From Strategy to Execution: Building Go-To-Market That Drives Growth
Go-to-market is more than just the launch. Today’s marketers are expected to connect customer insight, product strategy, positioning, channels, and internal alignment to drive measurable, ongoing business outcomes.
This session introduces a strategic yet practical framework for building and executing effective go-to-market strategies across both B2B and B2C organizations. Participants will learn how to move beyond disconnected campaigns to design coordinated market strategies grounded in customer understanding, clear positioning, and cross-functional execution.
Through real examples, guided exercises, and reusable templates, attendees will leave with practical tools they can immediately apply to upcoming launches, growth initiatives, and market expansion efforts.
Online | June 11, 2026 | 10:00 a.m. – 12:00 p.m. (Central Time)
Key Takeaways
- Apply a strategic go-to-market framework that connects business goals to marketing execution.
- Translate customer and market insight into clear positioning and messaging.
- Build a practical GTM plan they can immediately use for launches or growth initiatives.
- Lead cross-functional alignment to improve execution speed and results.
- Measure success using meaningful business outcomes, not just campaign activity.
Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
June 11, 2026 | 10:00am-12:00pm (Central Time Zone)
Module 1: Defining the Market Opportunity
Strategy First
- Why go-to-market starts before the launch
- Connecting business objectives to market strategy
- Identifying priority audiences and buying contexts
- Clarifying the problem you are solving
Module 2: Positioning for Competitive Advantage
Strategy → Message
- Turning insight into differentiation
- Building positioning that guides execution
- Connecting value proposition to customer outcomes
- Ensuring consistency across B2B and B2C journeys
Module 3: Designing the Go-To-Market Plan
Strategy → Action
- Core components of an effective GTM plan
- Launch and growth motions
- Channel orchestration and lifecycle thinking
- Prioritizing when resources are constrained
Module 4: Leading Execution Across Teams
Strategy → Organizational Impact
- The marketer as strategic orchestrator
- Aligning product, sales, leadership, and marketing
- Defining success metrics that matter
- Sustaining momentum after launch
Kimberlee West
Director, Product MarketingKimberlee is a trusted leader known for innovating product offerings, building high-performing teams, and aligning sales and marketing to drive sustained growth. With over 15 years of experience in both B2B and B2C marketing, Kimberlee is also a recognized voice in AI and automation.
Kimberlee currently serves as Director of Product Marketing at Maple, Canada’s leading virtual healthcare platform, where she leads the company’s innovation mandate to shape the future of healthcare.
Who Should Attend?
Job Functions
- Product Marketing
- Brand Marketing
- Growth Marketing
- Demand Generation
- Marketing Managers & Directors
Experience Level
- Mid-career to senior marketers (5–15+ years)
- Emerging marketing leaders transitioning into strategic ownership roles
- Marketers asked to lead launches or cross-functional initiatives
Applicable Across
- B2B organizations
- B2C brands
- SaaS, services, healthcare, technology, retail, and consumer companies
Pre-requisites
Participants should:
- Have basic familiarity with marketing strategy or campaign execution.
- Understand general marketing concepts such as audiences, messaging, and channels.
This session will not focus on:
- Channel-specific tactics (SEO, paid media, social execution)
- Marketing automation setup
- Technical product management methodologies
The focus is strategic go-to-market leadership and execution frameworks.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months