What are the core documents you create for every GTM?

One of my favorite documents I create for a product launch is a PM <> PMM Launch Handoff Brief I use this document to help facilitate and standardize the transfer of information from PM to marketing. This will help you ensure product marketing has the context they need to bring this new product to market. We generally have the product owner complete this document with PMM at the beginning of launch planning. Don’t have time to meet? Have the PM record a Loom clip talking through each quest ...Read More

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 addressable market, competition, and whether your product fits the market. Positioning document: Define your total addressable market, value proposition, and competitive landscape. Messaging document: Outline the key messages you'll use to communicate with your audience. Marketing measurement: Enables you to track the impact of your ...Read More

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 at the company and it should only take them 2 minutes to fully comprehend it. Assumptions and Risks: you can't know everything and don't want to fall into the paralysis by analysis trap... some times you don't have enough data to tell you precisely what you need, but you do have enough to give you a good direction. Document as ...Read More

I create 2 documents for every launch: GTM Plan - Brief: This includes below Roles & Responsibilities: Detail the product marketing owner, product management counterpart, and important stakeholders. Key Dates: Highlight the important dates (product in limited v. general availability, marketing moment, etc.). Goal(s): What are the goals of the launch Messaging Docs: Detail relevant messaging docs associated with a product launch. Overview: Give an overview of the product, feature, or solution ...Read More

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 ...Read More

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 thr ...Read More