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 book that gave the discipline its vocabulary (category king, lightning strike, point of view). Read it as the ambitious end... HarperBusiness Book · 272 pages Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney In 3 answers
  2. Podcast · 1 hr 20 min How to become a category pirate | Christopher Lochhead Lenny Rachitsky In 3 answers
  3. Their public teardowns and positioning strategies are the fastest way to see the same product framed four or five different... fletchpmm.com Tool · Browse FletchPMM: Homepage Positioning for B2B Software Startups Anthony Pierri and Robert Kaminski In 3 answers
  4. Covers how the No Software logo and button became a repeated physical act rather than a tagline. The lesson is that a category... OpenView Article · 10 min read Marc Benioff on How and Why Salesforce.com Succeeded: My Favorite Plays Scott Maxwell In 3 answers
  5. Zoho's former creative director explains the UAE VAT campaign, Made in India Made for the World, and how they bought Super Bowl... Prime Venture Partners Podcast Podcast · 53 min How Zoho Cracked Global Markets with 3 Iconic Campaigns Jerome Manuel with Raffic Aslam In 3 answers
  6. Includes the detail that matters most: a tweet from the creator of jQuery brought 10,000 beta users in three weeks. Developer... Accel India Insights (SeedToScale) Article · 22 min read Ritesh Arora of BrowserStack on thinking global and scaling up Anand Daniel In 3 answers
  7. What changes in your story when a developer loved product has to be sold to a CIO who has never heard of you. Directly relevant... Heavybit Video · 35 min Moving into the Enterprise: Fireside with Postman's Founder and CEO Adam Gross with Abhinav Asthana In 3 answers
  8. Dunford's rule that you build for the champion rather than for every persona in the account settles the buyer versus user... aprildunford.substack.com Article · 14 min read A Guide to Positioning with Multiple Products, Segments and Personas April Dunford In 3 answers
  9. Before you meter anything you have to pick what to meter. Sethi's frequency versus importance grid, worked through with... SeedToScale (Accel India) Article · 16 min read Value Metrics and Pricing Design for SaaS Companies Dr. Ajay Sethi In 3 answers
  10. It makes the point most first-time founders miss, that early on you are selling the founders and the promise that you... Y Combinator Startup Library Video · Talk The Sales Playbook for Founders Tom Blomfield In 2 answers
  11. Video · ~30 min How to Get Your First Customers Gustaf Alstromer In 2 answers
  12. Koomen took Optimizely to $100M ARR and breaks the enterprise funnel down for technical founders who find the pitch meeting... Y Combinator Startup Library Video · Talk Enterprise Sales for Founders Pete Koomen In 2 answers
  13. Instead of theorising about PLG versus sales-led, it lays out what 30 real companies actually did, segment by segment. It is... Lenny's Newsletter Newsletter · ~15 min read GTM motions of 30 B2B SaaS companies Lenny Rachitsky In 2 answers
  14. Cuts through the acronym soup of PQL, PQA and MQL and says plainly when a company should add sales on top of self-serve, and... Lenny's Podcast Podcast · ~70 min The ultimate guide to product-led sales Elena Verna In 2 answers
  15. Draws the line between RevOps and SalesOps in terms of scope, metrics and tactics, which is the distinction people applying for... Clari Article · ~10 min read Revenue Operations vs. Sales Operations: A Complete Guide Clari In 2 answers
  16. Podcast · ~60 min GTM Blueprint for Emerging Markets, Sachin Bhatia Exotel, Founder's Deep Dive E23 Sachin Bhatia In 2 answers
  17. Zenoti and MindTickle founders on validating at home before expanding, and on finding a handful of customers willing to build... SeedToScale (Accel India) Article · ~12 min read Entering a New Market as a SaaS Business and Finding First Customers Ajay Sethi In 2 answers
  18. The story of an Indian company arriving at a very specific ICP, founder-developers at zero-to-one startups facing a build... SeedToScale (Accel India) Article · ~10 min read How Chargebee Made its First Million Shekhar Kirani In 2 answers
  19. Girish Mathrubootham built a Nasdaq-listed company from Chennai, and the lesson about betting on people rather than pedigree is... The Works (Freshworks) Article · ~10 min read 7 lessons from building an India-based global SaaS business Vishnu Prasad In 2 answers
  20. Practical on the first US sales hire, hiring for adaptability rather than a quota record at a big brand, and on testing... Efficient Capital Labs Article · ~10 min read Unlocking the US Market: A Guide for Indian SaaS Founders Efficient Capital Labs In 2 answers
  21. Almost everything written about cold call openers is opinion. This is 90,380 recorded calls scored by whether a meeting got... Gong Labs Article · short read Proven cold call opening lines that work Chris Orlob In 2 answers
  22. Shows the actual arithmetic of list building, cutting 66,000 companies down to 5,700 real targets, then tiering them by how... Growth Unhinged Newsletter · long read An outbound playbook for 2025 Fivos Aresti In 2 answers
  23. The clearest definition yet of the role that is quietly reshaping outbound teams, with how Intercom, Canva, Notion and Ramp... Clay Article · long read GTM Engineering: What It Is, How It Works, and How to Hire Mishti Sharma and Varun Anand In 2 answers
  24. A four phase model for handing off sales, with a clear warning that most of the damage comes from adding closers too early.... aprildunford.com Article · short read Evolving From Founder Selling To A Sales Team April Dunford In 2 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
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