Plan comprehensive go-to-market launches for products and features. Use when launching new products, entering new markets, or planning major releases.
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How will you reach your target market?
| Channel | Best For | Considerations |
|---|---|---|
| Direct sales | High ACV, complex products, enterprise | Expensive. Requires sales team. Long cycles. |
| Self-serve / PLG | Low-to-mid ACV, simple onboarding, tech-savvy users | Requires product investment. See plg-strategies skill. |
| Channel / Partners | Geographic expansion, industry verticals, integration ecosystems | Less control. Revenue share. Partner enablement needed. |
| Community-led | Developer tools, open source, niche communities | Slow to build. Authentic relationship required. |
| Marketplace | App stores, platform ecosystems | Distribution built in. Competition is high. Platform dependency. |
Pricing decisions to make:
See launch tier framework below. The launch plan operationalizes the strategy.
Not all launches are equal. Tier your launches to allocate resources appropriately.
What qualifies: New product, new market entry, major platform change, company milestone (funding, acquisition). Resources: Full cross-functional team. Dedicated budget. 8-12 week preparation. Activities:
What qualifies: Major feature release, new integration, significant pricing change. Resources: Marketing team lead. Moderate budget. 4-6 week preparation. Activities:
What qualifies: Feature update, UX improvement, minor new capability. Resources: Product marketing + product team. Minimal budget. 1-2 week preparation. Activities:
T-8: Strategy finalization
- Positioning and messaging approved
- Target audience and segments defined
- Launch tier and resource plan confirmed
- Success metrics defined
T-6: Content creation begins
- Blog post, landing page, email copy
- Sales enablement materials
- Social media content plan
- Press release draft
- Video / demo production
T-4: Cross-functional alignment
- Sales training / enablement session
- Customer success briefing
- Support team documentation and training
- Beta / early access program (if applicable)
- Press outreach begins (embargoes, exclusives)
T-2: Final preparation
- All content reviewed and approved
- Landing pages live (gated or unlisted)
- Email sequences loaded and tested
- Ad campaigns built and ready
- QA of product / feature
- Internal launch readiness review
T-1: Pre-launch
- Final go/no-go decision
- Press embargo confirmations
- Social media posts scheduled
- Internal announcement prepared
T-0: LAUNCH DAY
- Execute launch day playbook (see launch-playbook skill)
T+1 to T+7: Post-launch amplification
- Monitor metrics and social conversation
- Respond to press and social media
- Send follow-up emails to non-openers
- Collect and share early customer feedback
T+14: Post-launch review
- Performance vs. goals assessment
- Lessons learned
- Ongoing amplification plan
| Metric | T+1 Day | T+7 Days | T+30 Days | T+90 Days |
|---|---|---|---|---|
| Awareness: Page views, impressions | ✓ | ✓ | ✓ | |
| Engagement: Sign-ups, trials, demos requested | ✓ | ✓ | ✓ | ✓ |
| Activation: Users who reach value milestone | ✓ | ✓ | ✓ | |
| Revenue: Pipeline, bookings, expansion | ✓ | ✓ | ||
| Retention: Usage retention, churn impact | ✓ | |||
| Satisfaction: NPS, CSAT, support tickets | ✓ | ✓ | ✓ |
GO-TO-MARKET STRATEGY
Product/Initiative: [Name]
Date: [Date]
Owner: [Name]
1. EXECUTIVE SUMMARY
[3-5 sentences: What, for whom, why now, expected outcome]
2. TARGET MARKET
- TAM/SAM/SOM
- ICP definition
- Buyer and user personas
- Market timing / trigger events
3. VALUE PROPOSITION & POSITIONING
- Positioning statement
- Key messages (3-5)
- Competitive differentiation
4. GTM MOTION
- Primary motion (PLG / Sales-led / Channel / Hybrid)
- Channel strategy
- Lead generation approach
5. PRICING & PACKAGING
- Pricing model and tiers
- Competitive pricing context
- Discount / promotion strategy
6. LAUNCH PLAN
- Launch tier (1/2/3)
- Timeline with milestones
- Cross-functional responsibilities
7. SALES ENABLEMENT
- Training plan
- Materials (battlecards, demo, objection handling)
- Target account strategy
8. SUCCESS METRICS
- KPIs with targets
- Measurement timeline
- Success / failure criteria
9. BUDGET & RESOURCES
- Budget allocation by channel
- Team resources required
- External vendor / agency needs
10. RISKS & MITIGATIONS
- Top 3-5 risks
- Mitigation plans for each
Before executing a GTM strategy: