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. Makes the distinction between competitors and competitive alternatives, and points out that the status quo wins roughly one... aprildunford.com Article · 8 min read Positioning and Competition April Dunford In 2 answers
  2. Arora on building from Mumbai for 135 countries without ever raising primary capital, which is the credibility argument in its... Inc42 Article · 12 min read Build Local, Think Global: The Vision of BrowserStack's Ritesh Arora Inc42 BrandLabs In 2 answers
  3. Actual job posting data instead of opinion: GTM posts down 15 percent, SDR posts down 21 percent, support down 37 percent,... Growth Unhinged Newsletter · 10 min read Who's actually hiring in GTM right now? AI companies are doubling SDR hiring Kyle Poyar In 2 answers
  4. Names the roles precisely (end user, champion, economic buyer, influencer, veto power, procurement) so you stop calling... Disciplined Entrepreneurship (MIT) Article · 10 min read The Decision-Making Unit: The Who-is-Who of Your B2B Sales Process Martin Giese and Matthias Hilpert In 2 answers
  5. A concrete menu of the events that put an account into a buying window, from job changes to fiscal cycles, which is exactly... UserGems Article · 10 min read 18 buying triggers for identifying B2B buying cycles UserGems In 2 answers
  6. The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite... Klue Article · 14 min read How to Conduct Win-Loss Interviews: Step-By-Step Guide Klue In 2 answers
  7. Accel India's three tests for a segment (uniformity, enough size, reachability at a sane acquisition cost) are the cleanest way... SeedToScale Insights (Accel India) Article · 12 min read Defining Your Market: Choose the right peak before you start climbing the mountain Accel India In 2 answers
  8. The cleanest statement of the boundary you are asking about: positioning is the input, and messaging, taglines and branding are... aprildunford.com Article · 10 min read An Introduction to Positioning April Dunford In 2 answers
  9. Three real startup homepages taken apart, showing the whole chain from positioning statement to messaging to the actual... MKT1 Newsletter Newsletter · 20 min read Positioning & messaging teardown, with Anthony Pierri Emily Kramer and Anthony Pierri In 2 answers
  10. Walks an Indian SaaS team from positioning through story, style guide and proof, with Keka and Chargebee as worked examples... Inc42 Article · 10 min read Indian SaaS Startups' Guide To Brand Marketing Komal Ahuja In 2 answers
  11. The operational half of taking on an incumbent: timing outreach to renewal windows, mining review sites for the buyer's own... MarketBetter Article · 22 min read How to Run a Competitive Displacement Campaign: The Complete Playbook for Winning Deals From Incumbent Vendors MarketBetter Team In 2 answers
  12. A founder writing up her own repositioning in detail, including naming Intercom and Customer.io directly and landing on a... Userlist Article · 16 min read How We Used April Dunford's 10-Step Method to Overhaul Positioning at Userlist Jane Portman In 2 answers
  13. The clearest Indian example of a company outgrowing its own product name and building an umbrella brand over Freshservice,... Forbes India Article · 7 min read Freshdesk rebrands as Freshworks to reflect bigger business management software ambition Harichandan Arakali In 2 answers
  14. Settles the LinkedIn versus email versus phone argument with one team's real logs: 451,895 calls, 149,376 emails, 39,679 booked... Cognism Report · 30 min read State of Outbound 2026 Cognism In 2 answers
  15. Names the six channels B2B companies actually grow on and shows how top companies weight them, which is the frame you need when... Lenny's Newsletter Newsletter · 20 min read Scaling your B2B growth engine Lenny Rachitsky In 2 answers
  16. Casado's argument that the modern B2B winners combine bottom-up adoption with a sales layer is the clearest framing of why... Andreessen Horowitz Essay · ~15 min read Growth, Sales, and a New Era of B2B Martin Casado
  17. Shows what changes at each level rather than just listing titles, which is what you need if you are trying to work out whether... Product Marketing Alliance Article · ~12 min read The product marketing career path: From Associate to VP Product Marketing Alliance
  18. Splits the ecosystem into India-first companies serving the domestic market and global-first companies exporting, which is... Bessemer Venture Partners Report · Long report The Rise of SaaS in India 2023 Bessemer Venture Partners
  19. Tracks the Indian companies crossing $100M ARR and what changed in their motion to get there, which is the population you are... Bessemer Venture Partners Report · Long report The Rise of Cloud AI in India 2024 Bessemer Venture Partners
  20. Features the former Director of RevOps at Freshworks making the point that in recurring revenue you cannot draw a border... Chargebee Article · ~8 min read Revenue Operations: 3 Nuggets Of Wisdom From RevOps Leaders Sumyukthaa Sankar
  21. Zoho's answer to the being-from-India question is local teams, local offices and local pricing rather than louder marketing,... diginomica Article · ~10 min read Zoho talks up 'transnational localism' as key to success Chris Middleton
  22. Vembu on why India is Zoho's fastest growing market and could become its largest, which is the strongest available... Forbes India Article · ~12 min read Sridhar Vembu is preparing Zoho for the rise of India Harichandan Arakali
  23. A four stage maturity model, from payment processing through billing automation and subscription management to full RevOps,... Chargebee Article · ~10 min read The Revenue Operations Evolutionary Framework for SaaS Chargebee
  24. The practical companion to the openers research: talk to listen ratios, when in the day to dial, the collaborative language... Gong Article · long read Essential cold calling tips: 17 proven techniques for success Chris Orlob

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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