Product marketer

SDR, AE, AM, growth, PMM, RevOps: what do these people actually do all day? An SDR finds and opens conversations, mostly by email, calls and LinkedIn, and hands over meetings, while an AE runs those conversations to a signa... Breaking into GTM 6 resources → What is an ICP and how is it different from a persona? People use both words for the same thing. An ICP describes the company you want as a customer: size, industry, what they already use, what has to be true for your product to matter. A perso... Breaking into GTM 4 resources → What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... Breaking into GTM 3 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 category actually mean in go-to-market, and why does everyone keep telling me to pick one? A category is the mental shelf a buyer puts you on before they judge anything else about you. The moment someone hears what you do, they reach for ... Breaking into GTM 3 resources → We have about fifteen customers and they are all different. How do I find an ICP out of that? Do not look at who bought, look at who is happy. Rank the fifteen by usage and by whether they would be annoyed if you disappeared, then take the t... Breaking into GTM 4 resources → How do I write a one-line description of what we do that a normal person actually understands? Stop trying to be clever and name the category first. A stranger needs to file you somewhere in their head before they can care, so 'a CRM for fiel... 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 → What is a value metric and why does everyone say it matters more than the number? A value metric is the thing you charge for: a seat, a thousand API calls, a gigabyte, a transaction, a resolved ticket. Patrick Campbell's line is ... 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 → Should we create a new category or just say we are a better version of something that already exists? For almost everyone at the start, the answer is the existing category. April Dunford's own count is that around 90 percent of recently public tech ... Breaking into GTM 5 resources → How do I know whether my product can even work self-serve? Three things have to be true at once. A single person has to get real value on their own, without their IT team, their manager, or a data migration... Breaking into GTM 4 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 → A much bigger company wants to partner with us. Should we say yes? Usually the honest answer is yes to a pilot, no to a program. Big companies sign a lot of partnerships and staff very few, so the announcement cost... Breaking into GTM 4 resources → What does land and expand mean, and does it apply to my company? Land and expand means you deliberately sell a small first deal to one team, prove it works, and grow from there into more seats, more teams or more... Breaking into GTM 5 resources → How do I write the one line that says what category we are in? Write it as a comparison, not a description. The formula that works is simple: who it is for, what kind of thing it is, and why it beats the altern... Breaking into GTM 5 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 → 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 → 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 → The person who uses our product every day is not the person who pays for it. Which one is the ICP? Neither, on their own. The ICP is the company you want, and inside it you have to name two people: the user who feels the pain and the buyer who ow... Breaking into GTM 4 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 → 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 → Does our name actually matter? We keep arguing about it and I cannot tell if it is important or a distraction. The name matters much less than the words next to it. Nobody bought Slack because of the word Slack, they bought it because the line underneath sai... Breaking into GTM 5 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 → What is a strategic narrative and how is it different from our pitch deck? A pitch deck is about you, a strategic narrative is about a change happening in the world that your buyer is living through. The structure Andy Ras... Breaking into GTM 3 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 →

Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? That gap is almost always a sign the positioning was written for the website and never translated into a conversation. Fix it by building the pitch... 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 → How do I build a sales deck that is not just a tour of our features? Open with a change in the buyer's world, not with your company. Name the shift, show that it creates winners and losers, describe the better state ... 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 → My demos go well and then the deal stalls. How do I stop that? A demo that goes well and dies usually means you pitched your product instead of positioning it against what the buyer would otherwise do. April Du... Doing the work 5 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 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 → 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 → We named the problem instead of the product. Is that a positioning mistake? It is usually the right instinct, badly executed. Naming the problem is what makes a category feel inevitable, because the buyer recognises the pai... Doing the work 4 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 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 competitor's category is bigger and better funded. How do I carve out a segment we can actually win? Find the buyer who feels one specific pain more sharply than anyone else and build the whole story around them, even if that shrinks your addressab... 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 → 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 → What do I actually change when we reposition? Website, deck, pricing, all of it? Positioning is not a headline swap, it is a decision that touches everything downstream of the comparison you chose. Change the homepage and the sa... 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 → Everyone we sell to already uses the big incumbent. How do I position against them without trashing them? Never attack the vendor, attack a specific frustration their own customers already voice, in their words, lifted from review sites and your win and... Doing the work 5 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 → Our CRM says we lose on price. I do not believe it. How do I find the real reason, and what does it say about who we should be selling to? Price is what a buyer says when they do not want to explain the real reason, and reps write it down because it is not their fault. The fix is ungla... 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 → I want to raise prices. What happens to the customers who are already paying me, and should I grandfather them? Start with new customers only. It costs you nothing, it tests the new price in the market for a quarter or two, and it means your first price rise ... Doing the work 5 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 → Why does Krish Subramanian call your price the strongest lead filter you have? Krish Subramanian built Chargebee out of Chennai and is unusually candid that they got pricing wrong four times before it worked. A freemium tier o... 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 → US buyers hesitate when they learn we are an India based team. How do I handle that in our messaging? Answer the real worry, which is almost never about India and almost always about support coverage, security posture, data residency and whether you... Doing the work 4 resources →

What does April Dunford say most teams get wrong about positioning? Dunford's core claim, after working with over 300 technology companies, is that positioning is not a tagline, not branding, and not messaging. It i... Leading a GTM team 3 resources → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? An ICP that lives in a deck is decoration. Make it operational: turn it into fields in the CRM, into the lead scoring, into the list an SDR is allo... Leading a GTM team 4 resources → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? Sequence it: sales first, marketing second, brand last. Reps carry the new story to live deals before the website changes, because they can adapt i... Leading a GTM team 4 resources → Should I price in rupees for India and dollars for everyone else? If you sell to Indian SMEs, price in rupees, include GST in the displayed number, and support UPI and domestic cards, because dollar pricing on a c... Leading a GTM team 4 resources → Do we need to create a new category, or should we position inside one that already exists? Default to an existing category. Categories are expensive: you are paying to teach a market a new word, and you only earn that back if buyers genui... 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 → When should we start talking to Gartner and Forrester, and what do we actually say? Start earlier than you think, but start for the intelligence rather than for the quadrant. In the first stage you simply answer inbound analyst inq... Leading a GTM team 3 resources → How do I tell if the category is working, or if we are just talking to ourselves? The signal is other people using your words when you are not in the room. Watch for prospects opening calls with your category term, analysts and c... Leading a GTM team 4 resources → We have three products now. Do we message them separately or tell one platform story? Decide by how they are bought, not by how they are built. If the same buyer, out of the same budget, buys them in one conversation, you need one po... Leading a GTM team 5 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 → We are winning in one segment. When is it right to add a second ICP, and how do I know we are not just bored? The honest signal is not excitement, it is repeatability. You have earned a second ICP when a rep who is not the founder can predictably find, win ... 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 do I build a narrative the whole company tells the same way? Write one narrative, not a messaging document, and make the sales deck the artifact that carries it, because long messaging docs get filed and neve... Leading a GTM team 4 resources →

What did Slack's "We don't sell saddles here" memo actually change about how they sold? Stewart Butterfield sent the memo to the Tiny Speck team on 31 July 2013, two weeks before Slack's preview release, and published it later. Its arg... How the best do it 5 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 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 → Why do the best operators settle pricing before the product is finished? Madhavan Ramanujam's position, from Simon-Kucher and Monetizing Innovation, is that willingness to pay is a product design input, not a launch deci... How the best do it 3 resources → How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone? They re-derive it on a schedule from data they already have: which segments renew, which expand, which churn, which cost the most to serve. Then th... How the best do it 4 resources → How do the best B2B companies get positioning agreed when product, sales and the founders all disagree? They stop arguing about opinions and go find the buyer's view, because the only competitive alternative that matters is the one the prospect would ... 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 raise prices without losing customers? They change price alongside a visible change in value, they tell people early, and they stage it. Grandfather existing customers for a defined peri... How the best do it 5 resources → When is it right to move upmarket, and how do the companies that pull it off actually do it? Move when the demand is systematic, not when two large logos email you. The signal is a pattern of bigger accounts arriving on their own and hittin... How the best do it 5 resources → We are an Indian company selling to global buyers. How do we position so that being from India reads as an asset rather than a question mark? Do not hide it and do not lead with it. Buyers care about outcome, support and trust, so answer those directly: publish your response times, staff ... How the best do it 5 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 → AI is breaking per-seat pricing. What are the best companies charging for now? The direction of travel is away from seats and towards usage and outcomes, because when software does the work, charging per human is charging for ... How the best do it 5 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 does a genuinely best in class partner program look like up close? Look at Shopify, HubSpot and Microsoft rather than at frameworks. Shopify paid out over 1.3 billion dollars to partners in 2025 and treats develope... How the best do it 4 resources → How did Snowflake reach 158 percent net revenue retention, and what is actually copyable? Consumption pricing did it. Customers paid for what they ran, so as they moved more workloads onto the platform their spend grew with no upsell con... How the best do it 5 resources → How did Gong actually create revenue intelligence, step by step? Gong started life as conversation intelligence and found that senior revenue leaders heard that phrase and mentally filed it under sales enablement... How the best do it 3 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 → Does usage-based pricing really lift expansion, and should we switch? The numbers say yes: top quartile net retention for largely usage-based companies runs around 122 percent versus about 109 percent for those with n... How the best do it 5 resources → What did HubSpot and Salesforce do that most category attempts do not? Both framed the world as an old game losing to a new game, and then made that frame a daily physical act rather than a campaign. Benioff put No Sof... How the best do it 4 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 → How do the best teams pick the category name, and what separates a name that sticks? A name that sticks is sized to the buyer you want and built from words that buyer already uses, not from words you invented. Revenue intelligence w... How the best do it 4 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 → A big share of our losses are to nobody at all. How do the best companies write and sell against doing nothing? First split the two things hiding behind no decision. Some buyers genuinely prefer the status quo and need the cost of staying put made concrete an... 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 do I run win/loss properly, so that losing a deal actually teaches us something? The reason most win/loss is useless is that the rep writes the reason, and the rep writes price. Buyers almost never say price when someone neutral... How the best do it 5 resources → How do the best companies run pricing as a standing function instead of an argument they have once a year? They put someone's name on it, give it a cadence, and feed it real data. Pricing used to hold for eighteen months and now it can be stale in six, s... How the best do it 6 resources → Why do the best operators design a category instead of competing inside one? Christopher Lochhead, who co-wrote Play Bigger, argues that markets are winner take most: the category leader, what he calls the category king, com... How the best do it 4 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 → How do the best teams learn from churn instead of just reporting it? They interview the customers who left, properly, with a script that goes past the first answer. 'Too expensive' is almost never the reason, it is t... How the best do it 5 resources → How do the best Indian companies compete against a US incumbent without pretending to be American? They stop treating India as something to hide and turn it into a specific, provable advantage rather than a vague claim about talent. Zoho made rur... 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 → We are opening a new market, the US or Southeast Asia or the Gulf. Do we carry the same ICP across or start again? Carry the problem, redo the profile. The job your product does usually travels, but company sizes, who owns the budget, what counts as expensive, h... How the best do it 5 resources → We pivoted, but the market still knows us for the old thing. How do we reposition without losing the customers we already have? Repositioning is not a rebrand, it is telling people which shelf you are on now, and you will have to say it far more often than feels dignified be... How the best do it 5 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 → My AI features cost real money every time someone uses them. How do I stop gross margin from collapsing? Accept the new baseline first: AI native products are running somewhere near 50 to 65 percent gross margin, not the 80 to 90 percent that defined t... How the best do it 6 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 → How do the best companies use founder story as a durable moat rather than a launch stunt? They tell the same story for a decade and let the company's behaviour keep proving it. Vembu has said the same thing about rootedness and localism ... How the best do it 5 resources →