Course Overview
This course provides a rigorous framework for launching new products, services, or entering new markets. Participants will learn the end-to-end process of GTM strategy, from market analysis and positioning to sales enablement and launch execution.
Course Duration
5 Days
Target Audience
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Product Managers and Product Marketing Managers
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Startup Founders and Business Development Managers
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Marketing Leads and Strategic Planners
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Innovation Managers
Personal Impact
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Acquire a structured methodology for managing complex launches
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Learn to mitigate risk and maximize market impact of new offerings
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Develop skills to align cross-functional teams for product launches
Organizational Impact
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Reduce time-to-market and increase launch success rates
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Ensure all departments are aligned for successful product introduction
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Create repeatable processes for future product launches
Course Level:
Course Objectives
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Define the core components of a successful GTM strategy
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Conduct TAM, SAM, SOM analysis and competitive landscaping
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Develop a compelling value proposition and positioning statement
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Create pricing and packaging strategies
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Build a launch plan covering marketing, sales, and partnership channels
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Develop sales enablement tools and training materials
Course Outline
Module 1: GTM Fundamentals & Market Validation
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Principles of successful market entry
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Market sizing and validation techniques
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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
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Customer segmentation and targeting strategies
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Developing unique value propositions
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Real-Life Project: Conduct a TAM/SAM/SOM analysis and craft a positioning statement
Module 3: Pricing, Packaging & Business Model Design
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Pricing strategies and model selection
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Packaging and bundling techniques
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Case Study: Deconstructing the freemium-to-premium GTM model of Slack
Module 4: Building the Launch Marketing & Sales Plan
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Integrated launch marketing planning
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Channel strategy and partner development
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Real-Life Project: Develop a full 90-day launch plan for a new product
Module 5: Sales Enablement, Launch Execution & Measurement
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Developing sales tools and training materials
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Launch execution and performance monitoring
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Case Study: Workshop on creating a sales playbook and battle cards
Related Courses
Course Administration Details:
METHODOLOGY
The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.
ACCREDITATION
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
TRAINING VENUE
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
ACCOMMODATION AND AIRPORT PICKUP
Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.
- Email: [email protected]
- Phone: +254715 077 817
TAILOR-MADE
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
- Email: [email protected]
- Phone: +254715 077 817
PAYMENT
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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