Most features ship to silence because nobody outside the product team was ready — build the plan, the proof, and the handoff.
You shipped the feature. Sales found out from the changelog, support got blindsided, the blog post went up on a Friday, and three weeks later nobody can tell you whether it moved anything. That gap — between a product being built and a market actually noticing — is what product marketing closes. This course walks the whole job, in order. You research the market with win/loss interviews, surveys, and jobs-to-be-done synthesis. You pick a go-to-market (GTM) motion — product-led, sales-led, or community-led — and sequence which segment you sell to first. You build launch playbooks: tier 1/2/3 criteria, a T-minus timeline, a launch-day checklist, and a retrospective that changes the next launch. You arm the sales team with battle cards, objection handling, demo scripts, and an ROI calculator. You price on value instead of cost, run competitive intelligence off public signals, and turn happy customers into case studies and reviews. Every module ends with an artifact you can put in front of a real team. The course closes with a full GTM plan sprint for a launch you actually own.
Built by Lakshya Kumar
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Naming a new market is slow and expensive — learn when it pays off, when to skip it, and how analysts decide it is real.
Every artifact from this course, assembled into the one document product, sales, and execs can all launch from.
Complete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Produce a complete go-to-market plan for a real product launch: positioning statement, messaging hierarchy with segment variants, launch tier definition (tier 1/2/3 criteria), T-minus launch timeline with RACI, 5 KPIs with baselines and targets, battle card for the top 2 competitors, and a working-backwards press release. Each section must be grounded in research — not assumptions.
Choose a product feature and design a tiered launch: Tier 1 (private beta + interviews), Tier 2 (general release with content), Tier 3 (paid amplification). Include the criteria for advancing tiers, content deliverables per tier, and measurement.
I am learning product marketing — market research, go-to-market strategy, launch playbooks, sales enablement, pricing strategy, competitive intelligence, customer evidence, and category creation. Help me build a complete GTM plan for a real product launch.
Build a sales enablement deck for a B2B product: ICP, value props by persona, objection-handling, demo flow, competitive comparison, pricing. Include speaker notes and an FAQ for new reps.
Produce 3 competitor battlecards: positioning vs you, where you win/lose, traps in their demo, key talking points. Each battlecard is 1 page; tested by interviewing a sales rep (or salesperson roleplay) on whether they could use it in a call.
Design a win-loss research program: interview script for 10 won and 10 lost prospects, analysis framework, output format, cadence. Run at least 3 interviews (or roleplay them) and synthesize a one-page report of patterns + action items.
The definitive framework for marketing technology products to mainstream buyers.