Skip to main content

The past few years have shown that the growth-at-all-costs mentality of many startups isn't sustainable. When planning your GTM strategies for 2024, read through this go to market books list for ideas on how to optimize leaner teams and drive revenue sustainably.

9 Best Go-To-Market Books

GTM strategy is one of the hardest things to get right in the SaaS world. I've compiled this list to help you find new strategies for driving predictable revenue.

  1. Go To Market Strategy by Lawrence Friedman
  2. Go to Market The Marketing and Scaling Blueprint for Startups by Joana Inch
  3. Transforming Your Go-to-market Strategy The Three Disciplines of Channel Management by V. Kasturi Rangan
  4. Product Marketing Debunked The Essential Go-To-Market Guide by Yasmeen Turayhi
  5. eMarketing Strategies for the Complex Sale by Ardath Albee
  6. The Membership Economy Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter
  7. MOVE The 4-question Go-to-Market Framework by Sangram Vajre, Bryan Brown
  8. The Referral Engine Teaching Your Business to Market Itself by John Jantsch
  9. Founding Sales, The Early Stage Go-to-Market Handbook by Peter R Kazanjy

Overview of the 9 Best Go To Marketing Books

Coming soon — Get career resources, software reviews, & expert tips right in your inbox

Coming soon — Get career resources, software reviews, & expert tips right in your inbox

  • No spam, just quality content. Your inbox is safe with us. For more details, review our Privacy Policy. We're protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
  • This field is for validation purposes and should be left unchanged.

1. Go To Market Strategy by Lawrence Friedman

Go To Market Strategy by Lawrence Friedman go to market books

Summary:
Lawrence Friedman's "Go To Market Strategy" is a comprehensive guide for understanding the intricacies of establishing a successful market strategy.

What You'll Learn:
Readers will gain insights into market analysis techniques, customer segmentation strategies, and effective product positioning. Additionally, the book provides a detailed roadmap for implementing successful go-to-market plans in diverse business environments.

Why You Should Read It:
This book is a vital resource for those seeking to enhance their understanding of market dynamics and develop strategies that align with evolving customer needs.

Quote From The Book:
"In today's competitive landscape, a well-defined go-to-market strategy can be the differentiator between success and mediocrity."

About The Author:
Lawrence M. Friedman, a globally recognized legal historian and key figure in the law and society movement, is known for integrating legal history with social history. His influential works, including the award-winning "History of American Law" (1973) and "American Law in the 20th Century" (2003), are foundational texts in legal and undergraduate education. His contributions have earned him numerous accolades in the field.

2. Go to Market: The Marketing and Scaling Blueprint for Startups by Joana Inch

Go to Market The Marketing and Scaling Blueprint for Startups by Joana Inch go to market books

Summary:
Joana Inch's "Go to Market" serves as an essential guide for startups, offering a comprehensive blueprint for devising effective marketing strategies and scaling businesses successfully. This book is a valuable resource for entrepreneurs and startup enthusiasts looking to navigate the complex landscape of launching and growing a business.

What You'll Learn:
Readers will acquire a deep understanding of the intricacies involved in marketing and scaling a startup. This book covers crucial aspects such as customer acquisition, product positioning, and sustainable business expansion.

Why You Should Read It:
This book is a must-read for anyone venturing into the world of startups. It offers practical advice and a step-by-step approach that can be applied to various startup endeavors.

Quote From The Book:
"Success in the world of startups is not just about having a great idea; it's about executing a well-defined go-to-market strategy that resonates with your target audience."

About The Author:

3. Transforming Your Go-to-market Strategy: The Three Disciplines of Channel Management by V. Kasturi Rangan

Transforming Your Go-to-market Strategy The Three Disciplines of Channel Management by V. Kasturi Rangan go to market books

Summary:
V. Kasturi Rangan's "Transforming Your Go-to-market Strategy" provides a comprehensive framework for businesses.

What You'll Learn:
The book delves into the intricacies of channel strategy development, partner engagement, and the effective management of channel dynamics.

Why You Should Read It:
Tailored for the target market and drawing from practical templates, this book serves as an essential guide for business leaders and marketing professionals.

Quote From The Book:
"Effective channel management is not just about establishing partnerships; it's about fostering a collaborative ecosystem that fuels mutual growth and success."

About The Author:
V. Kasturi Rangan, the Malcolm P. McNair Professor of Marketing at Harvard Business School, also co-chairs the School's Social Enterprise Initiative. John A. Quelch is the senior associate dean and Lincoln Filene Professor of Business Administration at the same institution and was previously the dean of London Business School. Gustavo Herrero is the executive director of the HBS Latin American Research Center in Buenos Aires. Brooke Barton works as a research associate with the HBS Global Poverty Initiative.

4. Product Marketing Debunked: The Essential Go-To-Market Guide by Yasmeen Turayhi

Product Marketing Debunked The Essential Go-To-Market Guide by Yasmeen Turayhi go to market books

Summary:
Yasmeen Turayhi's "Product Marketing Debunked" offers a vital roadmap for navigating the intricate landscape of product marketing. Emphasizing the psychology of persuasion, this book dispels prevalent myths and equips readers with actionable strategies.

What You'll Learn:
Within the pages of this book, readers will learn the fundamental principles of product marketing. The book also offers valuable tips on creating impactful marketing campaigns.

Why You Should Read It:
Tailored for enthusiasts of the "Made to Stick" playbook, this book is an invaluable asset for marketers and entrepreneurs.

Quote From The Book:
"Successful product marketing is not just about selling a product; it's about creating an experience that resonates with customers and fosters long-term loyalty."

About The Author:

5. eMarketing Strategies for the Complex Sale by Ardath Albee

eMarketing Strategies for the Complex Sale by Ardath Albee go to market books

Summary:
"EMarketing Strategies for the Complex Sale" by Ardath Albee is a comprehensive guide that equips marketers with essential strategies.

What You'll Learn:
Within these pages, readers will discover the nuances of eMarketing, including lead generation, content marketing, and customer engagement strategies. Furthermore, the book offers valuable insights on leveraging digital platforms and technologies to drive sales.

Why You Should Read It:
A must-have for enthusiasts of habit-forming products, this book is an essential guide for marketers and business professionals.

Quote From The Book:
"In the era of digital marketing, success is not just about reaching a broad audience; it's about forging meaningful connections with individuals and guiding them through their buyer's journey."

About The Author:

6. MOVE: The 4-question Go-to-Market Framework by Sangram Vajre, Bryan Brown

MOVE The 4-question Go-to-Market Framework by Sangram Vajre, Bryan Brown go to market books

Summary:
"MOVE: The 4-question Go-to-Market Framework" by Sangram Vajre and Bryan Brown presents a comprehensive and strategic approach to go-to-market strategies.

What You'll Learn:
Readers will gain a deep understanding of the four critical questions that form the basis of a successful go-to-market strategy.

Why You Should Read It:
This book is a must-read for entrepreneurs, marketers, and business leaders seeking to enhance their understanding of go-to-market strategies and drive impactful business growth.

Quote From The Book:
"Successful go-to-market strategies are not just about product launches; they are about creating a lasting impact that resonates with customers at every touchpoint."

About The Authors:

7. The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter

The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue by Robbie Kellman Baxter go to market books

Summary:
"The Membership Economy" offers a comprehensive exploration of the subscription-based business model and its role in building long-term customer relationships and generating recurring revenue.

What You'll Learn:
Through this book, readers will gain a profound understanding of the principles underlying the membership economy, including the importance of cultivating strong customer relationships, fostering brand loyalty, and delivering ongoing value to subscribers.

Why You Should Read It:
This book is an invaluable resource for entrepreneurs, business leaders, and marketing professionals looking to leverage the power of the membership economy.

Quote From The Book:
"In the membership economy, success is not just about acquiring customers; it's about creating a sense of belonging and delivering continuous value that keeps customers coming back for more."

About The Author:

8. The Referral Engine: Teaching Your Business to Market Itself by John Jantsch

The Referral Engine Teaching Your Business to Market Itself by John Jantsch go to market books

Summary:
"The Referral Engine" by John Jantsch offers a comprehensive guide to leveraging the power of customer referrals as a strategic marketing tool.

What You'll Learn:
Within the pages of this book, readers will learn about the fundamental principles of building a successful referral-based marketing system, including the importance of customer engagement, trust-building, and delivering exceptional experiences that compel customers to refer others.

Why You Should Read It:
This book is a must-read for entrepreneurs and marketers aiming to amplify their marketing efforts through customer referrals.

Quote From The Book:
"Referral-based marketing is not just about acquiring new customers; it's about building a community of brand advocates who actively promote your business because they believe in the value you deliver."

About The Author:

9. Founding Sales: The Early Stage Go-to-Market Handbook by Peter R Kazanjy

Founding Sales: The Early Stage Go-to-Market Handbook by Peter R Kazanjy go to market

Summary:
"Founding Sales" is a comprehensive handbook offering insights and strategies for early-stage businesses looking to establish effective go-to-market strategies. Moreover, the book provides practical guidance on navigating the challenges of sales from the inception of a company, aiming to equip founders with the necessary tools for success.

What You'll Learn:
Readers will gain valuable knowledge about crafting effective sales strategies tailored to the unique challenges of early-stage businesses. The book delves into various aspects of go-to-market planning, sales techniques, and customer acquisition strategies.

Why You Should Read It:
This book is essential for entrepreneurs and early-stage business owners aiming to lay a strong foundation for their sales operations. It provides practical advice and real-world insights that can guide founders through the intricacies of establishing successful sales practices.

Quote From The Book:
"Building a sales organization from scratch is a unique challenge, but with the right mindset and strategies, it can be an immensely rewarding journey."

About The Author:
Peter Kazanjy is a serial entrepreneur and experienced SaaS executive, advisor, and investor. He co-founded TalentBin, a pioneering talent search engine and recruiting CRM, which was acquired by Monster Worldwide in 2014. Currently, he's the co-founder of Atrium, a sales performance analysis tool. Additionally, he established Modern Sales Pros, a leading invite-only sales operations and management community with over 16,000 members.

Want to take your RevOps game to the next level? Subscribe to The RevOps Team newsletter for expert advice, software reviews, and other resources to help you deliver predictable growth at scale.

By Phil Gray

Philip Gray is the COO of Black and White Zebra and Founding Editor of The RevOps Team. A business renaissance man with his hands in many departmental pies, he is an advocate of centralized data management, holistic planning, and process automation. It's this love for data and all things revenue operations landed him the role as resident big brain for The RevOps Team.

With 10+ years of experience in leadership and operations in industries that include biotechnology, healthcare, logistics, and SaaS, he applies a considerable broad scope of experience in business that lets him see the big picture. An unapologetic buzzword apologist, you can often find him double clicking, drilling down, and unpacking all the things.