The GTM Playbook
Get the skills, tools, and confidence to build go-to-market strategy
Progress your career with The GTM Playbook: a practical, self-paced course for B2B product marketers.
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Introducing
The GTM Playbook Live
Join us for an exclusive
LIVE
cohort course
Sign up to The GTM Playbook before October 21, and join us for an exclusive cohort course with live lectures, weekly office hours, and special guests.
Hands-on product marketing training from experienced startup operators
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.
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
13+ 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
13+ 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
⭐ 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
[This course] 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
Sign up 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
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Frequently asked questions
How much does it cost?
£699 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! The GTM Playbook 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 The GTM Playbook 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.
Thanks! We'll be in touch shortly.
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