GTM teardowns

How named companies actually got their first customers, and what they changed to scale.

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

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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 Chargebee get its first paying customers after 18 months with none? Chargebee was founded in 2011 in Chennai by four friends, two of them from Zoho, and spent about 18 months building before a single customer paid. ... Doing the work 5 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 → 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 → How did Whatfix manufacture its first ten customers with cold email, then find out it was underpricing by twelve times? Whatfix did not wait for inbound. Khadim Batti and Vara Kumar Namburu sent 500 personalised cold emails to SaaS product managers from Bengaluru, an... 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 did Exotel move from selling to small businesses to selling to enterprises, and why did it take four years? Exotel started where most Indian SaaS starts: 350 SMB customers acquired through inbound at 10 to 15 conversions a month, on accounts worth 500 to ... Leading a GTM team 3 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 →

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