Go-to-Market Fundamentals Go-to-Market Fundamentals
SIA Coach
Chief Revenue Officer
Student Beans
  • Description
  • Syllabus
  • Coach Information
About This course

If you’re in sales & marketing leadership or responsible for sales enablement, product marketing, or company-wide strategy, your job is to deliver a unique value proposition to customers. This high-level overview of go-to-market (GTM) strategy for senior leaders will help you both achieve and maintain your competitive advantage. 

You’ll learn how to identify real pain points in your target market and build ideal customer profiles, stakeholder maps, and personas. You'll also create compelling elevator pitches and messaging; understand which GTM model is best suited to your businesses; learn about the key success metrics you need to track; and how to structure your team. 

By the time you're finished, you'll be ready to hit the gas and rapidly grow your revenues!

This course has been designed for Founders and GTM leaders with limited experience taking a new company/product to market and scaling it to $10m+ in ARR. It’s also a great refresher for those who have scaled by ensuring your strategy is still on track. 

 
What impact this course will have
  • You'll be equipped to have well informed conversations with investors and future team mates on the best routes to market for your startup.
  • Know the building blocks and frameworks to immediately start your revenue acceleration journey, taking a methodical approach that will drive long-term success
  • You’ll be sure you’re getting the basics right i.e. ICP, Personas, Pain Points, Defining your niche and your market.
  • Will have received a deep dive on Inside Sales roles & process, KPIs and expectations.
  • Learn how to build out your growth model with the metrics that matter.
Syllabus
Class 1
1/10
Class 1 | No Pain, No Gain: Finding Your Pain Point

 

By the end of this class, you will be able to…

  • Understand SIA’s ‘magic’ GTM hourglass
  • Understand why Product-Market fit is ass backwards
  • Work out which 3 types of problems a company solves and the villain they are fighting
  • Identify the difference between vitamins and pills
  • Clarify your Pain POINT
Class 2
2/10
Class 2 | Own It: Defining Your Niche

 

By the end of this class, you will be able to…

  • Understand what a niche is
  • Understand why your ‘niche’ underpins your success
  • Go from ‘niche’ to category leader
  • Understand how to zero in on a great niche
Class 3
3/10
Class 3 | Love at First Sight: Identifying Your ICP

 

By the end of this class, you will be able to…

  • Understand the difference between Niche & ICP 
  • Identify the pros and cons of vertical vs. horizontal ICP development
  • Utilise firmographics, technographics and behavioral triggers for ICP development
  • Understand ICP Development – two frameworks (pre and early revenue)
Class 4
4/10
Class 4 | To Infinity & Beyond: Defining Your Market

 

By the end of this class, you will be able to…

  • Understand PAM, TAM, SAM & SOM
  • Utilise 3 Models for defining your TAM
  • Understand what stakeholder mapping is and common stakeholders
  • Understand how to use your stakeholder maps
Class 5
5/10
Class 5 | Nice to Know You: Getting Personal with Personas

 

By the end of this class, you will be able to…

  • Understand what a persona is 
  • Identify the many benefits of personas
  • Identify types of persona
  • Understand how to develop strong personas and stakeholder interview best practices
Class 6
6/10
Class 6 | Pitch Perfect: Communicating What You Do

 

By the end of this class, you will be able to…

  • Understand what it takes to become an Elevator Pitch Pro!
  • Practice makes perfect…live pitching
Class 7
7/10
Class 7 | Looking Good: GTM Models to Fit Your Business

 

By the end of this class, you will be able to…

  • Understand the ‘4 Fits’ of a great Go-to-Market strategy
  • Understand the 3 major GTM models you can utilise
  • Identify 5 sub-models and their implications
  • Understand which factors help you find the right model
Class 8
8/10
Class 8 | The SaaS Factory: Structuring Winning Teams

 

By the end of this class, you will be able to…

  • Understand the logic for going deep on Inside Sales
  • Understand the importance of pipeline and lead flow
  • Recognize best practice in structuring your inside sales team
  • Maintain alignment across the GTM team
Class 9
9/10
Class 9 | Bean Counting: Funnels, Metrics & Measuring Success

 

By the end of this class, you will be able to…

  • Identify the difference between lagging, leading and lever KPIs
  • Understand lagging indicators – all you need to know
  • Understand leading indicators – all you need to know
  • Understand levers you need to know
  • Create your growth model
  • Get to grips with growth rates
Class 10
10/10
Class 10 | Pedal to the Metal: You’re GTM Ready

 

By the end of this class, you will be able to…

  • Recap the SIA Magic Hourglass – GTM Review
  • Know the 3 stages of finding product-market fit
  • Understand 2 ways of identifying PMF
  • Know if you are ready to scale – Key questions to ask
  • Know what’s next
Chief Revenue Officer
Student Beans
Mark has over 15 years experience leading B2B go-to-market teams across sales, marketing and customer success in multiple sectors and international markets.He’s currently the founder of GTM Works, a specialist go-to-market consultancy for Seed to ...