Awards, Analysts and Third-Party Proof: The Credibility Playbook for GTM
You can have the better product. You can have the sharper pitch. And a buyer will still pick the competitor who showed up in an analyst report.
Early-stage companies lose deals to worse companies all the time. Usually not because the product is weaker, but because someone else’s name was standing behind it. A category report. An industry award. A G2 badge. A customer quote in a place the buyer already trusted before they’d ever heard of you.
Credibility isn’t something you wait around to earn. It’s something you go and build, deliberately, the same way you’d build a pipeline.
Speaker
Garima Aneja, Senior Solution Marketer at Quantiphi and Founder, Women in Product Marketing
Garima has spent 9+ years in B2B SaaS and AI product marketing, running analyst relations, ABM and demand generation programmes. She’s managed analyst briefings and category placements with global research firms, and built the kind of third-party proof enterprise buyers look for before they’ll take a meeting.
She also founded Women in Product Marketing, a community of 5,300+ product marketers and GTM operators across 30+ cities.
Who Should Join?
Founders, GTM and growth folks, marketers, and early-stage builders selling into businesses.
Especially if you’re wondering:
• “We keep losing to a competitor with a worse product. Why?”
• “Is an analyst briefing worth it when we’re this small?”
• “Which awards actually mean anything?”
• “How do I get customers to leave reviews without begging?”
• “We have no recognisable logos yet. What do I show instead?”
Come with your product and the last deal you lost.
Build the proof. Borrow the trust. Win the deals you should be winning.
About The GTM School
This season, The GTM School is hosting a 15–20 event series running from the last weekend of August through the first week of October 2026.
A joint community initiative by AI Learn Circle × Women in Product Marketing, bringing builders and experienced GTM operators together to learn, experiment and figure out what actually works.
Community Partner: Paytm
We’re excited to have Paytm as the community partner for this session.
Paytm is one of India’s leading digital payments and financial services platforms, building products used by millions of consumers and businesses across the country.
A great partner to have as we bring builders and GTM folks together to understand how the way people discover products is changing.