All related (8)
Tracy Montour
Head of Product Marketing, HiredScoreAugust 4

Every GTM strategy starts with positioning and messaging. 

A detailed and well-aligned positioning document is essential. This should include personas, the problem you're solving, how the solution is defined, what the competition is, the positioning statement, and use cases (it can include more or less depending on the size of the launch and your specific scenario).

From there, the messaging should be defined. And only after this should the GTM channel strategy be created. 

At minimum, these three documents must be created. Hope this helps!

Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 13

We have a defined set of documents that we create based on the launch tier:

PMM <> PM together prepare

  • Product overview (how it works)
  • Key features & benefits
  • Personas & use cases

PMM on their side

  • Product value prop
  • Positioning and messaging doc
  • GTM channels plan
  • GTM brief with all info above + objectives + measurements plan
  • Post-GTM retro with reports 

In smaller startups, I also was doing much more documents but that's a life of solo PMM 😃