GTM Strategy

Position in workflow: v0.8 Monitoring Setup → v0.9 GTM Strategy → v0.9 Launch Metrics

Purpose

Define how the product reaches its target users—the channels, messaging, timing, and coordination required for a successful launch.

Core Concept: Launch as Campaign

A launch is not "making the product available." It is a coordinated campaign that creates awareness, drives activation, and captures feedback. Every touchpoint should move users toward value.

GTM Components

Component Purpose Output

Messaging What we say GTM- (value props, headlines)

Channels Where we say it GTM- (channel strategy)

Timing When we launch GTM- (timeline, phases)

Coordination Who does what GTM- (RACI, tasks)

Execution

Review target personas

• Pull PER- from v0.4

• Understand where they spend time

• Know what messages resonate

Define core messaging

• Value proposition (from CFD- value hypotheses)

• Positioning (from BR- product type)

• Key differentiators (from v0.2 competitive landscape)

Select launch channels

• Match channels to personas

• Prioritize by reach and conversion potential

• Consider owned, earned, and paid media

Plan launch timeline

• Pre-launch: Build anticipation

• Launch day: Maximum impact

• Post-launch: Sustain momentum

Assign ownership

• Who creates content?

• Who monitors channels?

• Who handles support surge?

Create GTM- entries with full traceability

GTM- Output Template

GTM-XXX: [GTM Item Title] Type: [Messaging | Channel | Timeline | Task | Asset] Owner: [Person or team responsible] Status: [Planned | In Progress | Ready | Live]

For Messaging Type: Audience: [PER-XXX targeted] Format: [Headline | Value Prop | Tagline | Elevator Pitch] Message: [The actual copy] Supporting Evidence: [CFD-XXX value hypothesis it's based on] Where Used: [GTM-YYY channels, assets]

For Channel Type: Channel: [Specific platform or medium] Audience Fit: [Why this channel reaches PER-XXX] Strategy: [How we'll use this channel] Content Plan: [What content goes here] Success Metric: [How we measure effectiveness] Linked Assets: [GTM-YYY assets for this channel]

For Timeline Type: Phase: [Pre-launch | Launch Day | Week 1 | Month 1] Date: [Specific date or relative timing] Activities: [What happens in this phase] Dependencies: [What must be ready] Milestones: [Key checkpoints]

For Task Type: Task: [What needs to be done] Owner: [Who is responsible] Due: [When it's due] Dependency: [What it depends on] Deliverable: [What's produced]

For Asset Type: Asset: [What this is — landing page, email, video] Purpose: [What it accomplishes] Channel: [GTM-YYY where it's used] Copy: [GTM-YYY messaging used] Status: [Draft | Review | Approved | Live]

Linked IDs: [PER-XXX, CFD-XXX, KPI-XXX related]

Example GTM- entries:

GTM-001: Primary Value Proposition Type: Messaging Owner: Product Marketing Status: Ready

Audience: PER-001 (Startup Founder) Format: Value Prop Message: "Ship faster with AI that understands your codebase. Context-aware coding assistance that reduces debugging time by 40%." Supporting Evidence: CFD-010 (time savings validated in interviews) Where Used: GTM-005 (Landing Page), GTM-010 (Product Hunt)

Linked IDs: PER-001, CFD-010, KPI-001

GTM-002: Product Hunt Launch Type: Channel Owner: Growth Team Status: Planned

Channel: Product Hunt Audience Fit: PER-001 (Startup Founder) frequents PH for tools Strategy:

• Launch on Tuesday 12:01 AM PT
• Engage with comments first 24 hours
• Share maker story
• Prepare demo video Content Plan:
• Tagline: GTM-001 (Primary Value Prop)
• Maker comment: GTM-003 (Founder Story)
• Demo video: GTM-006 (Product Demo) Success Metric: Top 5 product of the day, 500+ upvotes

Linked IDs: PER-001, GTM-001, GTM-003, GTM-006, KPI-005

GTM-003: Launch Week Timeline Type: Timeline Owner: Launch Coordinator Status: Planned

Phase: Launch Week

Day -7 (Pre-launch):

• Email list teaser
• Social media hints
• Press outreach

Day -1:

• Final staging verification
• Launch assets approved
• Team roles confirmed

Day 0 (Launch):

• Product Hunt live at 12:01 AM PT
• Social media posts scheduled
• Email to waitlist
• Monitor and engage

Day 1-3:

• Respond to all feedback
• Fix any critical issues
• Share early wins

Day 4-7:

• Publish case study
• Analyze metrics
• Plan iteration

Dependencies: DEP- release criteria met, MON- monitoring active Milestones: 1000 signups (Day 3), First paying customer (Day 7)

Linked IDs: DEP-002, MON-005, KPI-001

GTM-004: Landing Page Hero Section Type: Asset Owner: Design + Marketing Status: In Progress

Asset: Landing page hero section Purpose: Convert visitors to signups Channel: GTM-007 (Website), GTM-002 (Product Hunt referrals) Copy: GTM-001 (Primary Value Prop) Status: Review

Components:

• Headline: "Ship faster with AI that understands your codebase"
• Subhead: "Context-aware coding assistance that reduces debugging time by 40%"
• CTA: "Start Free Trial" → /signup
• Social proof: "Trusted by 500+ developers"
• Demo video thumbnail: GTM-006

Linked IDs: GTM-001, GTM-006, SCR-001

Channel Selection Framework

Match channels to product type (from v0.2 BR-):

Product Type Primary Channels Strategy

Fast Follow SEO, Paid, Aggregators "We're the better [competitor]"

Slice Community, Integrations, Partnerships "Best [thing] for [ecosystem]"

Innovation Content, PR, Events "Here's why this matters"

Channel Categories

Category Examples Best For

Owned Website, Blog, Email, Product Control message, build audience

Earned PR, Reviews, Word-of-mouth Credibility, reach

Paid Ads, Sponsorships, Influencers Scale, targeting

Community Forums, Discord, Twitter Engagement, feedback

Messaging Hierarchy

Level Purpose Example

Mission Why we exist "Make developers 10x more productive"

Value Prop What we offer "AI that understands your codebase"

Differentiator Why us vs others "Context-aware, not just autocomplete"

Proof Point Why believe us "40% reduction in debugging time"

CTA What to do next "Start your free trial"

Launch Phases

Phase Duration Focus Success Metric

Teaser 2 weeks pre Build anticipation Waitlist signups

Launch Day 0-3 Maximum impact Traffic, signups

Momentum Week 1-4 Sustain interest Activation, feedback

Steady State Month 2+ Optimize funnel Conversion, retention

Anti-Patterns

Pattern Signal Fix

Launch and leave Big launch day, then silence Plan 30 days of post-launch activity

Everything everywhere All channels, no focus Pick 2-3 channels, do them well

Features not benefits "We have X, Y, Z" "You can achieve X, Y, Z"

No measurement "The launch went well (I think)" Define KPI- before launch

Ignoring personas Generic messaging for everyone Tailor by PER-

Over-promising "Revolutionary AI" without proof Ground in CFD- evidence

Quality Gates

Before proceeding to Launch Metrics:

• Core messaging defined (GTM- Messaging type)

• Primary channels selected (GTM- Channel type)

• Launch timeline created (GTM- Timeline type)

• All tasks assigned owners (GTM- Task type)

• Key assets identified (GTM- Asset type)

• Messaging traces to CFD- evidence

• Channel selection matches PER- personas

Downstream Connections

Consumer What It Uses Example

Launch Metrics GTM- channels inform tracking GTM-002 (PH) → KPI-005 (PH upvotes)

Feedback Loop Setup GTM- channels become feedback sources GTM-002 comments → CFD-100

Content Creation GTM- messaging guides content GTM-001 → blog post theme

Sales GTM- messaging for outreach GTM-001 → sales email template

Detailed References

• Messaging framework examples: See references/messaging-examples.md

• GTM- entry template: See assets/gtm-template.md

• Channel evaluation guide: See references/channel-guide.md

• Launch timeline template: See references/timeline-template.md