| name | product-launch |
| version | 2.0 |
| last_updated | "2026-01-16T00:00:00.000Z" |
| author | marketing-team |
| description | Plans cross-functional product launches with timeline, channel mix, asset checklist, and team coordination across marketing, sales, and product. Produces launch brief, deployment calendar, and post-launch measurement plan. Triggers on "product launch", "feature release", "launch strategy", "launch plan", "go-to-market launch", or "release coordination". Requires positioning and product-messaging as upstream inputs. |
| goal | Plans cross-functional product launches with timeline, channel mix, asset checklist, and team coordination across marketing, sales, and product. |
| outcome | Plans cross-functional product launches with timeline, channel mix, asset checklist, and team coordination across marketing, sales, and product. Produces launch brief, deployment calendar, and post-launch measurement plan. Triggers on "product launch", "feature release", "launch strategy",... |
| primitive | product-marketing |
| sub_primitive | strategy |
| ontology_type | launch-plan |
| review_gate | 2 |
| inputs | {"required":["product-messaging","positioning"],"recommended":[]} |
| outputs | [{"type":"launch-plan","feeds_into":[]}] |
| depends_on | ["product-messaging","positioning"] |
| feeds_into | [] |
| owned_by_agent | growth |
| mcps_used | [] |
| push_targets | ["gdrive","notion"] |
| triggers | {"slash_commands":["/product-launch"],"natural_language":[]} |
| status | draft |
| locked_by | null |
| locked_date | null |
| lock_version | null |
| sources_count | 0 |
| effort | high |
Product launch
Architect and execute cross-functional B2B SaaS product launches that drive sustained pipeline through systematic strategy, asset development, and coordinated deployment. Launches are systems, not events.
Claude Code triggers
Invoke when user says:
- "Product launch for [feature/product]"
- "Feature launch plan"
- "Launch strategy for [company]"
- "GTM launch plan"
- "New feature announcement"
- "Create launch assets"
- "Launch timeline for [feature]"
- "Launch checklist"
- "Plan a launch for [feature]"
- "Launch playbook"
Do NOT invoke when:
- User wants landing page copy only → use
landing-page-copy
- User wants product messaging only → use
product-messaging
- User wants LinkedIn content only → use
linkedin-content
- User wants email copy only → answer directly or use email templates
Input requirements
Required
| Input | Description | Source |
|---|
| Product feature brief | What's launching, target release date | User provides |
| Product messaging | Capabilities, benefits, differentiators | product-messaging skill or existing |
| ICP research | Target personas, pain points, proof points | icp-behavioural skill or existing |
Optional (improve quality)
| Input | How it helps |
|---|
| TOV guidelines | Brand voice for all copy assets |
| Competitor launches | Differentiation framing |
| Sales objections | FAQ and enablement content |
| Customer feedback | Proof points and testimonials |
| Launch date | Timeline anchoring |
Validation
Before proceeding, verify the feature brief includes name, category, description, target personas, key capabilities; product messaging available or generated; ICP research available or generated; launch date confirmed (or flexible window).
If inputs are missing: offer to run product-messaging and/or icp-behavioural first, or ask the user to provide the brief.
Core frameworks
Launch philosophy
Most product launches fail because they treat launch as an event rather than a system. A successful launch:
- Builds momentum before launch day (not just on T-0)
- Sustains attention for 2+ weeks post-launch
- Converts awareness into pipeline through multi-touch orchestration
- Enables sales and CS teams to capitalize on momentum
- Creates reusable assets that compound over time
T-0 is the midpoint, not the destination.
Three-phase architecture
| Phase | Purpose | Duration | Deliverables |
|---|
| Strategy | Define narrative, objectives, positioning | T-14 to T-10 | Strategy brief, narrative angle, success metrics |
| Development | Create all launch assets | T-10 to T-1 | 18+ assets across channels |
| Deployment | Orchestrate timeline and amplification | T-14 to T+14 | Timeline, coordination playbook |
Launch tiers
| Tier | Description | Assets required |
|---|
| Major | New product, category entry, platform shift | All 18 assets + webinar + paid |
| Significant | Major feature, integration, pricing change | 12-15 assets, selective paid |
| Standard | Feature improvement, capability expansion | 8-10 core assets |
| Minor | Bug fix, UX improvement | Blog post, email, in-app |
Seasonal alignment
Every launch happens in a cultural context. Check for adjacent cultural moments (±14 days from launch), score alignment fit (Strong/Medium/Weak/Negative), choose strategy (ride the wave, counter-program, ignore, or avoid), and adapt messaging (hooks, imagery, CTAs). See references/seasonal-calendar.md.
Process
The launch runs in three phases. Read references/process.md for the full step-by-step (4 strategy steps, 8 development steps, 4 deployment steps, plus per-phase checkpoints and the process flowchart).
Phase summary:
- Strategy (T-14 to T-10) — feature brief, narrative angle, business objectives, kick-off agenda
- Development (T-10 to T-1) — pick tier, then generate website, content, social, email, paid, sales-enablement, and event assets
- Deployment (T-14 to T+14) — pre-launch / launch-day / post-launch timelines + coordination playbook with RACI
Anti-hallucination guardrails
- Ground all claims in inputs. Feature benefits must come from product brief or messaging.
- No invented metrics. Use provided proof points or mark as
[PLACEHOLDER: metric].
- Quote verbatim. Customer quotes from ICP research only.
- Mark placeholders clearly. Use
[PLACEHOLDER: description] for unconfirmed details.
- Cite sources. Link each asset to its input source.
Output
Produce a single launch-package markdown file. Template + iteration prompts library: references/output-format.md.
Pre-delivery quality checklist + worked example + anti-examples: references/quality.md.
Auto-update protocol (feedback signals, pattern detection, skill-update template): references/auto-update.md.
Reference files
Integration with other skills
| Skill | Relationship | Usage |
|---|
| product-messaging | Required input | Capabilities, benefits, differentiators for all copy |
| icp-behavioural | Required input | Persona targeting, pain points, proof points |
| tov-guidelines | Optional input | Voice and tone for all copy assets |
| landing-page-copy | Asset generation | Landing page development |
| sales-enablement | Asset generation | Battle cards, decks, one-pagers |
| linkedin-content | Asset generation | LinkedIn series |
MCP data integration
Level: 2 — PM Execution (inherits strategy, operational pulls)
Inherits from: product-messaging
Pulls fresh
| Source | What to pull | Tool | When |
|---|
| Slack | Launch coordination threads | slack_search_public | Always |
Fallback (no MCP)
- Use product-messaging output directly
- Manual launch coordination via shared docs
- User-provided timeline and stakeholder info
Changelog
| Version | Date | Changes |
|---|
| 2.0 | 2026-01-16 | Refactored to v2.0 template: structured phases, Inter font output, iteration prompts, auto-update rules |
| 1.0 | Previous | Initial skill creation with three-phase architecture |
