Go-To-Market Strategy Course

Lesson 1 • Defining Go-To-Market Strategy

Establishes a precise definition of GTM strategy and distinguishes it from adjacent concepts like marketing plans. Anchors the chapter's conceptual framework.

Lesson 2 • Key Stakeholders and Roles

Identifies internal and external stakeholders who shape GTM outcomes and clarifies ownership. Prepares students to navigate cross-functional collaboration.

Lesson 3 • GTM Strategy Success Metrics

Introduces the key performance indicators used to evaluate GTM effectiveness at each stage. Connects measurement to strategic decision-making.

Lesson 1 • Primary and Secondary Research Methods

Contrasts qualitative and quantitative research approaches and when each is appropriate. Grounds the chapter in evidence-based decision-making.

Lesson 2 • Total Addressable Market Analysis

Teaches top-down, bottom-up, and value-theory approaches to calculating TAM, SAM, and SOM. Enables credible investor- and board-ready sizing.

Lesson 3 • Competitive Landscape Assessment

Provides frameworks for mapping direct, indirect, and substitute competitors and their positioning. Feeds directly into differentiation strategy.

Lesson 4 • Synthesizing Research into Insights

Converts raw research data into prioritized, actionable market insights for GTM planning. Bridges research and strategy formulation.

Lesson 1 • Ideal Customer Profile Development

Translates target segment data into a precise Ideal Customer Profile used across sales and marketing. Aligns GTM teams on who to pursue.

Lesson 2 • Evaluating and Selecting Target Segments

Introduces scoring models to rank segments by attractiveness and strategic fit. Connects segment selection to resource allocation.

Lesson 3 • Buyer Persona Creation

Builds research-backed personas that capture motivations, pain points, and decision criteria. Enables targeted messaging and channel selection.

Lesson 4 • Segmentation Dimensions and Criteria

Covers demographic, firmographic, psychographic, and behavioral segmentation variables. Establishes the vocabulary for all subsequent targeting work.

Lesson 1 • Positioning Validation and Iteration

Tests positioning with real customers and uses feedback loops to sharpen differentiation. Closes the loop between strategy and market reality.

Lesson 2 • Understanding Customer Value

Explores functional, emotional, and social dimensions of value from the customer's perspective. Provides the foundation for authentic value proposition design.

Lesson 3 • Value Proposition Design

Applies the Value Proposition Canvas and related tools to align offerings with customer jobs and pains. Produces testable value proposition drafts.

Lesson 4 • Competitive Positioning Strategy

Defines positioning as a strategic choice and introduces frameworks for owning a distinct market space. Connects positioning to segment and ICP decisions.

Lesson 1 • Pricing Strategy Fundamentals

Introduces cost-plus, competitive, and value-based pricing philosophies and their trade-offs. Sets the conceptual baseline for all pricing decisions.

Lesson 2 • Pricing Models and Structures

Surveys subscription, usage-based, tiered, freemium, and transactional pricing structures. Matches model choice to product type and customer behavior.

Lesson 3 • Value-Based Pricing in Depth

Teaches willingness-to-pay research and economic value estimation to set prices customers accept. Maximizes revenue without sacrificing conversion.

Lesson 4 • Revenue Model and Monetization Design

Connects pricing to broader revenue model choices including bundling, upsell paths, and expansion revenue. Aligns monetization with GTM motion.

Lesson 1 • Partner and Reseller Channels

Designs partner programs including resellers, referral networks, and technology alliances. Enables scalable distribution beyond direct sales capacity.

Lesson 2 • Digital and Self-Serve Channels

Covers owned digital channels, marketplaces, and product-led self-serve motions. Connects digital channel design to acquisition and conversion goals.

Lesson 3 • Sales Channel Design

Structures inside sales, field sales, and account-based sales channels for different segment needs. Aligns sales motion to ICP and deal complexity.

Lesson 4 • Channel Strategy Fundamentals

Defines direct, indirect, and hybrid channel models and the trade-offs of each. Establishes the decision framework for channel selection.

Lesson 1 • Post-Launch Monitoring and Response

Establishes real-time monitoring dashboards and rapid-response protocols for launch issues. Enables fast course correction without derailing momentum.

Lesson 2 • GTM Plan Architecture

Structures a complete GTM plan document covering objectives, tactics, timelines, and owners. Provides the master template for execution.

Lesson 3 • Launch Campaign Execution

Orchestrates integrated launch campaigns across paid, owned, and earned channels. Coordinates timing and messaging for maximum market impact.

Lesson 4 • Launch Readiness Assessment

Defines readiness criteria across product, sales, marketing, and support before launch. Prevents premature launches that damage brand and revenue.

Lesson 1 • Funnel Analysis and Conversion Optimization

Diagnoses conversion drop-offs across the acquisition and sales funnel using cohort and funnel analysis. Drives systematic conversion rate improvement.

Lesson 2 • GTM Analytics Framework Design

Constructs a layered analytics framework connecting activity metrics to business outcomes. Ensures measurement is purposeful and actionable.

Lesson 3 • Revenue Attribution and Forecasting

Applies attribution models and pipeline analytics to forecast revenue with confidence. Connects GTM activity to financial planning cycles.

Lesson 4 • Customer Acquisition Cost and Lifetime Value

Calculates and interprets CAC, LTV, and the LTV-to-CAC ratio to assess GTM unit economics. Guides investment decisions across channels and segments.