Go-To-Market Strategy

By the end of the class, you will be able to:

• Articulate what a Go-To-Market Strategy is and why it matters
• Evaluate vision and/or mission statements and assess their alignment with a company’s product, core values, and focus
• Tell a compelling company story that articulates the company’s “why”
• Communicate differentiated value propositions that tie into the mission and company story
• Generate a defensible Ideal Customer Profile
• Design an Ideal Seller Profile
• Identify the complementary Sales Motion(s) to best leverage your Ideal Seller Profile to engage your Ideal Customer Profile
• Provide a comprehensive Go-To-Market Executive Briefing Summary for your company, including assessment and alignment of Mission, Core Values, Company Story, Differentiated Value Propositions, Ideal Customer Profile, Ideal Seller Profile, Sales Motion(s), and overall Go-To-Market Strategy

The focus of this seminar is on the key elements required in building a Go-To-Market Strategy and an effective professional sales organization. We will review the steps needed to construct and manage an effective sales strategy and organization, whether for an existing company with an established sales organization or for an emerging company building and scaling from initial stages of product market fit to later stages of customer engagement and growth.

In this seminar, we will address:

• Company vision/mission
• Core values
• Company Story
• Differentiated Value Propositions
• Ideal Customer Profile
• Ideal Seller Profile
• Sales Motion(s)
• Integrated Go-To-Market Strategy

The Go-To-Market Strategy Seminar is designed for the C-Suite and Senior Sales and Marketing Executives (CEOs, CROs, CMOs, CFOs, any other C-level execs, VPs of Sales, VPs of Strategy, and Founders.)

Kelly Breslin Wright has over 25 years of experience in leadership, sales, operations, and strategy roles. She has deep Go-To-Market experience and has helped teams navigate through multiple stages of company growth, through IPO, global expansion, leadership transitions, business model changes, and the demands of being a private and public company. Kelly spent 12 years at Tableau Software (now part of Salesforce) as Executive Vice President, Sales. She joined Tableau as the company’s first salesperson in 2005, one month before the launch of version 1, and she helped grow Tableau into a multi-billion-dollar public company as a key member of the executive team. She grew Tableau’s worldwide sales and field operations from zero to $850m in revenue and managed over half of Tableau’s global team as the company grew to 3,400 employees. Kelly was responsible for all worldwide sales and field operations, including Direct Sales, Channel Sales, Services, Training, Technical Support, Customer Success, Sales Operations, and Sales Readiness. She now does board work, advising, and speaking. Kelly is a Board Director at Fastly (NYSE: FSLY), Lucid, Amperity, and Even. She is a Board Advisor at Asana, data.world, Hyperproof and for the Professional Sales Program at the University of Washington’s Foster School of Business. She sits on the Stanford LEAD Council and is a Stanford Seattle Advisor. Kelly teaches a full course on this same subject to full-time and executive MBA students. Kelly is a frequent speaker and is active in multiple organizations advocating for more women on corporate boards.

Location
University of Washington Main Campus
Seattle, WA

Parking
Parking for our classes is offered in the Central Plaza Garage at 15th Ave NE and NE 41st Street. You will receive a parking code from the program manager via email prior to the start of the class.

Commuter info
Please see these resources for information about commuting by bike, bus, or train:

• Biking to campus
• Transportation Services info on bus and train commuting

Hotel options near Campus

• The Marriott Residence Inn near the UW campus is a good option and walkable to campus.
• The Graduate Hotel is newly renovated and walkable to campus.
• Silver Cloud Hotel is close to campus, if a little too far to comfortably walk on a rainy day. They offer a shuttle to campus that you would need to arrange ahead of time. It’s near University Village, which is a nice outdoor mall with some good restaurant options.

Disability accommodation
The University is committed to providing access, equal opportunity, and reasonable accommodation in its services, programs, activities, education, and employment for individuals with disabilities. Please see this reference about submitting accommodation requests.

Class materials and homework
You will be contacted by the UW Executive Education program manager via email and provided with materials to read prior to class. Students are expected to bring text of their company vision and/or mission statements and a list of core values to the start of the course.

Schedule at a glance