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Go-to-Market Certified | Masters
Module 1: Introduction [25 mins]
What to expect from this course (1:33)
How to get the most out of this course (1:29)
Your course pack
Resource library
What is GTM and why does it matter? (2:35)
How to define a successful launch (2:47)
How PMM changes as your company scales (4:43)
Why GTM fails (3:33)
Key takeaways (1:45)
Time to reflect
Module 2: GTM motion within specific org types [89 mins]
Module outline (1:37)
SaaS versus physical products (3:28)
Go-to-Market within PLG (2:24)
Product-led GTM metrics (2:54)
GTM within community-led (2:18)
Community-led metrics (2:00)
GTM for B2B (3:34)
GTM for B2C (2:15)
GTM for B2D (2:47)
GTM for start-ups and new markets (1:30)
Metrics to track for B2B, B2C and B2D (3:31)
Key takeaways (2:25)
Coursework (0:22)
Exam
Time to reflect
Bonus footage [20 mins]
[Bonus footage] Launching a product in APAC markets
Module 3: Pre-launch strategy [120 mins]
Module outline (1:15)
Establishing alignment (4:28)
How to prioritize products and features (3:07)
Tiering your product launch (1:04)
Pre-order marketing for launches (0:34)
Creating differentiation
How to build a launch roadmap (1:31)
Defining your target audience through VoC
Segmenting messaging before launch (4:02)
Beta testing (2:55)
Limited availability/soft launch (4:17)
Defining sales strategy (3:24)
10 PMM KPIs to track success (0:44)
Key takeaways (3:27)
Coursework (0:28)
Exam
Time to reflect
Bonus footage [23 mins]
[Bonus footage] Becoming the voice of the customer
Fireside chat [28 mins]
[Fireside chat] Pre-launch strategy
Module 4: Hard Launch [70 mins]
Module outline (0:50)
Hard launch campaign checklist (0:57)
Sales enablement assets for hard launch (2:55)
How to communicate your launch to customers (1:58)
GTM case study: Launching in a new category (0:18)
Launch metrics (0:42)
Key takeaways (1:56)
Coursework (0:26)
Exam
Time to reflect
Bonus footage [27 mins]
[Bonus footage] Building empathy for the challenge of working with the sales teams
Module 5: Post-launch strategy [60 mins]
Module outline (1:13)
Analyzing win rates (3:07)
Analyzing product adoption OKRs (32:32)
Post-launch marketing strategies (0:35)
Driving GTM success post-launch (0:52)
Discussing lessons learned (2:16)
Lead generation (4:16)
Coursework (0:51)
Key takeaways (1:43)
Exam
Time to reflect
Bonus footage [6 mins]
[Bonus footage] Repositioning a failing product
Module 6: Project management [80 mins]
Module outline (1:30)
Building motivation and investment cross functionally (15:02)
Ownership of GTM strategy (PMM, GTM specialist or product-led?) (3:52)
Leveraging new tech for GTM management (3:43)
How to lead meetings (0:38)
Managing up and down (2:31)
Key takeaways (1:34)
Exam
Time to reflect
Bonus footage [28 mins]
[Bonus footage] This meeting could have been an email
Wrap up
Course satisfaction survey
Resource library
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Ownership of GTM strategy (PMM, GTM specialist or product-led?)
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