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.
Author of Founding Sales, the handbook that popularised founder led sales
Founding Sales is the most concrete text available on the exact stretch most founders get wrong: your first 10 customers, your first rep, and the handoff between the two. He is unusually specific about call structure, discovery questions, and what a founder should measure before hiring anyone into sales.
Founder of SaaStr, the largest body of public writing on scaling B2B SaaS revenue
He answers the operational questions almost nobody publishes numbers for: when to hire your first VP of Sales, what a rep should actually close, how long ramp really takes, and why most VP hires fail in the first 90 days. Read him for benchmarks and hiring sequencing rather than for strategy.
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 of 30 Minutes to President's Club and co-author of Cold Calling Sucks (And That's Why It Works)
He is the clearest teacher of the phone call itself: the opener, the pattern interrupt, the pause, and the exact words to use when a prospect says they are not interested. Watch how he refuses to let a guest leave an answer at the level of advice, which is a good habit to copy when you are learning from anyone.
Co-founder of 30 Minutes to President's Club, previously VP of Sales at Pave
He is good on the jump from carrying a bag to running a team, and unusually blunt about what a manager should actually inspect in a deal review. His teardowns of real cold calls and email sequences show the edit, not just the finished script.
Built Gong's sales content engine on call data, now teaches enterprise sales craft full time
His material is grounded in what call recordings actually showed at Gong: talk ratios, question counts, when pricing comes up in a winning call. That makes his advice testable rather than folkloric, and his discovery frameworks are some of the most copied in B2B sales.
Former Chief Evangelist at Challenger, now teaches teams how to sell against buyer inertia
She reframes the real competitor as the buyer doing nothing, and gives concrete language for surfacing the cost of the status quo instead of pitching harder. Her cold outreach and discovery examples are written out in full on LinkedIn, so you can see the exact wording rather than the theory.
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.
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.
Sales leadership coach known for the systems side of managing reps, from one on ones to enablement
Most sales content teaches the rep. He teaches the manager: how to run a one on one that changes behaviour, how to build a playbook people actually open, and how to diagnose whether a miss is a skill problem, a process problem, or a pipeline problem. His frameworks are unusually specific about what a leader inspects each week.
Author of Selling With, on winning the internal buying conversations that happen when the rep is not in the room
He is the clearest writer on the document your champion forwards: how to draft a business case in the buyer's own language, what an executive summary must contain, and how to test whether a champion is real. If your deals die at the internal approval step rather than in the demo, this is the material that names why.
Five time public company CRO, author of The Qualified Sales Leader, and one of the people behind MEDDIC
This is the source material for how enterprise deals get qualified and inspected: metrics, economic buyer, decision criteria, decision process, pain, champion. The podcast is the best available long form record of how experienced CROs think about forecast calls, deal reviews, and the moment a quarter is already lost.
Outbound coach whose podcast and training break cold calling and cold email down into repeatable steps
His skills episodes are the practical way in for someone learning outbound from zero: the opener, the reason for the call, the permission based objection handle, and how to write a cold email that earns a reply. He also teaches the research step properly, so the personalisation is about the account's actual problem rather than the prospect's holiday photos.
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.
Wrote the manual for running a revenue operations org
He is the most systematic public source on what RevOps actually does day to day: territory and comp design, forecasting hygiene, tooling debt, and how the function should be structured and staffed as a company scales. Start here if RevOps in your company is a job title with no defined scope.
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 a room rather than only read them.
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April Dunford
Pete Kazanjy
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Josh Braun
Nick Cegelski
Armand Farrokh
Chris Orlob
Jen Allen-Knuth
Mark Roberge
Jacco van der Kooij
Kevin Dorsey
Nate Nasralla
John McMahon
Jason Bay
Leah Tharin
Ben Williams
Sean Lane
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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