91 people
The person most B2B teams learn positioning from, and the author of Obviously Awesome and Sales Pitch
She turns positioning from a vague branding exercise into a repeatable exercise: list your true competitive alternatives, isolate the features only you have, work out the value those unlock, and name the market segment that cares most. Her Sales Pitch work is the rare material that connects that positioning to the actual words a rep says on a call.
Writes MKT1, the reference on how an early B2B startup should actually build marketing
She writes the thing almost nobody else does: what the first marketing hire should actually do in what order, how to scope the role, and how to tell a growth marketer from a product marketer when you have budget for exactly one. Her templates and org charts are directly usable rather than illustrative.
Teaches outbound prospecting built on curiosity and disqualification rather than persuasion
He rewrites actual cold emails and cold call openers line by line, in public, so you can see exactly why a message reads as spam and what the non pushy version sounds like. If you or your SDRs are sending outbound that gets ignored, this is the most immediately applicable material on the list.
Co-founder and CEO of Chargebee, built from a Chennai apartment into global subscription billing infrastructure
Because he sells pricing and monetisation software, he thinks out loud about the part of GTM most founders under-engineer: how a pricing model shapes the sales motion, expansion revenue and who you can afford to sell to. He is also candid about selling from India into Western markets from day one.
Founding CRO at HubSpot who wrote The Sales Acceleration Formula, now investing and teaching at Harvard Business School
He gives you the numbers behind sales scaling: the hiring scorecard, the ramp curve, the leading indicators that predict a quarter before the quarter closes. His later work on product market fit signals and the sequence of stages a company must clear before adding reps is the corrective for founders who hire salespeople too early.
B2B positioning consultant who rewrites startup homepages in public
He shows the work: real homepages, before and after, with the reasoning for every headline change spelled out. If you cannot explain who your product is for and what it replaces, his teardowns are the fastest way to find the hole.
Messaging specialist who teaches B2B tech companies to write like humans instead of like vendors
She is the antidote to feature list copy: her frameworks force you to name the buyer's problem in plain words before you name your product. Useful when your positioning is right but every sentence on the site still reads like a spec sheet.
Wrote the modern definition of the product marketing function and its four fundamentals
LOVED gives you a defensible answer to what product marketing is actually accountable for (ambassador, strategist, storyteller, evangelist) instead of it being the team that makes slides. Read her when you are hiring your first PMM and cannot write the job description.
Coaches founding and solo product marketers on how to build the PMM function from scratch
He answers the question most early stage teams get wrong: what the first product marketer should actually do in the first ninety days, and what to refuse. His teardowns of real launches and positioning docs show the artefacts, not just the theory.
Wrote the book on ecosystem-led growth and runs the partner data network behind it
He turns partnerships from a relationship story into a data one: which accounts your partners already touch, and how that changes your outbound list and your win rates. Read him if partnerships in your company are still treated as a side function.
Content distribution over content production: create once, distribute forever
He is specific about what to do after you publish: repurposing frameworks, channel-by-channel distribution, and how SEO and social compound together. Good antidote if your content plan is a publishing calendar and nothing else.
Audience research over funnel metrics: where your buyers actually pay attention
He is unusually willing to publish numbers that undercut the standard playbook, including his own company's. Read him for how to find where a specific audience already spends attention, and for a sober view of what attribution can and cannot tell you.
Tests B2B messaging on real buyers instead of arguing about it internally
He supplies the missing evidence layer under positioning work: what your target buyer actually takes away from your copy, gathered from people in the role rather than from a workshop. His podcast teardowns are a compact study of differentiation in saturated markets.
The people who actually do this
GTM leaders and practitioners worth learning from, with what each one is known for and where they publish. Some of them have spoken at eChai events, so you can meet them in person rather than only read them.
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April Dunford
Emily Kramer
Josh Braun
Krish Subramanian
Mark Roberge
Anthony Pierri
Emma Stratton
Martina Lauchengco
Jason Oakley
Bob Moore
Ross Simmonds
Rand Fishkin
Peep Laja
How this list works
Everyone here has a public body of work on go-to-market: talks, posts, podcasts, newsletters, books. We link to those public profiles, and we say what you'd learn from each person. That's the whole list.
We don't publish anyone's email or phone number, and being listed here doesn't mean someone has offered to answer messages. Read their work first. If you do write to someone, their public profiles are the place.
Listed here and would rather not be, or something is wrong? Email [email protected] and we'll fix or remove it.
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