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    Course · Go-to-Market trackTactic

    SEO & search capture

    Capture demand from search engines with intent-matched pages.

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    Run this as a workshop

    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Porter’s 5 Forces
    Score each force 1–5 and capture the dominant story.
    Desk Research Checklist
    One-day market scan: size, players, trends, pricing.
    Brand Archetype Picker
    12 Jungian archetypes — pick primary and secondary.
    Brainstorm
    Grid of sticky notes to fill in.
    Strategy this executes

    The strategic decisions this play depends on.

    Positioning Statement
    Framework
    Target, frame of reference, benefit and reason-to-believe in one sentence.
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    GTM Strategy
    The plan for who you sell to first, through which channels, with what motion and what proof.
    ICP
    The ideal customer profile — firmographics, triggers and fit criteria.
    Buying Committee
    Map the roles that influence, decide, sign and block — champion, economic buyer, technical, blocker.
    Product Launch
    A launch playbook: positioning, sequencing, assets, sales enablement and press.