gtm-launch-plan

name	gtm-launch-plan
description	Build a go-to-market launch plan for a new product, feature, or segment — audience, channels, narrative, sequencing, metrics. Use on "launch plan for <product>", "GTM for the new feature", or "how do we take this to market?".
allowed-tools	["Read","Write","AskUserQuestion"]

GTM Launch Plan

A launch is an orchestrated moment. Without sequencing, you just have a list of activities.

Workflow

1. Tier the launch. Ask: Tier 1 (company-shaping — all hands on deck), Tier 2 (notable — coordinated push), Tier 3 (incremental — ship + docs + changelog). Most things are Tier 3; be honest.
2. Inputs. What's launching, who it's for, why now, the one behavior change you want, the metric of success, the date.
3. Build the plan to ./launches/<name>.md.

Plan structure

# <Launch name> — Tier <n>  ·  Launch date: <date>

## One-line
<What it is — 15 words>

## Audience
Primary: <specific segment + role>
Secondary: <who benefits second>

## The ONE behavior change
We want <audience> to <do X> because <reason>. Success metric: <metric + target>.

## Narrative arc (the press-release-first test)
- Headline: <if TechCrunch wrote one>
- Why now: <the change in the world that makes this urgent>
- What changed: <the 1-2 things that make this possible>
- What it replaces: <old workflow or competitor>
- Proof: <design partners, beta data, quotes>

## Channels & owners
| Channel | Asset | Owner | Due |
|---|---|---|---|
| Website hero | … | … | T-7 |
| Docs | … | … | T-5 |
| Blog post | … | … | T-1 |
| Email to customers | … | … | T0 |
| Twitter/X thread | … | … | T0 |
| LinkedIn post | … | … | T0 |
| HN / Product Hunt | … | … | T0 |
| Webinar / demo | … | … | T+7 |
| Sales enablement | battlecard + 1-pager + demo | … | T-5 |
| CS notification | … | … | T-3 |

## Sequencing (T = launch day)
- T-21: internal alignment, narrative lock
- T-14: assets drafted
- T-7: beta customers briefed, press embargo sent (if Tier 1)
- T-3: rehearsal, final QA on demo flow
- T0: publish + coordinated posts
- T+1: Q&A / AMA
- T+7: retro

## Success metrics (leading + lagging)
Leading (T+3): page visits, demo requests, signup/activation
Lagging (T+30): pipeline generated, deals won, revenue

## Kill criteria
We paused or rolled back if: <specific condition — e.g., crash rate > X, support volume > Y>.

Guardrails

• If the launch has no measurable behavior change, it's not a launch — it's an announcement. Downgrade.
• Sales enablement must land ≥ 5 days before external launch or reps won't internalize it.
• Don't schedule launches on Fridays or the week of a major industry event you're not part of.
• Every Tier 1 launch needs a rehearsal.