Go-to-Market Mastery

Start date:

• 3 p.m. Eastern, March 3, 2026 (Classes will be held at 3 p.m. Eastern every Tuesday for five weeks — March 3, 10, 17, 24 and 31)

Member Tuition: $750 per dealership (Includes two attendees per dealership.)*
(Additional attendee from the same dealership: $350. Discounts do not apply to additional attendee registrations.)

Non-member Tuition: $1,250 per dealership (Includes two attendees per dealership and a one-year BTA dealer membership.)

*BTA members may apply their $150 or $250 educational discount received with their membership toward this workshop. Redeem your discount when registering by entering promo code: $150Discount or $250Discount.

The Go-to-Market Mastery online workshop, led by Dominic Pontrelli of Pontrelli Marketing, is designed to help office technology dealers build and execute a winning go-to-market (GTM) strategy that drives sustainable revenue growth. Participants will learn how to identify high-value target markets, define their unique value propositions, and align marketing and sales efforts to maximize impact. Through a structured five-week approach, the program walks attendees through every stage of GTM planning — from strategy creation and customer segmentation to the development of a marketing plan to support and enable sales efforts to the measurement of the performance of each campaign.

By combining customer and market data, participants will gain the tools to pinpoint their most profitable opportunities, overcome barriers to growth and craft targeted campaigns that deliver measurable results. The workshop emphasizes practical application, using real-world examples, starting with the respective office technology dealer's data ecosystem (its access to internal customer and market data resources), CRM best practices and proven frameworks to strengthen the marketing function within dealerships. Dealers will leave with a comprehensive GTM playbook, ready to accelerate growth and improve return on marketing investment.

The course will focus on:

• Week 1: Building a go-to-market strategy using business goals and growth opportunities
• Week 2: Sales strategy — Sales activities and KPIs, account business review program and CRM execution, along with the creation of a sales expectation document, and learning how to align sales and marketing
• Week 3: Developing a go-to-market plan by combining customer and market data to determine target markets (Ideal Customer Profile)
• Week 4: Developing and executing an aligned target marketing campaign
• Week 5: Monitoring/tracking and measuring the success of the strategy

Unlock new growth opportunities for your dealership at the Go-to-Market Mastery workshop and walk away with a practical GTM playbook to accelerate revenue, strengthen customer engagement and maximize your return on marketing investment.