GTM

The resources go-to-market people actually use.

Every article, video, podcast and book behind 352 answered go-to-market questions, from breaking in to running the team, in one place, each with a note on why it is here.

What founders use most, ranked by how many answers lean on it.

  1. Cuts through the acronym soup of PQL, PQA and MQL and says plainly when a company should add sales on top of self-serve, and... Lenny's Podcast Podcast · ~70 min The ultimate guide to product-led sales Elena Verna In 2 answers
  2. Podcast · ~60 min GTM Blueprint for Emerging Markets, Sachin Bhatia Exotel, Founder's Deep Dive E23 Sachin Bhatia In 2 answers
  3. Podcast · 1 hr 9 min listen Building a Multi-Million Dollar SaaS Company: Whatfix Founders Siddhartha Ahluwalia with Khadim Batti and Vara Kumar Namburu In 2 answers
  4. The Almabase founder on partnering with a billion dollar company as a small Indian startup and the win win win test he uses,... SaaSBoomi Podcast · 50 min listen Acing ABM, Customer Dev and Partnerships in the US Kalyan Varma with Arvind Parthiban and Varun Shoor In 2 answers
  5. The number that should scare you into reading it: 70 percent of first VP of Sales hires do not make it. Ten named mistakes,... SaaStr Podcast · 35 min listen Hiring a Great VP of Sales: The New, Latest Edition with Jason Lemkin Jason Lemkin In 2 answers
  6. Asthana describes earning developer trust by being useful in forums years before monetising, which is the honest version of... In Depth, First Round Review Podcast · 1 hr 10 min From Chrome extension to $5B platform: Postman's journey with Abhinav Asthana Brett Berson with Abhinav Asthana In 2 answers
  7. Shopify's performance marketing lead on channel order (Google search first, LinkedIn reserved for tight B2B targeting because... Lenny's Newsletter Podcast · 75 min listen The ultimate guide to performance marketing Timothy Davis with Lenny Rachitsky In 2 answers
  8. This is the episode where the failure comes first: why Fashnear did not work, and then the step by step of power user analysis,... Prime Venture Partners Podcast Podcast · Podcast episode with full transcript Vidit Aatrey Founder & CEO Meesho on Building a Category-Defining Startup Vidit Aatrey In 2 answers
  9. Isford's team found Airtable's aha moment and lifted activation about 20 percent by rebuilding onboarding around it, so this is... Lenny's Podcast Podcast · 64 min Mastering onboarding | Lauryn Isford (Head of Growth at Airtable) Lauryn Isford with Lenny Rachitsky In 2 answers
  10. Podcast · 26 min S6E1 - Product Led Growth ft. Ruchin Kulkarni, Co-founder of Toplyne.io Ruchin Kulkarni In 2 answers
  11. Podcast · 45 min Getting SaaS pricing right (1/2) - Varun Shoor, Kayako | BTS E14 | SaaSBoomi Podcast Varun Shoor In 2 answers
  12. Abel has coached 300+ early founders through their first sales, and this walks the whole path from cold outreach to procurement... Lenny's Podcast Podcast · ~90 min The ultimate guide to founder-led sales Jen Abel
  13. Kazanjy is good on the thing founders skip: the leading indicators that tell you a motion is repeatable before the revenue... Lenny's Podcast Podcast · ~80 min Founder-led sales Pete Kazanjy
  14. A first-hand account of moving from product-led growth to enterprise sales and the pricing changes that made the revenue work,... Prime Venture Partners Podcast Podcast · podcast episode Why Private Equity Paid $8.4 BILLION for Smartsheet Prime Venture Partners with Praerit Garg
  15. Vembu walks through the actual mechanics: the pivot after the dot com crash, ManageEngine turning profitable on Google ads, and... Mixergy Podcast · Full episode "The Smartest Unknown Indian Entrepreneur" Talks About How He Built Zoho Into A Bootstrapped Powerhouse, with Sridhar Vembu Andrew Warner with Sridhar Vembu
  16. Has the diagnostic that is genuinely useful: if people cannot tell what you do, or you get compared to the wrong competitors,... Intercom Podcast · Full episode with transcript Ambient Strategy's April Dunford on what marketers get wrong about positioning Geoffrey Keating with April Dunford
  17. Founder led selling with the receipts: 500 personalised cold emails in a month, a first customer signed before the product... SaaS Club Podcast · Full episode 3 Years of Zero Traction Then Finding Product-Market Fit (Whatfix, Khadim Batti) SaaS Club with Khadim Batti
  18. Goes deeper than the article on how to actually run a willingness to pay conversation, plus the maximise, penetrate and skim... Lenny's Podcast Podcast · Full episode with transcript The art and science of pricing | Madhavan Ramanujam (Monetizing Innovation, Simon-Kucher) Lenny Rachitsky with Madhavan Ramanujam
  19. The tactical half of her thinking: founding documents, operating principles, titles, and how to actually get a large team... Lenny's Podcast Podcast · Full episode with transcript Lessons from scaling Stripe | Claire Hughes Johnson (former COO of Stripe) Lenny Rachitsky with Claire Hughes Johnson
  20. Zenoti's Sudheer Koneru and CleverTap's Anand Jain on customer acquisition and business model choices while building global... SeedToScale by Accel Podcast · 55 min listen Scaling your Startup Anand Daniel
  21. Rare conversation that ties category creation directly to pricing power and to reading real product market fit signals in... a16z Podcast · 37 min a16z Podcast: Creating a Category, from Pricing to Positioning Martin Casado, Michel Feaster, Sonal Chokshi
  22. Zuora's CIO walks through his actual evaluation path, from first look to security review to procurement, and how many pitches... The Neon Show Podcast · 60 min listen What Startups Can Learn from a $1.7B Co. Chief Information Officer | Karthik Chakkarapani Siddhartha Ahluwalia with Karthik Chakkarapani
  23. Chargebee's Krish Subramanian and Accel's Shekhar Kirani on what the India cost and talent advantage really buys you when you... SeedToScale (Accel India) Podcast · 45 min listen Building SaaS Business Out of India for the Global Market Shekhar Kirani, Krish Subramanian and Anand Daniel
  24. Graphite's Ethan Smith has run this for real clients, so the advice is specific: landing pages, YouTube and genuine Reddit... Lenny's Newsletter Podcast · 80 min listen The ultimate guide to AEO: How to get ChatGPT to recommend your product Ethan Smith with Lenny Rachitsky

Show the next 24

Questions for where you are

The same question means something different in your first week and your fifth year, so each is written for one of four levels.

1 Breaking into GTM Just starting You are trying to land your first GTM role, or you are a founder selling for the first time. Start with what the job actually is. 84 2 Doing the work 2 to 5 years in You run the motion day to day. The questions here are about making it repeatable instead of lucky. 86 3 Leading a GTM team Running the engine You hire, ramp, and own the number. The questions here are about building an engine that works without you in every deal. 88 4 How the best do it The high bar Teardowns of how specific companies actually did it, and the judgment calls great operators make that nobody writes down. 94

Playbooks

A goal, and the route through it a step at a time.

Get your first ten customers No brand, no referrals, no budget. Work out who to talk to, what to say, and how to close. 4 steps Hire and ramp your first rep Stop being the only person who can sell it, without setting fire to a year of runway. 4 steps Fix a pipeline that stalled Deals are sitting, the number is slipping, and nobody can say exactly why. Diagnose it in order. 4 steps Take an Indian product to the world Sell to the US or the Gulf from Bengaluru or Chennai, and be trusted doing it. 5 steps Price and package it Pick a first price, then change it later without losing the customers you have. 4 steps Launch a self-serve motion Let people buy without talking to anyone, and make the product do the selling. 4 steps Stop churn and grow accounts The revenue you don't have to win twice is the cheapest revenue you will ever get. 3 steps Break into a GTM career Work out which seat you want, then get good enough at the craft to be hired into it. 4 steps

The people behind the resources

91 GTM leaders and practitioners, with what each one is known for and where they publish. Some of them have spoken at eChai gatherings.

April Dunford Toronto
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. PositioningICPSales processCategory design
Pete Kazanjy Atrium · San Francisco
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. Sales processOutboundGTM hiringEnterprise sales
Jason Lemkin SaaStr · San Francisco
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. GTM hiringEnterprise salesSales processPricing
Kyle Poyar Growth Unhinged · Boston
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. PLGPricingInbound & contentRetention & expansion
Emily Kramer MKT1 · San Francisco
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. PositioningInbound & contentGTM hiringICP
Sunil Neurgaonkar Adopt AI · Bengaluru
Host of SaaS Sessions, India's longest running SaaS podcast, and a working field and community marketer He is one of the few India based GTM people publishing at the practitioner altitude rather than the CEO altitude: what a first growth hire actually does in month one, how field marketing and events convert in Indian SaaS, and what a lean team runs instead of a paid budget. The podcast archive doubles as a decade long record of how Indian SaaS GTM changed. CommunityInbound & contentICPPartnerships
Prasanna Krishnamoorthy Upekkha · Bengaluru
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. ICPPositioningPricingSales process
Sajith Pai Blume Ventures · Bengaluru
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. ICPPositioningCategory designPricing
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More ways through the resources

Most cited Recently added By source India only

Questions for your seat

Founder doing GTM Founding AE SDR or BDR Growth and demand gen Product marketer RevOps Sales leader Agency or consultant
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