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How Advisory Firm GTM Partners Scales Its Impact With a $500K+ Online Academy

GTM Partners is a consulting firm that helps B2B companies grow using its proprietary go-to-market framework. By launching an online training program on Thinkific, the cofounders scaled beyond manual capacity to reach thousands of professionals.

GTM Partners cofounders Bryan Brown Sangram Vajre

When GTM Partners cofounders Bryan Brown and Sangram Vajre looked at why many B2B companies struggle to scale, they found a recurring problem: most teams don’t know who actually own their go-to-market strategy. This inspired their Wall Street Journal bestseller, “MOVE: The 4-Question Go-to-Market Framework.”

While the book was a hit, Bryan and Sangram realized one-on-one consulting couldn’t scale to meet the demand from businesses looking to implement their recommended framework.

By launching GTM University — an online academy built on Thinkific — Bryan and Sangram now share executive-level training with thousands of professionals online, scaling their impact far beyond a single boardroom. Not only that, but they’ve also added a powerful new revenue stream to their business.

Since launching GTM University on Thinkific in March 2025, GTM Partners has achieved:

  • $500,000+ in revenue from its online academy in less than a year
  • 40+ certified partners building their own businesses using GTM Partners’ framework

The challenge: moving beyond one-on-one consulting

GTM Partners began as a consulting firm trading hours for revenue. While they’re highly successful, having earned over $5 million in revenue since 2022, the cofounders eventually hit a common growth plateau: they could only serve a limited number of clients through one-on-one consulting sessions.

To reach their ambitious goal of transforming go-to-market strategies for 100,000 B2B companies, Bryan and Sangram needed to move beyond time-intensive consulting work with a repeatable online training program.

“To reach more people, why don’t we make a course and put this online? We don’t have to be doing [consulting work] in person every time. If we want to reach thousands and thousands of companies and make a real impact, then we need a better way to scale.”

— Bryan Brown, cofounder of GTM Partners

gtm partners university online academy training program Bryan Brown Sangram Vajre operating system thinkific

The solution: building a scalable online academy on Thinkific

To scale beyond manual capacity, GTM Partners used Thinkific to build GTM University — an online academy that turns the firm’s proprietary go-to-market framework into a comprehensive, 20-hour training program.

Rather than simply offering a video version of their book, Bryan and Sangram built a structured learning path that guides professionals on implementing each pillar of their framework. By combining on-demand lessons with certifications and practical templates, the firm has created a high-impact learning experience that allows someone to walk away with a proven go-to-market operating system for their business.

Creating a certification for the online training

To turn theory into results, GTM Partners created a certification for its online training. Rather than just watching course videos, one must complete practical assignments to earn their certification badge. This helps ensure that every certified professional is ready to execute GTM Partners’ framework in the real world, enabling the firm to scale its impact across the B2B space.

“We created a certification with the course. As someone completes a pillar, they have to finish an assignment. Eventually, they would complete their certification. That basically means they understand the concepts that we’ve defined.

We’d issue them a personalized certification badge and post it on LinkedIn, tagging them and their company leaders to celebrate this achievement. It’s really cool. And for us, that helps build our brand.”

— Bryan Brown, cofounder of GTM Partners

Accelerating learning with bite-sized modules

GTM Partners designed its online training with bite-sized lessons. By keeping most modules under 10 minutes, the online academy helps busy professionals learn quickly, stay engaged, and feel a sense of immediate progress.

To help translate concepts from the training into real-world action, GTM University also provides a resource center with over 25 PDF guides and ready-made slide decks. This makes it easy for anyone to present their learnings with their own teams and networks.

“We tried to keep each module 10 minutes or less. We made a conscious effort to keep them brief and focused, so that people can easily absorb the information and feel like they’ve accomplished something.”

— Bryan Brown, cofounder of GTM Partners

$500k+

first-year sales from the online academy

40+

certified partners

The strategy: driving enrollment through high-value free training

For GTM Partners, education is the best marketing tool. The firm offers limited-time free access to its courses, primarily through LinkedIn direct messages. By showing the original $500 price tag on the sign-up page, they establish the courses’ high perceived value right away. This makes the free access feel like a win for the prospect, building the brand trust and excitement needed to help turn them into a paid enrollment.

Creating urgency with limited-time free access

To ensure someone actually takes the free courses, GTM Partners sets a strict 14-day access limit.

“We’re giving people only 14 days to use the free coupon code and take the training. We’ve noticed that people often sign up for free stuff with the best intentions, but then it just sits there. This limited-time access is a great way to create urgency for them to take action.”  

— Bryan Brown, cofounder of GTM Partners

gtm partners operating system certification

Leveraging a partner network for brand reach

A major turning point for GTM Partners was the launch of its certification program. Through its courses, the advisory firm trains and certifies professionals to use its go-to-market best practices with their own clients. They’ve become a powerful brand engine for the firm, spreading its reach and solidifying it as a trusted voice in the B2B space.

“We have about 40 certified partners who are building an actual business on top of GTM Partners’ brand and our system. We’re training them to go into companies and implement our operating system, instead of us doing so. They’re building their business — everyone has the goal of building a $250,000 to $1,000,000 book of business as a fractional go-to-market leader, which is amazing.” 

— Bryan Brown, cofounder of GTM Partners

GTM Partners GTMonday Substack newsletter

Establishing authority with a research newsletter

A huge driver of GTM Partners’ marketing funnel is its Substack, “GTMonday,” which has over 178,000 readers.

“Every Monday, we put out new research, and we’ve been doing that for three years now. The reason why so many people are subscribed is because it’s research. It’s not fluff.” 

— Bryan Brown, cofounder of GTM Partners

By publishing original, data-driven research weekly, Bryan and Sangram are solving real problems for their audience. This helps them build the credibility required to sell high-ticket training products.

The results: massive scale and a $500K+ revenue milestone

By adding an online academy to its business, GTM Partners has achieved significant revenue growth and impact in under 12 months, all while reducing manual lift for the cofounders.

  • Revenue and brand growth: The firm has made over $500,000 in academy revenue in under a year. It has also grown a community of certified professionals who are applying its GTM framework across the industry.
  • Scalable training program: With its online academy, GTM Partners has moved beyond in-person consulting and multi-city roadshows, reaching and training more professionals without the constraints of time or location.
  • Empowering professionals: Through its online training, the firm is empowering professionals to fix their company’s go-to-market strategies, or to even build their own B2B advisory businesses.
gtm partners university online training program academy

“Take the knowledge you have and build a simple course on Thinkific. Don’t overdo it. Build a nice landing page, create a coupon code, tell everybody in your network, and start driving people to it. You need to just start and get going to learn what works.”

— Bryan Brown, cofounder of GTM Partners

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