What are the core documents you create for every GTM?
Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 3y
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 s...
11724 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1y
One of my favorite documents I create for a product launch is a PM <> PMM Launch Handoff BriefI use this document to help facilitate and standardize the transfer of...
1692 Views
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Shopify Director of Product Marketing • 2y
Core documents will vary at each company, but I think there are some common ones to consider: Market research/Competitive analysis: Helps you understand your total addres...
5009 Views
Jellyfish VP of Product Marketing • 2y
Some of the core docs I've used include:Executive summary: clearly and concisely articulates the why, what, how of your GTM plan. It is the doc you share with other execs...
2702 Views
Freshworks Sr. Director of Enterprise Marketing • 1y
I create 2 documents for every launch:GTM Plan - Brief: This includes belowRoles & Responsibilities: Detail the product marketing owner, product management counterpar...
5086 Views
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 e...
1957 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
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...
929 Views
HiredScore Head of Product Marketing • 3y
Every GTM strategy starts with positioning and messaging. A detailed and well-aligned positioning document is essential. This should include personas, the problem you'r...
1047 Views
Related Questions
Do you use a standard GTM framework for all product launches that meet your companies business objectives? Which AI tools have you incorporated into your GTM planning?What are the main components of a GTM Strategy?What has been the most effective way to qualitatively collect feedback on your GTM?How can PMMs adapt GTM plans as early assumptions break down after launch?How do you operationalize messaging so it works for all go-to-market teams?