Foundations of Go-to-Market and Commercial Thinking
Foundations of Go-to-Market and Commercial Thinking
Bringing offerings to market today requires more than strong sales or marketing in isolation. Commercial success in B2B contexts depends on understanding market dynamics, clearly articulating customer value, and aligning marketing and sales decisions in increasingly digital and data-driven environments.
Foundations of Go-to-Market and Commercial Thinking program provides a structured overview of the key elements of commercial thinking. Across four modular online courses, participants progress from analyzing markets and competitors, to identifying customer value and achieving product–market fit, and further to planning marketing activities and managing modern B2B sales processes. Throughout the program, AI and digital tools are integrated as enablers of commercial analysis, decision-making, and performance measurement.
The program combines research-based frameworks with practical tools and real-world application. Through self-paced learning modules, quizzes, and applied case studies, participants strengthen their ability to make informed commercial decisions and translate market insight into concrete business actions. This program is designed for professionals who want to build or deepen their commercial acumen in sales, marketing, product management, leadership roles requiring go-to-market insight, or entrepreneurial contexts.
The program consists of four standalone modules (0.5 ECTS each), which can be completed individually or as a full program.
Content and Schedule
The course content consists of short online lectures, a glossary of key concepts, and additional reading materials provided as extra resources. The course can be completed flexibly at your own pace, allowing you to fit learning around your professional schedule.
To successfully complete each module, participants complete a multiple-choice questionnaire covering the key concepts and a real-world case study in which the theoretical tools are applied to a practical business situation. Participants will receive a certificate upon successful completion of all modules.
The program consists of four standalone modules (0.5 ECTS each), which can be completed individually or as a full program.
Essentials of Market Research (0,5 ETC)
Introduces key methods of market and competitor analysis in a B2B context. Topics include defining market size (TAM, SAM, SOM), identifying trends and external factors, and applying AI tools for market intelligence and competitor analysis.
Foundations and Methods for Identifying Customer Value (0,5 ETC)
Focuses on understanding target customers, designing value propositions, and achieving product–market fit. Includes approaches for defining ICPs, buyer personas, pricing and revenue models, and assessing commercial potential.
Essentials of Marketing (0,5 ETC)
Covers the fundamentals of marketing strategy and execution in B2B environments. Themes include marketing channels, content strategy, performance measurement, and the role of AI and CRM in aligning marketing with sales.
B2B Sales in the Age of Digitalization and AI (0,5 ETC)
Explores modern B2B sales models, changing buying journeys, and sales metrics. Includes the role of AI in sales processes and a section on understanding professional purchasing in today’s digital environment.
Learning Outcomes
After completing the course, you will be able to
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Analyze market opportunities by evaluating market size, trends, competitor positioning, and leveraging AI tools for market intelligence
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Describe the key elements of B2B marketing strategy, including channel selection, content alignment with the buyer journey, performance measurement, and the role of AI in marketing execution
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Explain how modern B2B sales processes are structured and supported by sales methodologies, CRM and pipeline management, and AI-driven tools in a digitalized environment
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Identify and assess customer value by defining target customers, designing value propositions, and evaluating commercial potential through pricing and product–market fit frameworks
Who is it for?
This program is designed for professionals who want to build or strengthen their commercial and go-to-market capabilities in B2B environments. It is relevant for those working in sales, marketing, product management, business development, or leadership roles where understanding markets, customer value, and commercial decision-making is essential. The course also suits professionals involved in launching new products or services, developing offerings, or scaling commercial activities, as well as those planning entrepreneurial or venture-building paths. No advanced prior training in sales or marketing is required.
Instructor
Antti Lähtevänoja
Antti Lähtevänoja is a University Lecturer at the Department of Management Studies at Aalto University.
Lähtevänoja's research focuses on emerging sales methodologies and their intersection with technology, particularly AI. He explores how sales organisations can better serve today's hyper-informed buyers through revised sales strategies and the effective adoption of new technologies.
His recent work centres on educational selling: a methodology that creates value in the sales interaction by teaching the client throughout the process, improving both relational and business outcomes.
Beyond academia, Lähtevänoja is a seasoned sales professional with a background spanning multiple tech companies. He has successfully exited a fintech venture (Invested, 2023), currently supports early-stage founders, and advises a number of AI-focused startups.