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 single most quotable attribution finding we know of: across 620 declared-intent conversions and 21.5 million dollars of... Refine Labs Report · 12 min read Refine Labs Study Confirms Measurement Gap in Software-Based Attribution & Releases Hybrid Attribution Framework Refine Labs
  2. The other half of the answer: how to actually find out whether a channel caused anything, using holdouts, geo tests and lift... Supermetrics Article · 16 min read Incrementality Testing: The Only Guide You Need Olivia Kory and Erkki Paunonen
  3. The structured counterweight to the two case studies: when community is worth investing in at all, the SPACES framework for... Lenny's Newsletter Newsletter · 25 min read A founder's guide to community David Spinks
  4. The origin story with the awkward parts left in: a side project on the Chrome Web Store, adoption arriving from countries they... Inc42 Article · 8 min read Postman's Ankit Sobti On Going From Zero To 500K Users Before Launch Bhumika Khatri
  5. A careful Indian teardown of the open source route to community-led growth: GitHub stars to contributors to Fortune 500 buyers,... A Junior VC Article · 20 min read Can Hasura's APIs Link the World's Data? Aviral Bhatnagar and team
  6. The most honest piece written on devrel accountability, by someone who did the job. It splits devrel into community, content... swyx.io Essay · 18 min read Measuring Developer Relations swyx
  7. Three outbound plays a developer would genuinely welcome: find and report a bug in their open source repo, read their terms of... Hypergrowth Partners Playbooks Article · 15 min read Mastering Developer-Led Outbound Martin Gontovnikas and Matteo Tittarelli
  8. The scale-up half of the Postman story, including the world's largest API community with 75,000 public APIs shared, and Asthana... Forbes India Article · 12 min read Abhinav Asthana and Postman: Putting India on the global tech map Harichandan Arakali
  9. Two former Freshworks leaders discovered their content was fine and their distribution was missing, and built Highperformr off... Inc42 Article · 8 min read How These Ex-Freshworks Executives Are Rewriting Rules Of Content Distribution Pooja Yadav
  10. It walks through the eight clauses that redlines actually land on (liability, indemnity, DPA, payment terms, auto renewal,... Common Paper Article · 12 min read What goes into a SaaS contract playbook Jake Stein
  11. The generic contract advice online assumes US paper. This is the Indian version: the Indian Contract Act, the DPDP Act, GST and... Bhavya Sharma & Associates Article · 15 min read Enterprise Customer Contract Checklist for Indian SaaS Startups: MSA, DPA, SLA, IP and Payment Terms Founders Should Fix Bhavya Sharma & Associates
  12. Sets your expectations honestly for the first security review you ever face: the certificate does not make the questions go... Compass IT Compliance Article · 9 min read Does SOC 2 Reduce Security Questionnaires, or Just Change Them? Derek Boczenowski
  13. Most champion advice stops at identify. This one is about the harder half, arming them: mapping the internal buying process,... Dock Article · 14 min read How to empower your buyer champion (to win you the sale) The Dock Team
  14. The clearest short explanation of the person your champion has to reach: the one with veto power and discretionary budget. It... MEDDICC Article · 8 min read Economic Buyer: Definition, Identify and Qualification MEDDICC
  15. Gives you the four behavioural tests for a real champion (they repeat your questions to colleagues, they introduce people... SalesMethods Article · 12 min read MEDDPICC Explained: How to Find and Develop a Champion Jake Hickton
  16. The source of the two moves that turn a pilot into a contract: put it on a full year agreement with a termination right, and... Heavybit Article · 10 min read How to Execute SaaS POCs that Convert Ashley Dotterweich
  17. Gives you the benchmark to judge your own pilots against (roughly 60 to over 90 percent) and explains what drags the number... SaaStr Article · 5 min read What is the typical conversion from paid pilot to annual contract in B2B SaaS? Jason Lemkin
  18. A usable template for the document you should agree before the pilot starts: business outcome, usage milestone, stakeholder... Do What Matter Article · 11 min read Pilot Customer Success Criteria for B2B Startups Do What Matter
  19. Puts real numbers on what you should trade a discount for: roughly 15 to 20 percent for an annual commit from a smaller buyer,... SaaStr Article · 6 min read Dear SaaStr: What's a Reasonable Discount for an Annual Contract? How About a 3 Year Contract? Jason Lemkin
  20. Answers the actual question a founder has, which is when rather than whether, and draws the Type 1 versus Type 2 line clearly:... Workstreet Article · 12 min read When Should a Startup Get SOC 2? Timing Guide Travis Good
  21. The most honest list of what to actually build: SSO with forced 2FA, protected branches, centralised logging, infrastructure as... Latacora Article · 20 min read The SOC2 Starting Seven Latacora
  22. If you sell into Indian enterprises, DPDP is now part of the security review alongside SOC 2. This lays out the obligations... Wattlecorp Cybersecurity Labs Article · 16 min read What SaaS Providers Need to Know About India's Digital Personal Data Protection Act 2023 Irshad Rafeekhudheen PK
  23. Gives the trigger that is actually useful, which is not an ARR number but the moment roughly a fifth of your deals stop fitting... Salesbricks Article · 10 min read What Is a Deal Desk and Does Your Team Need One Jon Festejo
  24. Ties the approval bands back to gross margin and CAC payback, so your discount ceiling is a number you can defend rather than a... Glencoyne Article · 18 min read SaaS Enterprise Discount Approval Matrix: Financial Model and Guardrails for Profitable Deals Glencoyne Editorial Team

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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