How great operators think

The mental models, the judgment calls, and the non-obvious moves behind good go-to-market.

All Breaking into GTM Doing the work Leading a GTM team How the best do it

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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 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 → 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 → 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 → 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 → 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 → 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 → 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 →

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