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. Podcast · 66 min John Lee on Scaling Sales Comp for 5,000+ Reps at @LinkedIn I Uncappd Insider I Everstage I John Lee
  2. Video · 45 min 5 Step Framework for Defining Product-Qualified Leads (PQLs) Pocus
  3. Video · 29 min GitHub’s Approach to Implementing Product Qualified Leads (Thibault Imbert & Morgane Palomares) Thibault Imbert and Morgane Palomares
  4. Video · 59 min SaaS Talk #17: Product-Led Growth Rishen Kapoor and Sanket Shah
  5. Video · 61 min Crafting Your SaaS Pricing Strategy - SaaSBoomi Ajit Ghuman
  6. Video · 18 min Pricing for Product Led Growth - Kyle Poyar Kyle Poyar
  7. Video · 8 min Reduce Time-To-Value (TTV) to Maximize Onboarding Success | Wes Bush Wes Bush
  8. Video · 31 min How HEY Onboards New Users feat. Wes Bush And Josh Garofalo | User Onboarding Teardown Ramli John, Wes Bush and Josh Garofalo
  9. Video · 6 min Slack #UX Teardown - How Does Slack Onboard Users? UserGuiding.com
  10. Video · 43 min The Cadence: How to Turn Your SaaS Startup into an Army w/Craft Ventures General Partner David Sacks David Sacks
  11. Video · 3 min CAC Payback Period | SaaS Metrics School | The SaaS CFO Ben Murray
  12. Video · 4 min Adapting CAC Payback Period for Usage-Based SaaS Models | SaaS Metrics School | CAC Payback Period Ben Murray
  13. Video · 49 min 2025 Sales Planning Masterclass Series: Data-Driven Sales Territory Planning Fundamentals Forma.ai
  14. Video · 37 min EP #3 - GTM Excellence with Factors.ai | Srikrishna Swaminathan - Co-founder & CEO at Factors.ai Srikrishna Swaminathan
  15. Video · 53 min SaaS Go To Market Strategy: A 7 Step Go to Market (GTM) Playbook (Khadim Batti - Whatfix) Khadim Batti
  16. Video · 13 min SaaS Metrics to track for Initial Stages | Chargebee Chargebee
  17. The answer says the coverage you need is one over your win rate, and this episode is two SaaS metrics veterans testing that... The Metrics Brothers Podcast · 22 min Is Pipeline Coverage Ratio simply the Inverse of Win Rate? Ray Rike and Dave Kellogg
  18. Two revenue operators on why forecasts miss and what actually moves accuracy, which is the honest counterpart to the answer's... The Revenue Formula Podcast · 32 min Sales forecasts suck Toni Hohlbein and Raul Porojan
  19. If you want to know what the job really is day to day, listening to practitioners argue about where it goes wrong tells you... The Revenue Formula Podcast · 44 min Why RevOps is broken (with Jeff Ignacio) Jeff Ignacio with Toni Hohlbein and Raul Porojan
  20. A deliberately blunt case that a coverage number tells you nothing about whether the pipeline underneath it is real, which is... The Revenue Formula Podcast · 26 min Pipeline coverage is worthless Toni Hohlbein and Raul Porojan
  21. A diagnostic conversation about where self-serve funnels leak, which backs the answer's instruction to leave the pricing page... The Revenue Formula Podcast · 43 min Why PLG suck, and how to fix it (with Wes Bush) Wes Bush with Toni Hohlbein and Raul Porojan
  22. The question is whether the machine returns more than you feed it before you add reps, and this episode works through unit... The Revenue Formula Podcast · 42 min Better unit economics, PLG + SLG and more (with Kevin McIntyre) Kevin McIntyre with Toni Hohlbein and Raul Porojan
  23. Trial conversion without the nagging is mostly about timing prompts to what the user just did and setting trial length off your... ProductLed Podcast Podcast · 52 min Why Your Free Trial Isn’t Converting, and How to Fix It with PLG ProductLed Podcast
  24. A grounded read on where AI earns its place in the GTM stack, from a founder building pipeline analytics rather than selling... SaaS Sessions Podcast · 37 min S9E2 - How AI is Revolutionizing Attribution for Modern GTM Teams ft. Deepinder Dhingra, RevSure Deepinder Dhingra with Sunil Neurgaonkar

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 →