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 market you are pricing into, in numbers from 240 companies, so your pricing debate stops being two people's opinions about... Growth Unhinged Report · About 12 min read The state of B2B monetization in 2025 Kyle Poyar
  2. The 8 percent median and the full distribution across 200 B2B products, which tells you fast whether your filter is too loose... Growth Unhinged Report · About 10 min read A new look at free-to-paid conversion Kyle Poyar
  3. Video · Talk The Sales Acceleration Formula | Mark Roberge | Talks at Google Mark Roberge
  4. This is where the numbers live: the rep churn targets, the 25 percent attrition buffer he plans for, and why he will not let a... SaaStr Article · About 20 min read Sales AMA with Mark Roberge: Your Burning Questions Answered (Video + Transcript) Mark Roberge
  5. Six named failure modes including his Sustainable Moat Test, plus the promotion trap that catches almost every first time sales... SaaStr Article · About 12 min read The Most Common SaaS Sales Potholes and How to Avoid Them with Mark Roberge (Podcast #498 and Video) Mark Roberge
  6. The source text for the hiring, training and demand generation formulas, worth owning if you are the person who has to build a... Wiley Book · Book The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million Mark Roberge
  7. Where the profitability argument and the people buy from people line come from, along with his honest read on why Indian SaaS... The Neon Show Podcast · 93 min B2B SaaS Founders Turned VCs Discuss Indian Software Startups | Manav Garg Manav Garg
  8. The concrete deal sizes behind the theory, and the clearest illustration of domain fluency as a moat: he could speak commodity... The Founder Thesis Podcast Podcast · Long-form interview From Coffee Trader to $250M VC: Manav Garg, Together Fund Manav Garg
  9. Video · Interview India SaaS Story - Manav Garg (CE) & Founder, Eka) | Fundraising | Hiring | Going from 0 - 1 Manav Garg
  10. The densest short read on the model: the 76 percent category king number, the Magic Triangle, and the full seven step category... The Marketing Journal Article · About 12 min read "Play Bigger: The How and Why of Category Design" - An Interview with Christopher Lochhead Christopher Lochhead
  11. Two ideas you can use immediately: category names come before company names, and reading acquisition news as the purchase of a... Lochhead on Marketing Podcast · Short episode 025 Category Creation & Category Design: A New Lens On Business Christopher Lochhead
  12. Video · Short explainer Christopher Lochhead on What It Means to Be a Category King Christopher Lochhead
  13. Podcast · Long-form interview Christopher Lochhead, Friend to the Different, Category Design, Author & Pirate, Arrr Christopher Lochhead
  14. The canonical essay, and the one that actually spells out different discovery and monetisation playbooks per segment rather... sajithpai.com Essay · About 28 min read The Indus Valley Playbook Sajith Pai
  15. The updated segment sizes plus the caveat that matters most for planning: consumption growth is not income growth, so a rising... Ideas of India, Mercatus Center Podcast · Podcast episode with transcript Sajith Pai Unpacks the 2024 Indus Valley Annual Report and the Changing Indian Consumer Sajith Pai
  16. How the report is actually assembled and what the 2024 edition covers, which is the usable route in given the report's own home... Sajith Pai's Newsletter Newsletter · About 10 min read Indus Valley Report Reminiscences, Strategy, Tokyo Trains, and Birkin Bags Sajith Pai
  17. It contains the single cleanest proof of the no US sales team claim: the first paying customer was Atwell College in Australia,... Mixergy Podcast · Interview with full transcript The surprising place to find your business idea Girish Mathrubootham
  18. The dated timeline you need to check the story against: founded 13 October 2010, first customer June 2011, 100 customers in 103... Freshworks Article · About 6 min read A golden birthday: Turning 13 on the 13th Sanjay Gupta
  19. Written just after the Nasdaq listing, it states the arrangement plainly: based in Chennai with half of sales origination there... Forbes India Article · About 12 min read Startup to Scaleup: How Girish Mathrubhootham built the Saas-y Freshworks Harichandan Arakali
  20. The founder's own account, including the detail that reframes the whole story: Postman was announced in a Stack Overflow... Postman Blog Article · About 10 min read How we built Postman, the product and the company Abhinav Asthana
  21. Video · Interview From Chrome extension to $5B platform | Postman's journey | Abhinav Asthana (Co-founder & CEO) Abhinav Asthana
  22. The scale the free adoption eventually bought: 17 million developers, 500,000 organisations, and 98 percent of the Fortune 500,... TechCrunch Article · About 4 min read API platform Postman valued at $5.6 billion in $225 million fundraise Manish Singh
  23. The cleanest narrative of how the word of mouth actually ignited: John Resig's tweet, 10,000 beta users in three weeks, then... buildd Article · 6 min read How two IITB grads scaled BrowserStack to $4B valuation & $200M revenue! buildd
  24. The unglamorous version, including two failed ventures first and over 50 investors saying no, which is the context that makes... FactorDaily Outliers Podcast · Podcast episode How Ritesh Arora learned from failures to bootstrap, then turn BrowserStack into a $60m rocket ship Ritesh Arora

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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
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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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