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. Unfashionable and effective: name an owner per customer, segment CS by customer size, do not close deals you cannot support,... SaaStr Article · 8 min read 11 Basic Tips to Lower Your Churn Rate Jason Lemkin In 2 answers
  2. Gets specific about timing (introduce CS just before close, or within 48 to 72 hours after) and about documenting the... ChartMogul Article · 7 min read 4 Tips on Creating a Best in Class Sales to Customer Success Handoff Alex Weihmann In 2 answers
  3. A three-step forecasting framework plus the honest list of what breaks it (cross-team data gaps, non-recurring revenue, scale).... ChurnZero Article · 10 min read A data-driven framework for customer success renewals forecasting Chris Pilbeam In 2 answers
  4. The primary-source teardown behind the famous 158 percent net dollar retention, including the detail most people miss: it was... Public Comps Article · 18 min read Snowflake S-1 and IPO Teardown Jon Ma In 2 answers
  5. How to cover a long tail without a named CSM per account, with two working models (strategic plus pooled, and centres of... Gainsight Article · 8 min read Pooled Customer Success Management: The Water's Fine Abigail Spear In 2 answers
  6. The book that defined the function. Worth reading once if you are building the team, mostly for the ten laws and the argument... Wiley Book · 256 pages Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue Nick Mehta, Dan Steinman and Lincoln Murphy In 2 answers
  7. Separates time to activation (finished setup) from time to value (solved the problem), which is the distinction that explains... Amplitude Article · 10 min read Time to Value: The Key to Driving User Retention Michele Morales In 2 answers
  8. Indian founders comparing notes on hiring for grit and coachability over resumes, and on what it really costs to sell into the... SaaSBoomi Article · 8 min read How to Scale Efficiently: Strategies, Pitfalls, and Success Stories from SaaSBoomi's Playbook Roundtables SaaSBoomi In 2 answers
  9. Roberge's hiring formula in short form: the five traits that actually correlated with performance at HubSpot, and the finding... Freshworks Article · 12 min read A 12-minute summary of The Sales Acceleration Formula by Mark Roberge Freshworks In 2 answers
  10. Territory design treated as a fairness problem: every rep should have an equal shot at quota, which means balancing account... Everstage Article · 14 min read Sales Territory Planning Best Practices Everstage In 2 answers
  11. Honest about the failure modes, sandbagging in anticipation of the next SPIFF, budget creep, and erosion of intrinsic... Everstage Article · 12 min read The Ultimate Guide to Spiff Sales Incentives Everstage In 2 answers
  12. Three concrete ways to handle the awkward case where the product sourced the deal, including a higher first contract rate with... QuotaPath Article · 10 min read How to build PLG sales comp plans QuotaPath In 2 answers
  13. Measured across more than a million opportunities at 1,418 companies, so it is actual behaviour data rather than a vendor... Gong Labs Article · 10 min read How AI really affects your sales deals: ROI Insights Dan Morgese In 2 answers
  14. Gives you a scoring framework for deciding which tools survive the next renewal, and argues convincingly that four functional... Unify Article · 13 min read How to Choose Your GTM Stack in 2026 (Without Buying 10 Tools) Austin Hughes In 2 answers
  15. The annual dataset on the hundred best private cloud companies, including growth rates, multiples, and how long it now takes to... Bessemer Venture Partners Report · 30 min read The Cloud 100 Benchmarks Report 2025 Byron Deeter, Elliott Robinson, Sameer Dholakia and the Bessemer Atlas team In 2 answers
  16. The piece that set the vocabulary the whole industry now uses for LTV, CAC and churn, still the best single explanation of why... For Entrepreneurs Article · 45 min read SaaS Metrics 2.0: A Guide to Measuring and Improving what Matters David Skok In 2 answers
  17. The formula reference: CAC, months to recover CAC, magic number, net MRR churn and NRR, each with the calculation spelled out.... For Entrepreneurs Article · 20 min read SaaS Metrics 2.0: Detailed Definitions David Skok In 2 answers
  18. The magic number was invented at Scale, so this is the primary source, including the Omniture story behind the name and how the... Scale Venture Partners Article · 8 min read SaaS Metrics: A History of the Magic Number Dale Chang In 2 answers
  19. Separates gross sales efficiency, net sales efficiency and magic number, which most people use interchangeably and should not.... Scale Venture Partners Article · 10 min read SaaS Metrics: A Primer on SaaS Sales Efficiency Dale Chang In 2 answers
  20. Call transcript data showing that competitors surfacing early raise your win odds while competitors surfacing late lower them.... Gong Labs Article · 7 min read How to win competitive sales deals Chris Orlob In 2 answers
  21. For each metric it names the underlying behaviours you can actually coach, which is what turns a dashboard into a management... Gong Labs Article · 12 min read The 7 sales analytics metrics that enhance team performance Jonathan Costet In 2 answers
  22. Lays out Upekkha's Value SaaS argument that SaaS built from India is structurally capital efficient, which changes what a... Inc42 Article · 10 min read Why Indian Startup Ecosystem Needs More Catalysts Like Upekkha Than Typical Incubators And Accelerators? Team Inc42 In 2 answers
  23. Survey data from over eight hundred private companies, with an efficient growth matrix that plots CAC payback against NRR so... Growth Unhinged Report · 20 min read What's Really Going on in Software: The 2025 SaaS Benchmarks Report Kyle Poyar In 2 answers
  24. Splits competitors into the hordes, the giants and the ghosts and gives a different move for each. The giants section is the... The Marketing Meetup Article · 15 min read Positioning Jujitsu: How to Win Against Powerful Competitors April Dunford 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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