Using Strategy to Take Charge and Succeed.
Special Fall Pricing: Regularly $600 is now 50% off—$300. Enroll here (live online).
Introduction:
Strategy gets a bad rap. Stakeholders often want to jump straight to tactics—shall we try a webinar? Social video? Event?—because it’s easier to understand “doing things” rather than strategic plans.
It’s true that it can be exciting to throw yourself off a cliff, blindfolded, into a sea of tactics without any idea of what will happen. But smart marketers know that a go-to-market (GTM) strategy can be much more thrilling and satisfying and can help you be much more successful in all your marketing efforts. When you’re being proactive instead of reactive, when you consider the long-term and not just what you want to do tomorrow, you experience a lot less stress and feel much more in control. That’s being strategic.
GTM Strategy is especially critical when you’re responsible for lead generation, other sales cycle support, or just branding overall. Developing an impactful marketing plan must be rooted in a strategy that provides insights into target markets and the positioning of the organization’s offerings. Getting that right can make all the many moving parts of a sales funnel effort work better together. It may even help you get more enthusiastic buy-in from reps who may have been slow to advance opportunities in the sales cycle that were generated by previous marketing efforts. And that feels terrific.
Instructor Michael Hornby has more than 30 years of experience creating successful GTM strategies for companies ranging from startups to billion-dollar sales organizations. In this workshop, he will take you through all the steps needed to ensure that your GTM strategy drives and connects all your value propositions, messaging, digital assets, sales tools, and content to maximize your impact on the sales cycle. That means a higher probability of more leads and better conversions, which will increase the probability of closing. In the end, you get more revenue for your organization and more success for your sales team.
You’ll learn how to:
- Leverage your SWOT results into your product strategy and into your strategic alliance strategy.
- Create a marcoms strategy incorporating new-opportunity lead-generation and sales cycle support and engagement.
- Create an effective industry trade press strategy.
- Gain insights on how to mine key market trends.
- Create an effective sales enablement strategy.
- Develop the next steps in transitioning your marketing strategy modules to a tactical marketing plan.
- Gain insights into incorporating AI into your strategy development workflow (including a list of marketing AI tools and links).
- Bonus: This course includes more than 25 worksheets and templates for SWOT, competitive analysis, target market analysis, and much more. You can put them to work immediately in building your marketing strategy.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
- Full workshop video recording
- PowerPoint slides
- Additional handouts
All materials are emailed to registered attendees within 24 hours after the live session ends.
Key Takeaways:
From this workshop you will understand the key fundamental elements you need to construct an effective Marketing Strategy. The key takeaways will include:
- Understanding and executing a target market analysis.
- Identifying your brand gap and how to close it.
- Leveraging your core competencies with your target market pain.
- Building your thought leadership position.
- Learning a more detailed SWOT analysis and how to relate it to your positioning.
- Creating a more impactful message.
Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:
- Leveraging your SWOT results into your Product Strategy.
- Creating a Marcoms Strategy that will incorporate two focuses a) new opportunity lead generation; b) sales cycle support and engagement.
- Leveraging your SWOT results into your Strategic Alliance Strategy.
- Insights into why AI should be leveraged by all marketing departments and what it can do to help increase the effectiveness of the marketing team’s impact on supporting business growth.
- Creating an effective Industry Trade Press Strategy.
- Insights on how to mine Key Market Trends.
- Creating an effective Sales Enablement Strategy.
- 25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more
How to Convince Your Boss Why You Should Take this Class:
This workshop will create or evaluate your marketing strategy so you can Enhance your Marketing Machine so it will deliver:
- More leads.
- Higher quality leads.
- Better support sales by improving the probability of winning in your sales cycle opportunities.
- Powerful messaging that is better aligned with your target market needs.
- Ensure synergy with your business strategy.
- Better connection to your marketing tactics.
- Overall increase in your Marketing ROI.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
- 25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.
Download Material:
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation.
The following templates are provided in the course presentation which you will be able to use for your own marketing strategy planning.
- Business purpose worksheet.
- Target market analysis worksheet.
- Brand gap worksheet.
- Core competency worksheet.
- Thought leadership worksheet.
- Competitive analysis capabilities worksheet.
- SWOT worksheet.
- Strengths worksheet.
- Weaknesses worksheet.
- Opportunities worksheet.
- Threats worksheet.
- Impact messaging worksheet.
- Connecting pain to value worksheet.
- Thought leadership campaign worksheet.
- Product strategy UVP worksheet.
- Product strategy Weaknesses worksheet.
- Product strategy Opportunities worksheet.
- Product strategy Threats worksheet.
- Product strategy Market Trends worksheet.
- Marcoms strategy Lead-Gen worksheet.
- Marcoms strategy ABM worksheet.
- Strategic alliances strategy worksheet.
- Industry press strategy worksheet.
- Macro Market trends worksheet.
- Micro Market trends worksheet.
- Sales enablement worksheet.
- Executive outreach prep questions check list: 1, 2, 3, 4, 5.
- Marcoms strategy Executive outreach worksheet.
Who is the course for?
Business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.
The Presenter:
MICHAEL HORNBY
Chief Marketing Officer
Orion Marketing Group
For over 30 years, Michael has been part of senior management teams with organizations that have ranged in size from start-ups to multi-billion dollar B2B technology focused companies in Telecoms, Medical Instrumentation, Industrial, Security, Location Intelligence and Defense. His main focus has always been on facilitating and leading market strategy for business top-line growth and building teams that have met and exceeded their sales & marketing targets. In his last position as Director of Market Strategy and Marketing, Mike was responsible for working with 13 business units over 15 locations across the globe, facilitating the development of their market and product strategies. He led marketing strategy workshops with each of those business units. Other areas of focus have been marketing communications, product marketing, product management, engineering management, direct sales and channel management along with business development. Mike has been a guest speaker at Algonquin College and Ottawa University sharing with business students insights into marketing strategy and planning. He also was a member of the Ottawa TecExec Association where he was a regular speaker and part of the organization committee. Mike worked with Invest Ottawa and advised young entrepreneurs with their start-up initiatives. He graduated with a Bachelor of Commerce degree Honors at Carleton University, Ottawa, Canada.
This was a great workshop if you’re rapidly scaling a young company or if you’re feeling stuck in a rut with your existing marketing strategy. I would definitely recommend it to anyone developing B2B marketing strategies.
Great thought provoking presentation that expanded on the basics. I was able to apply the content to my current challenges and took several notes for implementation on my team.
Another great course by DMAnc. Mike gives us a glimpse of a CMO in a large company and a roadmap to an effective marketing strategy (including the templates to get there).
Comprehensively delivered presentation with working, real-life examples. A palpable Marketing experience.
Workshop dates and times:
Winter 2026
B2B Go-to-Market Strategy Masterclass, 1-module Course,
Thursday, February 5, 2026. From 9:00 AM to 11:00 AM PST.
