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. Ten hard rules from a Lightspeed India partner on selling into the US from India, including the happy ears trap and the above... SaaSBoomi Article · 9 min read The do's and don'ts of cross-border GTM Dev Khare
  2. Good specifically on data silos and on the difference between marketing analytics, product analytics and attribution, which is... Factors.ai Article · 18 min read The Ultimate Guide to Marketing Analytics for SaaS Companies Ninad Pathak
  3. Rare conversation that ties category creation directly to pricing power and to reading real product market fit signals in... a16z Podcast · 37 min a16z Podcast: Creating a Category, from Pricing to Positioning Martin Casado, Michel Feaster, Sonal Chokshi
  4. A four stage model for analyst relations from inbound only to a dedicated team, written for founders rather than AR... a16z Article · 14 min read Why You Should Engage With Analysts, and How to Do It Right Michael King and Stacy D'Amico
  5. A long interview covering how Freshworks built credibility with US buyers from Chennai, and how the brand kept up as the... Accel India Insights (SeedToScale) Article · 20 min read Girish Mathrubootham on building and scaling Freshworks Anand Daniel
  6. Video · 40 min SaaSBoomi Fireside chat with Ritesh Arora, co-founder and CEO of BrowserStack SaaSBoomi
  7. Video · 50 min B2B SaaS Positioning with Anthony Pierri SaaSBoomi
  8. Walling bootstrapped five companies, so this is the rare GTM book written by someone who never had money to waste. The... MicroConf Book · Book, about 200 pages The SaaS Playbook: Build a Multimillion-Dollar Startup Without Venture Capital Rob Walling
  9. Cohen names the exact trap a broke founder falls into: running the same tactics as a million other companies and being... A Smart Bear Essay · 15 min read If you build it, they won't come, unless… Jason Cohen
  10. It lays out five stages from pre revenue to scaling and tells you what the founder's job is in each one, which is the clearest... Euclid Insights Article · 10 min read The Truth About Founder-Led Sales Euclid Ventures
  11. Pai splits PMF into product to problem fit and then motion to market fit, and that second half is exactly what founders mean... sajithpai.com Essay · 40 min read PMF Playbook: Chapter I, Understanding PMF Sajith Pai
  12. This is the piece that explains why your CRM looks empty while your product is spreading: developers evaluate in Discord,... Common Room Article · 12 min read Selling to developers: how to bring devs to the buying table Eric Wendt
  13. Built from interviews with the founders of Heroku, LaunchDarkly, Netlify, CircleCI, Fastly and Tailscale, so it is the... Heavybit Article · 16 min read How to Launch a Dev-First Startup: First Principles Andrew Park
  14. Balfour ran growth at HubSpot and later founded Reforge, and this is still the cleanest statement of why a growth team needs... brianbalfour.com Essay · 10 min read Growth vs Marketing vs Product Brian Balfour
  15. 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
  16. Morgan's whole subject is the exact fear that keeps agency founders generalist: that narrowing will shrink the pipeline. He... Philip Morgan Consulting Book · Book, about 130 pages The Positioning Manual for Technical Firms Philip Morgan
  17. One page, one fill in the blank sentence: I am a DISCIPLINE who helps TARGET MARKET with EXPENSIVE PROBLEM, unlike competitors... jonathanstark.com Article · 6 min read Crystalizing Your Specialization Jonathan Stark
  18. Nineteen concrete launch moves, drawn from NFX advising sixty plus marketplace startups, rather than another abstract essay... NFX Article · 20 min read 19 Tactics to Solve the Chicken-or-Egg Problem and Grow Your Marketplace James Currier
  19. Chen ran growth at Uber and now invests at a16z, and this is his curated shelf of the twenty essays worth reading on... andrewchen.com Article · 5 min read, then hours of reading Required reading for marketplace startups: The 20 best essays at andrewchen Andrew Chen
  20. The clearest account of the choice at the heart of Indian marketplace GTM: matchmaking versus full stack. It shows what Urban... Tigerfeathers Article · 30 min read A Spotlight on Urban Company Paavan Gami
  21. Vembu built a global software company from Tenkasi with no outside funding, and this interview is him explaining the structural... Dataquest India Article · 12 min read Zoho's Unconventional Path: Building a Global Tech Giant from India's Heartland Aanchal Ghatak
  22. This is where the capital efficiency claim comes from with numbers attached: Indian SaaS companies running 80 to 100 percent... Bessemer Atlas Report · 45 min read The Rise of SaaS in India Bessemer Venture Partners
  23. You cannot take a motion apart without numbers to compare against, and this has them: 9 percent average free to paid, freemium... ProductLed Report · 15 min read Product-Led Growth Benchmarks: Key SaaS Findings and Trends Laura Kluz
  24. 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

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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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