Go-To-Market Course

Lesson 1 • GTM Planning Process Overview

Maps the end-to-end GTM planning process from insight to launch readiness. Sets expectations for the workflow students will practise throughout the course.

Lesson 2 • Market Opportunity Assessment

Teaches methods for sizing and evaluating market opportunities before committing resources. Connects opportunity data to GTM prioritisation decisions.

Lesson 3 • Customer and Buyer Fundamentals

Introduces the distinction between buyers, users, and influencers in a purchase decision. Provides the customer lens required for all GTM design work.

Lesson 4 • GTM Strategy Types and Models

Surveys product-led, sales-led, and partner-led GTM models and their trade-offs. Enables students to select the right model for a given context.

Lesson 1 • Segmentation Principles and Criteria

Covers firmographic, demographic, behavioural, and psychographic segmentation dimensions. Establishes criteria for evaluating segment quality and actionability.

Lesson 2 • Segment Prioritisation and Selection

Applies scoring models to rank segments by revenue potential, fit, and competitive access. Students select a primary and secondary segment for their GTM plan.

Lesson 3 • Ideal Customer Profile Development

Guides students through building a data-backed ideal customer profile (ICP). The ICP becomes the targeting anchor for messaging, channels, and sales strategy.

Lesson 4 • Buyer Persona Creation

Teaches how to construct detailed buyer personas grounded in primary and secondary research. Personas translate ICP data into human-centred GTM decisions.

Lesson 1 • Positioning Validation and Iteration

Covers qualitative and quantitative methods for testing positioning with real buyers. Establishes a feedback loop to refine positioning before full launch.

Lesson 2 • Positioning Strategy Fundamentals

Defines positioning as the mental space a product occupies relative to alternatives. Students learn frameworks for crafting ownable, credible market positions.

Lesson 3 • Value Proposition Design

Teaches the structure of a strong value proposition using gain, pain, and job-to-be-done logic. Connects customer insight from Chapter 2 to differentiated product claims.

Lesson 4 • Differentiation and Competitive Framing

Teaches how to frame product differences in ways that matter to buyers, not just internally. Applies competitive analysis from Chapter 2 to sharpen positioning claims.

Lesson 1 • Value-Based Pricing in Depth

Teaches how to quantify economic value to the customer and translate it into price. Directly applies value proposition work from Chapter 3 to pricing decisions.

Lesson 2 • Pricing Testing and Optimisation

Introduces methods for testing price points and measuring elasticity in the market. Builds a continuous pricing improvement process tied to GTM performance data.

Lesson 3 • Pricing Models and Structures

Covers subscription, usage-based, tiered, and freemium pricing structures. Students match pricing models to their GTM motion and customer segment.

Lesson 4 • Discounting and Negotiation Strategy

Establishes guardrails for discounting that protect margin without losing deals. Connects pricing discipline to sales motion and channel strategy.

Lesson 1 • Channel Performance and Optimisation

Establishes metrics and review cadences for measuring channel efficiency and ROI. Enables students to reallocate channel investment based on performance data.

Lesson 2 • Digital and Inbound Channel Design

Builds the digital channel architecture including owned, earned, and paid media. Connects digital channel design to demand generation and pipeline goals.

Lesson 3 • Channel Selection and Prioritisation

Applies a scoring model to select channels based on buyer preference, cost, and fit. Students prioritise a primary channel mix aligned with their ICP and GTM model.

Lesson 4 • Partner and Ecosystem Channels

Covers reseller, referral, technology, and alliance partner channel structures. Teaches how to design partner programmes that extend GTM reach without diluting margin.

Lesson 1 • Demand Generation Strategy Design

Defines demand generation goals, funnel stages, and the metrics that connect them. Anchors demand programmes to the ICP, positioning, and channel strategy built earlier.

Lesson 2 • Demand Programme Measurement

Defines the metrics and reporting cadence for evaluating demand generation performance. Enables data-driven optimisation of spend and programme mix.

Lesson 3 • Content and Inbound Marketing Programmes

Covers content strategy, formats, and distribution for attracting and nurturing buyers. Connects messaging architecture from Chapter 3 to content programme execution.

Lesson 4 • Outbound and Account-Based Programmes

Teaches outbound prospecting and account-based marketing (ABM) programme design. Applies ICP and persona work to targeted outreach and account selection.

Lesson 1 • Sales Process and Methodology

Maps the end-to-end sales process from prospecting to close and defines stage exit criteria. Provides the process backbone for sales playbook development.

Lesson 2 • Sales Enablement Programme Design

Designs onboarding, training, and ongoing enablement programmes to ramp sellers quickly. Ensures sales teams can execute the GTM strategy consistently at scale.

Lesson 3 • Sales and Marketing Alignment

Establishes shared definitions, SLAs, and feedback loops between sales and marketing. Closes the gap between demand generation and pipeline conversion.

Lesson 4 • Sales Playbook Development

Builds a GTM-aligned sales playbook covering talk tracks, objection handling, and proof assets. Translates positioning and messaging from Chapter 3 into seller-ready tools.

Lesson 1 • Post-Launch Performance Review

Establishes a structured post-launch review process to assess GTM performance against plan. Identifies gaps and triggers corrective action across GTM workstreams.

Lesson 2 • Launch Communication and Coordination

Covers internal and external communication plans for a coordinated market launch. Ensures all stakeholders—sales, marketing, product, and partners—are aligned.

Lesson 3 • Launch Planning and Readiness

Builds a launch plan with workstreams, owners, timelines, and readiness criteria. Integrates all prior GTM components into a single executable launch document.

Lesson 4 • GTM Iteration and Continuous Improvement

Builds a continuous GTM improvement cycle using market feedback and performance data. Enables teams to adapt positioning, channels, and programmes as the market evolves.