Go-To-Market Programme: Take Your Company To The Next Level!

Draft and implement a strong GTM strategy. Take your product/service to market, analyse your market, position yourself ahead of competitors, and step up your marketing!

E learning Self-paced learning
Certificate upon completion
Course Duration: 25 hours
English

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The programme includes 113 learning units with total study time of 25-30 hours structured as 15-min scorm microlearning units and 2 videos with total video duration of 20 minutes.
This programme is designed to equip your learners with the skills, knowledge, and tools needed to successfully enter and thrive in new markets. Through a series of interactive modules, engaging case studies, and practical workbooks, this programme will empower your learners to conduct insightful market research, develop competitive strategies, and create winning go-to-market plans.

Managers and team leaders responsible for driving growth and entering new markets.
Entrepreneurs and business owners looking to expand their ventures into new markets.
Professionals in sales and business development seeking to refine their skills and explore new strategies.
Individuals interested in learning how to identify and capitalise on market opportunities.

Section 1: Personalised Needs Assessment Form (PNAF)

Section 1: Learning Objectives

Section 2: Business Model Canvas (BMC)

Section 3: Sampling Methods & Survey Biases

Section 4: Lean Model Canvas (LMC)

Section 5: Common Mistakes to Avoid

Section 6: Value Proposition Canvas (VPC)

Section 7: Strong Business Models

Section 8: Worksheet: Fill In Your Lean Model Canvas Template

Section 9: Summary: Business Model

Module 3 - How to conduct an insightful market study?

Section 1: Learning Objectives
Section 2: Market Considerations, Demographics & Psychographics
Section 3: Key Market Metrics (TAM, SAM, SOM)
Section 4: Top-Down & Bottom-Up Analyses
Section 5: Primary & Secondary Market Study Methods
Section 6: Interviews & Focus Groups
Section 7: Efficient Surveys
Section 8: Sampling Methods & Survey Biases
Section 9: Case Study: Market Research
Section 10: Worksheet: Fill In Your Market Analysis Template
Section 11: Summary: Market Study

Module 4 - How to conduct a competitive analysis?

Section 1: Learning Objectives
Section 2: What is a Competitive Analysis?
Section 3: The Importance of a Competitive Analysis
Section 4: Competitive Analysis Report (Profile, Analysis, Advantage & Competitive Matrix)
Section 5: Case Studies: Competitive Analysis
Section 6: Worksheet: Fill In Your Competitive Analysis Matrix
Section 7: Summary: Competitive Analysis

Module 5 - What does product development entail?

Section 1: Learning Objectives
Section 2: Product Development Process
Section 3: Product Development Cycle
Section 4: Building an MVP
Section 5: Product-Market Fit
Section 6: Launching a Product
Section 7: Case Studies: Product Development
Section 8: Worksheet: Fill In Your Product/Service Development Template
Section 9: Summary: Product Development

Module 6 - What is UX design and why does it matter?

Section 1: Learning Objectives
Section 2: Design Terms
Section 3: User Experience
Section 4: User Experience Principles
Section 5: User Experience Examples
Section 6: User Experience Implementation
Section 7: The Future of User Experience
Section 8: Case Studies: UX
Section 9: Summary: UX Design

Module 7 - When, where, and how to conduct a market test?

Section 1: Learning Objectives
Section 2: Validating an Idea or Product
Section 3: Important Considerations
Section 4: The Importance of A/B Testing
Section 5: How to Conduct A/B Testing?
Section 6: Case Studies: Market Test Results
Section 7: Worksheet: Fill In Your A/B Testing Template
Section 8: Summary: Market Test

Module 8 - How to craft a successful go-to-market (GTM) strategy?

Section 1: Learning Objectives
Section 2: What is a GTM Strategy?
Section 3: Components of a GTM Strategy
Section 4: 4 GTM Strategies
Section 5: Framework for GTM Implementation (4 x 15 min)
Section 6: Channels: Marketing, Sales & Distribution
Section 7: Sales Funnel & Marketing Funnel
Section 8: Sales Pipeline
Section 9: MMP: Beyond MVP & Early Adopters
Section 10: Customer Expectations & User-Centred Support
Section 11: KPIs for Effective GTM Strategies
Section 12: GTM Strategy for Start-Ups
Section 13: Growth Strategies for Scale-Ups & Established Companies
Section 14: Case Studies: Successful and Failed GTM Strategies
Section 15: How to Analyse Risk and Mitigate Failure
Section 16: Worksheet: Fill In Your GTM Strategy Template
Section 17: Summary: GTM Strategy

Module 9 - How to price your product/service & establish efficient sales cycles?

Section 1: Learning Objectives
Section 2: Pricing Models & Dimensions
Section 3: Pricing Strategies
Section 4: Cost-Based Pricing for a SaaS Business
Section 5: Cost-Based Pricing for a Product Business
Section 6: Common Retail & Distribution Margins
Section 7: Sales Cycle & Efficient Sales Strategies
Section 8: Sales Governance
Section 9: Summary: Pricing & Sales Cycles

Module 10 - How to build your brand's image and marketing strategy from scratch?

Section 1: Learning Objectives
Section 2: Marketing Terms
Section 3: Brand Identity & Positioning
Section 4: Brand Archetypes
Section 5: Types of Brand Names & How to Pick One
Section 6: Types of Logos & Logo Design
Section 7: The Significance of Colours
Section 8: How to Choose a Colour Palette for a Brand?
Section 9: The 4Ps of Marketing
Section 10: Marketing Strategies
Section 11: Introduction to Digital Marketing
Section 12: Social Media Platforms
Section 13: Worksheet: Fill In Your Marketing & Sales Strategy Template
Section 14: Summary: Fundamentals of Marketing

Module 11 - How to build a killer business strategy?

Section 1: Learning Objectives
Section 2: External & Internal Innovation, Sources of Innovation
Section 3: Technology S-Curve & Types of Innovation
Section 4: Dominant Design & Timing of Entry for First and Late Movers
Section 5: Types of Strategy: Internal/External and When to Use Each Framework
Section 6: SWOT, Explore vs Exploit & T-M-O Frameworks
Section 7: Porter's Five Forces
Section 8: PESTEL Analysis
Section 9: Creating a Competitive Advantage with RBV, VRIO & USP
Section 10: Value Chain & Value Chain Analysis
Section 11: Business Ecosystem & Blue vs Red Ocean Markets
Section 12: Case Studies: Business Strategy
Section 13: Worksheet: Fill In Your Business Strategy Template
Section 14: Summary: Business Strategy

Module 12 - Guide to Building Your Start-Up

Section 1: e-book: Guide to starting your business

Inara is a dynamic hub for learning, innovation, and future-ready skills, dedicated to helping individuals and organisations grow with confidence in a world defined by technology, leadership, and creativity.

Founded in Dubai, a city that embodies ambition and progress, Inara was created to deliver modern, practical, and impactful training that evolves with the pace of change. Every programme is designed to inspire growth, spark innovation, and prepare people for what's next. Through partnerships with globally recognised institutions and certified providers, Inara offers access to internationally respected qualifications delivered by expert trainers who combine academic excellence with real-world insight—empowering learners and organisations to stay ahead in a rapidly transforming world.

Go-To-Market Programme: Take Your Company To The Next Level!

Course Overview

Who is it for?

Course Curriculum

Module 1 - Induction

Module 2 - How to build a strong business model?