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 short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford In 7 answers
  2. The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute In 7 answers
  3. Compares direct sales, channel and marketing-led entry for an Indian company going abroad, and makes the case that the US may... Inc42 Article · ~12 min read Indian SaaS And The Art Of Going From Local To Global Sandeep Chawda In 6 answers
  4. Hila Qu built PLG at GitLab and scaled Acorns, and this is the rare free piece that maps the sales-led funnel against the... Lenny's Newsletter Article · 20 min read Five steps to starting your product-led growth motion Hila Qu In 6 answers
  5. It defines time to value precisely enough to instrument: a start event, a value event, and the gap between them. The insistence... Amplitude Article · 12 min read What Is TTV: A Complete Guide to Time to Value Amplitude In 6 answers
  6. The practical build guide: welcome screens, checklists, contextual tooltips, and where each one actually belongs. It also gives... Appcues Article · 15 min read In-app onboarding: A step-by-step guide for 2026 Jared DeLuca In 6 answers
  7. First hand from the person who ran HubSpot's channel for a decade, with the four maturity stages and the argument that support,... SaaStr Article · 10 min read HubSpot's ex-VP of Channel Sales: How to Build The World's Best Channel Sales Program David Shepherd In 6 answers
  8. The closest thing partnerships has to a trade publication: account mapping tactics, co-sell plays and partner ops case studies,... Crossbeam Newsletter · weekly ELG Insider Crossbeam In 6 answers
  9. Chargebee's customer success leader answering an Indian founder's question in the SaaSBoomi community. Eight points, starting... SaaSBoomi Article · 8 min read Best Practices for Setting Customer Success in your SaaS start-up Sri Maneru In 6 answers
  10. Lays out the three real ways to organise a CS team (by segment, by lifecycle stage, by engagement model) and what each one... Gainsight Article · 16 min read Customer Success Team Structure: The Ultimate Guide Gainsight In 6 answers
  11. A seven-step method for building relationships beyond one contact. It is written for new deals but the mechanics are identical... Highspot Article · 11 min read Multithreading in Sales: The B2B Selling Framework Jessica Hitchcock In 6 answers
  12. From the Chennai-built comp platform that actually runs these plans for hundreds of companies. It gives the pay mix by role... Everstage Article · 18 min read SaaS Sales Compensation Guide: How to Design Scalable and Fair Plans Everstage In 6 answers
  13. The headcount question answered as arithmetic: revenue target divided by revenue per rep and capacity utilisation, with ramp... Everstage Article · 12 min read Sales Capacity Planning Everstage In 6 answers
  14. The numbers you want when arguing about a plan: median commission around 11.5 percent of ACV, AE pay mix near 53:47, quota to... Everstage Report · 12 min read SaaS Sales Compensation Benchmarks: Trends and Best Practices Everstage In 6 answers
  15. Five design rules worth memorising, including show causality and keep the payout cycle under 60 days, plus a business case... Winning by Design Article · 15 min read Compensation for SaaS Sales Organizations Winning by Design In 6 answers
  16. It walks through building a Stage Management Guide, which is the single artefact that turns a messy pipeline into a... First Round Review Article · 15 min read This Sales Plan Moves the Needle on Every Success Metric Derek Draper In 6 answers
  17. An eight step sequence for cleaning a CRM that correctly puts validation at the point of entry before the backfill, which is... Default Article · 14 min read CRM Data Hygiene: 2026 Best Practice Guide (+ Checklist) Stan Rymkiewicz In 6 answers
  18. Gives testable definitions for pipeline, best case and commit, including the entry criteria a deal must meet. Copy these into... Clari Article · 9 min read Defining Sales Forecast Categories to Drive Reliable Revenue Blair Stokes In 6 answers
  19. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet In 6 answers
  20. A real company showing its ICP before and after, including the messy middle where they were guessing. The point that narrow... Product for Engineers (PostHog) Newsletter · ~12 min read Defining our ICP is the most important thing we ever did Andy Vandervell In 5 answers
  21. The most systematic treatment of recurring revenue as an engineered system rather than a set of departments, with 250+... Winning by Design Book · 556 pages Revenue Architecture Jacco van der Kooij In 5 answers
  22. Covers ICP definition, the PBC structure for running a sales call, pilot design and weekly forecasting in one place, with... First Round Review Article · long read The Most Common Go-to-Market Questions This Expert Gets from Early Founders First Round Review with Emery Rosansky In 5 answers
  23. The mistake is not the hire, it is stepping out of sales afterwards, which Lemkin reckons about two thirds of founders do and... SaaStr Article · short read The #1 Mistake I See Founders Make When They Hire Their First VP of Sales Jason Lemkin In 5 answers
  24. Freshworks' early marketing approach documented properly: what they measured, what they spent on, and the argument that below... SeedToScale by Accel Article · long read SaaS Playbook: Marketing Rachit Parekh In 5 answers

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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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