Unclear differentiation
Start with positioning. Write down the alternative buyers use today and the circumstances in which your offer is a better fit.
GTM books · go-to-market reading list · 2026
Go-to-market books the 12 go-to-market strategy books we use
Most go-to-market reading lists are padded with generic business books.
This one is not.
These are the 12 GTM books we recommend to B2B founders and operators, and the ones whose ideas we use in client work.
Pick the problem you are trying to fix and we point you to the right book.
Every title below has its author, publisher and year checked against the publisher's or author's own page, and a note on when to read it.
The right book at the wrong stage is wasted.
Reviewed by Dan Keegan, GTM Quest · 28 September 2026 · 30 sources linked below
Your decisionExplore the working brief
Module 01 / 03
Unclear differentiation
Start with positioning. Write down the alternative buyers use today and the circumstances in which your offer is a better fit.
Module 02 / 03
Unproven buyers
Start with customer discovery. Prepare questions about existing behaviour before asking whether someone likes your idea.
Module 03 / 03
A motion that will not scale
Start with sales process and revenue operations. Map the handoffs before adopting a larger team structure.
01/ start here
What are you trying to fix? the book for your problem
Pick the problem that sounds most like yours.
Each answer names one or two books and why.
The problem right now is…
Positioning
Read Obviously Awesome, then Play Bigger
April Dunford's Obviously Awesome gives you a step-by-step way to choose your competitive alternatives, your differentiated value and the market you compete in.
If you are tempted to create a whole new category, read Play Bigger next.
Then decide whether you really need to.
- ✓ List your true alternatives
- ✓ Isolate what only you do
- ✓ Pick the market frame where that matters
Most B2B teams should start here. Positioning is the decision everything else depends on.
Segmentation
Read Crossing the Chasm
Geoffrey Moore's Crossing the Chasm explains why early adopters and mainstream buyers want different things, and why you win the mainstream one narrow segment at a time.
It teaches the beachhead: one segment you can dominate before moving to the next.
- ✓ Pick one beachhead segment
- ✓ Build the whole product for it
- ✓ Use it as the reference for the next
Pair with From Impossible to Inevitable if growth has already stalled.
Customer discovery
Read The Mom Test
Rob Fitzpatrick's The Mom Test shows why "would you buy this?" produces polite fiction, and how to ask about past behaviour instead.
It is short enough to read before your next customer call.
- ✓ Ask about their life, not your idea
- ✓ Ask about specifics in the past
- ✓ Talk less, listen more
Read it before your next ten customer conversations.
Founder-led sales
Read Founding Sales
Pete Kazanjy's Founding Sales assumes no sales background and covers the whole motion: narrative, ICP, prospecting, discovery, demos and closing.
Then it covers hiring your first reps.
Chapters are published on the book's own site.
- ✓ Write the narrative first
- ✓ Prospect a tight list
- ✓ Hand over only once it works
If you are pre-£1M ARR, start here.
Discovery
Read Gap Selling, then The Challenger Sale
Keenan's Gap Selling says buyers pay for the gap between their current state and the future state they want.
So size the gap before you pitch.
The Challenger Sale adds teaching: bring the buyer an insight they did not have.
- ✓ Map current state and its cost
- ✓ Agree the future state
- ✓ Only then show the product
Gap Selling for the discovery call; Challenger for the pitch.
Pipeline
Read From Impossible to Inevitable, then Predictable Revenue
Aaron Ross and Jason Lemkin's From Impossible to Inevitable says nail a niche before you scale, then build distinct pipeline engines.
Ross's earlier Predictable Revenue is the origin of the SDR and AE split.
Read it for the structure, not the 2011 tactics.
- ✓ Nail a niche first
- ✓ Separate the pipeline engines
- ✓ Specialise the roles
Read Predictable Revenue as history; adapt the outbound tactics to today’s inboxes.
Scaling sales
Read The Sales Acceleration Formula
Mark Roberge's The Sales Acceleration Formula treats hiring, training, management and demand generation as measurable systems, from his time leading sales at HubSpot.
- ✓ A hiring scorecard
- ✓ One training programme
- ✓ One sales process everyone follows
The most operator-friendly book here for first sales hires.
Enterprise sales
Read The Qualified Sales Leader
John McMahon's The Qualified Sales Leader is enterprise sales leadership told as a story: qualification, champions, forecasting and the conversations most sales leaders avoid.
- ✓ Qualify on business pain
- ✓ Find a real champion
- ✓ Forecast on evidence
For six-figure, multi-threaded deals.
Revenue system
Read Revenue Architecture
Jacco van der Kooij's Revenue Architecture models recurring revenue as one system: the bowtie in place of the funnel, with retention and expansion as go-to-market motions in their own right.
- ✓ Map the bowtie
- ✓ Measure every stage
- ✓ Design the motions together
Demanding, and the closest thing to an engineering textbook for GTM.
Still not sure?
Start with Obviously Awesome.
Positioning is upstream of everything else in go-to-market.
02/ the list
The 12 best GTM books author, publisher and year
Grouped by the problem they solve: strategy and positioning, the sales motion, and scaling the revenue engine.
Each publisher and year links to the page we checked it on.
BookAuthorPublisher and yearRead it when
Crossing the ChasmGeoffrey A. MooreHarper Business; first published 1991, 3rd edition 2014 (author site · HarperCollins)You are deciding which market segment to win first
Obviously AwesomeApril DunfordAmbient Press, 2019 (Google Books)Prospects keep comparing you to the wrong competitors
The Mom TestRob FitzpatrickCreateSpace, 2013 (Google Books)Before your next ten customer conversations
Play BiggerAl Ramadan, Dave Peterson, Christopher Lochhead and Kevin ManeyHarperCollins, 2016 (HarperCollins)You are weighing category creation against competing in a category
Founding SalesPeter KazanjySelf-published by the author, 2020 (Google Books)You are a founder who has to sell and has never sold
Predictable RevenueAaron Ross and Marylou TylerPebbleStorm, 2011 (Google Books)You want the SDR and AE model, and then to question it
Gap SellingKeenanSales Guy Publishing, 2018 (A Sales Growth Company · Amazon)Your discovery calls feel like feature tours
The Challenger SaleMatthew Dixon and Brent AdamsonPortfolio (Penguin), 2011 (Penguin Random House)You sell a complex product to sceptical enterprise buyers
From Impossible to InevitableAaron Ross and Jason LemkinWiley; 2nd edition 2019 (Wiley)Growth has plateaued and your niche may be too vague
The Sales Acceleration FormulaMark RobergeWiley, 2015 (Wiley)You are about to hire and scale a sales team
The Qualified Sales LeaderJohn McMahonBookBaby, 2021 (Blackwell’s)You run or are building an enterprise sales organisation
Revenue ArchitectureJacco van der KooijWinning by Design, 2023 (Google Books)You need to design the whole recurring-revenue system
Years are first publication of the edition we recommend.
Paperback, e-book and audio editions often carry later dates.
03/ part one
Go-to-market strategy books strategy and positioning
Get these decisions wrong and no sales book can save you.
Segment, position and validate before you build the motion.
These four books cover the decisions that sit upstream of every campaign: which market to win first, how to describe what you do, whether anyone actually wants it, and whether to compete in a category or create one.
1. Crossing the Chasm, by Geoffrey Moore
Read it when you are deciding which market segment to win first.
Still the canonical GTM text.
Moore's argument, that early adopters and mainstream buyers want different things and most companies die in the gap between them, remains the best explanation of why unfocused go-to-market fails.
The beachhead discipline it teaches is exactly what most B2B SaaS teams skip.
First published in 1991, with new editions in 1999 and 2014, it has sold over a million copies by its author's count.
Read the third edition, which updates the examples without softening the thesis.
2. Obviously Awesome, by April Dunford
Read it when prospects keep comparing you to the wrong competitors.
Positioning treated as an operating method, not marketing aesthetics.
Dunford gives you a repeatable process: list your true alternatives, isolate what only you do, and choose the market frame where those differences matter most.
Short, practical, and the single highest-leverage book on this list for most teams.
Dunford built the method over a 25-year career as a startup marketing executive and with more than 200 companies, by her own account.
Her books page lists an updated and expanded edition, and her follow-up, *Sales Pitch*, turns the positioning into a sales story.
3. The Mom Test, by Rob Fitzpatrick
Read it before your next ten customer conversations.
Customer discovery that does not lie to you.
Fitzpatrick shows why asking "would you buy this?" produces polite fiction, and how to ask about past behaviour instead.
At 138 pages in paperback it is one of the shortest books here, and arguably the one that prevents the most expensive mistakes.
The book's site also has a short video course.
4. Play Bigger, by Ramadan, Peterson, Lochhead and Maney
Read it when you are considering creating a category rather than competing in one.
The category design manifesto.
Play Bigger argues that category kings take most of the value, so you should name and frame the market yourself.
Category creation is expensive and most companies should not attempt it.
But the book is instructive on how markets get framed.
Contrast it with Dunford's view that you usually win by repositioning inside an existing frame, not inventing a new one.
04/ part two
B2B sales books building the sales motion
From founder-led selling to your first repeatable outbound and discovery process.
Once you know who you sell to and why they should care, these four books cover how the selling actually happens: the founder's first deals, the outbound machine, and the discovery call that decides most deals.
5. Founding Sales, by Peter Kazanjy
Read it when you are a founder who has to sell and has never sold.
The early-stage founder-led sales handbook.
Kazanjy assumes no sales background and walks through the entire motion: narrative, prospecting, discovery, demos, closing, and the awkward move to your first hires.
Dense, unglamorous, and more useful than a dozen sales podcasts.
There are 428 pages of it.
If you are pre-£1M ARR, start here; chapters are published on foundingsales.com.
6. Predictable Revenue, by Aaron Ross and Marylou Tyler
Read it to understand the SDR and AE model.
Then question it.
The book that created the modern split between prospecting and closing roles, and the "cold calling 2.0" outbound machine.
Its publisher says the process helped add $100 million in recurring revenue to Salesforce.com.
It is essential history and the vocabulary of every sales organisation you will join.
But its assumptions (uncrowded inboxes, cheap human prospecting) predate AI-saturated outbound.
Read it for the structure, then design your own motion for today.
7. Gap Selling, by Keenan
Read it when your discovery calls feel like feature tours.
Problem-centric discovery, done properly.
Keenan's premise is that customers buy the gap between their current state and the future state they want, and your job is to size that gap before you pitch anything.
It rewires reps who lead with product.
Blunt, occasionally repetitive, and genuinely effective.
Keenan's company, A Sales Growth Company, reports more than 150,000 copies sold.
8. The Challenger Sale, by Matthew Dixon and Brent Adamson
Read it when you sell a complex product to sceptical enterprise buyers.
Insight-led selling for complex B2B.
The authors and their colleagues at CEB studied what drives the performance of thousands of sales reps, and argue that top performers teach, tailor and take control rather than build relationships and hope.
The teaching-with-commercial-insight model holds up well in crowded markets where buyers have already done their research.
UK readers can buy the Portfolio Penguin edition.
05/ part three
Scaling the revenue engine niche, team, leadership, architecture
Once the motion works, these books turn it into a system.
The last four are for teams with a motion that works and a need to make it repeatable: a sharper niche, a sales team that can be hired and trained, enterprise discipline, and a revenue system that includes retention.
9. From Impossible to Inevitable, by Aaron Ross and Jason Lemkin
Read it when growth has plateaued and you suspect your niche is too vague.
Ross and Lemkin's answer to why some SaaS companies compound and others stall: nail a niche before you scale, then build seeds, nets and spears as distinct pipeline engines.
Their publisher cites EchoSign, which went from $0 to $144 million in seven years.
It is the best bridge between early traction and a repeatable revenue machine, and Lemkin's SaaStr pragmatism keeps it honest.
10. The Sales Acceleration Formula, by Mark Roberge
Read it when you are about to hire and scale a sales team.
Data-driven scaling from an MIT graduate with an engineering background who, as HubSpot's SVP of worldwide sales and services, led the team to its first 10,000 customers across more than 60 countries.
Roberge treats hiring, training, coaching and demand generation as measurable systems rather than dark arts.
His hiring scorecard alone justifies the cover price.
11. The Qualified Sales Leader, by John McMahon
Read it when you run or are building an enterprise sales organisation.
Enterprise sales leadership from someone who has been chief revenue officer at five public enterprise software companies: PTC, GeoTel, Ariba, BladeLogic and BMC.
Written as a narrative, it covers qualification, champions, forecasting and the uncomfortable conversations most sales leaders avoid.
He talks through the thinking on the Masters of MEDDICC podcast.
12. Revenue Architecture, by Jacco van der Kooij
Read it when you need to design the full recurring-revenue system, not just fix one funnel stage.
The most systematic book here.
Van der Kooij, founder of Winning by Design, models recurring revenue as a system: the bowtie instead of the funnel, with retention and expansion as go-to-market motions rather than afterthoughts.
It carries more than 250 diagrams, tables and blueprints across 535 pages.
Demanding but rewarding, it is the closest thing to an engineering textbook for modern GTM.
06/ where they disagree
The books argue with each other three debates worth knowing
Some of these books give opposite advice.
Knowing where they disagree is how you pick the right one for your situation.
Obviously AwesomePlay Bigger
Core ideaWin by choosing the right market frame for what you already doWin by naming and owning a new category
Where you competeUsually inside an existing category, or a subsegment of oneIn a category you define
Cost and riskLow: a workshop and new messagingHigh: you must educate the market
Best forMost B2B teamsWell-funded companies with something truly new
→ Start with Dunford. Reach for category design only if repositioning inside an existing frame cannot describe what you do.
Founding SalesPredictable Revenue
Core ideaThe founder sells first and learns the motionSpecialise the roles: prospecting, closing, account management
StageFirst customers, pre-repeatableA proven motion ready to scale
Outbound stylePersonal, founder-written, low volumeA process run by a dedicated prospecting team
Watch forThe founder never letting goTactics that assume 2011 inboxes
→ Founder-led first, specialised roles once the motion is proven. Predictable Revenue is the structure; the tactics need updating.
The Challenger SaleGap Selling
Core ideaTeach the buyer something new about their businessDiagnose the gap between current and future state
Opening moveA commercial insightQuestions about the current state and its cost
Seller’s roleTake control of the conversationUnderstand the problem better than the buyer
Best forComplex sales to buyers who have done their researchAny B2B sale where reps lead with product
→ They fit together: Gap Selling for discovery, Challenger for the insight that reframes the problem.
07/ reading order
Which GTM book to read first by stage
Do not binge the list.
Read the book for the stage you are at, put three behaviours to work, then move on.
Before product-market fit
Talk to customers without fooling yourself, then pick the segment you will win first.
The Mom Test, then Crossing the Chasm.
- ✓ The Mom Test
- ✓ Crossing the Chasm
The first ten customers
Position the product and sell it yourself.
Obviously Awesome, then Founding Sales.
- ✓ Obviously Awesome
- ✓ Founding Sales
- ✓ Gap Selling
Making it repeatable
Sharpen the niche and build distinct pipeline engines.
From Impossible to Inevitable, with Predictable Revenue for the structure.
- ✓ From Impossible to Inevitable
- ✓ Predictable Revenue
Hiring the team
Hire, train and manage sales as a system.
The Sales Acceleration Formula.
- ✓ The Sales Acceleration Formula
- ✓ The Challenger Sale
Enterprise and recurring revenue
Qualify and forecast big deals, then design the whole revenue system.
The Qualified Sales Leader and Revenue Architecture.
- ✓ The Qualified Sales Leader
- ✓ Revenue Architecture
How to read them. Take one book at a time.
Pull out three specific behaviours, run them for a month, then pick up the next.
A shelf of highlighted books changes nothing; three habits actually run for a month compound.
08/ the AI era
Are GTM books still worth reading? principles age well, tactics don’t
Yes, with a caveat.
The principles age well: segmentation, positioning, problem-centric discovery and revenue architecture.
The tactics age fast: Predictable Revenue's cold outbound playbook assumed inboxes that AI-generated email has since filled, and The Challenger Sale predates buyers who have read the same research you have.
Buyers have changed too.
Gartner found 61% of B2B buyers prefer a rep-free buying experience, and 73% actively avoid suppliers who send irrelevant outreach.
6sense found 94% of buying groups had ranked their preferred vendors before first contact.
And more people are involved.
Forrester puts a typical purchase at 13 internal stakeholders and nine external influencers.
That makes Moore's and Dunford's work (being the obvious choice for a clear segment before anyone talks to sales) more important, not less.
So take the principles, then pressure-test the tactics against current conditions.
For the modern comparison, see our GTM strategy playbooks guide, and for the end-to-end method, our GTM strategy guide.
09/ GTM Quest
How we use these ideas in client engagements
GTM Quest is a go-to-market agency in London.
These books are where much of our method comes from.
This is how each idea shows up when we work with a B2B team.
Moore
One beachhead first
On day one we agree the segment to win first with sales, and the first conversations start there.
Every list, message and channel is aimed at it.
Dunford
A positioning session in week one
Competitive alternatives, differentiated value, the market frame.
The output becomes the messaging for the website, the outbound and the sales deck.
Fitzpatrick
Customer interviews that don’t lie
Before we write a campaign we talk to customers and lost deals about past behaviour, not opinions of the product.
Keenan · Dixon
Messages built on the gap
Outbound and content lead with the buyer’s current state and what it costs, and an insight they may not have, never a feature list.
Ross
Specialised outbound, updated
We separate prospecting from closing, but start from signals rather than volume: a hire, a funding round, a visit to your pricing page.
Van der Kooij
The whole bowtie in one data layer
We build a Postgres campaign database above your CRM, enriched in Clay, so acquisition, retention and expansion are measured in one place.
We then run the system with you or hand it over.
Every engagement is scoped and quoted in writing after the discovery call.
10/ terms
The ideas behind the books a short glossary
TermMeaningWhere it comes from
The chasmThe gap between early adopters, who buy vision, and the pragmatic mainstream, who buy proof.Crossing the Chasm
BeachheadOne narrow segment you can win completely before moving to the next.Crossing the Chasm
Competitive alternativesWhat a customer would do if your product did not exist. Often that is a spreadsheet or doing nothing.Obviously Awesome
The Mom TestQuestions about a customer’s life and past behaviour that even your mum could not lie to you about.The Mom Test
Seeds, nets and spearsThree pipeline engines: referrals and customer success, marketing, and targeted outbound.From Impossible to Inevitable
The gapThe distance between a buyer’s current state and the future state they want; what they pay to close.Gap Selling
Commercial teachingLeading with an insight that reframes the buyer’s view of their own business.The Challenger Sale
BowtieA model of recurring revenue that continues past the sale into onboarding, retention and expansion.Winning by Design
SPICEDWinning by Design’s customer-centric discovery framework, published open source.Winning by Design
GTM Quest editorial guide · Updated 10 October 2026
Choose go-to-market strategy books and apply their ideas
Practical guide · 01
Choose a book from the decision you need to make
These are go-to-market books, not the Graduate Texts in Mathematics series that also uses GTM. A reading list is useful when each book leads to an actual commercial decision.
April Dunford: positioning and sales-pitch books ↗
Source checked 10 October 2026
Your decision
Unproven buyers
Start with customer discovery. Prepare questions about existing behaviour before asking whether someone likes your idea.
A motion that will not scale
Start with sales process and revenue operations. Map the handoffs before adopting a larger team structure.
Practical guide · 02
Turn a chapter into an operating artefact
Reading another framework will not settle an unresolved decision. Our suggested reading process produces something the team can examine, test and revise.
- 1
Extract
Write the decision in one sentence. Separate the author’s model from your assumptions about your own market.
- 2
Apply
Create an account definition, positioning statement or handoff rule. Use current buyer evidence to fill it in.
- 3
Test
Try the artefact in a real conversation or workflow. Record where the framework helped and where its assumptions did not hold.
Practical guide · 03
Worked example: reposition a technical product
Fictional example: a team describes its product as an all-in-one platform, but prospects keep comparing it with a spreadsheet. The reading task is to sharpen that comparison.
- Stage 101
Read with a question
Use a positioning book to identify what customers would do if the product did not exist. - Stage 202
Write the alternative
Describe why a spreadsheet works for some buyers and which circumstances make your product useful. - Stage 303
Validate
Take the comparison to target buyers. Change the wording when their language contradicts your assumptions.
Practical guide · 04
Match the book to the stage
Keep the author’s assumptions visible.
Compare
Discovery
Focus on buyer behaviour and alternatives before scaling channels.
Scale
Focus on repeatable processes once the motion has evidence.
Practical guide · 05
Take decision notes, not quotations
A useful note connects the idea to your own evidence.
Compare
Model
Summarise the framework and its assumptions in your own words.
Application
Record the decision it changes and what would disprove it.
Practical guide · 06
Read together around one problem
A discussion needs an artefact the team can review.
Compare
Prepare
Choose a chapter relevant to a current commercial bottleneck.
Discuss
Compare interpretations against actual buyer and deal evidence.
Practical guide · 07
When two frameworks disagree
Different assumptions can produce different recommendations.
Compare
Check context
Compare product maturity, buyer type and operating resources.
Test fit
Use a bounded experiment rather than declaring one author universally right.
Practical guide · 08
Use the author or publisher route
Check edition and legitimate access before buying.
Compare
Edition
Confirm title, author and edition on an original listing.
Format
Choose the format you can apply; avoid unauthorised PDF mirrors.
15 minutes · video or phone
Turn the book into a system
Tell us which of these ideas you are trying to put to work: positioning, discovery, outbound or the revenue system. We come back with where we would start, whether or not you work with us.
- 0115 minutes, video or phone
- 02We look at your positioning, ICP and pipeline
- 03A written next step after the call
- 04Handover, embedded or run-for-you engagements
Pick a day that suits · live availability
11/ questions
GTM books FAQ
What people ask about go-to-market strategy books: which to read, in what order, and whether they still hold up.
The twelve on this page: Crossing the Chasm, Obviously Awesome, The Mom Test, Play Bigger, Founding Sales, Predictable Revenue, Gap Selling, The Challenger Sale, From Impossible to Inevitable, The Sales Acceleration Formula, The Qualified Sales Leader and Revenue Architecture.
See the full table.
Obviously Awesome by April Dunford, narrowly ahead of Crossing the Chasm.
Positioning is the decision every other go-to-market choice depends on, and Dunford turns it into a repeatable method.
Moore remains essential for segmentation and beachhead strategy.
It gives you a step-by-step process for choosing competitive alternatives, differentiated value and market category.
Play Bigger is the useful counterpoint if you are weighing category creation, but for most B2B teams Dunford's approach is the right one.
The Mom Test, then Founding Sales.
The first stops you building on false validation; the second teaches you to sell your product yourself before you hire anyone to do it.
Together they cover the two skills no early-stage founder can delegate.
For the motion: Founding Sales, Gap Selling and The Challenger Sale.
For building a team: The Sales Acceleration Formula.
For enterprise leadership: The Qualified Sales Leader.
See B2B sales books.
From Impossible to Inevitable for the strategic frame (nailing a niche and building distinct pipeline engines), paired with The Sales Acceleration Formula for hiring and scaling a sales team with data.
Add Revenue Architecture when retention and expansion start to matter as much as new business.
Yes, for the principles.
The tactics age fast: Predictable Revenue's outbound assumed inboxes that have since filled up, and Gartner found 73% of B2B buyers actively avoid suppliers who send irrelevant outreach.
Read for principles, then adapt the tactics.
As structure, yes: separating prospecting from closing is still how most sales teams are organised.
As a tactics manual, much less.
It was published in 2011, before today's volume of automated email.
How technology products move from early adopters to the pragmatic mainstream, and why most fail in the gap between them.
Moore's answer is to win one narrow beachhead segment completely before moving on.
First published in 1991, now in its third edition.
The Qualified Sales Leader for leading an enterprise team, and The Challenger Sale for the selling itself.
McMahon has been CRO at five public enterprise software companies.
Revenue Architecture by Jacco van der Kooij, founder of Winning by Design.
Winning by Design describes the bowtie as a replacement for funnel thinking, with acquisition, retention and expansion in one view.
Founding Sales publishes its chapters on foundingsales.com.
For the others, buy a copy from the publisher or a bookseller; each book on this page links to its publisher or author.
One at a time.
Pick the book for the problem you have now (use the picker), put three behaviours to work for a month, then choose the next.
Yes.
That is what we do.
GTM Quest builds positioning, ICP, outbound, content and the revenue data layer with B2B teams, then runs it with you or hands it over.
If your team will do the work and you want a senior view as you go, a go-to-market advisor can help.
Our guide explains what a go-to-market strategy agency does with ideas like these.
Book 15 minutes · London · UK and Europe
You’ve read the books. We’ll help you build the system.
A 15-minute call, a written next step, and a go-to-market system built from the ideas that work. Then we run it together or hand it over.
13/ sources
Every source on this page
Each figure links to its source. Original source checks: 28 September 2026. The practical guide was updated on 10 October 2026.
- Geoffrey Moore, About the authorgeoffreyamoore.com
- April Dunford, Books: Obviously Awesome and Sales Pitchaprildunford.com
- A Sales Growth Company, Gap Sellingsalesgrowth.com
- HarperCollins, Play Bigger (June 2016)harpercollins.com
- Geoffrey Moore, Crossing the Chasmgeoffreyamoore.com
- Rob Fitzpatrick, The Mom Testmomtestbook.com
- Pete Kazanjy, Founding Salesfoundingsales.com
- Penguin Random House, The Challenger Sale (Portfolio, Nov 2011)penguinrandomhouse.com
- Wiley, From Impossible to Inevitable, 2nd edition (June 2019)wiley.com
- Google Books, Predictable Revenue (PebbleStorm, 2011)google.com
- Wiley, The Sales Acceleration Formula (Feb 2015)wiley.com
- Blackwell’s, The Qualified Sales Leader (BookBaby, June 2021)blackwells.co.uk
- Winning by Design, Revenue Architecture (book)winningbydesign.com
- HarperCollins, Crossing the Chasm, 3rd edition (Jan 2014)harpercollins.com
- Google Books, Obviously Awesome (Ambient Press, 2019)books.google.com
- Google Books, The Mom Test (CreateSpace, 2013)google.com
- Google Books, Founding Sales (2020)books.google.com
- A Sales Growth Company, Keenan, author of Gap Sellingsalesgrowth.com
- Amazon, Gap Selling (Sales Guy Publishing, Dec 2018)amazon.com
- Google Books, Revenue Architecture (Winning by Design, Oct 2023)books.google.com
- April Dunford, Positioning for B2B tech companiesaprildunford.com
- Changing Hands Bookstore, The Mom Test, paperback detailschanginghands.com
- Penguin UK, The Challenger Sale (Portfolio Penguin)penguin.co.uk
- Force Management, Interview with John McMahonforcemanagement.com
- MEDDICC, Masters of MEDDICC, S1 E5: John McMahonmeddicc.com
- Winning by Design, Revenue Architecture: six models, one systemwinningbydesign.com
- Gartner, 61% of B2B buyers prefer a rep-free buying experience (June 2025)gartner.com
- 6sense via Business Wire, 2025 Buyer Experience Report (Nov 2025)businesswire.com
- Forrester, The State of Business Buying, 2026 (Jan 2026)forrester.com
- Business Wire, Winning by Design publishes Revenue Architecture (April 2024)businesswire.com