. Name your primary channel,... Leading a GTM team 4 resources → I run demand gen for an Indian SaaS selling globally. Does the US content playbook work here? Partly. If you sell to the US and Europe, the standard playbook applies because you are competing in the same search results as everyone else, and ... Leading a GTM team 5 resources → How does Datadog run bottom up and top down selling at the same time without the two fighting? Datadog does both deliberately. Individual developers install the agent and get value in about 15 minutes with no salesperson, while the sales team... Leading a GTM team 5 resources → We are sales-led today and I want to add a self-serve motion. What order do I build it in? Backwards from where you already have proof. You already know which customers succeed and what they did in week one, so start by instrumenting that... Leading a GTM team 5 resources → Activation has been flat for three quarters despite a lot of experiments. How do I diagnose that as a leader? Flat activation with busy teams almost always means you are optimising the wrong half of the funnel, and the usual cause is upstream: the people ar... Leading a GTM team 5 resources → Who do I hire first for PLG, and what should the team look like once it is ten people? Do not hire a Head of Growth first. Your first hire should be a builder who can ship an experiment end to end, because the initial growth model has... Leading a GTM team 4 resources → Who should own activation: product, growth, or customer success? One team owns the number and everyone else owns an input. In practice the growth team should own activation because they can ship changes to the si... Leading a GTM team 5 resources → How do I fund and staff a category play without starving pipeline? Run it as a slice of marketing, not as a replacement for demand generation, because a category with no revenue behind it is a very expensive opinio... Leading a GTM team 4 resources → How do I stop sales and the self-serve funnel from fighting over the same accounts? Write the rules of engagement down before the first conflict, and make them about the account rather than about the person. Pick a clear line, usua... Leading a GTM team 5 resources → How do I set an activation target the whole company will actually rally behind? Pick a target you can defend from data rather than one that sounds ambitious. Start from your current rate and the benchmark spread, which puts goo... Leading a GTM team 5 resources → What should I actually report to the board for a PLG business, given pipeline coverage means nothing here? Five numbers, every month, on the same slide. New signups, activation rate, free to paid conversion, net revenue retention, and blended CAC payback... Leading a GTM team 5 resources → How do I build the data plumbing so activation signals reach sales while they still matter? The chain is product events into a warehouse, a scoring definition on top, and a sync back into the CRM where reps already live. If a rep has to op... Leading a GTM team 5 resources → We are a marketplace, not a software product. What actually changes about GTM? You are running two go to markets at once, and they are not equally hard. Work out which side is scarcer (usually supply) and go get it manually be... Leading a GTM team 5 resources → We are a marketplace with buyers on one side and sellers on the other. Which side is the ICP? Both eventually, but only one at a time, and it is whichever side is scarce. Pick the constrained side and make it your ICP for now, because the ot... Leading a GTM team 4 resources → We handed outbound to AI and reply rates fell. Where does AI actually help, and where does it backfire? AI is very good at the research and routing underneath outbound and quite bad at being the voice of it. Use it to find accounts, watch for triggers... Leading a GTM team 4 resources → Inbound has dried up. Leads are down two quarters running and nobody knows why. What do I do? First separate the three things that look identical on a dashboard: demand fell, demand moved somewhere you cannot see, or your one channel changed... Leading a GTM team 4 resources → How is AI actually changing what a GTM team does day to day? The honest picture is narrower than the headlines. Research, list building, first draft outreach, call notes and CRM hygiene are genuinely being au... Leading a GTM team 4 resources → Which GTM roles is AI actually eliminating, and which are becoming more valuable? What is shrinking is volume work: high output cold outreach, list building, basic qualification, tier one support. Job posting data backs this up r... Leading a GTM team 4 resources → We sell in India, the US and the Gulf. How much should the messaging actually change per market? The promise stays the same, the proof and the packaging change. What genuinely differs by market is who holds the budget, what the buyer is afraid ... Leading a GTM team 4 resources → Marketing says it sourced the pipeline, sales says it did not. How do I do attribution without fooling myself? Accept that software attribution measures what is clickable, not what is persuasive, and the gap is enormous. Refine Labs tracked 620 declared-inte... Leading a GTM team 3 resources → How did Atlassian reach 100 million dollars in revenue with no salespeople, and where did that model stop working? In January 2012 Atlassian's CEO Scott Farquhar said it plainly: 2011 revenue was 102 million dollars, up 35 percent, profitable, 450 employees, and... Leading a GTM team 3 resources → How much of my budget should go to brand versus demand? Anchor on the total first: median B2B SaaS marketing spend runs around 8 percent of ARR, with venture funded companies spending roughly double what... Leading a GTM team 4 resources → How do I measure brand when it does not show up in the attribution report? Accept that last touch attribution will always credit the search ad and never the reason someone searched, and then measure the leading indicators ... Leading a GTM team 4 resources →

How did Freshworks sell to the US from Chennai without a US sales team? Freshworks started as Freshdesk in Chennai in 2010 and decided early that inbound would be the engine, not field sales. Girish Mathrubootham has sa... How the best do it 5 resources → How did Zoho build a global GTM engine without ever raising money? Zoho never took outside capital, so it could never buy growth, and that constraint shaped everything. Sridhar Vembu funded the early years from the... How the best do it 4 resources → What did Postman do differently to get developers to adopt before it ever sold anything? Postman began in 2012 as Abhinav Asthana's side project, a small HTTP client he put on the Chrome Web Store to fix his own API testing pain. Adopti... How the best do it 5 resources → How did BrowserStack get its first millions in revenue almost entirely on word of mouth? Ritesh Arora and Nakul Aggarwal built BrowserStack for a pain they had felt themselves, testing sites across browser versions, and their first dist... How the best do it 6 resources → How did Zerodha become India's largest broker with no ads and no sales team? Nithin Kamath has written it plainly: Zerodha does not advertise, does not have a sales team with targets, and does not do much marketing. What it ... How the best do it 5 resources → How did HubSpot turn a marketing idea into a distribution advantage nobody could copy? Brian Halligan and Dharmesh Shah started from an observation, not a product: buyers were finding answers on blogs, forums and search engines long b... How the best do it 5 resources → What do the very best GTM teams do that everyone else does not? They treat GTM as a system they design rather than a set of tactics they copy. The best teams pick one narrow group of buyers and go absurdly deep,... How the best do it 5 resources → What are the best outbound teams doing in 2026 that the rest of us are not? They treat outbound as an engineering problem, not a headcount problem. The best teams have someone technical sitting inside GTM (the GTM engineer ... How the best do it 4 resources → What do the companies with genuinely great inbound do differently? They pick one content strategy and commit to it for years instead of sampling five. Lenny's breakdown of content-driven growth is a useful map: edi... How the best do it 4 resources → How do the best companies decide to change their GTM motion instead of just grinding the current one harder? They watch for the signal that effort and outcome have decoupled: same activity, worse conversion, longer cycles, more discounting. That is a motio... How the best do it 4 resources → Is there a way to build demand before the product even exists? Yes, and Rocketlane is the cleanest Indian example. Srikrishnan Ganesan started a community and a podcast for his buyers nine months before the pro... How the best do it 3 resources → How did Postman actually build product-led growth out of India, and what is copyable? Postman started as a free Chrome extension Abhinav Asthana built for himself, spread through developers who had the problem daily, and only became ... How the best do it 4 resources → Slack's onboarding gets copied constantly. What is it actually doing, step by step? Signup is three steps and asks almost nothing, then the teaching happens inside the real product rather than in a tour on top of it. Slackbot sends... How the best do it 5 resources → What do the best PLG plus sales hybrid companies do that everyone else copies badly? They treat product usage as the qualification step and let sales start the conversation already knowing what the customer is trying to do, rather t... How the best do it 5 resources → Which companies have genuinely fast time to value, and what did they cut to get there? The pattern across the fastest ones is that they deleted the setup phase rather than streamlining it. Figma and Canva put you inside a working file... How the best do it 5 resources → Is ecosystem-led growth a real strategy or just a vendor's marketing? It is a real observation dressed in a vendor's language. The observation holds: buyers now ask who they trust on a problem before they ask what to ... How the best do it 4 resources → How does Zoho actually reach tier 2 and tier 3 India through partners? By removing every reason for a small regional IT firm to say no. Zero entry fee, no mandatory certification, flexible training, margins up to 40%, ... How the best do it 4 resources → How do the best teams cover a long tail of customers without a CSM per account? They split the book deliberately and then invest properly in the scaled half. Strategic accounts keep named CSMs. Everything below a revenue line g... How the best do it 5 resources → What does a genuinely best in class GTM data model look like, not just a tidy CRM? The bar is that any number in a board deck can be traced back to a row in a system without a human reconciling it in a spreadsheet. In practice the... How the best do it 4 resources → What separates a top-quartile self-serve funnel from an average one, stage by stage? The gap is almost never at the top. Average and excellent companies convert visitors to signups within a couple of points of each other, but the gr... How the best do it 5 resources → How do the best teams run activation as a continuous programme rather than a one-off project? They hold the metric definition still for a year and change everything else. A standing weekly cycle, one clearly stated hypothesis per experiment,... How the best do it 5 resources → How do the best companies pay reps in a hybrid or product-led motion where the product sourced the deal? They pay the rep and adjust the quota, rather than fighting about attribution. If self serve revenue lands in a rep's account and they had any hand... How the best do it 5 resources → Do the classic SaaS metrics still work if we are an AI native company? Partly, and the parts that break matter. ARR assumes a stable recurring subscription, but usage priced AI revenue swings with consumption, so a sin... How the best do it 4 resources → What did Indian companies that went global (Zoho, Freshworks, Whatfix, Postman) actually get right about GTM? The pattern is not one clever tactic, it is capital efficiency treated as a design constraint from day one. Indian companies that went global tend ... How the best do it 3 resources → What does a world class product marketing function look like, and when does a company need one? Great product marketing owns one thing that nothing else in the company owns: why a specific buyer should choose you over their real alternatives, ... How the best do it 5 resources → How do the best companies replace ICP opinion with a scoring model built on their own data? They stop arguing about who the ideal customer should be and go and measure who it turned out to be. Pull your last fifty to a hundred closed won a... How the best do it 4 resources → Signal-based selling replaced spray and pray. What does the best version of it actually look like? The best teams have stopped asking who is on the list and started asking what just changed. They wire product usage, hiring data, funding news, tec... How the best do it 4 resources → Community-led growth gets talked about endlessly. Which companies actually did it, and what did it take? Postman is the cleanest example anywhere, and it is Indian. It started as a side project on the Chrome Web Store in 2012 and reached half a million... How the best do it 4 resources → How did Razorpay win by chasing the merchants the incumbents refused to sign? Razorpay started as two engineers who could not get a payment gateway for a side project. Harshil Mathur and Shashank Kumar, who met at IIT Roorkee... How the best do it 5 resources → How do the very best companies use pricing itself as the growth engine rather than a checkout screen? They pick a value metric that grows on its own as the customer succeeds, then price against it, so revenue expands without anyone selling anything.... How the best do it 5 resources → We are in India selling to global users. How do the best Indian companies onboard buyers who are asleep when we are awake? They stop treating the timezone gap as a staffing problem and treat it as a product requirement. The winners front-load everything a new user could... How the best do it 5 resources → How do the best mid market SaaS companies use a partner flywheel instead of hiring more AEs? The mid market is too large to serve with direct sales and too complex for pure self serve, which is exactly the gap partners fill. Freshworks is t... How the best do it 5 resources → How do the best teams expand beyond the first team that bought? They stop treating the account as one relationship. The best operators map the organisation the way they would map a new deal, find the teams with ... How the best do it 5 resources → What does a genuinely great growth team look like, and how is it different from marketing? Marketing usually owns the top of the funnel and is measured on leads and signups. A real growth team owns the whole loop, signup to activation to ... How the best do it 3 resources → Take apart a genuinely great self-serve motion. What is actually inside it? Underneath the marketing it is four measured steps: a visitor becomes a signup, a signup reaches the moment the product is obviously useful, that u... How the best do it 3 resources → Developer relations as a pipeline channel: who made it work, and what did it actually take? Devrel works when the product is adopted by the person who does the work, and it fails when it is treated as expensive brand marketing. Postman and... How the best do it 4 resources → AI is in every sales stack now. What does it actually change about discovery, demos and the deals we run? Two things changed and they pull in opposite directions. On the buyer's side, most of the evaluation now happens before you are in the conversation... How the best do it 4 resources → How did Figma turn a community of individual designers into enterprise deals? Claire Butler joined Figma in April 2015 as its first marketing and business hire, employee number 10 at a nine person company, and found that ordi... How the best do it 3 resources → Why does Sajith Pai say India is three markets, and what does that do to your GTM? Sajith Pai of Blume Ventures writes the Indus Valley report, and his India1, India2, India3 framing exists because treating India as one market qui... How the best do it 3 resources → How did Zoho build a global brand from India without a US sized budget? By buying attention cleverly and by having something to say. For the Super Bowl they skipped the multi million dollar network spot and bought many ... How the best do it 3 resources → What did Postman and BrowserStack do to earn trust with global developers? They were useful in public long before they asked for anything. Asthana answered questions on Stack Overflow and in forums and mentioned Postman al... How the best do it 4 resources → What does world class thought leadership actually look like, concretely? It looks like proprietary evidence attached to an argument someone could disagree with, published on a rhythm the company can hold for years. Gong ... How the best do it 4 resources →