prd-v09-gtm-strategy

GTM Strategy

Position in workflow: v0.8 Monitoring Setup → v0.9 GTM Strategy → v0.9 Launch Metrics

Purpose

Define how the product reaches its target users—the channels, messaging, timing, and coordination required for a successful launch.

Core Concept: Launch as Campaign

A launch is not "making the product available." It is a coordinated campaign that creates awareness, drives activation, and captures feedback. Every touchpoint should move users toward value.

GTM Components

Component	Purpose	Output
Messaging	What we say	GTM- (value props, headlines)
Channels	Where we say it	GTM- (channel strategy)
Timing	When we launch	GTM- (timeline, phases)
Coordination	Who does what	GTM- (RACI, tasks)

Execution

1. Review target personas

   • Pull PER- from v0.4
   • Understand where they spend time
   • Know what messages resonate

2. Define core messaging

   • Value proposition (from CFD- value hypotheses)
   • Positioning (from BR- product type)
   • Key differentiators (from v0.2 competitive landscape)

3. Select launch channels

   • Match channels to personas
   • Prioritize by reach and conversion potential
   • Consider owned, earned, and paid media

4. Plan launch timeline

   • Pre-launch: Build anticipation
   • Launch day: Maximum impact
   • Post-launch: Sustain momentum

5. Assign ownership

   • Who creates content?
   • Who monitors channels?
   • Who handles support surge?

6. Create GTM- entries with full traceability

GTM- Output Template

GTM-XXX: [GTM Item Title]
Type: [Messaging | Channel | Timeline | Task | Asset]
Owner: [Person or team responsible]
Status: [Planned | In Progress | Ready | Live]

For Messaging Type:
  Audience: [PER-XXX targeted]
  Format: [Headline | Value Prop | Tagline | Elevator Pitch]
  Message: [The actual copy]
  Supporting Evidence: [CFD-XXX value hypothesis it's based on]
  Where Used: [GTM-YYY channels, assets]

For Channel Type:
  Channel: [Specific platform or medium]
  Audience Fit: [Why this channel reaches PER-XXX]
  Strategy: [How we'll use this channel]
  Content Plan: [What content goes here]
  Success Metric: [How we measure effectiveness]
  Linked Assets: [GTM-YYY assets for this channel]

For Timeline Type:
  Phase: [Pre-launch | Launch Day | Week 1 | Month 1]
  Date: [Specific date or relative timing]
  Activities: [What happens in this phase]
  Dependencies: [What must be ready]
  Milestones: [Key checkpoints]

For Task Type:
  Task: [What needs to be done]
  Owner: [Who is responsible]
  Due: [When it's due]
  Dependency: [What it depends on]
  Deliverable: [What's produced]

For Asset Type:
  Asset: [What this is — landing page, email, video]
  Purpose: [What it accomplishes]
  Channel: [GTM-YYY where it's used]
  Copy: [GTM-YYY messaging used]
  Status: [Draft | Review | Approved | Live]

Linked IDs: [PER-XXX, CFD-XXX, KPI-XXX related]