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What are the core documents you create for every GTM?

4 Answers
Mary Sheehan
Mary Sheehan
Adobe Group Manager, Lightroom Product MarketingJanuary 17

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
3732 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 15

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. 

1027 Views
Tracy Montour
Tracy Montour
HiredScore Head of Product MarketingAugust 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!

727 Views
Lisa Dziuba
Lisa Dziuba
Lemon.io Head of Growth Product MarketingSeptember 14

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 😃

590 Views
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