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MARKET LEARNING: STAY ALIVE

Hiring too early burns cash

Understand the core elements of market learning, and why good companies die before material success in the market if they fail at, or ignore, market-learning.

90 Minutes

REACH MARKETS THAT IGNORE YOU

Annoying people isn't effective

In this module you will learn how to reliably reach your audience during market learning, without launching the company.  As prospects are inundated with unsolicited outreach, ability to reach the audience is a critical skill for all entrepreneurs.

3 hours

FIND PRODUCT-MARKET FIT

And keep it

In this module, you’ll learn what is a “good market”, and what it means for a product to fit that market well.  There’s a clear focus on B2B v B2C PMF, testing processes, how to avoid common company-killing mistakes.

3 hours

FIND GO-TO-MARKET FIT

Predictable, reliable sales

In this module, you’ll learn the core elements of GTM Fit and how they are applied.  GTM Fit is the most critical process before staffing out with a GTM team. 

5 hours

BUSINESS MODEL & PRICING

Go-To-Market is part of the product

In this module you will learn how the business model and pricing methods you use impact your GTM operations and the company’s perception in the market. You’ll also understand how the choice of what to charge for matters (e.g. ownership, rental, services, impact).

2 hours

GTM WITH ALL DEPARTMENTS

A single unified motion

GTM is entirely multi-departmental. Yet, departmental friction frequently become a problem for operators.  Learn how to design GTM processes, analytics and operational cohesion so the entire company goes to market in a tightly integrated manner.

3 hours

GROWTH STAGES DRIVE DECISIONS

Hiring at the wrong stage burns cash

Learn to understand and identify stages of growth.  Understand how mis-understanding leads to delay, hiring the wrong people, loss of resources and mistakes in timing and key decisions.

2 hours

MODERN OPERATIONS

Monitoring and validation for all GTM

Learn to instrument and monitor every GTM action. Detect when PMF or GTMF is deteriorating. Isolate performance changes in people and processes. Eliminate finger-pointing. Use AI and common tools to substantial competitive advantage.

2.5 hours

GO-TO-MARKET STRATEGY

Sales led, product led or hybrid

Learn the spectrum of GTM strategies to optimize the field. Learn to select operational components and processes and combine them strategically.  The goal is to increase the velocity of sales and the reliability of the field.

2 hours

RECRUIT AND RETAIN

Retention is hard before market learning

Recruiting and retention of technical talent is hard.  This module will help founders to recruit, retain and motivate people - the only resource that matters.  The same skills developed through other modules are applied.

1.5 hours

SALES METHODOLOGIES

Important after growth stage

In this module you’ll learn older methods of selling that still have value.  You’ll also be aware of when various advisors may push something that should be carefully considered.

1.5 hours

AUXILIARY GTM MODELS

Deeper dive into GTMF & PMF

This module will make you familiar with a number of models of market behavior which are important to understand.  It also covers some emerging models which are related to PMF and emerging in the market.

2 hours

IN-PERSON SEMINARS ON MARKET LEARNING

MARKET LEARNING

Avoid mistakes.  Preserve cash.  Reduce risk.
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