GTM

The resources go-to-market people actually use.

Every article, video, podcast and book behind 359 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 margin defence most companies are actually reaching for. Poyar's number is the one to remember: roughly 70 to 80 percent of... Growth Unhinged Newsletter · 14 min read Why everyone's switching to AI credits Kyle Poyar In 2 answers
  2. Gives you the current benchmarks to set expectations with your board (roughly 45 to 53 percent depending on how much of the... Jeff Brokaw Article · 12 min read AI Gross Margins: Why the 90% SaaS Benchmark Is Gone Jeff Brokaw In 2 answers
  3. This is the episode where the failure comes first: why Fashnear did not work, and then the step by step of power user analysis,... Prime Venture Partners Podcast Podcast · Podcast episode with full transcript Vidit Aatrey Founder & CEO Meesho on Building a Category-Defining Startup Vidit Aatrey In 2 answers
  4. Isford's team found Airtable's aha moment and lifted activation about 20 percent by rebuilding onboarding around it, so this is... Lenny's Podcast Podcast · 64 min Mastering onboarding | Lauryn Isford (Head of Growth at Airtable) Lauryn Isford with Lenny Rachitsky In 2 answers
  5. Video · 40 min From Outbound to Channel Partnerships: Your Burning Sales Questions Answered by Jason Lemkin Jason Lemkin In 2 answers
  6. Podcast · 72 min Pricing your AI product: Lessons from 400+ companies and 50 unicorns | Madhavan Ramanujam Madhavan Ramanujam, with Lenny Rachitsky In 2 answers
  7. Podcast · 26 min S6E1 - Product Led Growth ft. Ruchin Kulkarni, Co-founder of Toplyne.io Ruchin Kulkarni In 2 answers
  8. Podcast · 11 min The AI SDR Is Overhyped - Here's What Actually Works | Cold To Close Episode 4 Smartlead In 2 answers
  9. Podcast · 46 min How to Run B2B GTM When Your Buyer Asks ChatGPT First Alon Waks In 2 answers
  10. Podcast · 45 min Getting SaaS pricing right (1/2) - Varun Shoor, Kayako | BTS E14 | SaaSBoomi Podcast Varun Shoor In 2 answers
  11. Microsoft's own announcement of the sender rules for Outlook.com, Hotmail and Live addresses, which made Microsoft the third of... Microsoft Tech Community (Outlook blog) Article · 6 min read Strengthening email security: Outlook's new requirements for high-volume senders Puneeth In 2 answers
  12. The government's own plain-language backgrounder on the DPDP Act and the Rules notified in November 2025: what a data fiduciary... Press Information Bureau, Government of India Report · 7 pages DPDP Rules, 2025 Notified: A Citizen-Centric Framework for Privacy Protection and Responsible Data Use Press Information Bureau, Government of India In 2 answers
  13. Abel has coached 300+ early founders through their first sales, and this walks the whole path from cold outreach to procurement... Lenny's Podcast Podcast · ~90 min The ultimate guide to founder-led sales Jen Abel
  14. Kazanjy is good on the thing founders skip: the leading indicators that tell you a motion is repeatable before the revenue... Lenny's Podcast Podcast · ~80 min Founder-led sales Pete Kazanjy
  15. 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
  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. 91 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. 90 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 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
eChai Partner Brands The partnership →