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. From a firm that does nothing but win/loss. It lays out the four steps end to end: mine the CRM data you already have, go get... Clozd Article · 30 min read The Ultimate Guide to Win-Loss Analysis Clozd
  2. The actual interview guide, plus the one habit that decides whether your answers are worth anything: ask what was your... Clozd Article · 10 min read Win-Loss 101: What to ask buyers in your win-loss interviews Nate Bagley
  3. Kellogg's point that a deal that died internally is a different animal from a deal you lost to a competitor, and that mixing... Kellblog Article · 18 min read Win Rates, Close Rates and Milestone vs. Cohort Analysis Dave Kellogg
  4. The single most common thing win/loss uncovers: you did not lose on product or price, you lost to the safe choice, higher up... Kellblog Article · 12 min read What To Do If You're Winning the Product Evaluation But Losing the Deal Dave Kellogg
  5. The written version if you would rather skim than listen, and it draws the line most clearly: cadence based SDR work is going... SaaStr Article · 12 min read Jason + Lenny are Back: The Real Future of AI in Sales Jason Lemkin
  6. Pulls the survey data into six concrete workflows (account research, outreach, content, conversation intelligence, CRM... Mutiny Report · 20 min read How are B2B sales teams using AI in 2026? Matt Ratchford
  7. Decides the question on the right axes (product complexity, buyer count, time to value) rather than on ACV alone, and makes the... Supademo Article · 12 min read Free Trial vs Demo vs Freemium: The SaaS Decision Framework Narayani Iyear
  8. One of the few pieces that gets specific about the Indian market: rupee tiers, why Indian buyers prefer a generous free tier... evandsouza.com Article · 18 min read SaaS Pricing Strategies for Indian Startups: A Comprehensive Framework Evan D'Souza
  9. The one piece to read if you only read one. It puts the trial and freemium question inside the bigger strategic choice... Tomasz Tunguz Article · 25 min read The Complete Guide to SaaS Pricing Strategy Tomasz Tunguz
  10. The half of the cash flow problem that is specific to selling in India: the MSMED Act 45 day ceiling, GST on late payment... Treelife Article · 20 min read Net 30/60/90 Payment Terms in India: The Complete Guide Treelife
  11. A short, clear statement of the four reasons annual wins for a small company: cash today, forecastable revenue, materially... Maxio Article · 8 min read 4 Major Advantages Of Annual vs. Monthly Subscription Billing Barrow Hamilton
  12. Connects the billing decision to the number that actually matters, which is how long you survive. Gives you three ratios to... Lighter Capital Article · 14 min read SaaS Cash Flow Analysis Explained Lighter Capital
  13. The implementation half. Poyar's framing that moving from subscriptions to usage is as big a shift as moving from on-prem to... Growth Unhinged Newsletter · 15 min read Usage-based pricing 2.0 Kyle Poyar
  14. The most sympathetic answer to this question: raise on new customers, leave the early believers alone while you are growing... SaaStr Article · 6 min read Dear SaaStr: How Do You Change the Price of Your SaaS Product Without Upsetting Existing Customers? Jason Lemkin
  15. Worked examples rather than theory, across hundreds of tracked price changes: who repackaged well (Ahrefs, Loom, Pipedrive),... Growth Unhinged Newsletter · 12 min read The good, bad and ugly of SaaS pricing changes Rob Litterst and John Kotowski
  16. A primary source rather than commentary: how India's largest software company actually told customers about a 15 percent rise.... Zoho Article · 5 min read Zoho Price Change Notice Zoho
  17. The most complete treatment of the price book itself: discount bands by tier from registered through elite, deal registration... Monetizely Article · 16 min read Channel Pricing Strategies: How to Set Prices for Resellers and Partners Without Destroying Margins Monetizely
  18. Written by people who have built channel programmes for decades, and it asks the questions nobody thinks of first: who collects... Chanimal Article · 12 min read How to Determine Your Reseller Margins, for SaaS, VARs, Retail Chanimal
  19. Puts the channel decision in Indian terms: banks, NBFCs, industry associations and the large system integrators as routes to... Kae Capital Article · 14 min read Go-to-Market Strategy for Indian Startups: Distribution Channels That Actually Work Kae Capital
  20. The useful argument here is about sequence: start partners on commission where you still fulfil the order, and only move to... PartnerStack Article · 10 min read The Path to SaaS Channel Readiness: Reseller Partners Laurella Jose
  21. A live Indian example of tiering done as a published rulebook rather than a negotiation: an entry revenue threshold, then... Zoho Article · 6 min read Zoho Partner Tiers and Partner Value Scoring Zoho
  22. Explains what a ramp actually costs you behind the scenes: misbilling, deferred revenue errors and ARR that stops meaning what... Ordway Labs Article · 10 min read Ramp Deal in SaaS: Definition, Billing and Revenue Recognition Guide Ordway Labs
  23. Written for the buyer, which is exactly why a seller should read it. These eight asks (price caps, rollover, overage true ups,... Tropic Article · 14 min read SaaS and AI Contract Negotiation: Every Term Worth Asking For (Beyond Price) Elissa Walters
  24. The shape of an Indian government or PSU software contract, which nothing in the global SaaS canon prepares you for: EMD of one... TenderDekho Article · 25 min read Software Tenders in India 2025: The Complete Guide Arjun Reddy

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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
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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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