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. The clearest account of the choice at the heart of Indian marketplace GTM: matchmaking versus full stack. It shows what Urban... Tigerfeathers Article · 30 min read A Spotlight on Urban Company Paavan Gami
  2. It gives you a four part test (autonomy, reasoning, tool use, memory) to tell a real agent from a renamed feature, which is the... Mutiny Article · 20 min read The best AI agents for B2B sales in 2026: What's real vs. hype Matt Ratchford
  3. Vembu built a global software company from Tenkasi with no outside funding, and this interview is him explaining the structural... Dataquest India Article · 12 min read Zoho's Unconventional Path: Building a Global Tech Giant from India's Heartland Aanchal Ghatak
  4. This is where the capital efficiency claim comes from with numbers attached: Indian SaaS companies running 80 to 100 percent... Bessemer Atlas Report · 45 min read The Rise of SaaS in India Bessemer Venture Partners
  5. You cannot take a motion apart without numbers to compare against, and this has them: 9 percent average free to paid, freemium... ProductLed Report · 15 min read Product-Led Growth Benchmarks: Key SaaS Findings and Trends Laura Kluz
  6. Written by someone who went from Java developer to AppDynamics to Solutions Architect at AWS with no prior sales experience, so... Sales Engineers of New York Article · 8 min read Transitioning from a Software Engineer to a Sales Engineer Akshat Srivastava
  7. A career switcher's biggest problem is not knowing what the ladder even looks like, and this lays out the whole thing from SDR... Break Into Tech Sales Article · 14 min read Tech Sales Career Path Explained: SDR, AE, and Beyond Cole Feldman
  8. Six of the ten roles most in demand at AI companies are technical (sales engineer, forward deployed engineer, solutions... Betts Recruiting Article · 8 min read Top 10 GTM Roles in AI for 2026 The Betts Team
  9. It reduces the whole decision to one honest axis, training versus autonomy, and then argues plainly for training first. That is... Break Into Tech Sales Article · 9 min read The Difference Between Sales At A Startup Vs. A Large Corporation Cole Feldman
  10. Included deliberately as the other side of the argument: immediate responsibility, promotion by results rather than tenure, and... Betts Recruiting Article · 6 min read Pros of Working in Startup Tech Sales The Betts Team
  11. It says the quiet part out loud: at seed to Series A quotas are often loosely set and moved around, at growth stage they are... The Seller Report Article · 12 min read Sales Quota Expectations by Role and Company Stage Rome Thorndike
  12. This is the diligence checklist itself, grouped into territory health, product market fit, financial health, leadership and... The Virtual CRO Article · 12 min read How to evaluate a sales job before you accept an offer Casey Murray
  13. Shorter and blunter than a full diligence list, and it focuses on the comp plan itself: how pay is actually calculated and what... QuotaPath Article · 8 min read What you need to know about a company before accepting a sales job QuotaPath
  14. Drawn from 170 plus B2B SaaS companies, so when a startup quotes you a quota and an OTE you can check both against a median... The Bridge Group Report · 20 min read 2024 SaaS AE Metrics & Compensation: Benchmark Report The Bridge Group
  15. It shows the one GTM path where pay is structured like engineering rather than sales: 70 to 85 percent of total compensation as... Apollo Report · 12 min read GTM Engineer Salary: Comprehensive 2026 Compensation Guide Apollo
  16. Pay over ten years depends on which branch you take, and this lays out six of them beyond the assumed SDR to AE route,... monday.com Article · 12 min read The SDR Career Path: Moving Beyond Prospecting in 2026 Ben Kazinik
  17. The strongest argument against, from someone who has watched hundreds of these engagements: part time leaders give advice, and... SaaStr Article · 6 min read A "Fractional" VP of Sales Almost Never Works. Avoid Them. Here's Why. Jason Lemkin
  18. The practical counterweight: actual price bands (8 to 18 thousand dollars a month against 250 to 400 thousand all in for a full... Treetop Growth Strategy Article · 14 min read Fractional VP of Sales (2026): When to Hire One and How It Differs From Fractional CRO Bill Colbert
  19. The India specific version of the question, written for Indian founders weighing part time senior leadership against equity... People Matters Article · 8 min read Scaling with fractional CXOs: Startups' solution to stress-free growth Deepak Malkani
  20. It puts a number on the contraction (36 percent of B2B companies cut SDR teams in 2025, mostly through attrition) while arguing... Landbase Article · 12 min read The Death of the BDR Role? How AI Agents Are Changing SDR Hiring in 2026 Daniel Saks
  21. It leans on McKinsey data rather than vendor claims: only 7 percent of organisations have AI fully scaled and only 13 percent... monday.com Article · 14 min read Will AI Replace SDRs? The Data on Hybrid Sales Teams in 2026 Ben Kazinik
  22. The same shift reported from inside Indian startups, with people leaders at Qure.ai and Neysa saying plainly what is losing... Inc42 Article · 10 min read Who Gets Hired In An AI-First World? Ankush Das
  23. The clearest answer to the when part of this question, and it argues against the default (hiring a growth or demand generation... GTM by Stage 2 Capital Newsletter · 9 min read First Marketing Hire? Why It Should Be a PMM Liz Christo
  24. This is the bit most positioning writing skips: how weak positioning shows up as sales pain, including the 40 percent of B2B... Lenny's Newsletter Newsletter · 12 min read Summary: April Dunford on product positioning, segmentation, and optimizing your sales process Gaurav Chandrashekar

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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
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