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. A rare account of the specific moments a GTM changed shape, from narrowing to cold email agencies, to reversing the demo, to... First Round Review Article · ~25 min read The GTM Inflection Points That Powered Clay to a $1B+ Valuation Varun Anand In 11 answers
  2. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford In 10 answers
  3. Benchmarks from 500 plus products: 34 percent average, 36 percent for SaaS. If you have ever wondered whether your number is... Lenny's Newsletter Article · 12 min read What is a good activation rate Lenny Rachitsky and Yuriy Timen In 9 answers
  4. Poyar replaces the sales funnel with a five stage new user journey (discover, start, activate, convert, scale) and attaches... Growth Unhinged Newsletter · 10 min read Your guide to PLG benchmarks Kyle Poyar In 9 answers
  5. A short, specific list of what to instrument on a self-serve funnel, including time to activation and time to convert, which... Amplitude Article · 12 min read Top 10 Metrics to Measure Freemium and Free Trial Performance Carmen DeCouto In 9 answers
  6. The most complete breakdown of what goes into a health score: which four to six categories to weight, how to segment scores by... Gainsight Article · 12 min read Customer Health Score Explained: Metrics, Models and Tools Gainsight In 9 answers
  7. The clearest single document on what a revenue data model should look like end to end, from lead through renewal and expansion.... Winning by Design Report · 46 page PDF The Bowtie Standard Winning by Design In 9 answers
  8. The best plain English description of what a sales ops function is for, written by someone who rebuilt one from scratch. Useful... First Round Review Article · 18 min read The Company-Changing Magic of Sales Operations Done Right Don Otvos In 9 answers
  9. This is where the SDR and AE split came from, and the summary gives you the whole model without the book. The rule that no AE... Predictable Revenue Article · ~15 min read 15-Minute Summary of Predictable Revenue Aaron Ross In 8 answers
  10. Built from a masterclass with Mohit Garg, former CRO at MindTickle, and written for cross-border companies selling from India,... SeedToScale by Accel Article · long read SaaS Playbook: Sales Rachit Parekh In 8 answers
  11. The benchmark dataset for marketplace and co-sell: multi cloud sellers at 29% of revenue through marketplaces versus 3% for... Tackle Report · 25 min read The 2025 State of Cloud GTM Report Tackle In 8 answers
  12. The Gainsight CEO on why CS should own an NDR number rather than just a churn number, including the idea of giving every CSM... Gainsight Article · 8 min read 8 Things I Learned from Dave Kellogg About Net Dollar Retention Nick Mehta In 8 answers
  13. The clearest arithmetic anywhere on rep economics: the rule of 10 for quota against base, four months to productivity, draws... Craft Ventures Essay · 12 min read Simple Math to Set Up a Sales Team David Sacks In 8 answers
  14. The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as... Mission.org Essay · 11 min read The Greatest Sales Deck I've Ever Seen Andy Raskin In 8 answers
  15. The whole 400 page book is readable free chapter by chapter, written specifically for founders and first-time sellers rather... foundingsales.com Book · full book, free online Founding Sales: the early stage go-to-market handbook Pete Kazanjy In 7 answers
  16. The reference explanation of all eight letters from the people who own the methodology, free to read. Use it as a deal... MEDDICC Article · long read MEDDIC / MEDDPICC Sales Methodology and Process MEDDICC In 7 answers
  17. Concrete plays with named examples: Zapier's 70,000 programmatic pages, Airtable's template library, Figma's free editor. This... Lenny's Newsletter Article · 20 min read Product-Led Marketing: How to get traffic and users for your product at a near-$0 CAC Kyle Poyar In 7 answers
  18. A full 0 to 100M ARR guide from an Indian company that lived it, covering acquisition, activation, retention, monetisation and... Chargebee Report · 45 min read The Revenue Growth Guide for Self-Serve SaaS Businesses Chargebee In 7 answers
  19. Goes past the single aha metric to a three stage model (setup, aha, habit) with Apollo.io and Appcues case studies, plus the... Product Growth Article · 25 min read How to Measure Onboarding: Advanced Topics in Activation Metrics Aakash Gupta and Ramli John In 7 answers
  20. The clearest single explanation of the five partner types and what each is worth, including real margin bands (20 to 30% for... Bessemer Venture Partners (Atlas) Article · 20 min read The GTM guide to building SaaS channel partnerships MP Eisen In 7 answers
  21. Names the two ways founders get the timing wrong, scaling too early and scaling too late, and walks the progression from... Founding Sales Book · 35 min read Founding Sales, Chapter 10: Early Sales Management and Scaling Concepts Peter Kazanjy In 7 answers
  22. Written for Indian SaaS founders by the Everstage CEO, ex Freshworks. It gives the working numbers: quota period must be at... SaaSBoomi Article · 10 min read Getting the Quotas Right for Your SaaS Sales Teams Siva Rajamani In 7 answers
  23. Stripe's Chief Business Officer on building a written sales operating model (leads, conversion, deal size, win rate, cycle) so... SignalFire Article · 14 min read How to train and measure your startup's early sales hires Sadasia McCutchen with Jeanne DeWitt Grosser In 7 answers
  24. 365 B2B companies surveyed on ramp, tenure, attrition, activity and comp. When you want to know whether your ramp is slow or... The Bridge Group Report · Report, 20 min read The 2023 SDR Metrics and Compensation Report The Bridge Group In 7 answers

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
See all 91 people →

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
eChai Partner Brands The partnership →