GTM Engineering

Building GTM Experimentation Systems to Find Alpha

Yash Tekriwal

The first GTM engineer + AI and automation expert

Learn the framework top operators use to identify and validate high-impact growth opportunities

Find your GTM Alpha:

Create systems that turn your team into consistent experiment runners, not just idea generators

Build a culture of experimentation and repeatable systems:

Deploy the metrics and feedback loops that separate winning GTM strategies from costly assumptions

Measure what matters:

Through multiple real examples of well-run experiments and real stories at Microsoft, Amazon, and Airbnb, you will see the humbling reality that we are terrible at assessing the values of ideas. Trivial changes can be surprisingly useful, whereas large efforts often fail. Accelerate innovation by building Minimum Viable Products and Features (MVPs) and make the organization evidence-based and humbler, as it adopts and learns to use evidence from the gold standard in science: the controlled experiment. You will understand the challenges in designing and running trustworthy controlled experiments, or A/B tests, including the importance of the Overall Evaluation Criterion (OEC), scaling, pitfalls, and Twyman's law. The 2nd week covers additional topics, some more technical, including cultural challenges, institutional memory, maturity model, observational causal studies, offline evaluations, AI/Machine learning and triggering, scaling, build vs. buy, challenges, and requested topics. The advanced topics course is a follow-on to this: https://bit.ly/AdvancedABFS

Empower your organization to be data-driven and innovative

Course syllabus

Three x 2-hour sessions + 1/2-hour bonus in week 1 on Monday, Tuesday, and Thursday.The bonus time is optional. Material may be more technical, and time for additional Q&amp;A

Week 1: Mon, Tue, Thu

Two x 2-hour sessions + 1/2-hour bonus in week 2 on Monday and Thursday

Week 2: Mon, Thu

Optional Q&A

Course schedule

Data science managers and scientists will be able to design and interpret the experiment results in a trustworthy manner

Program managers focused on growth, revenue, conversions, and prioritization will understand how to provide the org with robust clear metric

Engineering leaders will be able to make the organizations more data-driven and efficient with fewer severe incidents through A/B tests

Who is this class for?

What you will learn from this 10-hour course

You will hear multiple real memorable stories and examples, many that don't make it to books or articles. These were chosen from over 20 years of experimentation. You'll have the data to show that the poor success rate is documented across multiple organizations; expected it!

Understand and internalize the humbling reality that we are poor at assessing the values of ideas: most ideas fail!

Understand key concepts like causality, hierarchy of evidence, and key organizational tenets required for effective experimentation.

Understand the key advantages and limitations of A/B testing

Designing metrics is hard. There is a hierarchy of metrics and perverse incentives. The most important metrics comprise of the OEC - The Overall Evaluation Criterion. We will look at good and bad examples.

Learn how to design metrics and the Overall Evaluation Criterion

Getting numbers is easy; getting numbers you can trust is hard. You'll understand common pitfalls and how to design reliable and trustworthy tests.

Learn how to designing trustworthy A/B tests

Learn about the cultural challenges, the humbling results (most ideas fail, pivoting, iterating, learning), institutional memory, ideation, prioritization, experimentation platforms

Learn about the cultural challenges

When building AI or machine learning models, using A/B testing and triggering to evaluate the models that were built offline based on historical data

Learn about the relationship to AI and Machine Learning Modeling

When you can't run an A/B test, quasi-experimentation methods and the risks of observational causal studies

Learn about complementary quasi-experimental techniques

What are key challenges and open questions in the field

Learn about existing challenges

If there is something specific you want to cover, there is time allocated for topics voted by the audience to discuss

Learn about YOUR topic of interest

The course focuses on developing the intuition and common misunderstandings, without the details of the statistics, which you can find in many books. We cover p-values, statistical power, and triggering.You can go as technical as you want in the Q&amp;A and community discussions

Technical to your needs

Learn from a world-leading expert how to design and analyze trustworthy A/B tests to evaluate ideas, integrate AI/ML, and grow your business

Microsoft

Airbnb

Amazon

Dr. Ronny Kohavi

Executive at Microsoft, Airbnb, Amazon, author of best-selling A/B testing book

7 July 2025

8 Sept 2025

Growth leaders and teams are expected to bring impactful results at high speed. However, in that high-paced environment, it's easy to get into a trap of constant local optimization. 👉 What is good for USER is good for BUSINESS. The biggest changes that drove product Growth for companies like Miro, Notion, Figma didn't happen due to local changes. These products combined both components: high-quality user experience and ethical PLG strategies. 📌 Growth teams face many challenges like: 🚨 Getting caught in a trap of local optimization and constant A/B testing with no impact?🚨 Hard to uncover new growth opportunities to impact Activation, Habit-forming, and Upgrades?🚨 What behavioral principles can help create the most user-friendly and ethical solutions?🚨 Finally, how do we receive a buy-in to implement meaningful product changes and drive Product-led Growth? I've been facing these challenges myself and collecting knowledge for years to address them. 📌 What prepared me to share this knowledge with you: ↳ For 6+ years at Miro, I covered all parts of the Growth funnel holistically&nbsp;(Activation, Engagement, Monetisation, Community-led Growth).↳ As a part of Growth Leadership at Miro, scaled from 1 Growth team (5 people) to a stream of 15 teams (170+ people).↳ As a founder of Growthmates, collected knowledge directly from 20+ leaders from Notion, Canva, Dropbox, and↳ As a Growth advisor, helped 10+ B2B and B2C companies in SaaS, Collaboration, Education, AI, and other sectors. 📌 What to expect on this course: ✅ Take an end-to-end look at 3 key Growth flows: Activation, Habit-forming, Upgrades ✅ Apply Behavioural science methods and uncover new opportunities through a user-centric approach✅ Turn your ideas into roadmap by applying 5-step Growth Flow review and prioritisation framework 🎯 THE RESULT: 📊 A diverse roadmap: you will translate your ideas into Quick Wins, Meaningful shifts, and Big bets that you can present and get a buy-in. ⏯️ 1:1 Personal video feedback on your project: Submit your final project and receive detailed, thoughtful feedback from me via Loom — I’ll walk through your work, respond to your specific questions, and share insights to help you move forward with clarity. 📌 What you get for the Total value: ⚡️ Personalized feedback on your completed project ($990 value) ⚡️ 4 interactive live sessions with me ($1,190 value) ⚡️ 30+ B2B &amp; B2C product flows for Onboarding, Adoption, and Upgrade experience from Notion, Canva, Dropbox, and more ($690 value) ⚡️15+ Templates for Growth, Research, and Growth teamwork ($990 value) ⚡️ Lifetime access to all these materials ——— ❗️ This course is NOT about abstract growth strategies. It's about real product examples, behavioral science knowledge, and PRACTICE that you can combine with your real work project. — Products that use only Sales-led model (course is about Product-led Growth)&nbsp;— Too early-stage products in the development phase (course is about your flows to analyse and improve).&nbsp;&nbsp;— If you want t learn deep Data analytics&nbsp;(course is more about Qualitative user-centric approach)

Create your Product-led growth roadmap — from Quick wins to Big bets.

📅 Join on Tuesdays for Live sessions

Bring your real growth challenge with Activation, Habit-forming, or Upgrades, and work on it by applying the frameworks shared in the course.

✏️ Work on your work-related projects during the week

Get feedback directly from me on Q&amp;A parts of live sessions, as well as from a small group of peers who are solving similar challenges — let's learn from each other!

🙌  Get feedback on your work

PMs and Product Designers working on Growth — apply frameworks and feedback to produce a roadmap to immediately take into work

"Growth team of one" — Product and Design Leaders who drive several parts of growth simultaneously (like Activation, Habit-forming, Upgrades

Growth Marketers, User Researchers, and other Product members who want to deepen their knowledge of PLG practices and Behavioural psychology

Who is this course for

What you’ll get out of this course

You will create a draft of the roadmap and will apply the "3 types of initiatives" framework to articulate the value of Product-led Growth and get stakeholders' buy-in.

Create a diverse growth roadmap to get buy-in

You will get feedback from me directly and like-minded peers on the growth flow you're working on.

Get direct feedback on Growth flows improvements

User-centricity requires understanding how people behave and make decisions. You'll get access to 30 main behavioral principles; we'll practice 3 Behavioral methods — all of which are complemented with real SaaS examples.

Practice key Behavioral psychology principles

You'll practice using my 5-step Growth Framework to take a helicopter view of one of the flows you'd like to excel in —activation, Habit-forming, or paths to Upgrade. After the course, you'll learn how to incorporate this approach into your work.

Take an end-to-end look at 3 key Growth flows: Activation, Habit forming, Upgrade

For your Project work, you will apply this knowledge on 3-5 critical steps of the flows by combining Growth frameworks and Behavioural science.

Uncover new changes to impact Activation, Habit-forming, Upgrades

To inform your roadmap, you'll get 30+ flows of Onboarding, Habit forming, and Upgrade examples from the best B2B and B2C SaaS, learning how they address Activation, Habit-forming, and Upgrade experience.

🎁 Access to 30+ Growth flows visual base with best practices

Combine behavioral science and proven growth strategies to create a diverse roadmap, get buy-in, and drive impact with high quality.

Cohort 3

Kate Syuma

Founder @Growthmates • Ex-Miro Head of Growth Design

Cohort 2

Cohort 4

The ChallengeYour days are filled with:🗓️ back-to-back meetings,🚀 sky-high customer or investor expectations,⏱️ wishes that your team could move faster sooner,🔥 wishes that you could move even faster and work on what really matters instead of fighting fires. You start each day with the best intentions, but somehow find yourself constantly reacting instead of leading.&nbsp;Sure, it would be nice to focus on your own goals, but you care about those other people (or at least some of them 😁). They’re colleagues and customers, family and friends... How can you collaborate with them responsively without forsaking your goals and becoming just a (re-)Actor in their story? 🎬 ✨ You wonder if AI can help, you wonder how other leaders are using AI to manage it all and manage their teams--but honestly, who's got the time to figure that out? ⏳ You have a constant, lurking anxiety about what’s falling through the cracks or not getting done, so you work faster. As you try to move faster, people fall short of your expectations and their potential. It causes friction and frustration (even if you hide it well). It's uncomfortable to call out, so you avoid giving feedback or mention it lightly, which makes the situation more uncomfortable. Eventually, you decide to give feedback. Sometimes it goes okay. Often, you try to move through and out of the conversation as quickly as possible because it feels so awkward. Growth and improvements rarely last. You take on more work yourself to get it done. The Solution (Evidence-based. Immediately applicable.)⏱️&nbsp;EVERYTHING YOU READ BELOW WILL BE ORIENTED TO IMMEDIATE APPLICATION DURING THE COURSE ⏱️What if you could shift from reacting to the constant inputs to creating what matters most and leading your team in that direction--everyday? This course will support you, step by step, in building your Operating System to make this shift. Fancy apps aren't enough. Nor are bursts of motivation. A sustainable Operating System has 3 features:🧰 Tools (simple enough to keep using, and amplified by AI)🔁&nbsp;Habits (the tools don't use themselves...except for some of the AI ones we'll build)🧠 Mindsets (you can "productively" spend your life responding to other people's messages and requests--or build something that matters) No, "perfection" isn't possible (or even desirable). But our days--and our results--completely shift when we focus our attention systematically instead of ad-hoc and reactively. And our conversations shift when we stop trying to fix people and start inspiring them to take action and grow. We teach you how to do this by using straightforward approaches that reliably transform defensiveness and friction into self-reflection, connection, and motivation to grow. You will start to look forward to feedback conversations because you will know how to use them as powerful tools for building trust and deepening connection. You will also explore your own mindsets and beliefs around feedback, identifying your own patterns around conflict avoidance, people-pleasing, and controlling behaviors. AI is woven throughout the course, including:1️⃣ building your own Custom GPTs2️⃣&nbsp;mastering your calendar3️⃣ using AI as a practice partner for difficult conversations and coaching skills4️⃣ helping your team use AI, and so much more! Once you've shifted the way you manage yourself and lead your team conversations, applying evidence-based approaches tested with 1000s of managers and amplified with AI, the whole game becomes fun again. Bonus:📝 You will also get 5 step-by-step facilitation guides for sharing and teaching your team members everything we cover in this course. This helps establish shared language and frameworks within your team/organization, and positions you as the leader of change. 📖&nbsp;You'll also get our 20-page Offsite Playbook with step-by-step guidance on how to design and facilitate unforgettable team and company gatherings. 🚀 And you'll get to do this while in a practice lab with other high-growth leaders.

Spend your days fighting fires or each other?

Sundays (+ 1 Thursday)

Weekly Office Hours

High-Growth ManagersReady to move out of IC mode, you want to be the inspiring leader people thank for the rest of their careers.

ExecutivesYou know there's a better way than back-to-back meetings everyday. To scale your impact, you know you must scale yourself first

Startup FoundersYou're expanding your focus from building a product to building a team. And to do so, you need the team to step up fast.

You'll have the Inner and Outer Game in place:<ul><li>A systematic set of habits, tools, and mindsets to define What Matters Most each day and week</li><li>You'll be using your emotions as signals for what needs to happen next</li><li>Your mind will be at ease</li></ul>

Clear Focus & Emotional Balance

Whether you're currently intimidated by AI, curious, or all-in, you will:<ul><li>know exactly how to leverage Claude and ChatGPT to improve your skills and help you prepare for key conversations</li><li>have your own CustomGPT to do a recurring management task FOR you</li></ul>

AI As Your Ally (including your own CustomGPT)

<ul><li>Next Actions template (simplest tool possible to stay organized)</li><li>Weekly Preview Checklist (define what matters most and who should do it)</li><li>Daily Defining Checklist</li></ul>

The Operating System (feel on top of your s***)

<ul><li>Know how to decide WHAT to delegate to increase your leverage</li><li>Know HOW to delegate (to a person or AI) in ways that build confidence and follow-through</li></ul>

The Leverage Framework

<ul><li>GAIN Template for how to structure feedback conversations that inspire response-ability, action, and growth</li><li>how to use AI to prepare and practice</li></ul>

GAIN Feedback Framework

<ul><li>GROW Template for coaching conversations</li><li>The key skill to coach effectively</li><li>Know the difference between a feedback and a coaching conversation</li><li>how to use AI to practice and get feedback on a coaching conversation</li></ul>

GROW Coaching Framework

What if you felt on top of everything and your team were aligning and growing through every conversation with you?

Jack Cohen

Cohort 1

This weekend workshop is a hands-on introduction to A/B Testing designed specifically for data scientists and product managers. To truly drive impact, you must connect experiment results to business decisions, collaborate effectively with product stakeholders, and communicate findings in ways that influence roadmaps. This workshop is designed to help mid-senior data professionals build exactly those skills, sharpening your product thinking and transforming how you approach experimentation. This course offers a practical, fast-paced dive into real-world experimentation. Through interactive case-studies, group discussions, and live walkthroughs of industry tests, you will learn how to:1) Frame hypotheses that lead to actionable decisions, not just statistical tests2) Choose metrics that reflect business trade-offs — primary, secondary, and guardrails3) Interpret test results in business terms, beyond just “stat sig”4) Communicate insights clearly to PMs, leadership, and cross-functional teams By the end, you won’t just be running A/B tests — you’ll be driving better product decisions with them. We will wrap up the discussion by learning about what separates a good data scientist from a great one, and how you can continue building on your data skills.

Learn to Design and Analyze A/B Tests that Influence Product Strategy.

Learn how great experiments start—with the right questions. We’ll cover hypothesis framing, choosing the right metrics, and designing experiments that align with product goals. You’ll also explore real-world examples of good (and not-so-good) test design.

Day 1: Foundations of Experimentation

We’ll dive into analyzing experiment outcomes, understanding tradeoffs, and handling ambiguous results. You’ll practice translating test results into product impact and learn how to communicate insights to influence decision-making.

Day 2: Influence Decision-Making and Drive Outcomes

Data scientists who want to build A/B Testing skills to share business outcomes and get interview-ready.

Growth analysts looking to design high-impact experiments and optimize key funnel metrics.

Product Managers who work closely with data teams and want to better frame, interpret and act on experiment results.

Who this course is for:

Give students an idea of how they can expect to grow throughout your course. Include specificity and precise results so students can benchmark exactly what they’ll learn.

Design high-signal A/B tests by framing clear hypotheses and selecting the right success and guardrail metrics aligned with product goals.

Evaluate the impact of test results using confidence intervals, lift, and directional trade-offs to recommend feature launch decisions.

Analyze real-world case studies from Uber and Spotify to learn the applications of AB Tests to industry challenges.

Create a clear decision brief that translates experiment results into business-relevant insights for PMs, engineers, and leadership.

Learn a practical framework to evaluate real-world A/B tests, identify weak hypotheses, misaligned metrics, and missed opportunities based on product intent.

Apply a reusable A/B testing framework to critique and improve existing experiment setups based on product context and goals.

Learn to design A/B tests that drive real product decisions - from metrics and hypotheses to business impact.

Lightning Lessons

Building GTM Experimentation Systems to Find Alpha