A successful product launch requires more than a strong product. It requires coordinated execution across product, sales, and marketing teams. In this course, you’ll learn how to build integrated go to market (GTM) launch plans and make data-driven decisions that improve launch performance.

You’ll begin by learning how world class launches are structured. Using milestone frameworks and dependency mapping techniques, you’ll create launch timelines that align product releases, sales enablement, marketing campaigns, and launch day execution. You’ll also learn how to identify critical dependencies early to reduce launch risk and improve cross-functional coordination. Next, you’ll focus on launch performance and resource allocation. You’ll evaluate marketing channel efficiency using metrics like Customer Acquisition Cost (CAC), conversion rate, and cost per qualified lead. Through realistic SaaS launch scenarios, you’ll analyze campaign performance data and practice reallocating budgets from underperforming channels to higher-converting opportunities. Hands on activities place you in the role of a product marketing manager at Vantivo, a fictional B2B SaaS company launching a client collaboration platform. You’ll build GTM checklists, sequence launch milestones, optimize channel budgets, and prepare VP-level justification briefs grounded in real-time launch data. By the end of this course, you’ll be able to create integrated GTM launch plans, manage cross-functional dependencies, evaluate channel performance, and make defensible launch optimization decisions that improve adoption and business impact. This course is ideal for product marketing managers, launch leads, and GTM professionals responsible for coordinating product launches and managing launch performance.