How does your GTM strategy for a new feature/upgrade differ from a product-level GTM strategy?

It all depends on the impact, in terms of revenue, that the feature will have overall. For smaller features that are important but will not result in a big increase in sales, you don't need a full scale GTM plan with press releases, analyst briefings, etc. A product-level GTM will typically be more involved, require additional teams to support, and more dedicated time to plan and execute.

Everything comes back to the launch tiering for me. T1-T3. In a nutshell:

T1 is revenue-generating or new market opening — you should have a landing page on the website, pricing and packaging, and a long-tail content strategy

T2 is usage/adoption or competitive win rate increasing — you may not need pricing/packaging or a landing page but should have a plan to talk about this feature again in all of your go-forward content

T3 is user experience improvement or churn reduction — you need customer comms but won’t need pricing, a landing page, or a dedicated content strategy.

GTM strategy, for me, comes back to the audience, the value offered and the outcomes you seek. I like to start with the end, regardless of whether it's a feature or a new product and map back to the customer need being solved. That informs your messaging, positioning and strategy. For example, if upsell is your goal, you might want to create anticipation with a wait list and email nuture for existing customers who are your target. 

A go-to-market (GTM) strategy for a new feature or upgrade would focus on promoting the specific benefits and value of that feature to the target market, while a product-level GTM strategy would take a more holistic approach and focus on the overall value and positioning of the product. The GTM strategy for a new feature or upgrade would typically involve creating messaging and marketing collateral that highlights the specific benefits of the feature, and identifying the key customer segments that are most likely to benefit from the feature. This would typically involve conducting market research and working closely with the sales team to understand customer needs and pain points. In contrast, a product-level GTM strategy would focus on the broader value proposition of the product, including its features, benefits, and positioning relative to competitors. This would involve developing a comprehensive marketing plan that includes tactics such as public relations, advertising, content marketing, and sales enablement.