I have an online program that I’ll be launching soon with a challenge leading up to it. Should I market the program? Or the challenge and webinar that I will do before it? Or, both at same time?

Don’t market the program – that’s what your selling vehicle (the challenge and webinar) is for. You want to earn the sale by connecting with your audience and offering value first. My goal for every webinar is to teach, inspire, give value, and then I sell.  

So load up the challenge, invite them to a webinar, and market your online program in the webinar.