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. Video · 30 min watch Building a $5.6B company with a Product-led Flywheel with Postman's CEO Abhinav Asthana Abhinav Asthana In 4 answers
  2. Video · 2 hr watch Building a world-class sales org | Jason Lemkin (SaaStr) Lenny Rachitsky and Jason Lemkin In 4 answers
  3. Video · 25 min Zoho CEO Sridhar Vembu on the Long Game, Transnational Localism, and the Future of AI Patrick Moorhead and Daniel Newman with Sridhar Vembu In 4 answers
  4. Video · ~30 min How to Talk to Users Eric Migicovsky In 3 answers
  5. Video · 45 min watch How to Build a Tech Partner Program That Works Cloud Software Association In 3 answers
  6. What changes in your story when a developer loved product has to be sold to a CIO who has never heard of you. Directly relevant... Heavybit Video · 35 min Moving into the Enterprise: Fireside with Postman's Founder and CEO Adam Gross with Abhinav Asthana In 3 answers
  7. It makes the point most first-time founders miss, that early on you are selling the founders and the promise that you... Y Combinator Startup Library Video · Talk The Sales Playbook for Founders Tom Blomfield In 2 answers
  8. Video · ~30 min How to Get Your First Customers Gustaf Alstromer In 2 answers
  9. Koomen took Optimizely to $100M ARR and breaks the enterprise funnel down for technical founders who find the pitch meeting... Y Combinator Startup Library Video · Talk Enterprise Sales for Founders Pete Koomen In 2 answers
  10. Video · 45 min watch Postman's Product-Led Growth Journey with Abhinav Asthana, CEO Abhinav Asthana and Shekhar Kirani In 2 answers
  11. Video · 40 min From Outbound to Channel Partnerships: Your Burning Sales Questions Answered by Jason Lemkin Jason Lemkin In 2 answers
  12. A structured curriculum for engineers who have never thought about sales, covering channels, segmentation, quota, comp and... Andreessen Horowitz Video · 16 short videos All Things Sales! 16 Mini-Lessons for Startup Founders Peter Levine
  13. The single best forty minutes for a founder who has never sold anything. Bosmeny walks through the whole arc from the first... Y Combinator Video · conference talk How to Sell by Tyler Bosmeny Tyler Bosmeny
  14. Video · Conference talk "Big Bets that Paid Off" with Freshworks Founder & CEO Girish Mathrubootham | SaaStr Annual Girish Mathrubootham
  15. Video · Interview The BrowserStack story, from Co-founder and CEO Ritesh Arora Ritesh Arora
  16. Her four recurring failure modes, including misreading your competitive alternatives and the go to market gaps that quietly... Business of Software Video · Conference talk The Hard Parts of Positioning: Learnings from 11 years and 300 technology companies April Dunford
  17. Video · short watch Introduction to AWS Marketplace Amazon Web Services
  18. Video · 40 min Mastering Startup Math: TAM, CAC, Churn, Retention, LTV, Payback and more Shripati Acharya and Amit Somani
  19. Video · 40 min SaaSBoomi Fireside chat with Ritesh Arora, co-founder and CEO of BrowserStack SaaSBoomi
  20. Video · 50 min B2B SaaS Positioning with Anthony Pierri SaaSBoomi
  21. Gross ran Heroku's self serve business and later led Duo and Vimeo, so this is someone describing the machine from the inside... Heavybit Video · 40 min watch Building Self-Serve Go-to-Market with Adam Gross Adam Gross
  22. A full walkthrough of the artefact you need before you hire rep three: the 30 day multi-channel sequence, the openers, the... 30 Minutes to President's Club Video · 60 min watch How to Build Your Outbound Process From Scratch Nick Cegelski and Armand Farrokh
  23. Hasura's own account of the two hardest transitions in developer-led growth: moving from a project people like to a product... Inc42 Academy Video · 60 min watch How Hasura Built India's First Open Source Unicorn Inc42 Academy
  24. Video · Interview Vidit Aatrey on Building Meesho, India's Top Reselling Platform, with Adora Cheung Vidit Aatrey

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
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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