Mastering B2B Go-to-Market for Growth
8 Weeks
·Cohort-based Course
Build for repeatable growth with confidence!
Mastering B2B Go-to-Market for Growth
8 Weeks
·Cohort-based Course
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
This course includes
8 interactive live sessions
Lifetime access to course materials
83 in-depth lessons
Direct access to instructor
5 projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
Mastering B2B Go-to-Market for Growth
Course syllabus
01
Intro to stepwise Product-to-Market framework
Learn the Five Factors Framework and how to apply it in a stepwise method to build a smarter GTM plan
Pre-work: Videos, Readings
Project: Framework for GTM plan
02
How good is your GTM today?
Begin with a baseline assessment of your current GTM.
Pre-work: Videos, Readings
Project: How good is your current GTM
03
Build your GTM growth hypothesis
Apply Five Factors framework to build a thesis for how to grow your GTM
Pre-work: Videos, Readings
Project: Your GTM growth hypothesis
04
Create your new value story
Learn how to build a story that captures your customer value using both the inside-out method (“product magic”) and outside in method (“a new category game”)
Pre-work: Videos, Readings
Project: How to create your value story
05
Create your GTM growth plan
Identify & target your Early Adopter growth segment
Choose your GTM pathways - PLG, Sales etc
Assign your GTM growth team
Pre-work: Videos, Readings
Projects: How to identify, target & segment for growth; How to set GTM pathways and build a plan
06
HOW to test your GTM growth plan
How to test your plan to lower your risks- and increase odds of success
Pre-work: Videos, Readings
Project: How to build a GTM Risk Mitigation Plan
What people are saying
Radhika Advani
Navneet Singh
Saurabh Moody
Noemi Kis
Nisarg Shah
Hannah Seiber
Meet your instructor
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.
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Mastering B2B Go-to-Market for Growth
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
Find out how strong is your GTM today?
How confident are you in your GTM plan? Have you tried different sales, marketing and free product tactics for a while? And you are not sure if you are making progress as fast as you should?
Here is a 90-minute video course + WORKSHEET, based on Product Market Growth Framework.
By the end of this self-paced FREE course ($99 value), you will have a baseline GTM scorecard based on;
- Customer Factor
- Product Factor
- Category Factor
- Positioning Assessment
- Growth Pathways
- Talent Factor
- Business Model Assessment
You will know where you stand today
Get this free resource
Frequently Asked Questions
Be the first to know about upcoming cohorts
Mastering B2B Go-to-Market for Growth
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