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Scaling B2B Products in Market - Strategy for PMs

New
·

3 Weeks

·

Cohort-based Course

Build a structured Product-to-GTM strategy & lead your marketing & sales partners with confidence

Hosted by

Anurag Wadehra

ex-Google, P&G, CMO @ 2 public SaaS co., Founder or operator @ 6 tech startups

Course overview

Learn to build, test & scale your product’s growth pathways in market

Junior product managers focus on building cool products. Experienced PMs know shipping products isn’t enough.


Getting B2B products in the market and growing them is especially hard. More so now with genAI, developer-tools and new stacks that are reshaping industries. 


Many PMs don’t have the business experience or confidence to partner with their GTM commercial teams. Yet, their product success - and often their career growth - depends on this. 


Become an influential partner to your GTM teams!


In this course, you will learn the Five Factors Framework* and apply it in a stepwise fashion to build your GTM strategy - for both current and new products.


You will:


1. Find how good is your current product-to-market strategy

2. Establish the key factors you need to improve to unlock growth

3. Create a new tech-based value story that fuels growth

4. Explore multiple growth pathways & define the right ones for your product

5. Build a testable go-to-market plan


This cohort-based course includes live teaching by Anurag and feedback from your peers, plus videos, worksheets and short weekly projects.


*The Five Factors 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 https://www.anuragwadehra.com

Who is this course for

01

Sr. Product Managers looking to scale GTM success


Ideal for B2B tech products such as AI, data and cloud services


NOT for first time PM

02

Sr. Product Marketing Managers looking to improve product positioning & GTM skills.  


NOT for first time PMMs

03

GTM managers (in marketing, sales, product functions) who own product roll-out & success in market

A clear Product-to-Market plan to enroll your GTM partners with confidence

A stepwise approach with a baseline assessment of your GTM

You will complete a structured approach to building GTM plan. You will begin with a baseline understanding of your current GTM in market.

Redefined ideal B2B customer profile

You will learn how to reassess your ICP from first principles, using B2B archetypes. And apply these to sharpen your target customer profiles.


Sharpened value proposition for your product

You will create a sharper value proposition for your product - using a combination of inside out (tech first) & outside in (customer-first) approaches.

Choose the right growth pathways

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.

An actionable GTM plan

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

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 - StepFunction.ai
        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 in how to execute quickly and reach PMF.
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 - Affable.ai
        I am more structured in my thinking and have built more conviction in how to approach our search for PMF.
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 www.anuragwadehra.com


Why I started this course 


In my experience, B2B product managers need to be good at defining and helping build great products. This is table stakes.


Beyond this, senior PMs must bridge from building products to making GTM successful to become cross-functional leaders.


They need to partner with GTM teams (marketing, sales, channels) to ensure product success in the market.


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.   


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

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Join an upcoming cohort

Scaling B2B Products in Market - Strategy for PMs

Cohort 1

$750 USD

Dates

Oct 31—Nov 17, 2023

Payment Deadline

Oct 31, 2023

|

Bulk purchases

Course syllabus

01

Intro to stepwise Product-to-Market framework

Learn the Five Factors Framework and how to apply it in a stepwise method to build a smarter GTM plan 


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: Framework for GTM plan

02

How good is your GTM today?

Begin with a baseline assessment of your current GTM.


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: How good is your current GTM

03

Build your GTM growth hypothesis

Apply Five Factors framework to build a thesis for how to grow your GTM


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: Your GTM growth hypothesis

04

Create your new value story

Learn how to build a story that captures your customer value using both the inside-out method (“product magic”) and outside in method (“a new category game”)


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: How to create your value story

05

Create your GTM growth plan

Identify & target your Early Adopter growth segment

Choose your GTM pathways - PLG, Sales etc

Assign your GTM growth team


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: How to identify, target & segment for growth; How to set GTM pathways and build a plan

06

HOW to test your GTM growth plan

How to test your plan to lower your risks- and increase odds of success


PRE-WORK: Videos, Readings

SOLO WORKSHEETS: How to build a GTM Risk Mitigation Plan

Course schedule

12-14 hours total, over 3 weeks
  • Tuesdays & Thursdays

    11:00 am -Noon Pacific Time

    2 live sessions per week with instructor and peers

  • Three Weeks

    6 X One hour long live sessions

    ~ 1-hour of async material beforehand (videos + readings)

    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 core concepts through videos and readings BEFORE each class


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

  • Solo projects

    ~ 1 hour per week

    • You will get WORKSHEETS 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

Building a repeatable GTM - A framework

GTM = a path from your product to your customer

“Like cutting a trail through a forest with a machete”


When do you push through? When do you quit? When do you pave over? 


A Repeatable GTM means

  • Ideal Customer Profile (ICP) locked
  • A proven path to ICP (product led, account led or channel led) 
  • Economically efficient (sales quality metric, product word-of-mouth metric)


Here is a framework for building such a GTM

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?
A pattern of wavy dots
Join an upcoming cohort

Scaling B2B Products in Market - Strategy for PMs

Cohort 1

$750 USD

Dates

Oct 31—Nov 17, 2023

Payment Deadline

Oct 31, 2023

|

Bulk purchases

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Still not sure about the course?


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

100% Risk Free Investment

100% Risk Free Investment

Guarantee

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 aw@anuragwadehra.com

$750 USD

New
·

3 Weeks