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. Has the diagnostic that is genuinely useful: if people cannot tell what you do, or you get compared to the wrong competitors,... Intercom Podcast · Full episode with transcript Ambient Strategy's April Dunford on what marketers get wrong about positioning Geoffrey Keating with April Dunford
  2. The 2025 refresh across 326,000 calls, which is more honest than the famous 2016 number: won deals sit near 57 percent talk... Gong Article · Short read Mastering the talk-to-listen ratio in sales calls Gong Labs
  3. The clearest thresholds anyone has published for this decision, plus the warning that matters: the pipeline your new sales team... elenaverna.com Newsletter · Long read Why, When, and How to add Sales to your Product-Led Growth motion Elena Verna
  4. The reasoning is better than the headline: with one rep you cannot tell whether success or failure came from the person or the... SaaStr Article · Short read When You Hire Your First Sales Rep, Just Make Sure You Hire Two Jason Lemkin
  5. Founder led selling with the receipts: 500 personalised cold emails in a month, a first customer signed before the product... SaaS Club Podcast · Full episode 3 Years of Zero Traction Then Finding Product-Market Fit (Whatfix, Khadim Batti) SaaS Club with Khadim Batti
  6. The four failure modes (feature shock, minivations, hidden gems, undead) give you vocabulary for a conversation most teams keep... First Round Review Article · Long read It's Price Before Product. Period. First Round Review with Madhavan Ramanujam
  7. Goes deeper than the article on how to actually run a willingness to pay conversation, plus the maximise, penetrate and skim... Lenny's Podcast Podcast · Full episode with transcript The art and science of pricing | Madhavan Ramanujam (Monetizing Innovation, Simon-Kucher) Lenny Rachitsky with Madhavan Ramanujam
  8. The tactical half of her thinking: founding documents, operating principles, titles, and how to actually get a large team... Lenny's Podcast Podcast · Full episode with transcript Lessons from scaling Stripe | Claire Hughes Johnson (former COO of Stripe) Lenny Rachitsky with Claire Hughes Johnson
  9. Over 100 pages of it are worksheets, templates and real example documents rather than prose, which is why go to market leaders... Stripe Press Book · Full book Scaling People: Tactics for Management and Company Building Claire Hughes Johnson
  10. Has the number that makes the point: over 80 percent of Rocketlane's 600 plus enterprise customers are in the US. Also carries... Forbes India Article · Long read SaaS startup Rocketlane is going global Siddhant Konduskar
  11. A ground level account of what Indian founders actually run into when they set up in the US, down to the go to market starter... SaaSBoomi (Medium) Article · Long read Onward to building a strong US-India SaaS corridor: The Rise of #IndiaSaaS Avinash Raghava
  12. Shows what Zoho's engine looks like now: 25 plus offices in regions people usually emigrate from, local hiring, local pricing,... diginomica Article · Long read ZohoDay 2024: Zoho's local approach to global expansion Phil Wainewright
  13. Written from Chennai by a team that runs billing for thousands of self-serve SaaS businesses, so the AARRR breakdown here is... Chargebee Article · 12 min read The Secret to Scaling your SaaS Product with Product Led Growth Sinduja Pk
  14. Names the specific Indian habit this hub exists to fix: leaning on sales headcount and human touch instead of product... SaaSBoomi Article · 8 min read A SaaS Future with Product as the Epicentre Matthew John
  15. Updates the PLG argument for products where AI does part of the onboarding, with the engagement loop and self-service... SaaSBoomi Article · 10 min read Product-led Growth in an AI-driven SaaS Economy SaaSBoomi Editorial Team
  16. Zenoti's Sudheer Koneru and CleverTap's Anand Jain on customer acquisition and business model choices while building global... SeedToScale by Accel Podcast · 55 min listen Scaling your Startup Anand Daniel
  17. Specifically about SIs rather than partners in general, including the split where the SI carries early stage sales and adoption... Relevize Article · 8 min read Pros and Cons of System Integrator Partnerships: Six Tips for Success Relevize
  18. Video · short watch Introduction to AWS Marketplace Amazon Web Services
  19. Explains the two things that make Azure worth the effort: customers can buy against an existing Microsoft agreement or cloud... Microsoft Learn Article · 8 min read Overview of Microsoft Marketplace for publishers Microsoft Learn
  20. Shows the part founders underestimate about app stores: you are subject to someone else's review, pause and resubmission cycle,... Shopify Developers Article · 10 min read Shopify App Store review process Shopify Developers
  21. 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
  22. 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
  23. An Indian SaaS company arguing that NDR, not growth rate, is the metric that survives a tight funding market, with the Ford... Chargebee Article · 10 min read Ford, Net Dollar Retention, and Bringing Objectivity to Revenue Growth Arijit Bose
  24. Makes the counterintuitive argument that a frictionless cancellation flow increases loyalty, and backs it with cancel-moment... Chargebee Article · 12 min read Customer Retention For SaaS: Strategies To Ensure Continual Growth Sriya Srinivasan

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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
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