Go-To-Market Plan (Global)

A launch is not a one-day event. It is a three-phase process: prepare, launch, sustain. Failed launches usually are not caused by a weak product — they are caused by nobody knowing, nobody believing, and nobody buying at the right moment. Run 58-positioning-global and 31-offer-design-global first to lock the message and the offer; run 60-launch-playbook-global afterwards for the detailed execution checklist.

Information gathering

Read .agents/product-marketing-context-global.md, the positioning doc, and the offer doc if available. If missing, ask up to 4 questions:

1. What is being launched? Price, early-bird or bundle pricing, and any capacity limit.
2. Who is the primary audience: who are they, where are they, what are they thinking? Do you already have a warm base (followers, email list, past customers)?
3. Timeline and budget: exact launch date? Budget allocated to the launch?
4. Team and competitors: who do you have (writer, designer, media buyer, agency)? Does a competitor already sell something similar, and how are they positioned?

Principles

1. Never launch cold. Start warming the audience at least 2 weeks before launch — teasers, community seeding, email warm-up.
2. Beachhead first, expand later. Pick one segment small enough to win and large enough to sustain you. Win there, then move to the next. Always plan from SOM (what you can actually reach in 3-6 months), never from TAM.
3. One core message throughout. Every launch asset reflects the same message, taken from the positioning statement.
4. Have a plan B. Launch day brings technical failures (page down, ad rejection, payment errors). Have the fallback ready in advance.
5. No-go is a valid decision. Launching at the wrong time is worse than launching late. Only the leader decides go/no-go — never delegate it.

Workflow

1. Choose the beachhead segment

Score 2-3 candidate segments (1-5 per question, 45 max):

Criteria group	Scoring questions
Market need	Is the pain clear and growing? Is search or discussion volume high? Is the market durable rather than a passing trend?
Competition	Are there large incumbents? Have they saturated the channels? Is there a niche nobody addresses clearly?
Reachability	Do you already have a fitting channel or list? Can you test it on a small budget? Can the buyer decide quickly?

Decision: 30+ points means launch on this beachhead. 25-30 means reconsider or narrow further. Below 25 means revisit the product or the segment.

Signals of a high-value beachhead customer: high LTV, low churn, active referrals. Filter question: "If this product disappeared tomorrow, what would you do?" The more painful the answer, the better the segment.

2. Lock the offer and the launch message

Offer summary (from 31-offer-design-global):

Item	Detail
Product name
List price / early bird / bundle
Sales window and capacity limit
Guarantee
USP — one sentence of difference

Launch message hierarchy — 5 layers, used in this order inside every asset:

1. Hook (pain or desire) > 2. Solution (why this product) > 3. Proof (evidence) > 4. Offer (exactly what they get) > 5. Urgency (why buy now).

Required audience insight: persona, pain point, desire, primary objection, buying trigger. In US/EU markets the dominant objection is usually credibility and reviews rather than price — plan proof accordingly.

3. Set channels by phase

Channel	Phase	Content	KPI
Meta (Facebook + Instagram)	Pre + Launch	Teaser > announce > urgency	Reach, leads
TikTok	Pre + Launch	Hook video, testimonial, creator content	Views, CTR
Email + SMS (Klaviyo, Mailchimp, Attentive)	Pre + Launch	Warm-up sequence > offer > last call	Open rate, CVR
Community seeding (Reddit, Discord, Slack, niche forums)	Pre-launch	Problem-aware content, no offer reveal	Engagement, saved posts
Google Search / Shopping	Launch	High-intent and brand keywords	CVR, ROAS
Affiliates / partners / creators	Launch	Co-promotion with tracked links	Attributed revenue

Selection rule: you need both a REACH channel (drives traffic) and a CONVERT channel (closes). One channel rarely does both. Prioritize where the beachhead already spends time and where you have a real advantage.

4. Build the three-phase timeline

PRE-LAUNCH (T-4 to T-1 weeks):

Week	Activity	Owner	Output
T-4	Offer finalized, landing page live	Leader + dev	Page live, tracking verified
T-3	Produce teaser content (3-5 pieces)	Content	Posts ready
T-2	Start seeding and warm-audience ads	Content + performance	Engagement, custom audiences
T-1	Email/SMS pre-launch sequence	Leader	Warm list
T-3 days	Ads built and verified, tracking checked	Media buyer	Campaigns in Paused state
T-1 day	Full funnel final check > go/no-go	Leader	GO decision

LAUNCH WEEK:

Day	Activity	Channel	Owner
D-day morning	Official announcement	All	Leader
D-day	Turn on BOFU ads	Meta, TikTok, Google	Media buyer
D+1	Follow-up email to non-buying leads	Email/SMS	Leader
D+2	Social proof — first customer reviews	Social	Writer
D+3	Media buyer report > scale, hold, or cut	—	Leader
D+5	Urgency push — remaining capacity or bonus deadline	All	Leader
D+7	Close cart — final email and post	Email + social	Leader

POST-LAUNCH (D+8 to D+14): compile results (revenue, leads, ROAS, CPA), collect customer feedback to improve the product and capture testimonials, run the team retrospective, and decide whether to convert the campaign to evergreen.

5. Milestones and go/no-go

Milestone	Timing	Pass criteria
M1 — Offer + page ready	T-4	Page live, tracking verified, offer locked (price, bonuses, deadline)
M2 — Audience warm	T-1	Warm base large enough: [X] engagers / [Y] email subscribers / custom audience >= [Z]
M3 — Go/no-go	T-1 day	Passes the checklist below
M4 — Mid-launch check	D+3	CPA within threshold, first orders landed
M5 — Close + retro	D+7 to D+14	>= [X]% of target hit, retrospective complete

Go/no-go checklist (T-1 day, leader signs off):

• Tracking fully working (pixel fires, server-side events, UTMs complete)
• Payment tested end to end (card, PayPal, and any wallet you accept)
• All links resolve, no 404s
• Offer copy correct (price, bonuses, deadline), and every claim substantiated
• Consent and privacy in place: cookie/consent banner, GDPR/CCPA notices, CAN-SPAM unsubscribe in every email
• Team confirmed ready, inbox coverage staffed across the relevant timezones
• Plan B documented for technical failure

Any missing item means NO-GO. Do not launch "roughly ready" and fix later.

6. Success metrics

Metric	Target	How measured
Launch-week revenue
Orders / seats sold
CPL / CPA
ROAS
Email open rate
Landing page CVR

Derive targets backwards from the revenue goal using 10-reverse-kpi-global — never set targets by feel. Benchmark against references/benchmarks-global.md for the relevant region and industry; a US launch and an SEA launch are not comparable at face value.

Output structure

File name: gtm-plan-[product-name]-[YYYYMMDD].md

# GTM Plan — [Product] — Launch [date]

## 1. Product and offer summary
| Name / price / early bird / capacity / guarantee / USP |

## 2. Beachhead segment
- SOM score: [X]/45 — decision:
- Persona + pain + desire + objection + trigger:

## 3. Positioning and messaging
- Core message (one sentence):
- Message hierarchy: Hook > Solution > Proof > Offer > Urgency

## 4. Channel plan by phase
| Channel | Phase | Content | KPI |

## 5. Timeline
[Pre-launch T-4 to T-1 | Launch week D-day to D+7 | Post-launch D+8 to D+14]
| Checkpoint | Activity | Owner | Output | Deadline |

## 6. Milestones and go/no-go
| Milestone | Timing | Criteria |
- Go/no-go checklist T-1:

## 7. Success metrics
| Metric | Target | How measured |

## 8. Plan B
| Failure scenario | Fallback |

Related skills

• 58-positioning-global: run first — the launch core message comes from the positioning statement.
• 31-offer-design-global: run first — the offer must be locked before GTM planning.
• 10-reverse-kpi-global: derive lead and budget targets from the revenue goal.
• 61-budget-planning-global: allocate the launch budget across phases.
• 60-launch-playbook-global: run after — day-by-day execution, war room, escalation.
• 02-campaign-brief-global: turn the GTM plan into briefs for content and performance.

Quality checklist

• Beachhead selected by SOM scoring, not by intuition
• Offer summary complete: price, early bird, capacity, guarantee, USP
• Message hierarchy has all 5 layers: Hook > Solution > Proof > Offer > Urgency
• Channels cover both REACH and CONVERT, each with a role per phase
• Audience warming starts at least 2 weeks before launch
• Timeline covers all three phases with one owner per task
• Milestones have concrete, measurable pass criteria
• Go/no-go checklist complete, including payment, consent, and claim substantiation — leader signs off
• Success metrics derived backwards from the revenue target
• Plan B covers at least 3 failure scenarios (page down, ad rejection, payment failure)
• A retrospective is scheduled after launch (63-campaign-retrospective-global)