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. Gives testable definitions for pipeline, best case and commit, including the entry criteria a deal must meet. Copy these into... Clari Article · 9 min read Defining Sales Forecast Categories to Drive Reliable Revenue Blair Stokes In 6 answers
  2. The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem... Gong Article · 10 min read What is Revenue Intelligence? Why Gong Pioneered The Category in 2019 Jonathan Costet In 6 answers
  3. Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that... [Un]Churned, Gainsight Podcast · 49 min A Masterclass in Category Creation from the Leaders at Gong and Gainsight Josh Schachter with Udi Ledergor and Lauren Olerich In 6 answers
  4. Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the... Exit Five Podcast · 53 min How to Master B2B Positioning with Anthony Pierri (Fletch PMM) Dave Gerhardt with Anthony Pierri In 6 answers
  5. Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a... Grow & Tell Podcast · 55 min Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter Alex Kracov with Peep Laja In 6 answers
  6. The clearest single hour on how positioning, segmentation and personas differ and how they connect to the sales call. Dunford... Lenny's Podcast Podcast · ~60 min April Dunford on product positioning, segmentation, and optimizing your sales process April Dunford In 5 answers
  7. A real company showing its ICP before and after, including the messy middle where they were guessing. The point that narrow... Product for Engineers (PostHog) Newsletter · ~12 min read Defining our ICP is the most important thing we ever did Andy Vandervell In 5 answers
  8. The most systematic treatment of recurring revenue as an engineered system rather than a set of departments, with 250+... Winning by Design Book · 556 pages Revenue Architecture Jacco van der Kooij In 5 answers
  9. Covers ICP definition, the PBC structure for running a sales call, pilot design and weekly forecasting in one place, with... First Round Review Article · long read The Most Common Go-to-Market Questions This Expert Gets from Early Founders First Round Review with Emery Rosansky In 5 answers
  10. The mistake is not the hire, it is stepping out of sales afterwards, which Lemkin reckons about two thirds of founders do and... SaaStr Article · short read The #1 Mistake I See Founders Make When They Hire Their First VP of Sales Jason Lemkin In 5 answers
  11. Freshworks' early marketing approach documented properly: what they measured, what they spent on, and the argument that below... SeedToScale by Accel Article · long read SaaS Playbook: Marketing Rachit Parekh In 5 answers
  12. The clearest breakdown of the three PQL types (hand-raiser, usage-based, needs-help) and the playbook each one deserves, which... OpenView Article · 15 min read Your Guide to Product Qualified Leads (PQLs) Kyle Poyar In 5 answers
  13. Kazanjy is blunt that almost every bottom-up company eventually adds sales, so the only questions are when and how. He covers... Lenny's Newsletter Article · 25 min read The Transition: Layering sales onto a bottom-up self-serve product Pete Kazanjy In 5 answers
  14. A three step method (brainstorm milestones, regress against retention, then experiment to prove causation) with worked examples... Lenny's Newsletter Article · 15 min read How to determine your activation metric Lenny Rachitsky In 5 answers
  15. Twenty onboarding flows torn apart by product category, so you can find the two or three closest to yours instead of copying... Appcues Article · 20 min read SaaS Onboarding Examples: Lessons from 20+ Top Products Sara Detrik In 5 answers
  16. Makes the point most first timers miss: channel accelerates growth that already exists, it does not create it, and you should... GTMnow Article · 10 min read How to Get Started With Channel Partnerships for SaaS Businesses Shubham Sood In 5 answers
  17. A small company showing its own numbers: their partner manager took the program from under 4% to 10% of revenue in a year on... Close Article · 14 min read Building a B2B SaaS Partner Program: Our 8-Step Process Amy Copadis In 5 answers
  18. The actual eligibility bar for co-selling with AWS, in AWS's own words: marketplace listing, ACE eligibility, 5 launched and 15... Amazon Web Services Tool · 10 min read AWS ISV Accelerate Program Amazon Web Services In 5 answers
  19. AWS explaining its own co-sell machinery: business planning in Partner Central, partner matching, multi partner deals that... AWS Partner Network Blog Article · 9 min read Unlocking Synergies: Maximizing Co-Sell Opportunities with AWS Priya Bains In 5 answers
  20. Published margin bands from an Indian origin company: 10 to 15% referral, 20 to 30% solution provider with deal registration... DQ Channels Article · 9 min read Freshworks partner program: insights into the evolving channel ecosystem Bharti Trehan In 5 answers
  21. The cleanest definition of expansion MRR with the formula and the benchmark that matters: top companies get up to 40 percent of... Chargebee Article · 7 min read Expansion MRR: Definition, Formula, and Impact on SaaS Growth Chargebee In 5 answers
  22. Nine chapters covering the QBR structure, the common mistakes (generic content, dwelling on the negative) and how to keep... Gainsight Article · 9 chapters The Essential Guide to Quarterly Business Reviews (QBRs) Gainsight In 5 answers
  23. Shows what a productised CS play looks like when written down for a whole team: a named motion, tied to a product stage, with... The GitLab Handbook Article · reference Customer Success Playbooks The GitLab Handbook In 5 answers
  24. Roughly 47,000 quota carrying reps across 246 companies, with average attainment at 42.7 percent. The number to put in front of... QuotaPath, using RepVue's Cloud Sales Index Report · 8 min read 57% of SaaS Sales Reps Missed Quota in Q2 2025. Here's What That Means QuotaPath, using RepVue's Cloud Sales Index In 5 answers

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 →