GTM Launch Planning
This template is designed to help you audit and track GTM (Go-to-Market) activities by channel, categorized by launch volume and tier. It keeps your team aligned on what's planned, in progress, or missing.
Tier Definition
Tier 1
Our most important and visible launches (3–5 per year).
Major product releases
Narrative/brand refresh
Key campaign (e.g., Golden Kitties)
Company milestone announcement
Tier 2
High-impact, recurring GTM efforts (10–20 per year).
Beta program announcements
Channel openings (Discord, Launcher Hub)
Success story features
Segment-specific activations
Tier 3
Lightweight, lower-effort initiatives (20–30+ per year).
UX/UI updates
Renaming features
Niche email newsletters
Launch Plan
✅ How to Use This GTM Launch Planning Template
This template helps cross-functional teams stay aligned on go-to-market (GTM) planning across channels. Use it to track the status, scope, and tier of each launch initiative in a centralized, audit-friendly format.
🧭 Step 1: Understand the Tier Definitions
Tier 1 = Major company-level launches with high visibility (max 3–5/year)
Tier 2 = Recurring high-impact campaigns (10–20/year)
Tier 3 = Lightweight updates or smaller efforts (20–30+/year)
Refer to the Tier Definition section to determine which tier your initiative belongs to.
✍️ Step 2: Add Your GTM Items
Each table is grouped by channel (In-Product, Blog, Support, Sales, Distribution, Community).
For each Item, fill in:
Volume Tier(s): Choose Tier 1, 2, or 3 based on impact and effort.
Link/Example: Add a URL or screenshot to reference previous or draft assets.
Notes: Provide status, blockers, owners, or extra context.
👥 Step 3: Collaborate Cross-Team
Marketing can own Blog, Editorial, and Community rows.
Product should update In-Product and Distribution.
Support can own Help Center and macros.
Sales/Enablement should maintain Sales decks and one-pagers.
🔁 Step 4: Use It in Planning Cycles
Review this tracker in weekly or biweekly GTM syncs.
Identify misalignments early (e.g. blog published, but email missing).
Keep “Link/Example” and “Notes” current to avoid bottlenecks.
Table
📦 In-Product
Item
Volume
Link / Example
Notes
📦 In-Product Onboarding flow Tier 2, Tier 3 {"text":""} Needs consistency across platforms
📦 In-Product Change Log Tier 1, Tier 2, Tier 3 {"text":""} Lacks clear owner and update cadence
📦 In-Product Feature indicator ("New") Tier 2, Tier 3 {"text":""} Exists but inconsistently applied
📦 In-Product Promotional Banner Tier 1, Tier 2 {"text":""} High visibility placement, policy TBD
📦 In-Product Desktop Notification Tier 1, Tier 2, Tier 3 {"text":""} No agreed policy on use cases
📦 In-Product App Notification Tier 2, Tier 3 {"text":""} Requires app parity check
📦 In-Product Launch announcement Tier 1, Tier 2 {"text":""} Only for mobile and web, not POP/PLP
📦 In-Product New user onboarding email Tier 1, Tier 2 {"text":""} Exists, owner not confirmed
📦 In-Product Retention email Tier 2, Tier 3 {"text":""} Strategy needs refresh
📦 In-Product Feature-specific email Tier 1, Tier 2 {"text":""} Iterating on content templates
✍️ Blog & Editorial Product story - weekly Tier 1 {"text":""} {"text":""}
✍️ Blog & Editorial Product story - monthly Tier 2 {"text":""} {"text":""}
✍️ Blog & Editorial User spotlight (community) Tier 3 {"text":""} {"text":""}
✍️ Blog & Editorial Segmented blog email Tier 2 {"text":""} Not yet implemented
✍️ Blog & Editorial Launcher updates Tier 1, Tier 2, Tier 3 {"text":""} Backlog needs grooming
💬 Support Help Center articles Tier 1, Tier 2, Tier 3 {"text":""} Process clear but publishing lags
💬 Support Intercom macros Tier 1, Tier 2 {"text":""} QA needed before launch
💬 Support Tag updates (support triggers) Tier 1, Tier 2, Tier 3 {"text":""} Must sync with product team
📈 Sales Enablement Sales one-pagers Tier 1, Tier 2 {"text":""} Needs localization for EMEA/APAC
📈 Sales Enablement Pitch decks Tier 1, Tier 2 {"text":""} Updated quarterly
📲 Distribution App Store description Tier 1, Tier 2 {"text":""} Updated at major release only
📲 Distribution Chrome Extension listing Tier 1, Tier 2 {"text":""} Version tags missing from description
🧩 Community & Programs SEO/Content partnerships Tier 1, Tier 2 {"text":""} Metrics needed for content ROI
🧩 Community & Programs Community event (e.g. Maker Fest) Tier 1 {"text":""} Run 1x per year
🧩 Community & Programs Live calls/webinars Tier 1, Tier 2 {"text":""} Hosted on Zoom + replay shared
🧩 Community & Programs Product-led AMA Tier 2, Tier 3 {"text":""} TBD owner for moderation
