# Launch

> Use this skill when the user is planning, scoping, or executing a product launch, feature announcement, or go-to-market moment. Triggers include any mention of 'launch', 'launching', 'GTM', 'go-to-market', 'release', 'product announcement', 'launch plan', 'launch tier', 'launch brief', 'launch checklist', 'Tier 1 launch', 'Tier 2 launch', 'Tier 3 launch', or 'rollout'. Determines launch tier based on market impact, novelty, and strategic importance — then builds a tier-appropriate plan covering messaging, audiences, channels, assets, timeline, internal alignment, and success metrics. Reads `pmm-context.md` and (if available) positioning and persona artifacts first. Outputs a launch brief, asset checklist, and 30/60/90-day measurement plan. Do NOT use for ongoing marketing campaigns or feature releases that aren't a launch moment — those are different workflows.

- Skill: `dirknicol/launch` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add dirknicol/launch`
- Raw SKILL.md: https://api.skillmd.com/api/skills/dirknicol/launch/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: MIT
- Author: dirknicol (https://skillmd.com/u/dirknicol)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/dirknicol/launch

---


# Launch

## What this skill does

Not every release deserves a launch. Not every launch deserves a press tour. This skill matches launch *effort* to launch *value* using a three-tier framework, then builds the right plan — no more, no less.

**Tier 1:** Major launches that reshape category or position. Full external + internal motion.
**Tier 2:** Significant launches that move metrics. Targeted external + full internal.
**Tier 3:** Incremental launches that need awareness but not orchestration. Internal + light external.

Most teams default to Tier 1 effort for Tier 3 launches and burn out. Or treat Tier 1 launches with Tier 3 effort and miss the moment. This skill prevents both.

## When to invoke

- The user is planning a launch of any size and needs structure.
- The user has a release date but no plan.
- The user has a plan but isn't sure if it's scoped right (over- or under-investing).
- The user needs to brief executives on launch strategy.
- The user is post-launch and needs to plan measurement and follow-up.

## Prerequisites

1. **Read `pmm-context.md` first when available.** If it is missing, offer to run `pmm-context`. If unavailable or declined, collect a minimum brief covering product, audience, positioning, launch goal, proof points, constraints, date, and available resources. Mark assumptions and continue.
2. Check for recent `positioning` skill outputs — launch messaging should ladder up to positioning.
3. Check for `personas` skill outputs — audience selection depends on which personas this launch serves.
4. Ask the user for launch basics:
   - What's launching?
   - Target launch date?
   - Why this, why now? (strategic rationale)
   - Who's the audience?
   - What does success look like in 30, 60, 90 days?

## Tiering framework

Score the launch on 3 axes, 1-5 each:

| Axis | 1 | 5 |
|---|---|---|
| **Market impact** | Customers will barely notice | Reshapes how the category is understood |
| **Novelty** | Iterative improvement | First-of-its-kind or first-from-us |
| **Strategic importance** | Tactical | Tied to annual plan or fundraise narrative |

**Tier mapping:**
- Score 12-15 → **Tier 1**
- Score 8-11 → **Tier 2**
- Score 3-7 → **Tier 3**

When in doubt, tier *down*. Over-tiered launches consume the team for weeks; under-tiered launches are recoverable with a follow-up moment.

## Tier-specific scope

### Tier 1 — Major launch

Use when reshaping category, entering new market, or anchoring strategic narrative.

**Timeline:** 8-12 weeks pre-launch
**Audience:** All segments + press + analysts + partners
**Channels:** Owned (site, blog, email, social, lifecycle) + earned (press, analysts, podcasts) + paid (ads, sponsorships) + sales-led (events, account-based)
**Assets:** Full kit — see asset checklist below
**Internal:** Cross-functional war room, exec spokespeople trained, sales enablement complete pre-launch

### Tier 2 — Significant launch

Use when moving metrics, shipping a major feature, or expanding existing positioning.

**Timeline:** 4-6 weeks pre-launch
**Audience:** Target persona(s), top accounts, customer base
**Channels:** Owned + targeted earned (1-2 publications) + sales-led (focused outreach)
**Assets:** Core kit — see asset checklist below
**Internal:** PMM-led, sales enablement complete, exec briefing

### Tier 3 — Incremental launch

Use when communicating improvements, point features, customer-only updates.

**Timeline:** 1-2 weeks pre-launch
**Audience:** Customers + warm leads
**Channels:** Owned (release notes, in-product, lifecycle email)
**Assets:** Light kit — see asset checklist below
**Internal:** Brief sales via async update; no live training needed

## Workflow

### Step 1 — Tier the launch
Walk user through the 3-axis scoring. Confirm tier or argue for adjustment. Document rationale.

### Step 2 — Build the launch brief
Use the structure below. Customize content depth to tier.

### Step 3 — Build the asset checklist
Generate the tier-appropriate asset list with owners and due dates.

### Step 4 — Map the timeline
Reverse-engineer from launch date. Include internal milestones (sales kickoff, exec briefing, embargo) and external milestones (press preview, customer preview, GA).

### Step 5 — Define measurement
30/60/90-day metrics tied to launch goals. NOT vanity metrics (impressions, mentions). Use leading indicators that connect to revenue.

### Step 6 — Internal alignment
Identify stakeholders, sign-offs needed, briefing schedule. Internal alignment is where most launches actually fail.

## The launch brief template

```markdown
# Launch Brief: [Launch Name]

**Tier:** [1 / 2 / 3] — [score rationale]
**Launch date:** [GA date]
**PMM owner:** [name]
**Cross-functional leads:** [product, sales, marketing, support, CS]

## Strategic context
**Why this, why now:** [1 paragraph — what's changed in the world, the company, the product that makes this launch the right move at this moment]

**Connection to annual plan:** [Which strategic priorities does this launch advance?]

## What we're launching
**Product/feature:** [1 sentence]
**Capabilities:** [3-5 bullets]
**What it replaces or improves:** [user's prior workaround]

## Audience
**Primary persona:** [from `personas` artifact]
**Secondary persona:** [if applicable]
**Excluded segments:** [who this is NOT for — important]

## Positioning & messaging
**Core message (one sentence):** 
**Three supporting messages:**
1. [Message + proof point]
2. [Message + proof point]
3. [Message + proof point]

**What we are NOT saying:** [explicit guardrails]

## Channels
[Tier-appropriate list of channels with specific tactics]

## Asset inventory
[See asset checklist artifact]

## Timeline
[Milestone list, reverse-engineered from launch date]

## Success metrics
**Leading (Week 1-2):**
- 
- 

**30-day:**
- 
- 

**60-day:**
- 
- 

**90-day:**
- 
- 

## Risks & mitigations
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|

## Internal stakeholders & sign-offs
| Stakeholder | Role | Sign-off needed by |
|---|---|---|

## Post-launch retrospective date
[Schedule it now — usually 4 weeks post-GA]
```

## Asset checklist by tier

### Tier 1 (full kit)
- [ ] Positioning statement (from `positioning` skill)
- [ ] Master messaging doc + variants
- [ ] Homepage update / hero takeover
- [ ] Launch landing page
- [ ] Launch blog post (long-form)
- [ ] Founder/exec post (LinkedIn/X)
- [ ] Press release
- [ ] Press kit (logos, screenshots, exec bios)
- [ ] Customer-facing email (existing customers)
- [ ] Prospect email sequence (3-5 emails)
- [ ] Social media campaign (organic + paid)
- [ ] Demo video (90 sec hero + 5 min deep)
- [ ] Sales deck update
- [ ] Sales talk track / battlecard
- [ ] Sales objection handling doc
- [ ] In-product announcement
- [ ] In-product walkthrough
- [ ] Help center / docs
- [ ] Pricing/packaging update (if applicable)
- [ ] Analyst briefing deck
- [ ] Customer/partner co-marketing (if applicable)
- [ ] FAQ for press/analysts
- [ ] FAQ for sales/CS
- [ ] Launch event (webinar, in-person)
- [ ] Post-launch nurture sequence

### Tier 2 (core kit)
- [ ] Updated positioning callout
- [ ] Messaging doc with 3 supporting messages
- [ ] Launch landing page or section
- [ ] Launch blog post
- [ ] Customer email
- [ ] Prospect email (1-2)
- [ ] Social posts (organic)
- [ ] Demo video (single 2-3 min)
- [ ] Sales deck section update
- [ ] Sales talk track
- [ ] Help center / docs
- [ ] In-product announcement
- [ ] Internal FAQ

### Tier 3 (light kit)
- [ ] Release notes
- [ ] In-product announcement
- [ ] Customer email (digest format)
- [ ] One social post
- [ ] Help center update
- [ ] Async sales update

## Quality bar

- **Tier first.** Resist the urge to start with channels. Tier the launch, then derive scope.
- **Audience exclusions matter.** State who the launch is NOT for. Generic launches reach nobody.
- **Internal alignment is half the work.** A perfect external plan with a confused sales team fails.
- **Leading metrics, not vanity.** Press mentions and impressions don't pay rent. Pipeline, demo requests, account expansion do.
- **Schedule the retro now.** Without a calendared retro, learnings disappear.

## Anti-patterns to refuse

- Defaulting to Tier 1 effort for a Tier 3 launch
- Launching without either shared artifacts or a task-specific product, audience, and positioning brief
- Skipping audience exclusions
- Measuring impressions as if they were outcomes
- Treating sales enablement as a post-launch afterthought
- No scheduled retrospective