🎯 GTM to Growth: Exceeding Enrolment Targets for a Sales Upskilling Program
Launching a new program in a competitive upskilling market and during covid when all edTech companies were also gunning for the same requires more than just campaigns — it demands clarity on the audience, precision in messaging, and continuous alignment between marketing and sales.
At Jigsaw, I along with my Head of Marketing worked on the go-to-market (GTM) strategy for a new 4 months Strategic Sales Management Program. By collaborating across teams, refining messaging based on feedback loops, and guiding performance optimisations across channels, we not only met but exceeded batch enrolment targets for 3 consecutive quarters.
🎯 Objective
To successfully launch and scale a new sales-focused upskilling program by:
- Identifying the right target audience
- Driving high-quality leads through performance campaigns
- Ensuring alignment between marketing and sales for conversion optimization
🔍 Strategy & Execution
- Audience & Positioning Strategy
- Defined the ideal TG:
- Age: 25+
- Experience: Minimum 2 years
- Background: Working professionals in sales or adjacent roles
- Defined the ideal TG:
- Agency Collaboration & Channel Focus
- Partner agency to campaigns on:
- Meta (Facebook/Instagram): Broad reach with contextual storytelling.
- Google Ads: Captured high-intent learners via search campaigns targeting relevant keywords.
- LinkedIn Ads: Targeted sales professionals with 2+ years of experience
- Partner agency to campaigns on:
We also ran short-term Inshorts campaign to build the top-funnel awareness. The agency reported metrics and performance data daily, while I reviewed creative impact, audience fit, and funnel drop-offs.
- Real-Time Feedback Loop with Sales
- All lead data was routed into LeadSquared CRM
- I set up daily syncs with the sales team to analyze lead quality, objections, and conversion patterns and used these insights to:
- Revise landing page content (based on SEO + sales queries)
- Adjust ad copies to address real pain points and motivations
- Refine targeting for better quality traffic
- Content & Platform Support
- The program / product landing pages was with SEO-backwards logic — answering details of the programs (about, prerequisites, fees, program structure etc) and commonly asked queries around the program (certification partner, career growth or progression, faculty details, placement options, EMI / Finance options etc)
📈 Results
- Exceeded enrolment targets across 4 consecutive quarters:
- Q1: 120% achievement
- Q2: 133% achievement
- Q3: 125% achievement
The batch size targets by the 3rd quarter increased to 2x.
Increased lead-to-enrolment conversion rates by creating snippets / creatives based on commonly asked questions which were shared by the sales team with the prospects reducing funnel drop-offs and bringing a sense of connection for the customer with the sales personnel.
💡 Key Takeaways
- A successful GTM strategy combines audience precision + funnel collaboration
- Direct collaboration with sales unlocked the “why not” insights behind leads not converting — turning them into creative levers
- Performance campaigns succeed when landing pages evolve with user behavior, not just channel traffic
- Cross-functional alignment (marketing, agency, sales) is essential for consistent growth across quarters
This case study demonstrates how strategic ownership — even when media execution is outsourced — can drive lasting results through structure, collaboration, and insight-led iteration.
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