Your team designs it
Your team actively designs your new go-to-market strategy during the working sessions.
For B2B products and services
Go-to-market workshop
A 3-phase workshop to gain market insight, remove unknowns and define your go-to-market plan and launch strategy.
For B2B leadership teams launching a product or entering a new market: the owner or CEO and the product, marketing and sales leaders.
- 90 minutes to 4 days
- Teams of 2 to 15
- From $1,500
Book my 25 minutes See formats and prices
No pitch. If a workshop isn’t the right approach, I’ll tell you.
I’ve taught go-to-market strategy to leaders at
What is a go-to-market workshop?
A go-to-market workshop is a working session where your product, marketing and sales leaders agree on one plan to launch a product or enter a new market.
It helps define your target audience, messaging, sales, and marketing strategies. It also identifies potential obstacles to ensure a successful market entry.
The sprint approach
My sprint approach is designed to reduce the time-to-market of new products, while aligning your team during the sessions.
The Google Ventures Design Sprint inspires my method. In the GTM Sprint Week, I pack the key parts of my frameworks and methods into a structured go-to-market workshop program, with sessions to define or refresh your go-to-market strategy from your customer’s point of view.
A go-to-market strategy workshop works better than a long consulting project when:
- You’re in a rush.
- You have execution capacity.
- You want team alignment, engagement and growth.
How it works
Months of work, compressed into 1 to 4 days of effective, pleasant and creative team collaboration.
The idea is simple: a small team of 2 to 15 people follows the live sessions, from 90 minutes to 4 days, and moves fast from uncertainty to clarity and focus.
I bring the outside view
I come prepared with market strategy insights from interviews and secondary research, to enrich the sessions with an external, objective perspective.
You leave with a plan
After the live sessions, I deliver a tailored action plan to cover your go-to-market and product gaps, then a final Q&A session to help you move from idea to validation and launch.
Need just one piece? I can run a single-session workshop focused on one specific step of your strategy.
During this workshop, I deliverWhat’s in your go-to-market plan
By the end of the go-to-market workshop, you’ll have a complete GTM plan with actionable insights, following my 11-step go-to-market strategy framework.
One week later: your tailored action plan, and a Q&A session to clarify the next steps.
Your go-to-market plan
- 1Segmentation and audience
Your segments, and the potential early customers to start with.
- 2Ideal customer profile
Your ICP or persona: pain points, jobs-to-be-done, desired outcomes and buyer’s journey.
- 3Competitive advantage
Today’s and tomorrow’s sustainable competitive advantage, to win over your competitors.
- 4Value proposition and positioning
A unique value proposition, different from competing solutions, and a positioning framework with key messages.
- 5Distribution channels
A distribution channels plan that covers sales, marketing and partners.
- 6Market ecosystem
The third parties that amplify your reach and give you an authority position in your market.
- 7Roadblocks and gaps
Your organizational gaps, and the external market roadblocks to making the plan happen.
- 8Execution roadmap
Concrete directions for every team member.
What to expect from a GTM workshop?
Drive team alignment
Align your product, marketing, product marketing and sales teams. Create a shared vision and strategic direction on who to target, what to launch, how to compete, communicate, distribute and drive revenue, and your go-to-market KPIs.
Upskill your team
As we go, I share bite-sized concepts to prioritize growth opportunities, focus your positioning, differentiate from competitors and bring innovations to market. You keep all the tools and templates, so your team can use them on future challenges.
Remove strategic unknowns
By asking the right questions, your team discovers insights about your market you didn’t even know: from the jobs-to-be-done, pain points and outcomes your product solves, to your strengths and differentiators.
Gain GTM speed and momentum
Design a strategy that would otherwise take months with traditional go-to-market methods, and move faster from a product idea to a new revenue stream.
Discover, decide, and ship fast.
How a go-to-market workshop runs, in 3 phases
Three phases: preparation, the working sessions, and your roadmap.
01
Pre-workshop preparation
Before the sessionsThis preparation step helps me diagnose your go-to-market gaps, align for success and get familiar with your team, project and culture.
Team selection
First, I help you pick the team for the workshop. Depending on your company’s size, these are some of the roles you may want in the room:
- Product innovation director
- Product manager
- Product marketing director
- Go-to-market director
- Commercialization director
- Sales director
If you’re a small business, or you’re launching an innovation you expect to be a big part of your future revenue, the CEO and CMO must be in the room.
- CEO
- CMO
Product and market analysis
I analyze your business objectives, product, go-to-market strategy, potential markets, competition and product adopters, following The Technology Adoption Lifecycle. I do it with secondary market research, and with primary research: interviews with your team.
Sessions schedule design
Then I design the working sessions, tailored to your needs. To go through all 11 steps of the go-to-market strategy framework, a 4-day workshop is the recommended approach. To focus on specific elements, like value proposition design or market prioritization, a single-day or single-session workshop works.
02
The working sessions
90 minutes to 4 daysI facilitate the workshop to:
- Present my findings, following the elements of my go-to-market strategy framework:
- Market opportunity
- Target customer profile
- Positioning strategy
- Core product offering
- Intangible attributes
- Revenue model
- Customer acquisition channels: sales plan, marketing and partners
- Narrative and messaging
- Team and organization readiness
- Host interactive canvas working sessions, where your team listens to and reflects on each other’s perspectives.
I act as your go-to-market and innovation coach, helping your team discover actionable solutions for the gaps we find, and define each element of your go-to-market strategy.
In a go-to-market workshop, you want your team to come up with the solutions. So every session follows a design thinking approach of divergence and convergence: find the best ideas, then embrace them as a whole team.
Idea divergence
Every idea goes on the canvas. Each team member shares ideas that cover your go-to-market gaps. All ideas are good. For example, to find the best market to target, we put up industries, use cases and end users.
Solution convergence
Your team votes for the best ideas, following specific criteria. In the target market example, your team scores each market against what makes a market selection successful.
The result
An order of attack: the order to introduce your product in each target market, chosen with your team’s votes.
This coaching approach helps your team embrace, commit to and align with the go-to-market strategy, because they came up with the solutions to implement.
03
Implementation roadmap and Q&A
One week afterOne week after the workshop, I deliver a tailored action plan with clear directions to complete what your team came up with during the sessions.
You also get my experienced view on your go-to-market, positioning and product gaps.
In the Q&A session, I answer all the questions you may have, to clarify the next steps you must take to move from a product concept to a new revenue stream.
Happy and aligned team!
After the session, your team feels heard and aligned towards a common strategy to accelerate your growth.
50+ B2B tech companies have figured out their go-to-market strategy with me
Jose M Bermejo
Go-to-market and positioning workshops for B2B tech teams
- 100+ workshops run, and go-to-market and positioning work with 50+ B2B tech companies worldwide.
- Author of B2B Positioning Strategy, with contributions from Warren Schirtzinger.
- 15+ years selling B2B tech, first as a chief revenue officer who grew revenue 120%.
- Executive MBA, IESE Business School.
I run every workshop myself.
Squadcast was acquired by SolarWinds
After a positioning strategy workshop with me.
DentalBee was acquired by Overjet
After a positioning strategy workshop with me.
YPX Realty went from generalist to luxury real estate
New ideal customer, new promise, and a website that sells a service, not a product. Sales took off.
Some of the 50+ B2B tech companies I’ve run go-to-market and positioning work with
What attendees say
+50%
Monthly recurring revenue up 50% in under 4 months.
- What we changed
- We dropped the “something for everyone” package: one type of buyer, plus hands-on support that made buying feel safe.
- What happened
- Less money spent on leads that never bought, and more deals closed.
Rebeca S. CMO, Sincrolab, a digital therapy company
“Jose’s go-to-market strategy workshop has been instrumental in clarifying our product positioning strategy and launch plan!
Their methods and deep understanding of technology markets are unmatched to commercialize high-tech innovations. They’re the go-to team if you need help launching a new tech-based product or Innovation!”
Lya Rebelo Go-to-Market Strategy at Citeline
Go-to-market workshop pricingAdapted to your needs and budget
One topic
GTM Focus Workshop
$1,500
Starts with a free 25-minute exploratory chat.
- Pre-workshop diagnosis session
- Preparation
- A 90-minute working session
- 1 specific topic or session
- 2 to 12 team members
- Online
One full day
GTM Power Day
$5,000
Starts with a free 25-minute exploratory chat.
- Pre-workshop diagnosis session
- Preparation
- A full day with up to 7 sessions or topics
- 2 to 12 team members
- In person or online
2 to 4 days
GTM Sprint Week
From$10,000
Starts with a free 25-minute exploratory chat.
- Pre-workshop diagnosis session
- Market, product and company research
- Preparation
- 2 to 4 days
- Longer sessions to discover more and agree on the best ideas
- 5 to 15 team members
- In person or online
- A post-workshop diagnosis, strategy and roadmap report
Not sure which format fits? Tell me what you’re launching on a 25-minute exploratory chat. If a workshop isn’t the right approach, I’ll tell you.
Book my 25 minutesGo-to-market workshop: questions
What is a go-to-market workshop?
A go-to-market workshop is a working session where your product, marketing and sales leaders agree on one plan to launch a product or enter a new market. It helps define your target audience, messaging, sales and marketing strategies, and identifies potential obstacles to ensure a successful market entry.
How do you run a go-to-market workshop?
In three phases. Before the sessions, I diagnose your go-to-market gaps, help you pick the team, and research your market and product, including interviews with your team. In the sessions, I present my findings and your team works on canvases: everyone shares ideas, then votes for the best ones. One week after, you get a tailored action plan and a Q&A session.
How long does a go-to-market workshop take?
From a single 90-minute session to 4 days. To go through all 11 steps of the go-to-market strategy framework, a 4-day workshop is the recommended approach. To focus on specific elements, like value proposition design or market prioritization, a single day or a single session works.
Who should attend a go-to-market workshop?
Your leadership team: a small team of 2 to 12 people, or up to 15 in a GTM Sprint Week. Depending on your company’s size: the product innovation director, product manager, product marketing director, go-to-market director, commercialization director and sales director. If you’re a small business, or the innovation you’re launching will be a big part of your future revenue, the CEO and CMO must be in the room.
What do you get from a go-to-market workshop?
A complete go-to-market plan with actionable insights: segmentation and early customers, ideal customer profile, competitive advantage, value proposition and positioning, distribution channels, market ecosystem, roadblocks and gaps, and an execution roadmap. One week later, a tailored action plan and a Q&A session.
How much does a go-to-market workshop cost?
$1,500 for the GTM Focus Workshop (one 90-minute online session), $5,000 for the GTM Power Day (one full day, in person or online) and from $10,000 for the GTM Sprint Week (2 to 4 days, in person or online). Every format includes a pre-workshop diagnosis session and my preparation, and starts with a free 25-minute exploratory chat.
When is a workshop better than go-to-market consulting?
A go-to-market strategy workshop works better than a long consulting project when you’re in a rush, have execution capacity, and want team alignment, engagement and growth. Your team designs the strategy in the sessions, and I bring the outside view from interviews and research. If you need just one piece, a single 90-minute session works.
Is a go-to-market workshop right for you?
Talk with me for 25 minutes, no pitch and no strings attached, to learn if a go-to-market strategy workshop is the right approach to solve your challenges.
What you’ll get from the workshop
- A review and diagnosis of your current go-to-market strategy gaps
- Training on the Technology Adoption Lifecycle, The Chasm and other models to launch your product successfully
- Working sessions to design strategies and action items that improve your current approach and cover your go-to-market gaps
- Cross-functional alignment on your winning GTM strategy
- An execution roadmap with concrete directions for your team members
Book my 25 minutes
If I’m not the right help, I’ll tell you on the call.
Not ready yet? Start with the free GTM Strategy Playbook: the 10 steps and 4 decisions the workshop makes with your team.
Not quite your problem?
Selling your own deals, one-to-one? That’s sales coaching, not a team workshop.
- Sales coachingOne-to-one, for founders who sell their own deals.
- Free GTM strategy playbookNot ready for a workshop? Start with the 10 steps and a worked example.
- Business systems workshopPeople, process and tools that run the company, built with your leadership team.
- Become a full-time CEOThe company still runs through you.
Fieldnotes: How to run a strategy workshop Go-to-market strategy framework Crossing the Chasm: framework mistakes Ecosystem map GTM playbook All fieldnotes