Go-to-market plan: a step-by-step template for product launches
Why you need a go-to-market plan, not just a launch date
Great products can still underperform if the launch is improvised. A go-to-market plan connects strategy to delivery. It defines who you are for, the problem you solve, the message and proof, the channels you will use, and the dates and owners that make it real. This guide gives you a simple template that founder-led and mid-market teams can run with limited resource.
Pair this with your one page strategy and quarterly roadmap so budget, timing, and capacity line up.
Start with positioning and outcomes
Anchor the plan before you pick channels.
- Positioning statement. Who the product is for, the job it does, and why you win.
- Commercial outcomes. One to three measurable results for the first quarter after launch.
- Primary audience. ICP and buying committee, with triggers and disqualifiers.
To put start with positioning and outcomes into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.
GTM template: the sections to complete
- Value proposition and proof. Two sentences plus the top three proof points.
- Launch tiers and timeline. Pre-launch, launch week, post-launch, with key ship dates.
- Audience and segments. ICP checklist and top objections by role.
- Message and assets. Headline, three benefits, required creative, landing pages, and sales enablement.
- Channels and budget. Core mix by objective and a test line with guardrails.
- Sales plays. Sequences, partner outreach, events, and referral motions.
- Enablement. FAQs, battlecards, demo scripts, and internal training dates.
- Measurement. Five KPIs with targets, thresholds, and owners.
- Risks and dependencies. One-liners with mitigations and named owners.
For a reusable brief format for assets, use marketing brief: template and checklist.
Sequencing: pre-launch, launch, and post-launch
Pre-launch (4 to 6 weeks)
- Messaging final, landing page live for early access or waitlist.
- Creator or PR seeding, partner enablement, and teaser assets built.
- Tracking verified, dashboards ready, and ops trained.
To put pre-launch (4 to 6 weeks) into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.
Launch week
- Hero assets live across paid, owned, and earned. Sales sequences start.
- Daily standup for first five days. Capture issues and fixes fast.
- Scale winning ad sets and refresh creatives for frequency control.
Post-launch (weeks 2 to 8)
- Webinar or live demo, case study in progress, and comparison page published.
- CRO tests on the landing page and pricing pages.
- Monthly review to decide continue, scale, fix, or stop.
Keep the cadence tight with build a simple marketing operating rhythm.
Channel selection and budget
Pick a small, coherent mix that fits the audience and message, then fund it properly. Protect a brand line and a test fund.
- Awareness. Video and PR for reach, creator collabs, and sponsored content.
- Acquisition. Paid search for intent capture, high intent content, and retargeting.
- Conversion. Web UX fixes, comparison pages, case studies, and webinars.
To put channel selection and budget into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.
Sales and customer success enablement
Launches fail when the front line does not have what they need. Keep enablement simple and live where people work.
- One page product sheet, FAQs, and a talk track with objection handling.
- Short demo script with screenshots or GIFs.
- Pricing rules and promo details with expiration dates.
Measurement: five KPIs that decide your next move
- Qualified inbound opportunities.
- Lead to opportunity conversion rate.
- Opportunity to win rate or trial to paid conversion.
- Average deal size or AOV.
- Cost per opportunity or payback period.
To put measurement: five kpis that decide your next move into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.
Governance and approvals that do not slow you down
Use decision windows and approval paths by risk level. Minor tweaks approve within the week, bigger shifts require a short business case. Keep the rules on one page.
To put governance and approvals that do not slow you down into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.
Common launch pitfalls to avoid
- Channels chosen before the message is clear.
- No enablement for sales or customer success.
- Frequency fatigue from creative that does not refresh.
- Switching attribution methods mid-launch.
- Budget spread too thin across too many channels.
Final checklist
- Positioning and value proposition signed off.
- Launch tiers, dates, and owners confirmed.
- Message, assets, and enablement ready.
- Channels funded with a test line and brand protection.
- Five KPIs with targets and a monthly review booked.
- Risks, dependencies, and decision windows documented.
Marie Uhart
Marie works with founders and lean teams who need senior marketing leadership and hands-on support without hiring full-time. As a fractional CMO, she helps B2B and B2C companies strengthen their brand foundations, drive sustainable growth, and expand into new markets with confidence.
Alongside her consulting work, Marie supports business and marketing professionals through career transitions and trains marketing teams to use AI tools confidently in their day-to-day work.
