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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 breakdown of the three PQL types (hand-raiser, usage-based, needs-help) and the playbook each one deserves, which... OpenView Article · 15 min read Your Guide to Product Qualified Leads (PQLs) Kyle Poyar In 5 answers
  2. Kazanjy is blunt that almost every bottom-up company eventually adds sales, so the only questions are when and how. He covers... Lenny's Newsletter Article · 25 min read The Transition: Layering sales onto a bottom-up self-serve product Pete Kazanjy In 5 answers
  3. A three step method (brainstorm milestones, regress against retention, then experiment to prove causation) with worked examples... Lenny's Newsletter Article · 15 min read How to determine your activation metric Lenny Rachitsky In 5 answers
  4. Twenty onboarding flows torn apart by product category, so you can find the two or three closest to yours instead of copying... Appcues Article · 20 min read SaaS Onboarding Examples: Lessons from 20+ Top Products Sara Detrik In 5 answers
  5. Makes the point most first timers miss: channel accelerates growth that already exists, it does not create it, and you should... GTMnow Article · 10 min read How to Get Started With Channel Partnerships for SaaS Businesses Shubham Sood In 5 answers
  6. A small company showing its own numbers: their partner manager took the program from under 4% to 10% of revenue in a year on... Close Article · 14 min read Building a B2B SaaS Partner Program: Our 8-Step Process Amy Copadis In 5 answers
  7. AWS explaining its own co-sell machinery: business planning in Partner Central, partner matching, multi partner deals that... AWS Partner Network Blog Article · 9 min read Unlocking Synergies: Maximizing Co-Sell Opportunities with AWS Priya Bains In 5 answers
  8. Published margin bands from an Indian origin company: 10 to 15% referral, 20 to 30% solution provider with deal registration... DQ Channels Article · 9 min read Freshworks partner program: insights into the evolving channel ecosystem Bharti Trehan In 5 answers
  9. The cleanest definition of expansion MRR with the formula and the benchmark that matters: top companies get up to 40 percent of... Chargebee Article · 7 min read Expansion MRR: Definition, Formula, and Impact on SaaS Growth Chargebee In 5 answers
  10. Nine chapters covering the QBR structure, the common mistakes (generic content, dwelling on the negative) and how to keep... Gainsight Article · 9 chapters The Essential Guide to Quarterly Business Reviews (QBRs) Gainsight In 5 answers
  11. Shows what a productised CS play looks like when written down for a whole team: a named motion, tied to a product stage, with... The GitLab Handbook Article · reference Customer Success Playbooks The GitLab Handbook In 5 answers
  12. Roughly 47,000 quota carrying reps across 246 companies, with average attainment at 42.7 percent. The number to put in front of... QuotaPath, using RepVue's Cloud Sales Index Report · 8 min read 57% of SaaS Sales Reps Missed Quota in Q2 2025. Here's What That Means QuotaPath, using RepVue's Cloud Sales Index In 5 answers
  13. The practical method for combining top down targets with bottom up rep feedback, and the attainment bell curve to aim for: 60... Everstage Article · 13 min read Sales Quota Planning: How to Align Targets and Drive Results Arvinda Bharathi In 5 answers
  14. Defines accuracy against the day one forecast rather than the revised one, which is the single change that makes the metric... Forrester Article · 7 min read The Definitive Way to Measure and Grade Sales Forecast Accuracy Dana Therrien In 5 answers
  15. The founder's own account of entering an existing category (help desk) against Zendesk rather than inventing a new one, and... Freshworks Article · 9 min read The Freshdesk Story: Where and How it All Started Girish Mathrubootham In 5 answers
  16. Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day... Think with Google Article · 8 min read How India's SaaS brands can create, scale and supercharge global growth Think with Google APAC In 5 answers
  17. Five questions you can answer this afternoon from data you already have, including the underused one about what objections... Andreessen Horowitz Article · ~10 min read A Framework for Defining and Refining Your ICP Michael King In 4 answers
  18. The most complete plain-language description of what a PMM owns, and it is explicit that positioning and messaging is the... Product Marketing Alliance Article · ~20 min read What is Product Marketing? The 2026 Guide Product Marketing Alliance In 4 answers
  19. The longest-running benchmark on SDR quota, ramp, ratios, comp and time to promotion, drawn from hundreds of B2B companies.... The Bridge Group Report · Benchmark report Sales Development (SDR) Metrics and Comp Report The Bridge Group In 4 answers
  20. Gives you numbers to aim at on your next call instead of vague advice: roughly 11 to 14 questions, spread through the call... Gong Labs Article · short read Effective strategies for successful sales discovery calls Chris Orlob In 4 answers
  21. It settles the freemium versus trial argument with numbers from 150 plus companies rather than opinion: freemium brings 33... OpenView Article · 10 min read Freemium vs. Free Trial: How to Know Which One to Pick for Your SaaS Startup Kristin Hillery In 4 answers
  22. Seven hybrid pricing patterns with named companies (GitHub, Shopify, Intercom, Zapier), plus Poyar's point that the enemy is... Growth Unhinged Newsletter · 12 min read The state of usage-based pricing in SaaS Kyle Poyar In 4 answers
  23. A six step onboarding playbook from a Bengaluru company whose entire business is digital adoption, with the distinction that... Whatfix Article · 20 min read Software User Onboarding: How to Cut Time-to-Proficiency Disha Gupta In 4 answers
  24. An investor's readiness test rather than a how to, built around three blunt questions: are you ready, which partner type, and... OpenView Article · 8 min read Why (and When) Strategic Partnerships Make Sense for SaaS Startups Scott Maxwell In 4 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
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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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