Who should participate?

• Management and MBA students targeting careers in product management, marketing, strategy, business development, sales, growth, or consulting.

• Students working on case competitions, consulting projects, capstones, or corporate innovation projects where a market-entry plan is expected.

• Early-career professionals in MBA cohorts who need a structured way to assess markets, customers, channels, and value propositions—regardless of industry.

What is the session about?

• A practical GTM approach used in corporates and startups: defining customer segments, value proposition, positioning, routes-to-market, and success metrics.

• Validation and iteration methods adapted to business-school contexts: using primary research (interviews/surveys), secondary research, and small controlled tests to reduce risk before “big launch” decisions.

• Turning strategy into execution: sequencing GTM decisions (segmentation → targeting → positioning → channel motions → enablement → measurement) and aligning stakeholders (product, marketing, sales, finance).

Takeaways

• A reusable GTM framework management students can apply in interviews, cases, and on-the-job: “assumption → test → learn → iterate” plus a clear decision log.

• Practical tools: how to write testable hypotheses, select leading indicators (activation, conversion, retention), and design lightweight experiments on a student timeline.

• Sharper business judgment: how to diagnose why a launch is failing (wrong segment, weak proposition, channel mismatch, pricing/packaging issues) and what to change first.