Go-to-market COURSE

How to drive revenue

So, you have a product. But how do you get it to market? Whether you're securing your first dollar or your next million-dollar account, getting your go-to-market strategy just right is essential for any startup, at any stage.

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Strategies and tactics for every stage of the funnel
Time-tested wisdom from 10+ GTM leaders
Benchmarks and frameworks from Bessemer investors

Our GTM library

Playbook

The founder’s playbook for scaling to $1 million ARR

Practical guidelines for early stage startups on how to make your first seven figures in annual recurring revenue.

Playbook

10 product-led growth principles

The product-led growth business model creates tons of opportunity but capturing its potential requires boldness and contrarian thinking.

Article

The Six Ps of lean product—and how to implement them effectively

Kim Caldbeck, operating advisor at Bessemer, distills her favorite business playbook when leading global marketing teams, including the five basic steps she’d repeat again after 5x-ing revenue at Coursera.

Article

How to generate more top-of-funnel leads in B2B SaaS: Three go-to-market leaders weigh in

Kim Caldbeck, Norm Rohr, and Don Jeter share tactics for driving brand awareness and diagnosing the real issues when no one knows your business.

Playbook

The 101 guide on GTM operations for SaaS founders

Pulling from over a decade of experience at LinkedIn, VP of GTM Operations Lekha Doshi demystifies this critical function and the core competencies required to successfully scale SaaS businesses.

Playbook

Understanding churn and building an action plan to fix the proverbial “leaky bucket”

Gabe Miller-Smith shares why net retention should be your North Star metric, frameworks for measuring churn, and how to improve retention programmatically as a team.

Playbook

How developer platforms can triumph over the three most common product-led growth roadblocks

A playbook of eight proven strategies to convert unpaid users, expand accounts, and push upmarket.

Playbook

How to approach enterprise sales at a developer-centric company

Twilio’s Alyson Welch distills twenty years of enterprise sales lessons into a four-phase framework to help guide developer-centric founders on their upmarket go-to-market strategy.

Developer Relations Guide feature Adam Fitzgerald

Playbook

How to activate the developer relations flywheel with the why, try, buy, fly method

Take your developer relations function from zero to one and beyond with advice from Adam FitzGerald, the leader who built AWS’s beloved user community programs from scratch

illustrative graphic of man waking down a road toward the clouds

Playbook

The GTM guide to building SaaS channel partnerships

Fundamentals on launching channel programs that help software businesses extend their market reach, grow revenue, and deliver more value to customers.

FINAL HERO Building-a-data-driven-sales-team

Playbook

How to build a data-driven sales team to turbocharge growth

Flexing the go-to-market (GTM) operations muscle early, by building a solid data foundation, can help accelerate your sales motion—here's how.

hands typing on keyboard with company logos displayed

Playbook

Introducing enterprise sales to a product-led growth organization

Layering on enterprise sales to a bottoms-up motion can be a breakthrough, or it can be a dangerous pitfall if not implemented well—these six lessons are proven best practices to launch an enterprise go-to-market engine in a PLG company.

Playbook

A CEO’s tactical guide to driving profitable growth

40 practices SaaS leaders can employ across their business to improve operational efficiency and profit margins.

Playbook

Scaling from $1 to $10 million ARR

Bessemer's early-stage playbook on how to make effective scaling decisions to become a strong Series B+ company

illustrative graphic of chart $25m to $50m

Playbook

Scaling GTM from $25 to $50 million ARR

These eight lessons will set you on the path towards repeatability and standardization as you transition from founder-led sales to a sales-led motion.

Playbook

Scaling to $100 million: Ramping your cloud GTM engine

Ten lessons to formalize your sales and marketing transition from $10 million to $25 million in ARR.

Scaling to 100M is the resource for founders during all stages of growth

Article

Scaling to $100 Million

The definitive benchmarking report on how cloud companies grow operationally efficient businesses and scale to $100 million in ARR (and beyond).

Build your go-to-market strategy

Recurring revenue is the lifeblood of any SaaS business. That's why the work to grow and optimize world-class marketing and sales teams is never done.