Overview

AI, Data Science & Cloud Certificates from Google, IBM & Meta — 40% Off

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A successful product launch requires more than a strong product. It requires coordinated execution across product, sales, and marketing teams. In this course, you’ll learn how to build integrated go to market (GTM) launch plans and make data-driven decisions that improve launch performance. You’ll begin by learning how world class launches are structured. Using milestone frameworks and dependency mapping techniques, you’ll create launch timelines that align product releases, sales enablement, marketing campaigns, and launch day execution. You’ll also learn how to identify critical dependencies early to reduce launch risk and improve cross-functional coordination. Next, you’ll focus on launch performance and resource allocation. You’ll evaluate marketing channel efficiency using metrics like Customer Acquisition Cost (CAC), conversion rate, and cost per qualified lead. Through realistic SaaS launch scenarios, you’ll analyze campaign performance data and practice reallocating budgets from underperforming channels to higher-converting opportunities. Hands on activities place you in the role of a product marketing manager at Vantivo, a fictional B2B SaaS company launching a client collaboration platform. You’ll build GTM checklists, sequence launch milestones, optimize channel budgets, and prepare VP-level justification briefs grounded in real-time launch data. By the end of this course, you’ll be able to create integrated GTM launch plans, manage cross-functional dependencies, evaluate channel performance, and make defensible launch optimization decisions that improve adoption and business impact. This course is ideal for product marketing managers, launch leads, and GTM professionals responsible for coordinating product launches and managing launch performance.

Syllabus

GTM: Build Integrated Launch Plans

This module focuses on building integrated GTM launch plans that align product, sales, and marketing around a shared launch timeline. You will examine how milestone planning, dependency mapping, ownership assignment, and launch readiness reviews help prevent fragmented execution and missed adoption opportunities. Through the Vantivo Connect launch scenario, you will practice translating strategic launch priorities into a working checklist that surfaces critical path risks before they become launch blockers. By the end of this module, you will be able to create a dependency-mapped GTM plan that coordinates cross-functional execution from strategy through launch day.

GTM: Performance and Resource Allocation

This module focuses on using real-time launch performance data to make defensible resource allocation decisions. You will evaluate channel efficiency through cost per qualified lead, conversion rate, and reach-versus-intent signals, then apply these insights to determine when to scale, diagnose, or reallocate budget across launch channels. Using the Vantivo Connect performance scenario, you will practice moving beyond static budget plans toward data-informed decision-making that can be communicated credibly to leadership. By the end of this module, you will be able to analyze channel performance and justify mid-launch budget shifts with clear metrics, projections, and risk controls.