EdTech Go-To-Market Planning for 2026

It’s a new year—and for K–12 EdTech teams, 2026 is not the year to “do more.” It’s the year to get sharper. In this episode of K–12 EdTech Connection, Peter Polygalov (EdWave Marketing) and John Faig (K–12 tech director) build a practical planning framework for founders and lean teams who want clarity, traction, and repeatable momentum—without wasting months on channels that don’t convert. You’ll learn how to set the right success metrics based on your stage, pressure-test your ICP before you spend a dollar, and run a simple two-week learning loop that forces real progress. What we cover What outcome you actually need this semester (and how it changes for early vs late-stage teams) The 6-question ICP + GTM risk checklist (clarity, pain, reachability, readiness, anti-ICP, messaging) Why brand building has no clean ROI—and why you still need to do it anyway John’s blunt take on outbound: “Cold email is dead.” What does work instead Events in 2026: why conferences are a confirmation channel, not a prospecting channel Why LinkedIn is the best “vendor + educator in the same room” platform Sponsorships and small community groups: how to be a big fish in a small pond The two-week learning loop: the fastest way to stop “busy work” and start compounding wins Experiments to run in 2026, including pricing tests (and the “double the price until it breaks” story) Plus a lightning recap: 5 Do’s + 5 Don’ts for 2026 If this episode helped, share it with a founder or marketer who’s trying to sell into K–12 this year—and follow the show so you don’t miss what’s next.