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 best known Indian proof that a no budget GTM can win a category outright: a cheaper product worth talking about, Varsity as... Apex Influence Article · 10 min read Zerodha marketing strategy: how it grew to number one with almost zero ad spend Apex Influence
  2. A marketplace GTM decision taken to its conclusion: dropping commission entirely in 2021 and monetising through ads and... Tigerfeathers Article · 40 min read The Meesho Must Go On Rahul Sanghi and Paavan Gami
  3. The clearest explanation of what changes when you deliberately sell to the user and route around the economic buyer, and what... A.Capital Essay · 15 min read Bottom-up SaaS: A Model for Capital-Efficient Growth Ramu Arunachalam
  4. Goes past the list and scores each trigger by urgency with a response window, so you can actually decide what to work today.... Salesmotion Article · 16 min read 24 B2B Buying Triggers That Signal Active Buying Cycles Salesmotion
  5. From India's longest running SaaS podcast, this ties ICP, positioning and channel choice into one sequence, which helps when... SaaS Sessions Article · 18 min read The Ultimate Go To Market Strategy Framework: Your Blueprint for Success SaaS Sessions
  6. Answers the operational questions that stop most teams from starting: how many interviews before the patterns are real, who... Debriefing Article · 15 min read How to Run Win/Loss Interviews That Surface Real Competitive Intel Debriefing
  7. Before you can pick a side you need the vocabulary: liquidity, constrained side, multi-tenanting, matching architecture. This... Andreessen Horowitz Article · 20 min read The Marketplace Glossary Li Jin
  8. Once you accept that supply is usually the side to define first, this forces the next decision: are you going for everyone, for... Andreessen Horowitz Article · 18 min read Marketplace Supply Strategy: Comprehensive, Exclusive, or Curated Casey Winters and Anne Lewandowski
  9. IndiaMART started serving overseas buyers, lost that market after 2001, and rebuilt around Indian SME buyers posting... Inc42 Article · 12 min read Inc42 UpNext: How Looking Inward Changed Everything For IndiaMART Aditya Kondalamahanty
  10. Makes the case that a second segment is something you earn one to two years after your first motion is genuinely repeatable,... Oxx Essay · 16 min read From Fuzzy to Focused: Mastering Your Ideal Customer Profile (ICP) to scale successfully beyond Product-Market Fit Ingrid Bonde Akerlind
  11. Lays out exactly what breaks in sales, marketing, onboarding and cost structure when you move segment in either direction,... Kalungi Article · 12 min read Should You Go Upmarket or Downmarket? What Actually Changes in Your GTM When You Do Cris S. Cubero
  12. Kellogg's framing, that the ICP begins as a founder hypothesis and should end as a regression on renewal, expansion and win... Kellblog Essay · 9 min read Your ICP Starts as an Aspiration and Becomes a Regression Dave Kellogg
  13. The build guide: weighted dimensions, negative signals that subtract points, and score bands that decide routing. It is the... Understory Article · 15 min read ICP Scoring Rubric Examples for B2B SaaS Teams Naufal Nugroho
  14. Indian founders comparing notes on launching in Southeast Asia, where technical maturity and buyer behaviour differ country by... SaaSBoomi Article · 12 min read Southeast Asia Expansion Playbook for Founders Looking to Launch a New Geo SaaSBoomi
  15. Explains why the category word next to your name does more work than the name itself: call yourself email and you inherit... aprildunford.com Article · 8 min read Don't let Customers Decide What Your Product Is April Dunford
  16. A practical checklist for the mechanical parts of naming: trademark and domain screening, pronounceability, cultural checks... Stripe Article · 14 min read How to Pick a Name For Your Startup: An In-Depth guide Stripe
  17. Gives you the four-part structure for positioning against an alternative (what they use now, what is wrong with it, your... Growth Unhinged Newsletter · 12 min read How to differentiate your product Anthony Pierri
  18. The actual method: which five dimensions to score, the open questions that get useful answers, and why you test section by... Wynter Article · 13 min read What is Message Testing in Marketing and How To Do It Peep Laja
  19. Zoho bundling dozens of apps into one subscription, priced at Rs 1,000 per employee per month in India, is the opposite bet to... CIOL Article · 5 min read Zoho unveils bundled business app suite Zoho One CIOL Writers
  20. Concrete about what changes for the Gulf beyond translation: Arabic and right to left support, dialect differences between... Zoho Blog Article · 10 min read Localization Strategies for SaaS Products in the Middle East Market Mary Nyambura
  21. A reminder that your India message may need to change language before it changes argument, with Jio and Zomato as examples and... Medianews4u Article · 8 min read The Rise of Vernacular Marketing: Connecting with Bharat Beyond English Yasin Hamidani
  22. Built on 2.5 million recorded sales conversations, this is the evidence that most no-decision losses are fear of getting it... jolteffect.com Book · 240 pages The JOLT Effect: How High Performers Overcome Customer Indecision Matthew Dixon and Ted McKenna
  23. The free summary that separates status quo bias from indecision and gives you the four moves for the second one, including... Challenger Article · 9 min read How to Overcome Customer Indecision Using the JOLT Effect Approach Challenger
  24. A short, practical take on changing the business case you lead with (close more deals becomes reduce operating cost) without... Dawn Capital Article · 9 min read How B2B SaaS startups can reposition now to win Henry Mason

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
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