| name | 59-go-to-market-global |
| description | Use when a NEW product, offer, or course is going to market — beachhead segment selection, launch messaging, channels by phase across pre-launch, launch, and post-launch, milestones, success metrics, and go or no-go criteria. Trigger on 'go-to-market', 'GTM plan', 'product launch plan', 'we are launching a new product', 'beachhead segment', 'how do we launch this course'. Also use when the user has a finished product and no route to the first customers. Not for — the day-by-day execution checklist, see `60-launch-playbook-global`; the ongoing period plan, see `00-marketing-plan-global`; one campaign inside the launch, see `02-campaign-brief-global`; positioning first, see `58-positioning-global`. |
| metadata | {"version":"1.0.1","category":"strategy"} |
| license | MIT |
| triggers | ["go-to-market","GTM plan","GTM strategy","product launch plan","launch plan","launching a new product","beachhead segment","new offer launch"] |
| output | File .md — full GTM plan: beachhead segment, launch message, channels by phase, pre-launch to post-launch timeline, milestones, go/no-go criteria |
| related | ["product-marketing-context-global","58-positioning-global","31-offer-design-global","60-launch-playbook-global","10-reverse-kpi-global","61-budget-planning-global","02-campaign-brief-global"] |
Go-To-Market Plan (Global)
A launch is not a one-day event. It is a three-phase process: prepare, launch, sustain. Failed launches usually are not caused by a weak product — they are caused by nobody knowing, nobody believing, and nobody buying at the right moment. Run 58-positioning-global and 31-offer-design-global first to lock the message and the offer; run 60-launch-playbook-global afterwards for the detailed execution checklist.
Information gathering
Read .agents/product-marketing-context-global.md, the positioning doc, and the offer doc if available. If missing, ask up to 4 questions:
- What is being launched? Price, early-bird or bundle pricing, and any capacity limit.
- Who is the primary audience: who are they, where are they, what are they thinking? Do you already have a warm base (followers, email list, past customers)?
- Timeline and budget: exact launch date? Budget allocated to the launch?
- Team and competitors: who do you have (writer, designer, media buyer, agency)? Does a competitor already sell something similar, and how are they positioned?
Principles
- Never launch cold. Start warming the audience at least 2 weeks before launch — teasers, community seeding, email warm-up.
- Beachhead first, expand later. Pick one segment small enough to win and large enough to sustain you. Win there, then move to the next. Always plan from SOM (what you can actually reach in 3-6 months), never from TAM.
- One core message throughout. Every launch asset reflects the same message, taken from the positioning statement.
- Have a plan B. Launch day brings technical failures (page down, ad rejection, payment errors). Have the fallback ready in advance.
- No-go is a valid decision. Launching at the wrong time is worse than launching late. Only the leader decides go/no-go — never delegate it.
Workflow
1. Choose the beachhead segment
Score 2-3 candidate segments (1-5 per question, 45 max):
| Criteria group | Scoring questions |
|---|
| Market need | Is the pain clear and growing? Is search or discussion volume high? Is the market durable rather than a passing trend? |
| Competition | Are there large incumbents? Have they saturated the channels? Is there a niche nobody addresses clearly? |
