Go-To-Market Fellowship
For marketers, business development managers and sales professionals. A Master's-level programme in how companies win customers: strategy and pricing, growth and experimentation, enterprise deals, revenue operations, and the AI and data skills that now separate good GTM people from great ones.
- Length
- 4 months · 17 teaching weeks
- Weekly time
- ~35 h: 4-5 h weekdays, longer weekends
- Format
- Live online, fully remote
- Tuition
- ₹0 upfront with ISA, or ₹2,00,000 + GST
Marketers, BD managers and sellers who want the next level.
"Go-to-market" is the industry's term for everything it takes to win and keep customers: marketing, business development, sales, partnerships, customer success and revenue operations. This track trains the whole system, so you understand how your part connects to revenue.
- Freshers with a degree in any discipline who want a serious start in marketing, sales or business development.
- Marketers in brand, content, social or performance roles who want strategy, experimentation and data depth.
- Business development and sales professionals who want to run bigger, more complex deals and partnerships.
- Founders' office and operations people who own growth without a playbook.
- Engineers and analysts moving into GTM engineering, RevOps or technical sales.
Think like a strategist. Operate like an engineer.
Build a GTM strategy
Define the ICP, position against real alternatives, price with evidence and choose the right motion.
Run experiments properly
Design, power and read A/B and incrementality tests, and know when attribution is lying to you.
Close complex deals
Qualify with MEDDPICC, map a buying committee, build the business case and negotiate from principle.
Work with data
Write the SQL behind funnels and cohorts, and build dashboards that change decisions.
Build AI-native workflows
Automate research, enrichment and personalisation with LLMs and agents, with humans reviewing the output.
Launch and lead
Plan a launch, enable a sales team, set targets and report to a board with the right metrics.
Roles graduates prepare for
Six modules. About 600 hours.
Readings are drawn from the strongest MBA marketing and sales syllabi and from primary research. Labs use real products, real data and real buyers wherever we can arrange it.
Pre-workBefore 26 Oct
~40 hBridge: business, spreadsheets and statistics
Self-paced foundations so week one starts level.
Topics
- How businesses make money: P&L basics, gross margin, recurring revenue, cash.
- Spreadsheet modelling: lookups, pivots, scenarios and sensitivity tables.
- Statistics refresher: distributions, sampling, confidence intervals, significance.
- Business writing clinic: the one-page memo and the pyramid principle.
- A first look at SQL: select, filter, group and join.
Deliverable
A one-page teardown of a company's go-to-market, plus a small revenue model. Used to place you in the Launch or Accelerate pod.
Module 1Weeks 1-3
26 Oct-15 NovMarket strategy, positioning and pricing
Who you sell to, why they buy, and what they should pay.
Topics
- Markets and customers: segmentation, market sizing done honestly, ideal customer profiles, buyer personas.
- Customer research: Jobs-to-be-Done interviews, synthesis and avoiding leading questions.
- Competitive strategy: five forces, Helmer's 7 Powers, category design.
- Positioning and messaging: competitive alternatives, unique value, messaging hierarchy.
- Pricing and packaging: value-based pricing, willingness-to-pay research (Van Westendorp, Gabor-Granger, conjoint basics), seat, usage and outcome models, discount governance.
- Unit economics: CAC, LTV, payback, contribution margin, cohort retention, NRR and GRR.
- GTM motions: product-led, sales-led, partner-led and community-led, and selling from India into the US and EU.
Labs and project
Run Jobs-to-be-Done interviews for a partner product and synthesise an ICP and positioning canvas.
A spreadsheet model with scenarios and a recommended price architecture.
A six-page narrative memo, reviewed and defended in a Saturday lab.
Readings
Crossing the Chasm (Moore) · Obviously Awesome (Dunford) · 7 Powers (Helmer) · Monetizing Innovation (Ramanujam, Tacke) · Competing Against Luck (Christensen et al.)
Assessment
Case exam on a company you have not seen before, plus the memo review.
Module 2Weeks 4-6
16 Nov-6 DecGrowth marketing and experimentation
Demand you can measure, and experiments you can trust.
Topics
- Performance marketing: Google, Meta and LinkedIn ads, auction mechanics, bidding, creative testing, budget allocation.
- SEO and content: technical SEO, information architecture, programmatic SEO, content strategy.
- AI search: how brands appear in answers from AI assistants, and how to measure it.
- Lifecycle marketing: email, WhatsApp Business and push, segmentation, deliverability (SPF, DKIM, DMARC).
- Analytics: GA4, product analytics, funnels and retention cohorts, UTMs, attribution models and their limits.
- Experimentation: test design, power and sample size, peeking and sequential testing, CUPED, bandits.
- Causal inference: difference-in-differences, synthetic control, geo-lift and incrementality, marketing mix modelling basics.
Labs and project
On a real dataset: power analysis, significance, variance reduction and a written recommendation.
A growth model from acquisition to referral, with a budget and a measurement plan.
For a partner website, prioritised by expected impact.
Readings
Trustworthy Online Controlled Experiments (Kohavi, Tang, Xu) · How Brands Grow (Sharp) · Causal Inference: The Mixtape (Cunningham), selected · Hacking Growth (Ellis, Brown)
Assessment
A statistics and experiment-design exam, plus the growth plan review.
Module 3Weeks 7-9
7-27 DecBusiness development and enterprise sales
Finding, qualifying, winning and growing accounts.
Topics
- Prospecting and outbound: account selection, signal-based prospecting, multichannel sequences, cold email and call craft.
- Discovery and qualification: SPIN questioning, MEDDPICC, mapping the buying committee.
- Solution selling: business cases and ROI models, demos, proofs of concept, mutual action plans, objection handling.
- Negotiation: principled negotiation, BATNA and ZOPA, anchoring, procurement and legal cycles.
- Partnerships and alliances: channel, reseller, SI and marketplace partnerships, co-selling and partner economics.
- Account management: QBRs, land and expand, churn signals.
- Pipeline and forecasting: stage design, conversion maths, forecast categories, deal reviews.
Labs and project
From account plan to negotiated close, against a role-played buying committee of CFO, CTO and procurement.
Design the tiers, economics and enablement for a partner company.
Recorded role plays, scored against a rubric and reviewed in pods.
Readings
The Challenger Sale (Dixon, Adamson) · SPIN Selling (Rackham) · Getting to Yes (Fisher, Ury) · Never Split the Difference (Voss) · Predictable Revenue (Ross, Tyler)
Assessment
A live negotiation role play and a deal review with a senior sales leader.
Module 4Weeks 10-13
4-31 JanAI-native GTM, RevOps and GTM engineering
Data, automation and machine learning for revenue teams.
Week 10 · Data foundations
- SQL for GTM: joins, window functions, funnels and cohorts.
- Modelling CRM and product data, warehouse basics, reverse ETL, dashboards that drive decisions.
Week 11 · RevOps and systems
- CRM architecture in HubSpot and Salesforce, lifecycle stages, lead routing.
- Attribution plumbing, territory and capacity planning, forecasting methods.
Week 12 · GTM engineering with AI
- APIs and webhooks, enrichment waterfalls, signal-based workflows, automation with n8n and Zapier, Python scripting.
- LLM fundamentals, prompt design, AI agents for account research and personalisation, retrieval over sales collateral, evaluating AI output quality.
Week 13 · Machine learning for revenue
- Lead scoring with logistic regression and gradient boosting, churn and propensity models, uplift modelling, clustering, forecasting.
- Model evaluation (AUC, calibration, lift), explainability and bias, and compliance: DPDP Act 2023, GDPR, CAN-SPAM and TRAI rules on commercial communication.
Labs and project
Signals, enrichment, AI research and personalised sequences, with a human review step and measured quality evaluations.
Train and evaluate on an anonymised dataset, then present the lift over the current rules to a "VP of Sales".
SQL funnel and cohort analysis feeding a dashboard a sales team would actually use.
Readings
Data Science for Business (Provost, Fawcett) · Hands-On Machine Learning (Géron), selected · Storytelling with Data (Knaflic)
Assessment
A SQL and ML practical, plus a review of your outbound engine's evaluation results.
Module 5Weeks 14-15
1-14 FebProduct marketing, brand and GTM leadership
Launching, enabling and leading.
Topics
- Product marketing: launch tiers and plans, sales enablement, battlecards, competitive intelligence, customer marketing.
- Narrative: the strategic narrative, executive communication, writing for technical buyers.
- Brand: brand platforms, distinctive assets, and measuring brand.
- GTM leadership: planning and OKRs, quota and territory design, compensation plans, hiring and coaching.
- Board metrics: NRR, CAC payback, magic number, burn multiple.
- Trust: claim substantiation, ASCI guidelines in India, and avoiding dark patterns.
Labs and project
For a partner's product launch: messaging, assets, talk tracks and a measurement plan.
Last quarter's performance and next quarter's plan, presented to a panel.
Readings
The Pyramid Principle (Minto) · Marketing Management (Kotler, Keller), selected · Positioning (Ries, Trout)
Assessment
Board presentation, scored by a panel of GTM leaders.
Module 6Weeks 16-17
15-26 FebCapstone engagement, hiring sprint and Demo Day
Do the job for a real company, then interview for it.
What happens
- Capstone: an end-to-end GTM engagement for a partner company or a real product: research, strategy, an experiment or outbound sprint, results and recommendations, with a working AI workflow.
- Panel defence: to marketing and sales leaders.
- Hiring sprint: CV, LinkedIn and portfolio, mock case, role-play and presentation interviews, then facilitated interviews with partners.
- Demo Day: Friday 26 February 2027.
Capstone requirements
A strategy memo, a live experiment or pipeline sprint with measured results, an AI workflow with an evaluation, and a board-style readout.
The GTM job is changing. You'll be ready for the new one.
Research that took a day now takes minutes. Personalisation that needed a team now needs a workflow and good judgement. The people who win are the ones who can build those workflows and tell good output from confident nonsense.
- LLMs, prompting and evaluation for research, messaging and analysis.
- Agents and automation that enrich accounts, draft outreach and update the CRM, with human review.
- Predictive models for lead scoring, churn and propensity, built and evaluated yourself.
- Responsible use: consent, data minimisation and the rules that apply in India and abroad.
What week 8 actually looks like.
| Day | Live (7:30-9:30 pm IST) | Guided practice |
|---|---|---|
| Mon | Discovery: SPIN questioning and the buying committee | Prepare a discovery plan for your lab account |
| Tue | Qualification with MEDDPICC | Qualify three sample deals and write the gaps |
| Wed | Business cases and ROI models | Build the ROI model for your lab deal |
| Thu | Guest session: an enterprise sales leader on a lost deal | Reading: The Challenger Sale, selected chapters |
| Fri | Review and Q&A | Record a practice discovery call |
| Sat | Lab day: live discovery role plays with a buying committee, pod feedback, then a deal review with a mentor | |
| Sun | Build sprint on the account plan and mutual action plan, and the weekly assessment on qualification | |
Graded on the work, not the slides.
Every deliverable is marked against a published rubric by practitioners, with written feedback. The certificate says you met the bar.
- At least 80% attendance at live sessions.
- Every module project submitted and passing review.
- A pass in the module assessments, with one resit allowed per module.
- A successful capstone defence. Distinction for the strongest.
The stack of a modern revenue team.
Or equivalents. Tools change; the skills underneath do not.
About the go-to-market track.
Is this a marketing course or a sales course?
Do I need to code?
I'm a fresher with a non-business degree. Is that okay?
Is the curriculum India-specific or global?
How does the ISA work for GTM roles?
Four months from now, you could be interviewing at a different level.
Part-time and fully remote, so you keep your job while you train. Pay ₹0 upfront with the Income Share Agreement, and nothing at all unless we place you.