Every product leader eventually asks the same question after a launch underperforms: was it the product, or was it everything built around it? More often than not, the product was fine — what was missing was a coherent Product Strategy connecting what it does to who needs it, why they'll choose it, and how they'll find out it exists at all. The From Roadmap to Market Training Course, delivered by Arab British Fellowship Training Academy, is built for product managers who own that connection: turning a list of features into a market outcome the business can point to.

Rather than treating strategy and go-to-market (GTM) planning as two separate handoffs between product and marketing, this course builds them as one continuous discipline. Participants work through positioning and pricing as a single strategic signal, build a GTM plan that product, marketing, and sales can actually execute together, and sequence a launch that survives contact with a real date — including the critical weeks immediately after, when most of the real work happens. The course also covers turning strategy into messaging sales teams genuinely use, staying on course when competitors react, and measuring whether a launch actually delivered the market outcome it was meant to. Participants leave with a practical strategy and GTM framework for their next product or major feature release.

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 and pricing decisions that reinforce the same strategic signal
• 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
• Communicate strategy and GTM plans clearly to leadership and cross-functional teams
• 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

Module 1: What a Launch Reveals About the Strategy Behind It

• The difference between a strategy and a prioritised feature list
• Anchoring strategy in genuine market opportunity and competitive reality

Module 2: Positioning and Pricing as One Strategic Signal

• Building a positioning statement that survives scrutiny from sceptical buyers
• Connecting pricing to the value a product genuinely delivers, not just competitor benchmarks

Module 3: A GTM Plan Product, Marketing and Sales Can Actually Run

• Structuring a GTM plan with clear ownership across product, marketing, and sales
• Communicating the plan clearly to leadership and managing competing priorities during planning

Module 4: Sequencing the Launch: Before, During, After

• Structuring pre-launch, launch, and post-launch activities realistically
• Preparing for the critical weeks immediately following launch

Module 5: Turning Strategy Into Messaging Sales Can Use

• Translating strategy and positioning into messaging that resonates with buyers
• Equipping sales and customer-facing teams with the story behind the product

Module 6: Staying on Course When Competitors React

• Anticipating how competitors will respond to a new product or launch
• Adjusting strategy and GTM execution without abandoning core direction

Module 7: Knowing Whether the Strategy Worked

• Defining metrics that reflect genuine market outcomes, not vanity numbers
• Feeding launch results back into future product strategy decisions