59 Go To Market Global

Go-To-Market Plan (Global)

A launch is not a one-day event. It is a three-phase process: prepare, launch, sustain. Failed launches usually are not caused by a weak product — they are caused by nobody knowing, nobody believing, and nobody buying at the right moment. Run 58-positioning-global and 31-offer-design-global first to lock the message and the offer; run 60-launch-playbook-global afterwards for the detailed execution checklist.

Information gathering

Read .agents/product-marketing-context-global.md, the positioning doc, and the offer doc if available. If missing, ask up to 4 questions:

1. What is being launched? Price, early-bird or bundle pricing, and any capacity limit.
2. Who is the primary audience: who are they, where are they, what are they thinking? Do you already have a warm base (followers, email list, past customers)?
3. Timeline and budget: exact launch date? Budget allocated to the launch?
4. Team and competitors: who do you have (writer, designer, media buyer, agency)? Does a competitor already sell something similar, and how are they positioned?

Principles

1. Never launch cold. Start warming the audience at least 2 weeks before launch — teasers, community seeding, email warm-up.
2. Beachhead first, expand later. Pick one segment small enough to win and large enough to sustain you. Win there, then move to the next. Always plan from SOM (what you can actually reach in 3-6 months), never from TAM.
3. One core message throughout. Every launch asset reflects the same message, taken from the positioning statement.
4. Have a plan B. Launch day brings technical failures (page down, ad rejection, payment errors). Have the fallback ready in advance.
5. No-go is a valid decision. Launching at the wrong time is worse than launching late. Only the leader decides go/no-go — never delegate it.

Workflow

1. Choose the beachhead segment

Score 2-3 candidate segments (1-5 per question, 45 max):

Decision: 30+ points means launch on this beachhead. 25-30 means reconsider or narrow further. Below 25 means revisit the product or the segment.

Signals of a high-value beachhead customer: high LTV, low churn, active referrals. Filter question: "If this product disappeared tomorrow, what would you do?" The more painful the answer, the better the segment.

2. Lock the offer and the launch message

Offer summary (from 31-offer-design-global):

Launch message hierarchy — 5 layers, used in this order inside every asset:

1. Hook (pain or desire) > 2. Solution (why this product) > 3. Proof (evidence) > 4. Offer (exactly what they get) > 5. Urgency (why buy now).

Required audience insight: persona, pain point, desire, primary objection, buying trigger. In US/EU markets the dominant objection is usually credibility and reviews rather than price — plan proof accordingly.

3. Set channels by phase

Selection rule: you need both a REACH channel (drives traffic) and a CONVERT channel (closes). One channel rarely does both. Prioritize where the beachhead already spends time and where you have a real advantage.

4. Build the three-phase timeline

PRE-LAUNCH (T-4 to T-1 weeks):

LAUNCH WEEK:

POST-LAUNCH (D+8 to D+14): compile results (revenue, leads, ROAS, CPA), collect customer feedback to improve the product and capture testimonials, run the team retrospective, and decide whether to convert the campaign to evergreen.

5. Milestones and go/no-go

Go/no-go checklist (T-1 day, leader signs off):

• Tracking fully working (pixel fires, server-side events, UTMs complete)
• Payment tested end to end (card, PayPal, and any wallet you accept)
• All links resolve, no 404s
• Offer copy correct (price, bonuses, deadline), and every claim substantiated
• Consent and privacy in place: cookie/consent banner, GDPR/CCPA notices, CAN-SPAM unsubscribe in every email
• Team confirmed ready, inbox coverage staffed across the relevant timezones
• Plan B documented for technical failure

Any missing item means NO-GO. Do not launch "roughly ready" and fix later.

6. Success metrics

Derive targets backwards from the revenue goal using 10-reverse-kpi-global — never set targets by feel. Benchmark against references/benchmarks-global.md for the relevant region and industry; a US launch and an SEA launch are not comparable at face value.

Output structure

File name: gtm-plan-[product-name]-[YYYYMMDD].md

# GTM Plan — [Product] — Launch [date]

## 1. Product and offer summary
| Name / price / early bird / capacity / guarantee / USP |

## 2. Beachhead segment
- SOM score: [X]/45 — decision:
- Persona + pain + desire + objection + trigger:

## 3. Positioning and messaging
- Core message (one sentence):
- Message hierarchy: Hook > Solution > Proof > Offer > Urgency

## 4. Channel plan by phase
| Channel | Phase | Content | KPI |

## 5. Timeline
[Pre-launch T-4 to T-1 | Launch week D-day to D+7 | Post-launch D+8 to D+14]
| Checkpoint | Activity | Owner | Output | Deadline |

## 6. Milestones and go/no-go
| Milestone | Timing | Criteria |
- Go/no-go checklist T-1:

## 7. Success metrics
| Metric | Target | How measured |

## 8. Plan B
| Failure scenario | Fallback |

Related skills

• 58-positioning-global: run first — the launch core message comes from the positioning statement.
• 31-offer-design-global: run first — the offer must be locked before GTM planning.
• 10-reverse-kpi-global: derive lead and budget targets from the revenue goal.
• 61-budget-planning-global: allocate the launch budget across phases.
• 60-launch-playbook-global: run after — day-by-day execution, war room, escalation.
• 02-campaign-brief-global: turn the GTM plan into briefs for content and performance.

Quality checklist

• Beachhead selected by SOM scoring, not by intuition
• Offer summary complete: price, early bird, capacity, guarantee, USP
• Message hierarchy has all 5 layers: Hook > Solution > Proof > Offer > Urgency
• Channels cover both REACH and CONVERT, each with a role per phase
• Audience warming starts at least 2 weeks before launch
• Timeline covers all three phases with one owner per task
• Milestones have concrete, measurable pass criteria
• Go/no-go checklist complete, including payment, consent, and claim substantiation — leader signs off
• Success metrics derived backwards from the revenue target
• Plan B covers at least 3 failure scenarios (page down, ad rejection, payment failure)
• A retrospective is scheduled after launch (63-campaign-retrospective-global)