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Mastering B2B Go-to-Market for Growth

8 Weeks


Cohort-based Course

Build for repeatable growth with confidence! 

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Course overview

Learn to build a stepwise GTM plan, anchored in a sharp new positioning

Getting from zero-to-one is hard enough!

Once you have found product market fit, you need to switch to building a growth engine - with special emphasis on building repeatable GTM and a scalable business model.

While keeping a strong differentiated positioning in the market. 

In this course, you will learn the Product Market Growth framework [in three parts: Growth Foundation/Frames/Fulfillment] to help you build a stepwise go-to-market plan. 

You will:

- Evaluate the strength of your current GTM strategy.

- Create a growth focused positioning, build on the firm foundation of your customer, product, and category/competitive factors.

- Identify top GTM strategies to fulfill your customer and market needs.

- Build the right pricing and packaging bundles within the frame of a scalable business model

- Learn how to sequence and orchestrate additional direct & channel pathways.

- Generate testable GTM sprint plans to guide your growth efforts

This cohort-based course includes live teaching by Anurag and feedback from your peers, plus video-based tutorials, case studies, detailed worksheets, and weekly projects.

*The Product Market Growth Framework is based on identifying and scaling growth patterns across Customer, Product, Category, GTM & Talent factors. It has been field-tested by tech founders, product managers and GTM leaders across six industry verticals in dozens of B2B/AI product categories. I write about it here


Who is this course for


Tech Founder | CEO building B2B GTM engine

Are we firing on all growth cylinders? Sales led, product led, marketing led? Should we be?


Go-to-market or Commercialization Lead looking to add discipline to growing new products in market. 

Are we ready to grow in a new market?


CMO or Product Marketer ready to position & launch a new or revamped product in a new market

Are we positioned to grow?

A stepwise GTM plan to test and grow in a new market

A baseline assessment of how strong is your current GTM

You will begin by a comprehensive assessment of the strength of your current GTM in the market. 

Start with a solid foundation of your customer, product & category factors

You will learn how to reassess your Ideal Customer Profile, from first principles, using B2B archetypes. You will also assess your product offerings and review the competitive dynamics in your category.

Sharpen positioning of your company & product for growth

Based on this foundation, you will re-position your company as well as your product - using a combination of inside out (tech first) & outside in (customer-first) approaches

Set the right GTM strategy 

You will explore multiple growth pathways - direct & indirect - for your product. From Product-led to Sales-led to Channel-led, etc. You will define the right pathways and the sequence in which to test and scale them.

Build the right pricing and packaging bundles for your GTM

You will assess and build the relevant pricing and packaging bundles for your GTM pathways - and tie them to your business model.

Create an actionable GTM sprint plan

You will build a smarter GTM plan ready to test in market for growth

This course includes

8 interactive live sessions

Lifetime access to course materials

83 in-depth lessons

Direct access to instructor

5 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Post-Course


    • Free preview

      FREE GTM Clinic with Anurag + special offers

  • Bonus


    • Free preview

      FREE RESOURCES: How to Enter the U.S. market

What people are saying

        This course has shown me how to look beyond the product factor and into the GTM & Category factors.
Radhika Advani

Radhika Advani

Product Manager - Google
        Not many founders have gone thru this much rigor... They absolutely need to.
Navneet Singh

Navneet Singh

ex-Googler, Co-Founder & CEO -
        This course helped me stitch everything together. The most important part - it brought clarity.
Saurabh Moody

Saurabh Moody

Founder & Chief Data Scientist - Super AI
        Clarity, Confidence, and Discipline.
Noemi Kis

Noemi Kis

Founder & CEO - Monittor
        The course forces you to rethink your GTM and Product strategy while giving you actionable frameworks...
Nisarg Shah

Nisarg Shah

Co-Founder & CEO -
        I am more structured in my thinking and have built more conviction.
Hannah Seiber

Hannah Seiber

Co-Founder & CEO - Artyc

Meet your instructor

Anurag Wadehra

Anurag Wadehra

Growth Coach & Advisor

I have 35+ years of experience as an entrepreneur and executive at companies like Google and Procter & Gamble. 

Now, I am an advisor to fast growing tech companies across the globe. I’ve coached 100+ tech founders, product managers & GTM operators. My two passions are storytelling and sense making. These help me generate insights and create frameworks to help others grow their business. 

I’ve done six startups ranging from zero-$100MM+. 

I have been a tech founder, run P&L, owned product management, built global marketing teams and created solutions up-and-down the software tech stack: from cloud [Google Cloud] to data infrastructure [Siperian:Informatica], to APIs [Apigee] to SaaS apps [LivePerson, Omada Health]. 

Beyond startups, I was the CMO at two public SaaS companies (LivePerson, Apigee); and have been part of one IPO and two M&As. 

You can find my thinking at Growth Matters blog

Why I started this course 

In my experience, tech founders struggle to make the shift from early stage PMF to mid-stage growth phase. This is a hard shift: from testing a few GTM tactics to building a repeatable GTM engine. 

Today, B2B GTM pathways and category games are getting complex: with product-led growth, sales-led growth, developer-led communities to name a few trends.  Therefore, sales, marketing and product leaders also struggle as each company builds a slightly different GTM engine based on their mix of product and market dynamics. 

I’ve created this course based on my experience in combining inside-out product development with outside-in customer-centric approaches to help tech leaders scale up product success and reduce market risks.

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Mastering B2B Go-to-Market for Growth


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Course schedule

16-20 hours over 8 weeks
  • Wednesdays

    11:00 am - Noon Pacific Time

    One live sessions per week with instructor and peers

  • Eight Weeks

    8 live sessions (total), 1 hour each

    Before Each Live Session

    ~ Study 1-hour of async material beforehand (videos + readings) to learn concepts

    During Each Live Session

    ~ Engage in 1-hour live session

    • Recap of async materials
    • Group Exercises
    • Solo Worksheets & Projects
    • Case Studies
    • Q&A

    ~ Bonus materials (optional)

  • Async Pre-work (videos & readings) before each session

    ~ 1 hour per session

    You are expected to learn the core concepts through videos and worksheets BEFORE you come to each session.

    We recap the material briefly in class but you spend most time on hands-on exercises (group & solo), case studies and live Q&A to make progress on your GTM.

  • Bite-size Projects

    ~ 1 hour per week

    • You will get projects for each module to improve your GTM plan - in private
    • You are expected to share your insights & get feedback from the instructor & your peers in class
    • While not mandatory, you are expected to share your GTM plan in the last session.
Free resource

Find out how strong is your GTM today?

How confident are you in your GTM plan? Have you tried different sales, marketing and free product tactics for a while? And you are not sure if you are making progress as fast as you should?

Here is a 90-minute video course + WORKSHEET, based on Product Market Growth Framework.

By the end of this self-paced FREE course ($99 value), you will have a baseline GTM scorecard based on;

  • Customer Factor
  • Product Factor
  • Category Factor
  • Positioning Assessment
  • Growth Pathways
  • Talent Factor
  • Business Model Assessment

You will know where you stand today

Get this free resource

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
How is the course different from the material in your Growth Matters blog
How is this course different from your PMF courses
Can I expense the course
What’s the refund policy?
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Be the first to know about upcoming cohorts

Mastering B2B Go-to-Market for Growth


Bulk purchases

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Still not sure about the course?

Email me at for a FREE 15-min call to figure out whether this course is for you.

100% Risk Free Investment

100% Risk Free Investment


If you attend the sessions, actively participate, and still don’t find the course valuable, we’ll happily refund your full payment until 7 days after the end of the course.

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Enroll as a group with your marketing, sales or GTM partner - for deeper GTM alignment. Email me