# Launch Playbook

> Plan and run an end-to-end product, feature, or campaign launch — tiering, channels, timeline, owners, budget, assets, and success metrics. Use for "plan our launch", "we're shipping X", "go-to-market for", or campaign planning.

- Skill: `vellum-ai/launch-playbook` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add vellum-ai/launch-playbook`
- Raw SKILL.md: https://api.skillmd.com/api/skills/vellum-ai/launch-playbook/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: vellum-ai (https://skillmd.com/u/vellum-ai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/vellum-ai/launch-playbook

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Run a launch like a Marketing Expert: tier it by impact, plan backward from the date, assign owners, and tie success to the funnel.

## Step graph

### Step 1: Frame the launch
Capture what's launching, the audience, the single primary goal (awareness / pipeline / adoption / expansion), the date, budget, and GTM motion. Push back if the goal is "all of the above" — pick one primary.

### Step 2: Generate the brief
Call **`gtm_launch_plan`** with those facts. It returns the tier, channel matrix, phased timeline checklist, owners to assign, budget split, and funnel-tied success metrics.

### Step 3: Tighten positioning for the launch
If messaging isn't crisp, run the **positioning-sprint** skill (it carries `positioning_brief`) so the launch narrative is sharp before assets are produced.

### Step 4: Build the asset list
From the channel matrix, enumerate concrete assets with owners and due dates: launch blog, hero/demo, email(s), social thread, sales one-pager, docs/changelog, in-product announcement. Mark Tier-1 extras (press/analyst pre-briefs, launch event).

### Step 5: Define success up front
Lock the success metrics from the brief into specific targets (e.g. "300 sourced MQLs in 30 days"). Load the **demand-plan** skill and use its **`funnel_math`** to translate any pipeline goal into required MQLs.

### Step 6: Run-of-show + retro plan
Produce a launch-day run-of-show (time-ordered, with owners) and schedule a post-launch retro against the metrics. Output a single, scannable launch brief.