Create a Go-to-Market Plan
1h 36mIntermediate2024-06-12
Authors
Deirdre Breakenridge
CEO at Pure Performance Communications
Course details
Bringing a new product or service to market is exciting but risky. Set your launch up for success with an intentional go-to-market (GTM) strategy. In this practical course, marketing expert Deirdre Breakenridge guides you step by step through building a customized GTM plan.
Discover if you need a formal launch strategy or if a more agile approach suits your offering. Develop positioning and pricing that match your target customer. Dive into promotion, distribution, and partnerships tailored to your product and market. Gain smart tips for continual optimization based on your launch KPIs and metrics. Whether entering a new market or launching an exciting new offering in an existing space, an intentional GTM strategy is key for impact.
Learning objectives
Create a customized go-to-market plan framework that aligns with your product, customers, and market.
Determine optimal positioning, pricing, promotion, and distribution strategies to launch your product successfully.
Analyze key performance indicators and metrics to track launch progress and inform data-driven pivots or optimizations to maximize success.
Discover if you need a formal launch strategy or if a more agile approach suits your offering. Develop positioning and pricing that match your target customer. Dive into promotion, distribution, and partnerships tailored to your product and market. Gain smart tips for continual optimization based on your launch KPIs and metrics. Whether entering a new market or launching an exciting new offering in an existing space, an intentional GTM strategy is key for impact.
Learning objectives
Create a customized go-to-market plan framework that aligns with your product, customers, and market.
Determine optimal positioning, pricing, promotion, and distribution strategies to launch your product successfully.
Analyze key performance indicators and metrics to track launch progress and inform data-driven pivots or optimizations to maximize success.
Skills covered
Marketing StrategyMarketingDeep Dive (X:Y)
Concepts
0. Introduction
- 01 - Your successful go-to-market plan starts here
1. Building Your Go-To-Market Plan Foundation
- 02 - Assess when to build a go-to-market plan
- 03 - Explore the market landscape in your GTM plan
- 04 - Build a minimum viable product (MVP) for market validation
- 05 - Develop strategic objectives for your product launch
- 06 - Enter markets with a competitive advantage
- 07 - Use AI in your go-to-market planning
2. Developing a Product Strategy
- 08 - Develop a product vision in your GTM plan
- 09 - Create your product messaging for a segmented customer base
- 10 - Select a pricing model for your GTM
- 11 - Create a product feedback loop
- 12 - Assess the best product launch promotions and offers
- 13 - Connect your product strategy to the front line
3. Setting Up Your GTM Channel Strategy
- 14 - Identify your primary channels for your GTM plan
- 15 - Drive better channel performance in your GTM
- 16 - Create incentives for GTM channel partners
- 17 - Invest in training and sales support in your GTM plan
- 18 - Develop a strong customer experience in your GTM plan
4. Identifying Your Marketing Strategy
- 19 - Draft your value proposition and position statement
- 20 - Develop buyer personas and product use cases
- 21 - Create stories for your product launch
- 22 - Set up internal marketing systems
- 23 - Detail your go-to-market timeline
5. Creating an Evaluation Strategy
- 24 - Set your GTM key performance indicators (KPIs)
- 25 - Evaluate your GTM KPIs and metrics
- 26 - Test your product before launch - Beta tests
- 27 - Evolve your GTM measurement model
Conclusion
- 28 - Continue to fine-tune your go-to-market plan template