Mastering B2B Go-to-Market for Growth
Build for repeatable growth with confidence!
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Course overview
Learn to build a stepwise GTM plan, anchored in a sharp new positioning
Getting from zero-to-one is hard enough!
Once you have found product market fit, you need to switch to building a growth engine - with special emphasis on building repeatable GTM and a scalable business model.
While keeping a strong differentiated positioning in the market.
In this course, you will learn the Product Market Growth framework [in three parts: Growth Foundation/Frames/Fulfillment] to help you build a stepwise go-to-market plan.
You will:
- Evaluate the strength of your current GTM strategy.
- Create a growth focused positioning, build on the firm foundation of your customer, product, and category/competitive factors.
- Identify top GTM strategies to fulfill your customer and market needs.
- Build the right pricing and packaging bundles within the frame of a scalable business model
- Learn how to sequence and orchestrate additional direct & channel pathways.
- Generate testable GTM sprint plans to guide your growth efforts
This cohort-based course includes live teaching by Anurag and feedback from your peers, plus video-based tutorials, case studies, detailed worksheets, and weekly projects.
*The Product Market Growth Framework is based on identifying and scaling growth patterns across Customer, Product, Category, GTM & Talent factors. It has been field-tested by tech founders, product managers and GTM leaders across six industry verticals in dozens of B2B/AI product categories. I write about it here https://www.anuragwadehra.com
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Who is this course for
01
Tech Founder | CEO building B2B GTM engine
Are we firing on all growth cylinders? Sales led, product led, marketing led? Should we be?
02
Go-to-market or Commercialization Lead looking to add discipline to growing new products in market.
Are we ready to grow in a new market?
03
CMO or Product Marketer ready to position & launch a new or revamped product in a new market
Are we positioned to grow?
A stepwise GTM plan to test and grow in a new market
A baseline assessment of how strong is your current GTM
You will begin by a comprehensive assessment of the strength of your current GTM in the market.
Start with a solid foundation of your customer, product & category factors
You will learn how to reassess your Ideal Customer Profile, from first principles, using B2B archetypes. You will also assess your product offerings and review the competitive dynamics in your category.
Sharpen positioning of your company & product for growth
Based on this foundation, you will re-position your company as well as your product - using a combination of inside out (tech first) & outside in (customer-first) approaches.
Set the right GTM strategy
You will explore multiple growth pathways - direct & indirect - for your product. From Product-led to Sales-led to Channel-led, etc. You will define the right pathways and the sequence in which to test and scale them.
Build the right pricing and packaging bundles for your GTM
You will assess and build the relevant pricing and packaging bundles for your GTM pathways - and tie them to your business model.
Create an actionable GTM sprint plan
You will build a smarter GTM plan ready to test in market for growth
What’s included
Live sessions
Learn directly from Anurag Wadehra in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
8 live sessions • 82 lessons • 5 projects
Week 1
Learn the Product Market Growth GTM framework
Understand the five factors that need to be calibrated for GTM success
Learn the eight steps of this framework to build and execute a GTM plan
- 📹
PRE-WORK: Intro to Product Market Growth GTM Framework ~ 14 min
- 📹
PRE-WORK: Why not build GTM directly? ~ 4 min
- 📕
REFERENCE | Intro to Product to Market GTM framework
Learn why a structured approach to GTM matters
Practice the sharp questions to get familiar with GTM framework
Create your Baseline GTM Scorecard, using the framework
- ✍️
PROJECT: Complete and share your GTM baseline scorecard
Submit by Jan 12 - 📕
REFERENCE SLIDES | How Good is Your GTM Today
Jan
9
Session 1: Intro to Product Market Growth GTM framework
Intro to Product Market Growth GTM Framework
SETTING YOUR BASELINE: How Good is Your GTM Today
Week 2
Map your customer subtypes for buyers and users
Identify relevant value frameworks for each customer subtype
Build value drivers for each customer subtype
- ✍️
Complete and share WORKSHEET: TARGET Hungry Customer
Submit by Jan 16 - 📹
PRE-WORK: Identify your customer archetypes ~ 15 min
- 📹
PRE-WORK: Map relevant value frameworks ~ 8 min
- 📹
PRE-WORK: Anchor in the right value drivers ~ 4 min
- 📹
PRE-WORK: Summarize your ideal Hungry Customer ~ 2 min
- 📖
PRE-WORK | READ: Who is the Customer in Business Marketing?
- 📔
READ: Four Customer Archetypes Across All B2B Software
- 📔
READ: Who Are Your Champions?
- 🍭
BONUS | READ: Creating Champion Developers
- 🍭
OPTIONAL: The Only Two Ways to Attract Customers
Jan
16
Session 2: Target Hungry Customer for GTM
TARGET Hungry Customer
Summarize your Hungry Customer archetype
Week 3
Discover your Brand Insight
Define your Brand Promise
Differentiate your Offering
- ✍️
PROJECT: Complete and share WORKSHEET: Build Magical Product
Submit by Jan 16 - 📹
PRE-WORK: Begin with your product "secret" ~ 4 min
- 📹
PRE-WORK: Select the canonical use case ~ 11 min
- 📹
PRE-WORK: Identify your brand insight ~ 3 min
- 📹
PRE-WORK: Build your product offering ~ 8 min
- 📹
PRE-WORK: EXAMPLES from various companies of their Product elements ~ 16 min
- 📹
PRE-WORK: Define your brand promise ~ 4 min
- 📹
PRE-WORK: Check alignment - is your brand promise bold? ~ 2 min
- 📹
PRE-WORK: Summarize your Magical Product ~ 1 min
- 📔
READ: Elements of a Tech Brand Story ~ 10 min
- 📔
READ: Product vs. Offering: What's the Difference ~ 10 min
Jan
23
Session 3: Build Magical Product for GTM
BUILD Magical Product
Define your Magical Product
Summarize your Magical Product
Week 4
Create your contrarian POV
Define your change criteria
Paint an inevitable future
Identify an early adopter segment
- ✍️
PROJECT: Complete and share WORKSHEET: Segment for New Game in Category
Submit by Jan 19 - 📹
PRE-WORK: Why categories matter ~ 6 min
- 📹
PRE-WORK: Intro to how to calibrate for new game ~ 4 min
- 📹
PRE-WORK: Define your current category ~ 6 min
- 📹
PRE-WORK: How to set a new game in category ~ 3 min
- 📹
PRE-WORK: Find a novel insight ~ 4 min
- 📹
PRE-WORK: Generate a contrarian POV ~ 6 min
- 📹
PRE-WORK: Determine how contrarian POV changes criteria ~ 9 min
- 📹
PRE-WORK: Segment by contrarian POV ~ 3 min
- 📹
PRE-WORK: Target early adopters ~ 6 min
- 📹
PRE-WORK: Position POV to Product ~ 4 min
- 📹
PRE-WORK: CASE STUDY New Game Play - Apigee Inc. ~ 9 min
- 📖
PRE-WORK | READ: What's your category game? ~ 15 min
- 📖
PRE-WORK | READ: Playing a new game in category ~ 10 min
Jan
30
Session 4: Segment your Category for a New Game
SEGMENT for New Game in Category
Set and play a New Game in Category
Summarize your New Game in Category
Week 5
Find your customer orientation (intensity)
Choose your primary GTM pathway (PLG, ALG, etc.)
Choose secondary GTM, as necessary
Choose your channel pathways, as necessary
- 📹
PRE-WORK: Assess your customer intensity ~ 5 min
- 📹
PRE-WORK: Consider GTM trade offs of your product offering ~ 11 min
- 📹
PRE-WORK: Metaphors for Product Offering Tradeoff ~ 4 min
- 📹
PRE-WORK: EXAMPLES of GTM trade offs by companies ~ 8 min
- 📹
PRE-WORK: Build your GTM strategy ~ 10 min
- 📹
PRE-WORK: Prioritize your direct GTM path ~ 5 min
- 📹
PRE-WORK: Map your user and buyer transformation journeys ~ 8 min
- 📹
PRE-WORK: Define user and buyer experiences to propel them ~ 6 min
- 📹
PRE-WORK: Determine user and buyer GTM metrics ~ 1 min
- 📹
PRE-WORK: Adding channel pathways ~ 5 min
- 📹
PRE-WORK: Channel GTMs complement direct strategy ~ 2 min
- 📹
PRE-WORK: Managing multiple GTMs ~ 3 min
- 📹
PRE-WORK: Who are the Tech Guardians ~ 8 min
- 📹
PRE-WORK: What is Customer Clout and why it matters ~ 9 min
- 📹
PRE-WORK: Use Customer Clout to orchestrate across GTMs ~ 5 min
- 📹
PRE-WORK: Bridge to other segments using Customer Clout and WOM ~ 7 min
- 📹
PRE-WORK: Summarize building scalable GTM ~ 2 min
- 📖
READ: Orchestrating Three Pathways into Business Customers ~ 10 min
- 📖
READ: A Pattern For Account Led Growth Relationships ~ 10 min
- 📖
READ: A Pattern For Product Led Growth Relationships ~ 10 min
- 📖
READ: Patterns For Channel Led Growth Relationships 10 min
- 📖
READ: Why Bridging Across Growth Pathways Is Hard ~ 10 min
Feb
6
Session 5: Set Repeatable GTM strategy
SCALE Repeatable Go To Market
Determine your GTM pathways
Week 6
Define and enroll GTM team
Ensure GTM Lead to Pathway fit
Define owners of GTM metrics
Prepare for key customer relationships
- ✍️
PROJECT: Complete and share Enroll Ready Talent for GTM
- 📹
PRE-WORK: Intro to Enroll Ready Talent ~ 4 min
- 📹
PRE-WORK: Align GTM functions into a team ~ 6 min
- 📹
PRE-WORK: Ensure GTM lead fits your primary GTM pathway ~ 2 min
- 📹
PRE-WORK: Define owners for GTM metrics ~ 3 min
- 📹
PRE-WORK: Assess relationships to propel customer transformation ~ 8 min
- 📹
PRE-WORK: Map key GTM talent ~ 3 min
- 📹
PRE-WORK: Summarize your Ready Talent for GTM ~ 1 min
- 📖
READ: What is customer relationship equity? ~ 15 min
- 📖
BONUS: Towards a customer relationship model ~ 15 min
Assemble your story building blocks from calibration
Create your brand value story
Position the story to power your GTM
- ✍️
PROJECT: Position a unique brand story
Submit by Jan 27 - 📹
PRE-WORK: Intro - Brand story ~ 8 min
- 📹
PRE-WORK: Building your story blocks ~ 5 min
- 📹
PRE-WORK: Structuring your story ~ 7 min
- 📹
PRE-WORK: Mapping story to customer journey ~ 12 min
- 📹
PRE-WORK: Why your story needs to change as you grow ~ 7 min
- 📹
PRE-WORK: How to evolve your story as you grow ~ 7 min
- 📹
PRE-WORK: Brand story - Key takeaways ~ 4 min
- 📖
READ: Elements of Tech Brand Story ~ 10 min
- 📖
READ: Google Cloud Brand Case Study ~ 10 min
- 📖
READ: Brand Stories & Hero's Journey ~ 10 min
- 🍭
BONUS | READ: Interview, Brand Head, Google Cloud ~ 10 min
Feb
13
Session 6: Enroll Ready Talent and Position a Unique Brand Story for GTM
ENROLL Ready Talent
Ready your GTM team & talent
Summarize your Ready Talent
POSITION a Unique Brand Story
Week 7
Feb
20
Session 7: Growing to profitable Business model through GTM sprints
Week 8
Feb
27
Session 8: Putting it all together - FINAL CUT
Bonus
- 🍭
READ: So you want to find PMF in the U.S.? ~ 15 min
- 🍭
FREE - 30 min Mini-video course to score your U.S. fitness hypothesis
- 📹
SPECIAL OFFER: PMF Essentials for Entering the U.S. Market ~ 4 hour video course
FREE RESOURCES: How to Enter the U.S. market
What people are saying
Radhika Advani
Navneet Singh
Saurabh Moody
Noemi Kis
Nisarg Shah
Hannah Seiber
Meet your instructor
Anurag Wadehra
Anurag Wadehra
Growth Coach & Advisor
I have 35+ years of experience as an entrepreneur and executive at companies like Google and Procter & Gamble.
Now, I am an advisor to fast growing tech companies across the globe. I’ve coached 100+ tech founders, product managers & GTM operators. My two passions are storytelling and sense making. These help me generate insights and create frameworks to help others grow their business.
I’ve done six startups ranging from zero-$100MM+.
I have been a tech founder, run P&L, owned product management, built global marketing teams and created solutions up-and-down the software tech stack: from cloud [Google Cloud] to data infrastructure [Siperian:Informatica], to APIs [Apigee] to SaaS apps [LivePerson, Omada Health].
Beyond startups, I was the CMO at two public SaaS companies (LivePerson, Apigee); and have been part of one IPO and two M&As.
You can find my thinking at Growth Matters blog www.anuragwadehra.com
Why I started this course
In my experience, tech founders struggle to make the shift from early stage PMF to mid-stage growth phase. This is a hard shift: from testing a few GTM tactics to building a repeatable GTM engine.
Today, B2B GTM pathways and category games are getting complex: with product-led growth, sales-led growth, developer-led communities to name a few trends. Therefore, sales, marketing and product leaders also struggle as each company builds a slightly different GTM engine based on their mix of product and market dynamics.
I’ve created this course based on my experience in combining inside-out product development with outside-in customer-centric approaches to help tech leaders scale up product success and reduce market risks.
Course schedule
16-20 hours over 8 weeks
Thursdays
8:30am - 9:30am Pacific
One live sessions per week with instructor and peers
Eight Weeks
8 live sessions (total), 1 hour each
Before Each Live Session
~ Study 1-hour of async material beforehand (videos + readings) to learn concepts
During Each Live Session
~ Engage in 1-hour live session
- Recap of async materials
- Group Exercises
- Solo Worksheets & Projects
- Case Studies
- Q&A
~ Bonus materials (optional)
Async Pre-work (videos & readings) before each session
~ 1 hour per session
You are expected to learn the core concepts through videos and worksheets BEFORE you come to each session.
We recap the material briefly in class but you spend most time on hands-on exercises (group & solo), case studies and live Q&A to make progress on your GTM.
Bite-size Projects
~ 1 hour per week
- You will get projects for each module to improve your GTM plan - in private
- You are expected to share your insights & get feedback from the instructor & your peers in class
- While not mandatory, you are expected to share your GTM plan in the last session.
Additional Benefits for TiE Members
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In person AMA sessions
Join Anurag for in-person AMA sessions at TiE Silicon Valley Office
In person celebration
Join in-person celebration of the graduating TiE cohort
In person cohort meet ups
Join the TiE cohort members for meet ups after the course
For more details
Email aw@anuragwadehra.com or patricia@tiesv.ai
Frequently Asked Questions
Still not sure about the course?
Email me at aw@anuragwadehra.com for a FREE 15-min call to figure out whether this course is for you.
Enroll as a group with your marketing, sales or GTM partner - for deeper GTM alignment. Email me aw@anuragwadehra.com