91 people
Writes Growth Unhinged, the working reference on product led growth, pricing and packaging
He publishes the actual benchmarks and teardowns behind PLG rather than the theory: free to paid conversion rates by category, what usage based pricing does to net revenue retention, and how specific companies structured their packaging. His pricing work is the strongest public material on changing a price without breaking your funnel.
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 a category community before he had a product, and writes about customer onboarding as a revenue motion
Preflight is a live case study in building an audience for a category before you have a product to sell into it, and he talks openly about how that community became the go-to-market. He is also one of the clearest voices on treating onboarding and implementation as revenue work rather than post-sale overhead.
Writes candidly about hard pivots, pricing and selling enterprise software out of India, from a decade running WebEngage
His interviews are unusually specific about the sequence most founders get backwards: how pricing decisions ended up dictating the product, and what changes when you move from selling to Indian companies to selling to enterprise buyers abroad. He is also frank about what a pivot costs a sales team mid-flight.
Co-founder of indiagold and former SVP of growth and product at Paytm, writing publicly on Indian consumer distribution
He is one of the few people who ran growth at Indian consumer scale and then went back to building from zero, so he writes about acquisition and retention with the constraints of Indian price points and payment rails baked in. His posts are heavy on numbers and cohort behaviour rather than tactics.
Built Zerodha Varsity, the clearest Indian case study in growing a category leader through free education instead of ads
Zerodha grew to category leadership with almost no advertising spend, and Varsity is the machine that did it, so studying how Karthik structures the content, the depth ladder and the free-forever decision teaches inbound growth at a scale most content teams never reach. He also answers reader questions in public, which shows the feedback loop.
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.
Co-founder of Social Beat, one of India's largest independent performance marketing firms for consumer brands
He writes from inside large Indian media budgets, so his posts cover the things agencies usually keep quiet: which channel mixes hold up as spend scales, how vernacular and regional targeting change the maths, and where influencer spend earns out. It is the practitioner view of Indian performance marketing rather than the pitch deck view.
Co-founder of Zerodha, which became India's largest retail broker without an advertising budget
He explains the trade offs behind a no-advertising growth model in the open: what pricing had to be true, what the product had to do to be worth talking about, and where referrals stop working. Very few founders at that scale publish the reasoning behind their distribution choices this plainly.
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.
Founder of Winning by Design and the author of the Bowtie model, SPICED, and Revenue Architecture
He is the person to read when your problem is the shape of the whole revenue machine rather than a single call: how stages are defined, where conversion actually leaks, and why a renewal is a design outcome and not a customer success afterthought. SPICED is a more usable discovery framework than most because each letter maps to a question you can ask out loud.
Product led growth operator who writes the playbooks behind self serve and hybrid SaaS monetization
She breaks growth into loops, models and org structures rather than tactics, so you can see where self serve stops working and sales assist has to start. Her writing on hybrid PLG plus sales motions and on when to introduce paywalls is unusually concrete about the tradeoffs.
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.
Author of Product-Led Growth and founder of the ProductLed training practice
He is the most systematic voice on the mechanics of free: free trial versus freemium, what the model does to your unit economics, and how to build an onboarding path that actually converts. Useful when you are deciding whether a self serve motion fits your product at all.
Product led growth and product led sales operator who publishes ProducTea
Her core argument is that PLG and sales are not opposing camps, and her product led sales material is the clearest published account of how a self serve funnel hands qualified accounts to reps. She is also willing to say out loud when a company should not do PLG at all.
The Product-Led Geek: PLG and product led sales for companies selling to developers
Developer tools break most generic PLG advice, and he is the person who works through what changes: how a free tier maps to a security or infrastructure buyer, and when a bottom up signal is worth a sales conversation. His writing is unusually operational, closer to a checklist than a think piece.
B2B SaaS pricing consultant who wrote The Pricing Roadmap
He is the rare pricing voice who explains value metrics and packaging architecture rather than just telling you to raise prices: how to pick the unit you charge on, how tiers should ladder, and where a model quietly caps expansion revenue. Read him when your pricing page is fighting your product roadmap.
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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Kyle Poyar
Sridhar Vembu
Srikrishnan Ganesan
Avlesh Singh
Deepak Abbot
Karthik Rangappa
Shantanu Deshpande
Vikas Chawla
Nithin Kamath
Krish Subramanian
Jacco van der Kooij
Elena Verna
Madhavan Ramanujam
Wes Bush
Leah Tharin
Ben Williams
Ulrik Lehrskov-Schmidt
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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