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executing-launch-playbook

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更新日2026年2月22日 09:40

Use when launching a new product, feature, or market entry and needing a structured execution plan. Use when launches lack cross-functional coordination, asset creation is bottlenecked, internal enablement is being skipped, or launch timelines are stretching beyond reasonable windows. Use when needing to classify launch tier and compress cycles with AI.

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amogha-dalvi

amogha-dalvi/Marketing_GTM

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Launch Playbook

Overview

A launch is the highest-leverage marketing event because attention is time-bounded. This skill provides a repeatable, tier-based system to compress launch cycles from months to days using AI, without sacrificing quality or cross-functional alignment.

When to Use

Launching a new product, pricing model, or entering a new market
Shipping a major feature or integration that expands the value prop
Minor feature updates that still need coordinated communication
Launch cycles are taking too long (months instead of weeks)
Internal teams are caught off-guard by launches (sales, CS not briefed)
Asset creation is bottlenecked or inconsistent across launches
No repeatable launch process exists
A competitor launched something that requires a response

Don't use when: The change is purely internal with no customer-facing impact, or when a changelog entry alone is sufficient.

Quick Reference

Phase	Duration	Output
Launch tier classification	Day 0	Launch brief with tier and owners
Positioning and messaging	Day 1-5	Messaging matrix, headlines
Asset creation	Day 3-12	3-25 assets per tier
Internal enablement	Day 5-14	Sales, CS, exec briefings
Launch execution	Day 0 + 48 hours	Multi-channel go-live
Channel plan execution	Day 0-7	Channel activation
Post-launch optimization	Day 2-30	Performance data
Launch retrospective	Day 14-30	Retrospective doc

Core Deliverables

Launch Brief -- Tier classification, business case, success metrics, timeline
Launch Messaging Doc -- Positioning statement, messaging matrix, persona angles
Launch Asset Package -- Channel assets from messaging foundation (3-25 per tier)
Internal Enablement Kit -- Sales one-pager, talk tracks, FAQ, CS briefing
Launch Day Runsheet -- Execution plan with owners and escalation paths
Launch Retrospective -- Results vs. targets, channel ROI, action items

Common Mistakes

Treating every launch as Tier 1 (creates launch fatigue)
Skipping internal enablement (sales saying "I don't know" on launch day)
Building assets before messaging is finalized (guarantees rewrites)
Launching on a Friday (wastes critical first 48 hours on a weekend)
No measurement plan before launch day
Skipping the retrospective (repeats same mistakes next launch)

Integration

Feeds into: reducing-cac, accelerating-pipeline, tracking-marketing-metrics

Refresh: Process review quarterly. Tier thresholds every 6 months. Retrospective after every Tier 1 and Tier 2 launch.

See workflow.md for detailed phase-by-phase execution, tier classification framework, asset checklists, launch day timelines, competitive response protocol, and retrospective templates.

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description	Use when launching a new product, feature, or market entry and needing a structured execution plan. Use when launches lack cross-functional coordination, asset creation is bottlenecked, internal enablement is being skipped, or launch timelines are stretching beyond reasonable windows. Use when needing to classify launch tier and compress cycles with AI.
user-invocable	true
metadata	{"version":"1.0.0"}

Launch Playbook

Overview

When to Use

Launching a new product, pricing model, or entering a new market
Shipping a major feature or integration that expands the value prop
Minor feature updates that still need coordinated communication
Launch cycles are taking too long (months instead of weeks)
Internal teams are caught off-guard by launches (sales, CS not briefed)
Asset creation is bottlenecked or inconsistent across launches
No repeatable launch process exists
A competitor launched something that requires a response

Don't use when: The change is purely internal with no customer-facing impact, or when a changelog entry alone is sufficient.

Quick Reference

Phase	Duration	Output
Launch tier classification	Day 0	Launch brief with tier and owners
Positioning and messaging	Day 1-5	Messaging matrix, headlines
Asset creation	Day 3-12	3-25 assets per tier
Internal enablement	Day 5-14	Sales, CS, exec briefings
Launch execution	Day 0 + 48 hours	Multi-channel go-live
Channel plan execution	Day 0-7	Channel activation
Post-launch optimization	Day 2-30	Performance data
Launch retrospective	Day 14-30	Retrospective doc

Core Deliverables

Launch Brief -- Tier classification, business case, success metrics, timeline
Launch Messaging Doc -- Positioning statement, messaging matrix, persona angles
Launch Asset Package -- Channel assets from messaging foundation (3-25 per tier)
Internal Enablement Kit -- Sales one-pager, talk tracks, FAQ, CS briefing
Launch Day Runsheet -- Execution plan with owners and escalation paths
Launch Retrospective -- Results vs. targets, channel ROI, action items

Common Mistakes

Treating every launch as Tier 1 (creates launch fatigue)
Skipping internal enablement (sales saying "I don't know" on launch day)
Building assets before messaging is finalized (guarantees rewrites)
Launching on a Friday (wastes critical first 48 hours on a weekend)
No measurement plan before launch day
Skipping the retrospective (repeats same mistakes next launch)

Integration

Feeds into: reducing-cac, accelerating-pipeline, tracking-marketing-metrics

Refresh: Process review quarterly. Tier thresholds every 6 months. Retrospective after every Tier 1 and Tier 2 launch.

See workflow.md for detailed phase-by-phase execution, tier classification framework, asset checklists, launch day timelines, competitive response protocol, and retrospective templates.