Product Marketing: Go-to-Market Strategy & Launch

You can’t build a strong go-to-market plan on guesses. You need real data—and real people. In this lecture, we unpack the research process that sits at the foundation of every successful product launch. You’ll learn how to move from assumptions to evidence by sizing your opportunity, understanding your audience’s needs, and validating your product’s fit in the market—before you scale.

• Learn how to use TAM, SAM, and SOM to define and focus your market opportunity

• Discover effective customer research methods including interviews, surveys, and observation

• Understand how to extract insights from real customer behavior and language

• Spot product-market fit signals that tell you when you’re on the right track

• See how leading companies use research to shape winning go-to-market strategies

Trying to market to everyone? That’s a fast track to wasting time and budget. This lecture is about narrowing your focus strategically—so your product speaks directly to the people who actually need it. You’ll learn how to break your market into segments, create useful customer profiles, and choose which groups to prioritize in your GTM plan.

• Learn the difference between demographic, psychographic, behavioral, and firmographic segmentation

• Build buyer personas and ideal customer profiles (ICPs) grounded in real data

• Evaluate and prioritize target segments using criteria like size, fit, accessibility, and growth potential

• Explore real-world segmentation examples from companies like Best Buy and American Express

• Ensure your go-to-market strategy targets the right people with the right message at the right time

Your product might be great—but if customers can’t see why it’s different, they won’t choose it. In this lecture, we break down how to analyze your competitive landscape and carve out a positioning that makes your product the obvious choice. You'll learn to shift from “what we do” to “why we win.”

• Identify your direct and indirect competitors and understand their strengths, weaknesses, and messaging

• Pinpoint market gaps and define how your product stands apart

• Learn how to create a simple, internal positioning statement that aligns your team and guides GTM execution

• See how companies like Dollar Shave Club and Cirque du Soleil redefined their markets with strategic positioning

• Align your positioning with your customer’s values and perceptions—not just your product’s features

What makes someone stop scrolling, click, and care about your product? A strong value proposition and the right message. This lecture breaks down how to define and communicate what truly sets your product apart—so customers not only understand your value, but feel it.

• Learn how to craft a value proposition that’s clear, specific, and customer-centric

• Avoid vague marketing speak by translating product features into real customer benefits

• Build messaging that speaks your audience’s language and triggers the right emotional response

• Ensure your teams and channels stay consistent, so every touchpoint reinforces the same core message

• Explore real-world examples from brands like Uber, Digit, Volvo, and Reclaim.ai to see great messaging in action

Pricing can make or break your product—yet too many teams treat it as an afterthought. In this lecture, we take a closer look at pricing as a core element of your go-to-market strategy, from how to set it to how to structure it for long-term revenue and growth.

• Compare popular pricing strategies like value-based, competitor-based, cost-plus, penetration, and price skimming

• Learn how to balance perceived value, cost structure, and market context to find your optimal price point

• Explore monetization models like freemium, free trial, usage-based, bundling, and subscriptions

• Understand how pricing influences customer perception, GTM alignment, and product positioning

• See how companies like Zoom, Snowflake, Microsoft, and Disney+ use pricing as a growth lever

Just because your product is great doesn’t mean people will find it. That’s what marketing channels are for. This lecture breaks down how to get your message in front of the right people—at the right time, in the right place—and how to guide them from first impression to paying customer.

• Learn how to select marketing channels based on audience behavior, cost, and intent

• Understand how to integrate multiple channels to support awareness, consideration, and decision stages

• Explore examples of multi-touch acquisition strategies from companies like Allbirds, Duolingo, and Notion

• See what makes campaigns and content effective at driving conversion, not just attention

• Align your acquisition tactics with buyer psychology and funnel dynamics to increase ROI

Even the best go-to-market strategy can fail if your teams aren’t working together. This lecture explores how to prepare your sales team and align internal departments so that messaging, execution, and customer experience all move in sync—because a misaligned launch can cost you more than just momentum.

• Understand why GTM alignment across sales, marketing, product, and support is critical for success

• Learn how to implement sales enablement programs that drive consistent, confident selling

• Explore best practices for messaging handoffs, SLAs, and real-time sales coaching

• Compare sales models like self-serve, inside sales, field reps, and partner channels—and when to use each

• Discover how companies like Gorgias and Asana execute high-performing, cross-functional GTM motions

Launch day isn’t the finish line—it’s the moment your entire go-to-market strategy goes live. In this lecture, we explore how to build and execute a successful product launch plan, ensuring coordination across teams, consistent messaging across touchpoints, and clear ownership of every moving part.

• Break down the three phases of a launch plan: pre-launch, launch day, and post-launch

• Learn how to coordinate marketing, sales, product, and support with a shared execution timeline

• Discover how to use soft launches or phased rollouts to test, learn, and improve before going wide

• Maintain brand and messaging consistency across every channel and customer interaction

• Plan for the unexpected with fallback strategies and contingency messaging to manage risk

A product launch is only as successful as what happens after it. In this lecture, we shift the focus to post-launch strategy—learning how to track results, gather insights, and make smart adjustments that turn early momentum into lasting growth.

• Learn how to monitor key GTM metrics like CAC, CLTV, churn rate, and conversion rate

• Build actionable dashboards that combine leading and lagging indicators for full visibility

• Collect and interpret qualitative customer feedback to uncover hidden opportunities

• Use optimization tactics—from A/B tests to pricing adjustments—to improve outcomes

• Explore post-launch growth levers like community engagement, product iteration, and referral loops

A great go-to-market strategy isn’t a checklist—it’s a mindset. In this closing lecture, we step back and bring the full GTM journey into focus. You’ll revisit key ideas, reflect on core principles, and leave with practical advice for keeping your skills sharp long after the course ends.

• Recap the major GTM building blocks—from research and positioning to execution and iteration

• Learn the three pillars of long-term success: deep customer insight, team alignment, and adaptability

• Explore ways to continue growing your product marketing skills through books, tools, and expert communities

• Get inspired by next steps—whether it’s refining your current launch or tackling your first from scratch