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Build a go-to-market (GTM) plan for your next product or service. Learn how to craft a winning product strategy, drive better channel performance, and evaluate KPIs and metrics.
When you launch a new product or enter a new market, it's crucial to have both a roadmap that sets you up for success and the means to track the growth of your program. In this course, discover how to build and develop a go-to-market (GTM) plan for your next product or service. Join renowned marketing author Deirdre Breakenridge as she takes you through the steps needed to bring your product or service to the world. Deirdre helps you discern whether you need a GTM plan, and shows how to build a product strategy that's tailored to the market and customer base you aim to reach. She shares methods for pricing and promotion, and explains how to drive better channel performance, evaluate KPIs and metrics, and more.
Overview
Syllabus
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Introduction
- Create your go-to-market plan
- Know when to build a go-to-market plan
- Understand the market landscape
- Define the problem and validate the product
- Develop strategic objectives
- Segment your customer base
- Enter markets with a competitive advantage
- Crowdfund your innovative product
- Develop a product vision
- Create your product messaging
- Select a pricing model
- Create a product feedback loop
- Evaluate promos and offers
- Connect product strategy to the front line
- Identify your primary channels
- Drive better channel performance
- Create incentives for channel partners
- Training and sales support
- Educate and support your customers
- Create the value proposition and position statement
- Develop buyer personas and product use cases
- Tell your story in phases
- Build external marketing programs
- Set up internal marketing systems
- Detail your go-to-market timeline
- Set key performance indicators (KPIs)
- Evaluate KPIs and metrics
- Test your product: alpha & beta tests
- Evolve your GTM measurement model
- Next steps
