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.
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.
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
Arvind Parthiban
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.
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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