The GTM Checklist Manifesto

Are you ready to bring your product to market?

When you’re responsible for launching a product as a product marketer or go-to-market owner, it can be easy to miss something critical to the success of a launch.

After launching 200+ products, I’ve come up with a list of my top 10 non-negotiable before launching and bringing a product to market.

If you circle “No” for any of these, chances are, you’re likely not ready to commercially launch your product.

  1. Your client facing teams understand the value proposition for your product, and they can position the product against competition and alternatives (Y/N)
  2. Have you tested your client facing team on their understanding of the value proposition and measured their understanding? (Y/N)
  3. You’ve tested the product with a sizable number of diverse existing and potential customers and you’ve captured both qualitative and quantitative metrics (Y/N)
  4. Your client facing teams know your customer and potential customers, the greater ecosystem, and the target demographic and audience (Y/N)
  5. Your client facing teams understand the customer journey and customer pain points (Y/N)
  6. Your legal team has reviewed the product language and risk exposure especially for international launches (Y/N)
  7. Key internal stakeholders understand the price of the product and the short and long term goals of growth vs profitability (Y/N)
  8. Marketing programs and go-to-market plans are created with a clear distribution schedule and all internal teams are aligned (Y/N)
  9. If the product launch is big enough, you’ve created the right PR strategy and defined all channels and goals (Y/N)
  10. You know what success looks like in 3–6–9 months. KPIs are created, and an owner is assigned to track and report these metrics (Y/N)

While this is certainly not an exhaustive list, the answers to these questions are related to the ultimate success of your commercial launch. If you circled “No”, there is likely a lot of work that needs to be done, or some agreement and alignment that needs to take place internally before the launch.

To learn more about creating the right go-to-market plan at the start of a product discovery process and hypothesis stage, you can read The two minute go-to-market (GTM) planfor additional insights.

I love writing on all things product marketing and go-to-market, so please write me, and stay in touch!