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. Zoho on the two churn predictors that actually work early (usage depth and NPS) plus a worked cohort example. Written for teams... Zoho Blog Article · 10 min read SaaS churn analysis: Configure your company for customer retention Adhya In 3 answers
  2. From an Indian company whose entire product is onboarding, so the twelve practices are specific and the worked examples... Whatfix Article · 20 min read SaaS Customer Onboarding: Best Practices, Examples, Tools Levi Olmstead In 3 answers
  3. The single most common cause of a surprise churn, handled step by step, including the 48 hour window for reaching the new... ChurnZero Article · 9 min read Did your customer champion leave? Use this five-step playbook to reduce churn risk Emily Nesterick In 3 answers
  4. The net retention numbers by pricing model (122 percent top quartile for usage-based versus 109 percent without) plus the... TechCrunch Article · 10 min read Usage-based pricing is a company-wide effort Kyle Poyar In 3 answers
  5. Concrete splits (70/30 or 80/20 base to variable) and the key design warning: pay on gross retention as well as NRR, or CSMs... CS RevSpeak Article · 13 min read The Ultimate Guide to Structuring a Compensation Plan for Quota-Carrying CS Teams Angeline Gavino In 3 answers
  6. An actual interview script, twelve sections deep, designed to get past 'it was too expensive' to the real reason. This is the... Klue Article · 12 min read How to Conduct Customer Churn Interviews: Step-By-Step Guide Adam McQueen In 3 answers
  7. A concrete onboarding curriculum you can copy: cohorts, drilling, peer sparring and shadowing, with the argument that practice... Founding Sales Book · 30 min read Founding Sales, Chapter 12: High-Impact Sales Onboarding and Training Peter Kazanjy In 3 answers
  8. The source of the hiring scorecard: outcomes and competencies written before you meet anyone, then structured interviews... ghSMART Book · Book Who: The A Method for Hiring Geoff Smart and Randy Street In 3 answers
  9. Actual rupee bands for junior, mid and senior SDRs in India, the cost comparison against a US hire, and a hiring process built... Wisemonk Article · 16 min read How to Hire B2B SaaS SDRs in India: Cost and Team Guide Wisemonk In 3 answers
  10. Zenoti's Sudheer Koneru saying plainly that his first two sales hires both failed and he had to go back to selling himself.... SaaSBoomi, The India Advantage Article · 7 min read How did you go about doing the first few sales, and at what point did you feel the need for a sales hire? Manav Garg with Sudheer Koneru In 3 answers
  11. 77 percent of Indian SaaS leaders name ramping critical talent as their biggest challenge, and the piece quantifies how much... SaaSBoomi Article · 9 min read India's Path to SaaS Leadership is Clear, but Challenges Remain SaaSBoomi In 3 answers
  12. The operating cadence rather than the design theory: review quarterly, change annually, roll out in phases, and the line worth... Everstage Article · 12 min read 10 Sales Compensation Best Practices That Drive Results Visaka Jayaraman In 3 answers
  13. A real career path told honestly, from sales rep to Salesforce admin to RevOps consultant, with the four skills that actually... RevOps Co-op Article · 8 min read Breaking into RevOps: Key Skills to Accelerate Your Career Path Eric Steeves In 3 answers
  14. Written by an Indian B2B attribution company, this walks through single touch versus multi touch models and, more usefully,... Factors.ai Article · 16 min read Sales Attribution: The Complete Guide for B2B Marketers Vrushti Oza In 3 answers
  15. Splits the RevOps hiring decision into three company phases and says plainly when to outsource instead of hiring. It is the... Stage 2 Capital Article · 9 min read RevOps: When, How, and Who to Hire Liz Christo In 3 answers
  16. The full explanation of the operating rhythm Sacks ran at Yammer, with the audience Q and A that surfaces the edge cases. Use... SaaStr Article · 25 min read The Cadence: How to Turn Your SaaS Startup into an Army with David Sacks (Video + Transcript) David Sacks In 3 answers
  17. The book that gave the discipline its vocabulary (category king, lightning strike, point of view). Read it as the ambitious end... HarperBusiness Book · 272 pages Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney In 3 answers
  18. Covers how the No Software logo and button became a repeated physical act rather than a tagline. The lesson is that a category... OpenView Article · 10 min read Marc Benioff on How and Why Salesforce.com Succeeded: My Favorite Plays Scott Maxwell In 3 answers
  19. Includes the detail that matters most: a tweet from the creator of jQuery brought 10,000 beta users in three weeks. Developer... Accel India Insights (SeedToScale) Article · 22 min read Ritesh Arora of BrowserStack on thinking global and scaling up Anand Daniel In 3 answers
  20. Dunford's rule that you build for the champion rather than for every persona in the account settles the buyer versus user... aprildunford.substack.com Article · 14 min read A Guide to Positioning with Multiple Products, Segments and Personas April Dunford In 3 answers
  21. Before you meter anything you have to pick what to meter. Sethi's frequency versus importance grid, worked through with... SeedToScale (Accel India) Article · 16 min read Value Metrics and Pricing Design for SaaS Companies Dr. Ajay Sethi In 3 answers
  22. Instead of theorising about PLG versus sales-led, it lays out what 30 real companies actually did, segment by segment. It is... Lenny's Newsletter Newsletter · ~15 min read GTM motions of 30 B2B SaaS companies Lenny Rachitsky In 2 answers
  23. Draws the line between RevOps and SalesOps in terms of scope, metrics and tactics, which is the distinction people applying for... Clari Article · ~10 min read Revenue Operations vs. Sales Operations: A Complete Guide Clari In 2 answers
  24. Zenoti and MindTickle founders on validating at home before expanding, and on finding a handful of customers willing to build... SeedToScale (Accel India) Article · ~12 min read Entering a New Market as a SaaS Business and Finding First Customers Ajay Sethi In 2 answers

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
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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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