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Phase 5
Launch Planning & GTM Checklist
A successful product launch is the culmination of strategy, planning, and cross-functional execution. This module breaks down the essentials of creating a robust Go-to-Market (GTM) strategy and a comprehensive launch plan. You'll learn how to define target audiences, craft a value proposition, and coordinate marketing, sales, and product efforts to ensure a smooth and impactful release. By the end, you will have a practical checklist to guide your launches, minimizing risks and maximizing your product's market entry.
What is a Go-to-Market (GTM) Strategy?
A Go-to-Market (GTM) strategy is a comprehensive plan that outlines how a company will bring a new product to market and reach its target customers. It's the strategic layer that informs the tactical launch plan.
Market Definition
Who are your target customers and personas?
Value Proposition
What unique value does your product offer?
Pricing & Packaging
How will you monetize the product?
Channels & Distribution
How will you reach your customers?
The Launch Checklist: Key Phases
A launch plan breaks the GTM strategy into actionable phases and tasks, ensuring nothing falls through the cracks.
Pre-Launch
- Finalize messaging & positioning
- Prepare marketing collateral
- Train sales & support teams
- Conduct final QA & bug bashes
Launch Day
- Deploy the product
- Execute marketing campaigns (email, social, PR)
- Monitor system performance & analytics
- Activate customer support channels
Post-Launch
- Gather user feedback
- Analyze launch metrics against goals
- Run retrospectives with the team
- Plan for the first product update
PM’s Role in Launch Planning
While product marketing often owns the GTM strategy, the Product Manager is the central orchestrator, ensuring all teams are aligned and the product is ready.
- Cross-functional Alignment: Act as the single source of truth for product, marketing, sales, and support.
- Defining Success: Set clear, measurable goals and KPIs for the launch.
- Internal Communication: Keep all stakeholders informed of progress, risks, and timelines.
- Feedback Loop: Ensure post-launch user feedback is captured and integrated into the product backlog.