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 actual eligibility bar for co-selling with AWS, in AWS's own words: marketplace listing, ACE eligibility, 5 launched and 15... Amazon Web Services Tool · 10 min read AWS ISV Accelerate Program Amazon Web Services In 5 answers
  2. Six distinct programs on one page (consulting, GSI, distributor, VAR, affiliate, marketplace) is the fastest way to see how a... Zoho Tool · 6 min read Zoho Partner Programs Zoho In 4 answers
  3. Worked examples with real numbers for an SDR at 70:30, a CS role at 75:25 and a presales engineer at 80:20, each with quota,... Everstage Template · 15 min read Sales Compensation Structure: The Guide With Role-Based Templates Everstage In 4 answers
  4. The clearest example of a platform treating partners as a real business: 1.3 billion dollars paid to partners in 2025 across... Shopify Tool · 6 min read Shopify Partner Program Shopify In 3 answers
  5. Their public teardowns and positioning strategies are the fastest way to see the same product framed four or five different... fletchpmm.com Tool · Browse FletchPMM: Homepage Positioning for B2B Software Startups Anthony Pierri and Robert Kaminski In 3 answers
  6. The live version of an Indian origin channel at scale: 500 plus channel partners in 80 plus countries, 400 plus technology... Freshworks Tool · 5 min read Freshworks Partner Program Freshworks In 2 answers
  7. Go look at the actual asset rather than reading about it. No signup, no paywall, no ads, and it is the top of Zerodha's funnel.... Zerodha Tool · Ongoing library Zerodha Varsity: Free Stock Market and Trading Courses Online Karthik Rangappa
  8. A well built program from an Indian origin SaaS company, useful as a template: directory listing, co-marketing, certification,... Chargebee Tool · 5 min read Chargebee Solution Partner Program Chargebee
  9. Shows a clean two track split (technology partners versus solution partners) at real scale, 250 plus partners across 35 plus... MoEngage Tool · 5 min read MoEngage Catalyst Partner Ecosystem MoEngage
  10. This is the actual five step recipe for turning open ended consulting into one fixed offer you can sell repeatedly: research... jonathanstark.com Template · 10 min read Productized Service Creation Process Jonathan Stark
  11. Real reported rupee numbers for the entry point of a GTM career in India, with total compensation ranging from about 3.8 lakh... PayScale Tool · 5 min browse Sales Development Representative (SDR) Salary in India PayScale
  12. Included as a caution as much as a benchmark. The India average here sits near 3.3 lakh because the title Account Executive... PayScale Tool · 5 min browse Account Executive Salary in India PayScale
  13. The most direct way to see what a serious fractional leader is trained to deliver: niche definition, qualifying engagements, a... Pavilion University Course · 6 week course How to Succeed as a Fractional Sales Leader Sophie Carter and Tom Glason
  14. A word-for-word script showing the six moves (permission, verification, context, problem, labelling, poke) on a real product.... joshbraun.com Template · 5 min read Poke the Bear Cold Call Script Josh Braun
  15. The practical version, with templates: audit your historical deals, split standard from custom, and build an approval matrix by... RevOps.io Template · 15 min read A Framework for Building Your Deal Desk (+ 2 Free Templates) Asia Corbett

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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