Course Outline
Module 1: GTM Fundamentals & Market Validation

• Principles of successful market entry

• Market sizing and validation techniques

• Case Study: Analyzing the failed GTM launch of Google Glass vs. the successful launch of the iPhone

Module 2: Defining Your Target Audience & Value Proposition

• Customer segmentation and targeting strategies

• Developing unique value propositions

• Real-Life Project: Conduct a TAM/SAM/SOM analysis and craft a positioning statement

Module 3: Pricing, Packaging & Business Model Design

• Pricing strategies and model selection

• Packaging and bundling techniques

• Case Study: Deconstructing the freemium-to-premium GTM model of Slack

Module 4: Building the Launch Marketing & Sales Plan

• Integrated launch marketing planning

• Channel strategy and partner development

• Real-Life Project: Develop a full 90-day launch plan for a new product

Module 5: Sales Enablement, Launch Execution & Measurement

• Developing sales tools and training materials

• Launch execution and performance monitoring

• Case Study: Workshop on creating a sales playbook and battle cards