What is your go to market planning blueprint?

A thorough go to market (GTM) plan can provide incredible clarity for the many, many stakeholders who are involved in a launch. That’s why it’s so important for the GTM plan to be self-serve when you don’t have the luxury of walking your colleagues through it. The goal is to align your core team, plus answer the top questions for anyone else who needs to be looped in. I suggest using these 9 sections as your core elements: Business context, goals and projected impact → why is this launching? Pro ...Read More

I invented the 5A Framework for GTM to easily communicate a nd keep track the top objectives of a Go-To-Market plan.  Audience: You must understand your target(s), and how it will be best to approach them.  Angle: What is your message/angle. This will tell your audience(s) how you solve a problem. Accomplishments: Your goals and milestones Activate: How will you execute your plan?  Assess: Evaluate and adjust If your GTM has all of these five elements you have a solid overview of what your GTM w ...Read More

I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the launch only represents one (really important) point in time. I like to think of the product launch as the rocket booster that you need to get your message to the marketplace.Before I share my blueprint, I have an important PSA for product marketers: product availability is not the same thing as product launch. Product availability ...Read More

How does your company think of its 'market'? This is essentially a segmentation exercise but sometimes the hardest part. This requires alignment between sales, product, and marketing and is a great starting point for PMM to make an impact. Decide on the GTM 'vector' early - ie. verticals, company size, revenue band, geo, use case, needs based. Decide on the definitions of each and write them down For a given release or launch, what are the priority segments?. Not everything is going to be equall ...Read More

I think every product marketing team should! Ultimately, at Iterable we have 3 key documents: Product GTM Launch Plan - This is a spreadsheet that includes every team involved in a launch, what set of activities are being done, where they are in the development process, and more. It's really a central resource for the entire launch. Positioning & Campaign Kick-Off - This document should be filled out first before everything else. It includes all of the foundational details that will help cre ...Read More

A GTM plan serves as an open book for everyone to understand your strategy and acts as the compass for a successful product launch. As you can see here in this doc, a GTM aligns your team, defines your target audience, and guides your marketing foundations according to your launch Tier to achieve your business goals and objectives. For me, there are two key aspects of the GTM plan: A clear alignment of the GTM plan processes  Clear goals and objectives: Specify the specific objectives and outcom ...Read More

A GTM (go-to-market) plan is imperative for both PMMs and stakeholders, for several reasons: Provides clarity & alignment on target audiences, customer personas, value prop, and messaging Helps with resource optimization - ensuring that the right budget, tech, and talent are available Mitigates risk Ensures that you always take a customer-centric approach (what's in it for me as the customer, not "why is my company great for you"). Sets clear, measurable KPIs and objectives. My personal GTM ...Read More

As I read a lot of these responses (and similar ones on other questions) I see that GTM and "product launches" seem to be conflated into a single thing. And, while some highlight small launches vs big launches, they're still making GTM all about launching, and I think that's missing something important. A launch might be a GTM activity, but GTM is bigger than just launches (big and small). At least, or obviously, in my mind. Anything you want to get into the hands of sales needs a "go to market" ...Read More