AI Product Go-to-Market: From Early Users to Pipeline

What's inside

1. Level 1: Ideal Customer Profile and BeachheadFree
   Use early-user evidence to define an ideal customer profile and choose one narrow beachhead segment for the UK SME compliance tool.
2. Level 2: Positioning Against Incumbents and AI ToolsFree
   Position the product against the buyer's real alternatives: consultants, spreadsheets, established compliance software, general-purpose AI assistants and doing nothing.
3. Level 3: Messaging That Survives AI Scepticism
   Turn positioning into messaging that wins over sceptical SME buyers by stating outcomes, limits and proof instead of AI hype.
4. Level 4: Choosing a PLG, Sales-Led or Hybrid Motion
   Choose a product-led, sales-led or hybrid go-to-market motion based on deal size, buyer complexity and time-to-value.
5. Level 5: Founder-Led Outreach
   Run targeted founder-led outbound and warm outreach to book conversations with ideal-customer-profile accounts.
6. Level 6: Discovery Calls and Qualification
   Run structured discovery calls that uncover pain, impact and buying process, and qualify opportunities with a consistent framework.
7. Level 7: Demos That Show Real Work
   Build demos that show the product completing the prospect's own compliance task with realistic data, not a scripted show of AI magic.
8. Level 8: Pilots With a Path to Paid
   Design time-boxed pilots and proofs of concept with measurable success criteria agreed in writing and a pre-agreed conversion to a paid contract.
9. Level 9: Security Reviews, Procurement and Trust
   Prepare for security questionnaires and procurement with clear data-handling answers and an outline understanding of SOC 2 and ISO 27001.
10. Level 10: Pricing in the Sales Conversation
    Present and defend pricing in live deals by anchoring on value, structuring options and handling discount requests in a disciplined way.
11. Level 11: Partnerships, Resellers and Marketplaces
    Assess and set up channel partnerships with accountants, compliance consultants, resellers and cloud marketplaces to reach SMEs at scale.
12. Level 12: Content and SEO for Demand
    Build a content and SEO programme that answers the compliance questions SME buyers search for and turns readers into pipeline.
13. Level 13: Visibility in AI Assistants
    Improve how often and how accurately AI assistants and AI-powered search describe and recommend the product when buyers ask about compliance tools.
14. Level 14: Community and Events
    Use communities, webinars and industry events to build trust and generate qualified conversations within the beachhead segment.
15. Level 15: Funnel Metrics: Pipeline, CAC, Payback
    Measure the go-to-market funnel end to end, covering pipeline, stage conversion, customer acquisition cost and payback period, to find what to fix first.
16. Level 16: Hiring the First Salesperson
    Decide when founder-led sales is repeatable enough to hand over, then hire, onboard and measure the first salesperson.
17. Level 17: Expanding Existing Accounts
    Grow revenue from current customers through onboarding, adoption, renewal and structured expansion into new teams, entities or use cases.
18. Level 18: Building a 90-Day Go-to-Market Plan
    Combine the course's decisions into a prioritised 90-day go-to-market plan with goals, channels, owners and review points.
19. Level 19: Final Challenge: Full Go-to-Market Review Exam
    Apply every decision from the course to a full go-to-market scenario for the UK SME compliance tool and defend the choices made.

Access

The first 2 levels are free with a free account. Every level, the podcast edition and the AI tutor come with All Access at £4.99/month or any Creator plan — see pricing.

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