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 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
  2. The plainest definition of attract, engage, delight from the company that coined the term and built a public company on it.... HubSpot Article · short read What Is Inbound Marketing? HubSpot
  3. Explains why the deck that impresses a VC actively repels a buyer: different positioning, different proof, different ask. If... aprildunford.com Article · short read Why Your Investor Pitch Is Ruining Your Sales Pitch April Dunford
  4. Four actual research methods (Van Westendorp, Becker-DeGroot-Marschak, Gabor-Granger, discrete choice) explained well enough to... Lenny's Newsletter Newsletter · long read The ultimate guide to willingness-to-pay Kristen Berman
  5. Answers the two packaging questions that actually come up: when to bundle a new feature into a tier and when to sell it as an... Growth Unhinged Newsletter · 6 min read Your guide to SaaS packaging 201 Kyle Poyar
  6. The bounding method for a first price (cost to serve as the floor, cost of a heavy power user as the ceiling) plus the advice... Andreessen Horowitz Essay · long read The Price Is Right: And for Early-Stage SaaS Companies, It Needs to Be Steven Sinofsky
  7. A first-hand account of moving from product-led growth to enterprise sales and the pricing changes that made the revenue work,... Prime Venture Partners Podcast Podcast · podcast episode Why Private Equity Paid $8.4 BILLION for Smartsheet Prime Venture Partners with Praerit Garg
  8. Explains the platform fee plus included usage plus overage structure that most AI-era companies are converging on, with Twilio... Chargebee Article · 9 min read The Great Middling: Hybrid Pricing Model and its Growing SaaS Relevance Harikrishna
  9. The reference account of India's biggest product-led company: a Chrome extension that reached 20 million developers with no... Forbes India Article · long read Emerging Indian SaaS Leaders: Postman's Abhinav Asthana, Ankit Sobti and Abhijit Kane Harichandan Arakali
  10. Uses the same frequency and importance graph as the pricing piece to work out which product behaviours to build growth around,... SeedToScale by Accel Article · long read Product-led Growth for SaaS Companies Dr. Ajay Sethi
  11. Tracks adoption of usage-based pricing from 45 percent to 63 percent of SaaS companies and, more usefully, flags data mediation... Chargebee Article · 6 min read Usage-based Pricing: Growth and Adoption in a Changing Landscape Arijit Bose
  12. Video · Conference talk "Big Bets that Paid Off" with Freshworks Founder & CEO Girish Mathrubootham | SaaStr Annual Girish Mathrubootham
  13. Vembu walks through the actual mechanics: the pivot after the dot com crash, ManageEngine turning profitable on Google ads, and... Mixergy Podcast · Full episode "The Smartest Unknown Indian Entrepreneur" Talks About How He Built Zoho Into A Bootstrapped Powerhouse, with Sridhar Vembu Andrew Warner with Sridhar Vembu
  14. The best single profile of how Zoho funded itself, split into WebNMS, ManageEngine and Zoho.com, and built a talent pipeline... Forbes India Article · Long read The Bootstrapped Buddhist: How Sridhar Vembu built Zoho Harichandan Arakali
  15. Vembu explains the segment choice in his own words: go to the customers who find the premium products unaffordable, then grow... Thought Economics Article · Long read Sridhar Vembu: How He Bootstrapped Zoho to $1 Billion Without Investors Vikas Shah
  16. Asthana says plainly that Postman built customer success instead of a sales team early on. That one staffing choice explains... OpenView Article · Short read Postman on Designing for the End User and Product-led Success Abhinav Asthana
  17. Video · Interview The BrowserStack story, from Co-founder and CEO Ritesh Arora Ritesh Arora
  18. The founder saying it in his own words: no ads, no sales team with targets, not much marketing, and about 1,000 people while... Nithin Kamath (Substack) Essay · Long read Inside the making of Zerodha Nithin Kamath
  19. 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
  20. A quick companion to the podcast, with the origin of the inbound insight and the counterintuitive calls laid out in five... HubSpot INBOUND Article · Short read Brian Halligan and Dharmesh Shah: How They Built HubSpot HubSpot (Guy Raz interview recap)
  21. Fills in the part the founder interviews skip: how the team formed out of Zoho, how they picked recurring billing, and the... SeedToScale (Accel India) Article · Long read The Early Story of Chargebee: Why it's Better to Start with People, not Ideas Prabhakar Reddy
  22. Seven concrete lessons with the numbers attached, including the 15 minute time to value and net retention above 140 percent.... aakashg.com Article · Long read Datadog: The Archetypal Example for SaaS Product-Led Growth Aakash Gupta
  23. The memo itself, published by Butterfield. Read the primary source rather than the hundred posts summarising it, because the... Medium Essay · Short read We Don't Sell Saddles Here Stewart Butterfield
  24. 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

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 →