WTF is Go-To-Market?

Get the skills, tools, and confidence to build go-to-market strategy

Progress your career with WTF is Go-To-Market: a practical, self-paced course for B2B product marketers.
  • 100% ⭐⭐⭐⭐⭐ rated by product marketers like you
  • 35+ hours of product marketing training, templates, and community
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For product marketers, by product marketers

Go-to-market strategy is critical for sustainable business growth. But theory means nothing if it's not delivering value to you and your business.

WTF is GTM is for marketers aspiring to build their product marketing foundations for career development and business growth.
Build a go-to-market strategy based on direct product marketing experience
Grow faster equipped with a broad range of different go-to-market strategies, methodologies, and levers
Learn from real experiences from product marketers who've scaled companies from early stage to IPO

Hands-on product marketing training - from experienced practitioners

Understand the GTM framework

Walk through the foundational components of a GTM strategy that stands the test of time.

Know customer so well, it's your superpower

Get inside the head of your customer to truly understand their needs and goals.

Define your value proposition

Set yourself up to build something unique that shines in a crowded market.
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Communicate your strategy so people get it

Know how to target positioning and messaging by audience - from customers to stakeholders

Get your product to market, efficiently

Take all the chaos and ‘thinking’ work out of launching new products.

Iterate to success without losing pace

Test and iterate for continued success without sacrificing results along the way.

Meet your instructors

Alicia Carney

12+ years scaling fast-paced startups resulting in one merger, one acquisition, and one IPO. Writer, Finding Customer Focus

🏆 Shortlisted, Product Marketer of the Year 
🏗️ Built three early stage B2B marketing teams from scratch
🌟 Top 5% performer for 3 years at Deliveroo

James Doman-Pipe

12+ year product marketer specializing in the needs of early-stage tech startups.
Writer, Building Momentum.

⭐ Top 100 Product Marketing Influencer
🏆 Positioning & Messaging Maestro of the Year
📈 Specialized expertise in high-growth startups

Understand core concepts

Deep-dive videos, themed course modules, and office hours help you explore concepts and examples, and ask questions.

Learn by doing

Get a kit of practical templates and homework to define + document your GTM strategy - putting principles into practice.

Grow your network

Build a close-knit community of allies on the same journey, with similar goals, who want to support your business and career growth.

40% of students received promotions within six months of completing the course

This course is fantastic and if you have the chance to do it, I would jump on it! The level of knowledge that you gain is both extensive and instantly applicable within your day to day, levelling you up as a product marketeer.

Claudia C

This course gave me the confidence to evolve and better advocate the product marketing function at my company. Alicia and James not only provided us with technical knowledge but with real use cases and templates that I could apply instantly in my current projects. 

Laura S

For someone who normally doesn't love courses, this course was incredibly insightful and engaging, and really helped elevate my skills as a Product Marketer. You can bring all of the content and learnings straight into your day to day, from product launches to product messaging.

Ellen H

WTF is Go-To-Market has helped me understand how I can maximize my impact as a product marketer - I'm forever grateful! I'd highly recommend this course to any PMM aiming to develop a more strategic mindset and practices in their day-to-day.

Caroline L

The course gave me the tools to really think about how our business connects with customers, how we articulate our value and differentiation, and how to measure that you're constantly on the right track. And it was all grounded in real-life examples and discussions.

Brian G

Quite simply the best thing I could have done as a product marketer.

Jack P

Before I started this course, I knew what I needed to do as a Product Marketer, but was struggling to understand how I could tie everything together to make the most impact in my role. After doing this course my confidence in my ability to do and exceed at my role has hugely improved.

Georgie B

If you are looking to foster your understanding of what customer-centric Product Marketing truly is and get hands-on guidance on how to implement in your business, this course is for you.

Silvan T

What you'll learn

More than just a course

Sign up now for instant access

You'll get the skills, tools, and confidence you need to build customer-focused go-to-market strategy, and progress your product marketing career.

Self-paced course

Lifetime access

35+ hours of learning

5+ hours of recorded lectures

30+ hours of written and video content

10+ product marketing templates

Slack community for ongoing support

Homework assignments to test your new skills

Certificate of completion

Most of our students use a company-sponsored learning and development allowance. 

Need to request budget from your boss? Use our 'convince your manager' template to get started
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Frequently asked questions

How much does it cost?

£499 for lifetime access to the course.

Who is this course for?

Anyone in a marketing role who's looking to grow, develop, and build on product marketing skills. 

Will there be an exam? 

Nope! WTF is Go-To-Market focuses on more practical outcomes, including an optional cumulative homework assignment so you can put theory into action, and we also include short ungraded tests of each section so you can test yourself. 

How long will the course take to complete?

We designed WTF is Go-To-Market to be a five week project - long enough for you to understand each concept, but quick enough for you to see how all the aspects build together. We expect you'll spend about ~4 hours a week of learning, to get the most out of it. 

However, take your time! There's no rush. You'll get lifetime access. 

How is the course delivered? 

Each chapter contains:

  • A 1 hour recorded deepdive
  • Unique video content 
  • Written content - most with adjacent video walkthroughs for different types of learners

You'll also get access to our templates and workbooks, accelerating results from your day-to-day work. 

Don't forget, you'll also be able to join our Moonshot Community, and join other marketers like you. Here, you can ask questions and get support from Alicia, James, and the rest of the community. 

Have any questions? We're here to help.

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