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 benchmark study everyone quotes: good and great net revenue retention by business type, built from 20 growth experts plus... Lenny's Newsletter Newsletter · 15 min read What is good retention? Lenny Rachitsky In 4 answers
  2. A real public company's internal renewal process, published rather than described. You can copy the structure instead of... The GitLab Handbook Article · reference Customer Renewal Tracking The GitLab Handbook In 4 answers
  3. Kellogg's argument that churn has too many definitions to be trustworthy, and that private companies should measure NDR the way... Kellblog Essay · 10 min read plus slides Churn is Dead, Long Live Net Dollar Retention Dave Kellogg In 4 answers
  4. The good, better, best NRR bands (100, 110, 120 plus) that boards actually benchmark against, sitting alongside the efficiency... Bessemer Venture Partners Report · report State of the Cloud 2023 Kent Bennett, Talia Goldberg, Mike Droesch and others In 4 answers
  5. The formula written out term by term, with the three performance bands. The right first read if you have been nodding along in... Stripe Article · 9 min read Net revenue retention (NRR): What is NRR and why does it matter for SaaS businesses? Stripe In 4 answers
  6. Video · 2 hr watch Building a world-class sales org | Jason Lemkin (SaaStr) Lenny Rachitsky and Jason Lemkin In 4 answers
  7. The most detailed free writeup of an actual sales hiring process: the profile, artifact-based screening before you spend live... Founding Sales Book · 50 min read Founding Sales, Chapter 11: High-Impact Sales Hiring Peter Kazanjy In 4 answers
  8. Worked examples with real numbers for an SDR at 70:30, a CS role at 75:25 and a presales engineer at 80:20, each with quota,... Everstage Template · 15 min read Sales Compensation Structure: The Guide With Role-Based Templates Everstage In 4 answers
  9. Podcast · 90 min These 90 Minutes Will Teach You Everything About SaaS Business | SaaSBOOMi Co-Founder Suresh Sambandam In 4 answers
  10. Explains why the 3x rule of thumb is wrong for most teams and shows how to derive your own coverage number from your actual win... Clari Article · 11 min read Pipeline Coverage Ratio: What Your Number Actually Means Jess Richter In 4 answers
  11. Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning... MKT1 Newsletter Newsletter · 20 min read The MKT1 Guide to Positioning Emily Kramer In 4 answers
  12. A founder and her marketer describe the actual posting system that took a B2B founder brand to inbound pipeline, including who... Exit Five Podcast · 44 min How to Build a LinkedIn Founder Brand that Drives Revenue Dave Gerhardt with Kait Stephens and Brad Zomick In 4 answers
  13. Median marketing spend around 8 percent of ARR and sales around 15 percent, split by funded versus bootstrapped, from a survey... SaaS Capital Report · 15 min read 2026 Spending Benchmarks for Private B2B SaaS Companies Nick Perry In 4 answers
  14. Video · 25 min Zoho CEO Sridhar Vembu on the Long Game, Transnational Localism, and the Future of AI Patrick Moorhead and Daniel Newman with Sridhar Vembu In 4 answers
  15. Podcast · 1 hr Leveraging a YouTube community to build a 100 Cr SaaS company, with Varun Mayya Siddhartha Ahluwalia In 4 answers
  16. Hila Qu added the self-serve motion at GitLab, a sales-led company, and this episode is the step by step order she would do it... Lenny's Podcast Podcast · 93 min The ultimate guide to adding a PLG motion | Hila Qu (Reforge, GitLab) Hila Qu with Lenny Rachitsky In 4 answers
  17. Video · ~30 min How to Talk to Users Eric Migicovsky In 3 answers
  18. A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your... aprildunford.com Article · ~12 min read A Product Positioning Exercise April Dunford In 3 answers
  19. The argument for treating positioning as iterative and cross-functional rather than a one-time launch decision, which is what... aprildunford.com Article · ~8 min read Everything You Know About Positioning Is Wrong April Dunford In 3 answers
  20. Names both failure modes of the founder-to-first-hire handoff, holding on too long and letting go too early, with input from... First Round Review Article · ~20 min read This GTM Leader Crowdsources Early Lessons From Stripe, Figma and More Meka Asonye In 3 answers
  21. Taylor is good on the part reps own but rarely get credit for: feeding what you hear on calls back into positioning and... In Depth (First Round Review) Podcast · ~60 min "Everyone wants a silver bullet": selling lessons from Sam Taylor of Dropbox, Quip and now Loom Sam Taylor In 3 answers
  22. Evidence instead of folklore: 'did I catch you at a bad time' converts at 2.15% and leading with context converts at over 11%.... Gong Labs Article · ~8 min read The best and worst cold call openers (backed by data from 300M calls) Armand Farrokh In 3 answers
  23. A concrete checklist for the first closer hire: close 10 to 20 yourself first, hire scrappy over pedigreed, and expect a deal... SaaStr Article · ~6 min read Dear SaaStr: How Do I Make Sure My First 1-2 Sales Reps Are Strong? Jason Lemkin In 3 answers
  24. Kirani has backed Freshworks, Chargebee and BrowserStack, and his rule that the product stays horizontal while the GTM goes... SeedToScale (Accel India) Article · ~15 min read How to Build a Clear and Actionable GTM Strategy Shekhar Kirani In 3 answers

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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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