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?
- Product experience → what is launching?
- Audience insights, definition and targeting strategy → who is this launching for and what need(s) are we solving?
- Marketing brief → what are we saying and how?
- Channel plan → where are we sharing this?
- Campaign creative → how does it look, feel and sound?
- Launch timeline → when is it launching and how is it being rolled out?
- Measurement plan → how will we know what success looks like?
- Roles & responsibilities → who owns bringing this to life?
There are plenty of times when this list expands or contracts, but as long as you are answering why, what, who, where, when and how, you’ll have a solid starting point to create a successful GTM plan.