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.
- Your client facing teams understand the value proposition for your product, and they can position the product against competition and alternatives (Y/N)
- Have you tested your client facing team on their understanding of the value proposition and measured their understanding? (Y/N)
- 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)
- Your client facing teams know your customer and potential customers, the greater ecosystem, and the target demographic and audience (Y/N)
- Your client facing teams understand the customer journey and customer pain points (Y/N)
- Your legal team has reviewed the product language and risk exposure especially for international launches (Y/N)
- Key internal stakeholders understand the price of the product and the short and long term goals of growth vs profitability (Y/N)
- Marketing programs and go-to-market plans are created with a clear distribution schedule and all internal teams are aligned (Y/N)
- If the product launch is big enough, you’ve created the right PR strategy and defined all channels and goals (Y/N)
- 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) plan” for additional insights.
I love writing on all things product marketing and go-to-market, so please write me, and stay in touch!