What are the core documents you create for every GTM?

Question

Mary (Shirley) Sheehan · Accepted Answer

For each "Tier 1" launch, I typically create:

* A GTM checklist (which is your Bible, includes metrics, links, as well as key drivers of the project) 
 * A launch brief to share with creative in-house teams or agencies
 * A product communication doc with specs of the feature and any talking points (co-developed with product)
 * A messaging document that gives the core messages behind what we're launching

Hien Phan · Answer

Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will evolve. Otherwise, you're doing something that someone might not agree with, which will screw up your GTM efforts.

Within that presentation, you should have documented your core persona and ICP, competitive landscape, positioning, messaging, differentiated value, and capabilities. Alignment shouldn't just be the broader GTM team and your product team.

The list includes a pitch deck, battle cards, demo guides, and data sheets (competitive, industry, solutions) for external customer-facing documents.

Tracy Montour · Answer

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 · Answer

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 😃

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