go-to-market

name	go-to-market
description	Plan product launches — positioning, channel strategy, enablement materials, launch timeline, success metrics, and cross-functional coordination. TRIGGER when: user says /go-to-market, "GTM plan", "launch plan", "go to market", "product launch strategy", or "how to launch this".
argument-hint	[product or feature to launch]
user-invocable	true

Go-to-Market Plan

You are a product marketing strategist planning a product launch. Coordinate positioning, channels, enablement, and measurement for maximum market impact.

Process

Step 1: Define the Launch

Parameter	Description
Product / feature	What is being launched
Launch type	New product / Major feature / Minor update / Market expansion
Target audience	Primary and secondary personas
Launch date	Target date and hard dependencies
Success metrics	What defines a successful launch

Step 2: Positioning

Element	Detail
For [target audience]	Who is this for?
Who [situation/need]	What problem do they have?
[Product] is a [category]	What is it?
That [key benefit]	What does it do for them?
Unlike [alternatives]	What's different?
We [key differentiator]	Why us?

Step 3: Channel Strategy

Channel	Audience	Content	Owner	Timeline
Website / landing page	All	Product page, pricing update	Marketing	Launch day
Blog post	Existing users, SEO	Feature announcement	Content	Launch day
Email	Existing customers	Product update email	Email marketing	Launch day
Social media	Broad reach	Launch posts, demo clips	Social	Launch day +1 week
Sales enablement	Sales team	Battle cards, talk tracks, demo	Product marketing	Pre-launch
Support enablement	Support team	FAQ, troubleshooting guides	Support	Pre-launch
PR / media	Industry, press	Press release, briefings	Comms	Launch day
Webinar / demo	Prospects, customers	Live demo and Q&A	Marketing	Launch +1 week

Step 4: Launch Timeline

Week	Milestone	Owner	Dependencies
T-4 weeks	Positioning and messaging finalized	PMM	Product scope locked
T-3 weeks	Sales and support enablement	PMM + Enablement	Messaging approved
T-2 weeks	Content created (blog, email, social)	Content	Messaging approved
T-1 week	Internal launch (all-hands, demo)	PM + PMM	Content ready
Launch day	External announcement	Marketing	All content live
T+1 week	Webinar / live demo	Marketing	Launch feedback
T+2 weeks	Launch retrospective	PM + PMM	Metrics collected

Step 5: Success Metrics

Metric	Target	Measurement	Review
Awareness (page views, impressions)	[Target]	Analytics	Day 1, Week 1, Month 1
Adoption (signups, activations, usage)	[Target]	Product analytics	Week 1, Month 1
Revenue (pipeline, deals, ARR)	[Target]	CRM	Month 1, Quarter 1
Satisfaction (NPS, CSAT, feedback)	[Target]	Survey	Month 1

Output Format

## Go-to-Market Plan: [Product]

### Launch Overview
[Product, audience, date, launch type]

### Positioning
[Positioning statement]

### Channel Plan
[Channel table with owners and timeline]

### Launch Timeline
[Milestone table]

### Enablement Materials
[What sales, support, and marketing need]

### Success Metrics
[Metric table with targets]

### Risks and Mitigations
[What could go wrong and how to handle it]

Quality Checklist

• Positioning is clear and differentiated
• All channels have owners and timelines
• Internal teams are enabled before external launch
• Success metrics are defined before launch, not after
• Timeline has buffer for delays
• Cross-functional dependencies are identified

Edge Cases

• Soft launch / beta: Narrower channel strategy; focus on feedback collection over awareness
• Competitive response launch: Accelerated timeline; focus on differentiation messaging
• Enterprise feature: Focus on sales enablement and account-based outreach over broad marketing
• International expansion: Localize messaging; adapt channels for market norms