Breaking into GTM

I have never sent a cold email in my life. Where do I even start?

The short answer

Start with twenty companies, not two thousand. Pick people you can describe precisely (job title, company size, the specific problem you think they have) and write each of the first twenty emails by hand so you learn what makes someone reply. Keep it to four or five sentences: why you are writing to them specifically, the problem in their words, one line of proof, and a small ask like fifteen minutes. Your reply rate on the first batch will be embarrassing and that is the point, you are collecting evidence about your message, not building a machine yet. Only once a message reliably gets replies should you think about tools, sequences or volume.

Go deeper, your way

4 hand-picked resources, 1 India-specific, 4 link-checked. Pick how you want to dig in.

🎧 Podcast
✓ Link checked India Free Intermediate

Why we picked it Kapil built one of India's few listed SaaS companies, so when he takes apart the myths (Indians will not pay for software, they demand endless customisation, they want enterprise support at SMB prices) he is arguing from a P&L. Essential if you are deciding whether India is a real market for you.

7 Myths About Selling B2B SaaS In India ft Unicommerce Founder Kapil Makhija

On The Neon Show by Siddhartha Ahluwalia with Kapil Makhija 80 min listen

Watch on YouTube neon.fund
📰 Newsletter
✓ Link checked Freemium Beginner

Why we picked it It orders the seven ways early customers actually arrive (network, cold outbound, investors, community, content, press, launch) by how much trust each one starts with, which is the missing map for a first-time seller. Built from interviews with founders at Figma, Notion, Databricks and Slack rather than theory.

How to find and win your first 10 B2B customers

From Lenny's Newsletter by Lenny Rachitsky long read

Open lennysnewsletter.com

The same ground, at another level

How outbound that works reads from a different seat.

Terms in this answer

People also ask

I am a founder in India and my buyers are in the US. How do I get a stranger twelve time zones away to reply? Distance is not your problem, credibility is. A US buyer who has never heard of you needs a reason to believe you understand their world, so lead w... Breaking into GTM 4 resources → My cold calls die in the first ten seconds. What do I actually say when they pick up? Stop asking whether you caught them at a bad time, because it hands them an exit and Gong's data across hundreds of millions of calls shows it cuts... Doing the work 4 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 → When do I hire SDRs, and how many AEs can one SDR feed? Hire SDRs after you can point at a message and a segment that reliably produce meetings, not before. If a founder or AE cannot book meetings from c... Leading a GTM team 4 resources → Should my outbound team sit in India while my buyers are in the US? Yes for most of the funnel, and this is a genuine structural advantage rather than a compromise. Indian SaaS companies have built pipeline into the... Leading a GTM team 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 →

Also in Starting Up

The same ground, over in Get your first customers, our Starting Up track.

Also in D2C

The same ground, over in Grow organically & retain, our D2C track.

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