32 lessons · 10 modules
Walk through the whole of GTM, from «what it means» to «build your practice as a specialist», at your own pace and on your schedule: 289 min of plain, direct reading.
Training · GTM specialist
Go-To-Market, end to end. From zero to specialist.
Today you execute tactics other people decide; by the end you diagnose a company’s GTM, run it with your own judgment, and get paid for it as a specialist, not by the hour. The tools are the easy part — this teaches you the system underneath and the judgment to direct them.
One-time payment · lifetime access · 30-day guarantee
1st edition · July 2026. GTM moves — AI, GTM Engineer, AEO — and I keep the course current: you buy once and always get the latest edition, free. See what changed.
Most GTM courses teach you to push buttons in a tool. This teaches you the system — and the judgment to know which buttons, on whom, and why. From zero to a specialist who diagnoses, executes, and gets paid for that judgment.
01 What you get
Why it’s worth $1,700
The canonical frameworks
Stop improvising: decide with the frameworks the best operators use — the 4 growth engines, the 6 skills, outbound/inbound, SPIN/MEDDIC discovery, pricing, unit economics, the bowtie, growth loops, the GTM Engineer role, Product-Led Sales, and more.
Real cases
See how Gong, Slack, Calendly, Zapier and Snowflake actually did it — with primary-source data you can trace.
An executable toolkit
You leave with the work half done: discovery script, lead scoring, proposal/SOW, scorecard and buying-committee map, ready to copy and use on Monday.
Glossary + cheat sheet + 155 flashcards
Speak the language of GTM without hesitating: ~120 terms in plain words, a decision cheat sheet, and a ~105-question final exam to check you own it.
Built-in AI tutor
Someone to ask at 2 a.m.: a tutor that knows the course, quizzes you, and runs sales roleplay with you until it feels natural.
Library of GTM prompts and agents
You start producing on Monday: 10 copy-paste prompts with the course frameworks inside — qualify, research, cold outreach, discovery, objections, proposal, content — and the pattern to turn them into agents that work for you. Your AI leverage from day one.
Verifiable certificate
Pass the final exam and you get a certificate with a public verification page: a client or an employer confirms it’s real with one click. A demonstrable credential that backs your judgment.
02 Program
10 modules · 32 lessons · 289 min
From «what is GTM?» to building your practice as a specialist. Expand each module to see its lessons.
The opportunity 3 lessons
Why being a GTM specialist is the move right now, the course framework, and how to study it.
- Why this course? The opportunity almost nobody sees 6 min
- The framework this course follows (and why it works) 6 min
- How to study all this (and your AI tutor) 5 min
What is GTM? 2 lessons
The definition that actually lands, and why GTM never ends.
- GTM in one sentence (and why it confuses you so much) 7 min
- The game: why GTM never ends 8 min
The complete map 4 lessons
The 4 engines, the 6 skills, and how to find your lane and your role.
- The 4 engines: how a company reaches the market 7 min
- The 6 skills of GTM 7 min
- Find your lane: from your skill to your role 8 min
- The catalog of GTM roles 6 min
Outbound: selling cold 4 lessons
Strategy, system, discovery and an executable kit to sell cold without being «a salesperson».
- Outbound (1/2): the strategy that decides everything 9 min
- Outbound (2/2): execution and system 12 min
- Discovery and demo: selling without being «a salesperson» 14 min
- Your executable outbound kit 9 min
Inbound, content and brand 3 lessons
Inbound that converts, your personal brand as GTM, and getting found by AI (AEO/GEO).
- Inbound that converts 11 min
- Your personal brand is your GTM 9 min
- Getting found by AI: AEO/GEO 8 min
GTM in the age of AI 4 lessons
The pendulum effect, what to do with AI in your GTM, building your first agent and your prompt library.
- The pendulum effect (the big thesis) 7 min
- What to do with AI in your GTM 11 min
- Build your first GTM agent 8 min
- Library of GTM prompts and agents 11 min
Lessons from a founder 3 lessons
A startup from start to finish, pivots and PMF, and the VC world told with judgment.
- A startup from start to finish 7 min
- Pivots, PMF and knowing when to stop 8 min
- The VC world: fundraising, signaling and bootstrapping 10 min
The craft: work and communicate 2 lessons
How to be (and look) good at the work, and the communication playbook.
- How to be (and look) good at the work 6 min
- The communication playbook 7 min
The GTM specialist business 3 lessons
Positioning and offer, the acquisition funnel, and a complete end-to-end case.
- The positioning-and-offer model 14 min
- The funnel: how you get clients 7 min
- Worked case: GTM end-to-end 13 min
Your plan 4 lessons
Your roadmap, building your site, the glossary and the one-page GTM cheat sheet.
- Your roadmap to becoming a GTM specialist 13 min
- Build your site (and start now) 8 min
- GTM glossary in plain words 16 min
- Cheat sheet: GTM on one page 11 min
It also includes a final exam, glossary, cheat sheet and 155+ flashcards.
How this program is built
Nothing here is hallway opinion: every module rests on the canonical frameworks of Go-To-Market — the 4 engines, SPIN and MEDDIC in discovery, unit economics, the bowtie, growth loops — and every case carries its primary source. What changes fast (GTM Engineer, AI, AEO/GEO) is current to 2025-2026.
03 At the end
What you’ll be able to do
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Explain GTM and its 4 growth engines with ease.
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Choose your lane — skill × function × engine — and position yourself where you excel.
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Build B2B outbound and inbound you execute from week one.
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Place your edge in the age of AI and step into the GTM Engineer role.
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Diagnose a startup and deliver the service getting paid for judgment.
04 Who it’s for
For people from marketing or systems who want the next level.
It’s the complete path, from zero to the level where you deliver the service as a specialist. That’s why it fits some and not others — and I’d rather tell you upfront.
It’s for you if
- You come from marketing, sales or product in tech B2B and want a specialization that’s in demand.
- You want to stop executing scattered tactics and start directing GTM with your own judgment.
- You aim to deliver the service as a specialist and get paid for value, not by the hour.
- You take deep study seriously and want the whole system, not a quick trick.
It’s not for you if
- You’re after a quick hack or a magic template without understanding the why.
- You don’t work — and don’t want to work — with tech B2B products or services.
- You expect results without applying anything you learn.
05 Questions
Before you decide
Do I need prior experience?
You start from zero. If you already come from marketing, sales or product in tech B2B, you’ll move faster.
Do I have to know how to code?
You don’t need to be a developer. The GTM Engineer is the crossover between systems and go-to-market, and it fits a marketing-plus-systems profile: the work is thinking in systems and orchestrating tools — no-code orchestrators like n8n, APIs and AI models. The course walks you through it step by step.
Isn’t AI making the GTM specialist obsolete?
It’s the opposite. AI executes — it writes a hundred variants of an email in a minute — but it doesn’t decide who to send it to, which pain to touch, or when a channel is spent. That’s judgment, and judgment is human. The formula of the moment is judgment + AI: a person who knows where to aim, armed with tools that execute ten times faster, performs like a whole team. This course trains exactly what AI doesn’t give you — the judgment to direct it: AI is the tailwind, you hold the rudder.
What is the AI tutor?
A built-in chat that knows the course content: it answers your questions, quizzes you, and runs sales roleplay with you.
Why the course, if the book exists?
The book is the complete map to read at your own pace and apply on your own. The course is that same go-to-market turned into a guided system: step-by-step lessons, an AI tutor that answers questions and runs sales roleplay with you, an exam and a verifiable certificate. The book is the best way in; the course is the accompanied path to walking out with the credential. Each one stands on its own. And the book counts as your way in: when you buy it, its price is credited toward the course — your personal single-use code arrives in the book's delivery email.
Why pay for this when there are free GTM courses?
Free tutorials teach you a tool — how to run one platform or send a sequence. This teaches you the system underneath and the judgment to know which tool, on whom, and when: the 4 engines, the diagnosis, the unit economics, the pricing, the business of getting paid for it. The tool is the easy part and it changes every year; the judgment is what compounds and what you get paid for.
When will I notice it in my work?
The first three modules already change how you read your company’s GTM; you apply the toolkit the same week. That’s exactly what the 30-day guarantee measures.
What if it doesn’t convince me?
You have a 30-day guarantee: complete the first three modules, apply them, and if you don’t feel the step up, I refund 100% and you keep the material.
How do I know if it’s for me?
Look at the «For you / Not for you» section above. I’d rather it be a fit before you buy.
Is the content up to date?
The frameworks are the canonical ones of Go-To-Market and I verify them against 2025-2026 sources. As the discipline moves, I update the course and you read the current version.
Are future updates included in lifetime access?
Yes. GTM moves — GTM Engineer, AEO/GEO, agents — and I keep the material current. You buy once and always read the current version; every new edition enters your lifetime access.
What format is the course in?
A self-contained web course: 32 lessons across 10 modules that you read at your pace, whenever you want, from phone or desktop. You start and progress when it suits you.
What happens right after I pay?
You get access instantly by email. You start the same day, from phone or desktop.
How long do I have access?
Full access, no expiry. It’s a one-time payment of $1,700.
06 Who teaches it
I write it, and I stand behind every line.
I’m Mario Hernández. For over 20 years I’ve built strategies, products and businesses, and today I run creactia, an AI-first marketing consultancy. I designed this course to teach Go-To-Market whole — the engines, the skills, the money and how you get paid — because GTM only makes sense when you see it as a system. That’s how I teach it here.
My working principle is simple: every framework I teach is canonical — not a fad — and every case carries its primary source. If I state a figure, you can trace it. It’s the way I want you to learn to work: by judgment, not by copying.
07 30-day guarantee
If you do the work and don’t feel the step up, I refund 100%.
Start the course, complete the first three modules within 30 days, and apply them. If you don’t feel you understand Go-To-Market at another level, write to me and I refund the full amount — and you keep the material. I take the risk; you only put in the work.
What you get, piece by piece
- The complete course — 10 modules, 32 lessons, 289 min of judgment in plain words.
- The executable toolkit — discovery script, lead scoring, proposal/SOW, scorecard, buying-committee map. What a consultant charges to hand you once.
- The library of GTM prompts and agents — 10 copy-paste prompts with the course frameworks inside, and the pattern to turn them into agents that work for you.
- The AI tutor — quizzes you, answers questions, and runs sales roleplay with you, whenever you want.
- Glossary, cheat sheet and 155+ flashcards — ~120 terms in plain words and a decision cheat sheet.
- Final exam and verifiable certificate — pass the exam and you get a certificate with a public verification page a client or employer can check.
- Lifetime access — with course updates included.
Hiring a GTM engineer$5,000–15,000/month
A live cohort program — over when the cohort ends~$1,850
This course: the whole system, self-paced, yours for life$1,700, one payment
Getting your company to pay? Here’s the template →
Many companies cover the course from their training budget. Copy, adjust the brackets and send:
Subject: Go-to-market training on this quarter’s budget
Hi [name]: I’d like to propose a training I can start this week that pays back directly into the team: the GTM Specialist course (creactia.com/en/gtm-specialist), $1,700 in a single payment with lifetime access. I come out with deliverables we use from month one — discovery script, lead scoring, proposal/SOW, scorecard and buying-committee map — plus an AI tutor to drill discovery and objections. Compared with a live cohort (~$1,850 that ends with the cohort) or hiring the judgment externally ($5,000–15,000/month), it’s the most direct way to bring it in-house. If it works for you, I’ll purchase it from this quarter’s training budget.
Before the program
Rather start with the map? There's a book.
The course adds the accompaniment: the AI tutor that quizzes you and runs roleplay, the exam, the certificate and the prompt library. The book is that same go-to-market to read at your own pace — the frameworks, the 18 templates and the 18 real case studies across 447 pages —: the natural way into the program. When you want the accompaniment, the course will be here.
Meet the book →Start
Become a GTM specialist.
Full access to the course, the toolkit and the AI tutor. One-time payment of $1,700, with a 30-day guarantee.
You become the one who lends — and charges for — that judgment. The most expensive bill isn’t the course: it’s another year charging by the hour for what you could charge for by value.
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