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 · 36 min Don't review messaging internally, message test instead w/ Peep Laja Peep Laja
  2. Podcast · 27 min Single-Product vs. Multi-Product Positioning: A Comprehensive Guide April Dunford
  3. Podcast · 57 min Matt Dixon Explains the JOLT Effect | How to Avoid "Think it Overs" with Potential Customers! Matt Dixon
  4. Podcast · 24 min New Thinking on Market Categories April Dunford
  5. Video · 35 min Free Trial vs Freemium - Use the MOAT Framework to Decide Wes Bush
  6. Video · 10 min Breaking Into Product Led Growth | PLG series with TPF | The Product Folks | Himanshu Garg Himanshu Garg
  7. Video · 38 min Key Product-Led Growth Metrics To Monitor Allan Wille
  8. Video · 57 min OpenView's SaaS Benchmarks Report with Kyle Poyar - 2023 Kyle Poyar
  9. Video · 58 min Onboarding Workshop: How to Diagnose and Fix Drop-Off customerio
  10. Video · 57 min Activation Masterclass Mixpanel
  11. Video · 17 min The 6 Most Common User Onboarding Mistakes 1,000 SaaS Companies Made Aazar Shad
  12. Video · 22 min The Real Reason Most A/B Tests Don't Move Conversions Andrew Capland
  13. Video · 55 min Master The North Star Metric with THIS Workshop Miro
  14. Podcast · 76 min The ultimate guide to product-led sales | Elena Verna Elena Verna
  15. Video · 53 min Accelerating Time to Value Using Lean Methodology: How Gainsight Decreased TTV by 66% Pablo Dominguez
  16. Podcast · 104 min The original growth hacker reveals his secrets | Sean Ellis (author of “Hacking Growth”) Sean Ellis
  17. Podcast · 28 min What to do when your champion LEAVES! | The Customer Success Hotline #1 Kristi Faltorusso and Stino Verhelst
  18. Podcast · 52 min Building Effective Customer Health Scores with Jeff Beaumont of GitLab - Ep. 4 | Digital CS Podcast Jeff Beaumont
  19. Podcast · 34 min Reducing customer churn - Andrew Michael on The Product Experience Andrew Michael
  20. Video · 15 min Net Revenue Retention for SaaS: Key Metric or Disguise for Disappointing Performance? Brian DeChesare
  21. Podcast · 24 min Decoding Metrics For Early Stage Startups with Gaurav Ranjan VP Investments Prime Venture Partners Gaurav Ranjan
  22. Podcast · 30 min How to Scale Revenue With a "Land & Expand" Model (Eleanor Dorfman, ReTool) Eleanor Dorfman
  23. Video · 19 min How to REDUCE CHURN through CUSTOMER Exit INTERVIEWS Irit Eizips
  24. Video · 54 min SaaS Talks #32: Customer Success feat. Manan Shah, Recruiterflow & Varun Sharma, Enterpret Manan Shah and Varun Sharma

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 →