Cohort 2 - Jan 2024

Learn when, why, and how to scale your B2B product line as a PM or GTM leader

Ibrahim Bashir

Product Executive

Scaling B2B Products

The past twenty years have been transformative when it comes to enterprise software - from discovery to purchase to implementation to adoption, the entire lifecycle has been up-ended and re-imagined. Several technology trends, ranging from the acceptance of online commerce to the ubiquity of cloud computing to the proliferation of mobile devices to the evolution of the IT department to the emergence of the API ecosystem, have come together to birth a new category of software called enterprise SaaS. And all major enterprise SaaS companies have one shared milestone across their journeys: scaling. Participants in this course will learn why, when, and how to scale their B2B products. This shift is a critical juncture in the life of an enterprise SaaS company - this course is designed for the leaders who want to navigate such a business transition. Why do some companies successfully make the shift while others fail spectacularly? What are the different paths a product team can take to activate new personas? What are the implications for a GTM team now navigating new channels and segments? And how can an executive team transform its culture to account for shifting incentives and goals? To answer these questions, we will leverage concepts and frameworks that are the learning residue from multiple (successful and unsuccessful) attempts at scaling in enterprise SaaS companies. We will use a combination of lecture-based theory and take-home assignments to cover a broad spectrum of B2B SaaS strategy.

Strategy Frameworks & Mental Models to Scale Your B2B Products

Chief Product Officers &amp; Heads of Product evaluating strategies and deciding tactics for new product line / add-on introduction

Directors &amp; VPs in Product Management and GTM Leadership shipping new 0-&gt;1 products that complement the core product offering

Heads of Growth Product / Marketing revamping their org design and operating model to support multiple products

Who is this course for

What you’ll get out of this course

<ul><li>Mapping product and go-to-market (GTM) north star metrics to business KPIs</li><li>Illustrating the core flywheel and loops of your product / motion / company</li></ul>

How to evaluate the health of a B2B product

<ul><li>Finding product ceilings and breaking through them by stacking S curves</li><li>Connecting flywheels across your core offering and new product lines</li></ul>

How to time a 2nd act for your product line

<ul><li>Improving user journey from onboarding (activation) to using (sophistication)</li><li>Going from 1 to n products by capturing adjacencies (users, workflows, solutions)</li></ul>

How to execute bets that scale your business

<ul><li>Optimizing buyer journey from awareness (1st purchase) to advocacy (nth renewal)</li><li>Thinking beyond product-market fit (PMF) to GTM motion fit (model, channel)</li></ul>

How to scale your motion across GTM teams

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Vice President of Product Management @ Okta

Global Vice President, Corporate Sales @ GitHub

What people are saying

Meet your instructor

Over the course of each 1 hour session Ibrahim will not only introduce mental models to dissect the strategy behind successful B2B products, but also do Q&amp;A around your specific product / company / domain as well.

Monday-Thursday

Course schedule

This course builds on live workshops and hands-on projects

Active hands-on learning

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

Interactive and project-based

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

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