Marketing Launch Runbook

marketing-launch-runbook

Owns "the calendar that ships the launch". Not strategy (campaign-planner), not copy (copywriter) — the orchestration layer that aligns owners + dependencies + gates.

Triggers

• Brief contains "launch", "GTM", "go-to-market", "release campaign", "launch playbook", "ship the product".
• Or invoked by marketing-orchestrator when campaignType === 'product-launch'.
• Or by marketing-campaign-planner after campaign objectives are set for a launch-class campaign.

Inputs

Mandatory upstream:

• campaign-plan.json from marketing-campaign-planner
• positioning.md from marketing-positioning
• icp/{slug}-{date}.md from marketing-icp-research
• channel-plan.json from marketing-channel-strategist

Per-job:

• launchDate — T-0 absolute date (ISO).
• team — owners by role (founder, marketing, eng, design, support, sales).
• tier — soft (community + email only) | standard (+ social + PR) | headline (+ paid + partner orchestration + press tour).

Method

Phase windows

• T-30 → T-15: Build phase. Positioning frozen. Asset production in flight. ICP research validated.
• T-15 → T-7: Polish phase. All content drafts ready for review. Email lists segmented. Tracking + UTM in place.
• T-7 → T-1: Pre-launch phase. Soft sneak-peek to inner circle. Bug-bash. Final asset QA.
• T-0: Launch day. Sequenced drops across channels at named hours. War-room mode.
• T+1 → T+7: Amplification phase. Re-share, follow-ups, customer-quote roundups.
• T+7 → T+30: Measurement phase. Attribution, retro, next-cycle ticket creation.

Per-day cells

For every day in the window, set:

• Drops — content slots from channel-plan.sequencing referenced by id.
• Owner — single name (no shared ownership).
• Dependencies — assets / approvals this day waits on.
• Gate check — pass criteria; if it doesn't pass, fall to contingency.
• Contingency — explicit fallback (e.g. "if video render fails T-2, ship still-image carousel + reschedule video to T+1").

Cross-pack dispatch

Every video deliverable on the calendar gets a remotion-orchestrator sub-job at production time, with the channel + duration + composition pulled from channel-plan.

War-room protocol (T-0)

• Hour-by-hour drop schedule.
• Pre-staged Telegram + Linear status surfaces.
• Designated approver for in-flight changes.
• Kill criteria (when to pause launch — e.g. critical bug discovered, PR crisis).

Output

<calling-project>/.marketing/launch/{jobId}/runbook.md + runbook.json:

{
  "jobId": "synthex-launch-2026-04-28",
  "brand": "synthex",
  "launchDate": "2026-05-15",
  "tier": "standard",
  "phases": {
    "build":       { "start": "2026-04-15", "end": "2026-04-30" },
    "polish":      { "start": "2026-05-01", "end": "2026-05-08" },
    "preLaunch":   { "start": "2026-05-08", "end": "2026-05-14" },
    "launchDay":   { "date": "2026-05-15" },
    "amplify":     { "start": "2026-05-16", "end": "2026-05-22" },
    "measure":     { "start": "2026-05-22", "end": "2026-06-15" }
  },
  "calendar": [
    {
      "date": "2026-05-15",
      "phase": "launchDay",
      "drops": [
        { "time": "09:00 AEST", "channel": "blog", "asset": "launch-pillar-post", "owner": "founder" },
        { "time": "09:30 AEST", "channel": "linkedin", "asset": "linkedin-post-launch", "owner": "marketing" },
        { "time": "10:00 AEST", "channel": "email", "asset": "email-1-launch", "owner": "marketing" },
        { "time": "11:00 AEST", "channel": "linkedin", "asset": "explainer-video-60s", "owner": "marketing", "remotionJobId": "..." }
      ],
      "gateCheck": "All assets approved by founder T-1 17:00. Press-release embargo lifts 09:00 sharp.",
      "contingency": "If embargo broken early: skip blog drop, lead with LinkedIn post + email."
    }
  ],
  "warRoom": { "telegramChat": "...", "linearProject": "...", "killCriteria": ["critical bug in trial flow", "PR crisis"] }
}

Boundaries

• Never set a calendar without a single named owner per drop.
• Never schedule a launch-day drop without an upstream gate check that has a pass-criterion.
• Never plan T-0 to T-7 without a contingency for at least 2 of the most fragile dependencies (typically: video render, third-party press coverage, paid ad approval).
• Never confuse phases: build is asset production, polish is QA, pre-launch is rehearsal, launch is execution. Mixing causes thrash.

Hands off to

• remotion-orchestrator (every video drop)
• marketing-analytics-attribution (UTM scheme + dashboard before T-7)
• Linear (auto-creates a ticket per drop in the brand's project per config/harness/projects.json)
• Telegram (war-room channel pinned)

Per-project keys

• LINEAR_API_KEY — auto-creates per-drop tickets. Missing → emits markdown checklist only.
• TELEGRAM_BOT_TOKEN / TELEGRAM_CHAT_ID — pins war-room status. Missing → skip pin.
• GOOGLE_CALENDAR_API_KEY (future v1.1) — drops onto founder's calendar. v1 emits an .ics file in outputs.