A product can be well-built and still launch to silence. The difference usually isn't the product itself — it's the absence of a coherent Product Strategy connecting what the product does to who needs it, why they'll choose it, and how they'll actually find out it exists. The Product Strategy and Go-to-Market Planning Training Course, delivered by The British Academy for Training and Development, is built for product managers who own that connection: turning a roadmap of features into a market outcome the business can point to.

This course treats product strategy and go-to-market (GTM) planning as one continuous discipline, not two separate handoffs between product and marketing. Participants explore how to define a strategy that holds up against real competitive pressure, how positioning shapes the way a market understands a product before a single word of copy is written, and how pricing decisions signal value as much as they capture it. The course also walks through building a GTM plan that survives contact with a real launch date — sequencing product marketing activities, aligning sales, and preparing for the weeks immediately after launch when most of the real work actually happens. Participants leave with a practical strategy and GTM framework they can apply directly to their next product or major feature release, not a theoretical model that stays in the slide deck.

By the end of this course, participants will be able to:

• Define a Product Strategy that connects market opportunity to a clear, defensible direction
• Build positioning that shapes how the market perceives a product before launch
• Make pricing decisions that reflect and reinforce a product's strategic positioning
• Design a GTM plan that aligns product, marketing, and sales around one launch narrative
• Sequence product launch activities realistically across pre-launch, launch, and post-launch phases
• Apply product marketing principles to translate strategy into messaging that resonates
• Anticipate competitive response and adjust strategy without losing direction
• Measure whether a strategy and launch actually delivered the intended market outcome

Who Should Attend

• Product managers and senior product managers responsible for strategy and launch
• Product marketing managers working closely with product teams
• Heads of product overseeing strategic direction across a product line
• Founders and startup leads planning a product or company launch
• Marketing professionals partnering with product on go-to-market execution
• Professionals transitioning into strategic product roles from delivery-focused ones

• What Makes a Product Strategy Real
• The difference between a strategy and a prioritised feature list
• Anchoring strategy in genuine market opportunity and competitive reality
• Positioning That Shapes Market Perception
• Building a positioning statement that survives scrutiny from sceptical buyers
• Aligning positioning with what the product actually delivers
• Pricing as a Strategic Decision
• Connecting pricing to the value a product genuinely delivers
• Avoiding pricing decisions made reactively or purely on competitor benchmarks
• Building a Go-to-Market Plan
• Structuring a GTM plan that product, marketing, and sales can execute together
• Defining clear ownership across the GTM process
• Planning a Product Launch That Works
• Sequencing pre-launch, launch, and post-launch activities realistically
• Preparing for the critical weeks immediately following launch
• Product Marketing in Practice
• Translating strategy and positioning into messaging that resonates with buyers
• Equipping sales and customer-facing teams with the story behind the product
• Responding to Competitive Pressure
• Anticipating how competitors will respond to a new product or launch
• Adjusting strategy and GTM execution without abandoning core direction
• Aligning Stakeholders Around the Strategy
• Communicating strategy and GTM plans clearly to leadership and cross-functional teams
• Managing pushback and competing priorities during planning
• Measuring Strategic and Launch Success
• Defining metrics that reflect genuine market outcomes, not vanity numbers
• Feeding launch results back into future product strategy decisions