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.
Managing Partner at Upekkha and one of the clearest voices on capital efficient SaaS GTM from India
He works with dozens of early Indian SaaS founders at the same time, so his public material is grounded in patterns rather than one company's story: how to pick a wedge ICP, what a founder should personally close before hiring, and where India based teams typically stall selling into the US. His framing of efficiency as a GTM choice, not a constraint, is the useful contrarian bit.
Author of the Indus Valley Report and the India1, India2, India3 market segmentation most India GTM plans now borrow from
If you are sizing an Indian market, he is the source that stops you from multiplying 1.4 billion by a conversion rate. India1, India2, India3 forces an honest answer on who can actually pay you, and the Indus Valley Report gives you the underlying numbers to argue with.
Founder and CEO of Kissflow and one of the loudest public advocates for capital efficient SaaS built in India
He argues the case for the low touch, self serve, globally priced Indian SaaS company, and he is specific about how it works: pricing pages that do the qualifying, content as the top of funnel, and keeping sales headcount low on purpose. Useful counterweight if everything else you read assumes a big sales team.
Founder of Zoho, which sells to over 100 million users worldwide without venture funding or a heavy sales machine
Zoho is the strongest working argument that price, product breadth and patience can substitute for a large sales and marketing budget. He is explicit about the tradeoffs: slower growth, no funding rounds to buy distribution, and a bet that owning the whole stack lets you undercut everyone permanently.
Built and sold Dr. Vaidya's, and now publishes constantly on how Indian consumer brands actually get distribution
He is one of the few Indian investors who publishes real distribution numbers instead of vibes: what it costs to acquire a customer online in India today, when a brand has to move into quick commerce and general trade, and why a pure online consumer brand hits a ceiling. Read him if your GTM ends in an Indian consumer's hands.
Independent communications strategy consultant who dissects how Indian brands actually message, launch and apologise
He takes a live Indian brand campaign, launch or PR misstep and works backwards to the message decision that caused it, which is the fastest way to learn positioning and narrative from real Indian examples rather than US case studies. His writing is unusually specific about what the brand should have said instead.
Co-founder and CEO of Hiver, a bootstrapped-to-global Indian SaaS company built largely on content and search
Hiver is the reference case for an Indian company selling to the West through search and content rather than outbound, and Niraj writes about the unglamorous parts: the years before the category name existed, why they narrowed the ICP, and what they got wrong on positioning first.
Founder of Bombay Shaving Company and host of The BarberShop, publishing candidly on D2C brand building in India
He talks about the parts of D2C that pitch decks skip: why a category has to be built before a brand can be sold into it, what it costs to move from online-only to retail, and where the unit economics actually break. The podcast pushes other Indian founders into the same specifics.
Marketing lead for Indian venture funds, writing shotcast on the craft of content that moves people
He is one of the few people in India writing about content as a discipline rather than a channel: how a piece earns attention, why most brand content dies, and what a fund or a startup should actually publish. Having run marketing for two of India's most visible VC brands, he writes with the constraints of a small team and no ad budget.
Co-founder of Honasa (Mamaearth), who built the brand out of a community of mothers before it was a product line
She is specific about the mechanic that actually built Mamaearth: recruiting a group of target customers, building products against their complaints, and letting them carry the brand, which is community-led GTM rather than a campaign. She also writes openly about founders being the brand's face and where that helps or backfires.
Built ixigo's content marketing engine on a shoestring, and wrote the book on making share-worthy video
He works in the constraint most Indian marketing teams actually live in: no production budget and no media spend. His frameworks for what makes a piece shared rather than merely watched are concrete enough to run on Monday, and he shows his own failures alongside the hits.
Co-founder of The Glitch and host of Advertising is Dead, interrogating how Indian brands earn attention now
The podcast is a running seminar on how attention actually gets bought and earned in India, with agency heads, platform leads and brand marketers pushed past the buzzwords. He is particularly good on the seam between creator-led distribution and brand building, which most GTM writing treats as separate worlds.
Value SaaS accelerator partner who writes on capital efficient GTM for Indian software founders
His Value SaaS argument is a specific stance on GTM: get to a million dollars of revenue on your own cash flow, price against value delivered, and choose an ICP narrow enough that a small team can actually reach it. Useful counterweight if you are being told to spend into growth.
SaaS marketing operator turned founder who co-hosts a podcast on marketing Indian SaaS to the world
He has run marketing inside Zoho and Freshworks and now sells into a narrow, opinionated category, and the Marketing Nation episodes he hosts pull that same specificity out of other Indian SaaS marketers on channels, ABM and demand generation.
Zoho evangelist who speaks and writes on storytelling as the core of B2B software marketing
She makes the case that B2B software is sold through narrative rather than feature lists, and shows how the same story has to be retold differently for founders, investors and buyers. Her Zoho for Startups work is also a practical view of how a large Indian software company builds distribution through an ecosystem.
Writes The CMO Journal, a weekly essay newsletter on software product marketing and branding from India
His essays are written from inside Indian software companies rather than imported from US playbooks, and he is unusually good on the craft end of the job: how to write, how to build a brand voice, and how to tell the same company story differently to investors, founders and buyers.
Zoho's marketing and customer experience lead, writing and speaking on positioning and messaging
Zoho markets a very wide product portfolio without the usual venture funded spend, so his public talks are a rare look at how brand, channel and analyst relations substitute for a large paid budget. He is specific about positioning and messaging choices rather than campaign tactics.
Marketing and evangelism leader who hosts The Great Indian Marketing Show
He is one of the few people in India who treats evangelism as a defined marketing role and explains how it differs from content or field marketing: who you speak to, what you are allowed to say, and how it feeds pipeline indirectly.
Enterprise technology CMO who writes and teaches on brand and positioning for large B2B services businesses
He works at the scale where marketing has to move analysts, partners and very large accounts rather than a self serve funnel, and he is explicit about how brand, analyst relations and M&A communications fit together. A different set of levers from startup GTM.
Pricing and monetization partner who argues you should design the product around the price
He teaches the discipline of running willingness to pay conversations before you build, which is the single habit most early teams skip. His breakdown of the four ways new products fail on monetization (feature shock, minivation, hidden gem, undead) gives you a vocabulary for diagnosing your own launch.
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.
Category design godfather: co-author of Play Bigger and host of Lochhead on Marketing
He makes the case that the biggest GTM lever is not out-competing rivals in a known category but defining a new one and teaching the market its language. His frame it, name it, claim it sequence is the practical version of that, and he is blunt about when a company has no business attempting it.
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.
Built Exit Five into one of the largest paid communities for B2B marketers
He is the clearest working example of building a company on an audience rather than a paid funnel, and he narrates the mechanics openly. Useful if you want to see how B2B brand, founder-led content and community actually convert.
Built Gong's brand and the revenue intelligence category around it
He explains, with the receipts from one company, how a distinctive brand voice and a named category do work that performance marketing cannot. Read him for the argument that memorable beats measurable in B2B, and for how to sell that internally.
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
Prasanna Krishnamoorthy
Sajith Pai
Suresh Sambandam
Sridhar Vembu
Arjun Vaidya
eChai
Karthik Srinivasan
Niraj Ranjan Rout
Shantanu Deshpande
Rohit Kaul
Ghazal Alagh
Aashish Chopra
Varun Duggirala
Thiyagarajan Maruthavanan
eChai
Arvind Parthiban
Kuppulakshmi Krishnamoorthy
eChai
Sairam Krishnan
Praval Singh
Aadil Bandukwala
Sairam Vedam
Madhavan Ramanujam
Anthony Pierri
Emma Stratton
Martina Lauchengco
Christopher Lochhead
Jason Oakley
Dave Gerhardt
Udi Ledergor
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.
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