GTM Launch Checklist

CONTENT PRODUCTION □ Landing page(s) — draft, review, design, dev, QA □ Product explainer video (2–3 min) — script, produce, edit □ One flagship piece of launch content (guide, report, or case study) □ Blog post announcing the launch □ Email announcement drafts — existing customers, trial users, prospect list □ Social copy for LinkedIn, Twitter (multiple variations for A/B testing) □ Press release (if applicable) □ Sales one-pager (for sales team use) □ Demo script — updated to reflect new product/feature □ FAQ document (internal + customer-facing) CHANNEL READINESS □ Website: new landing page live in staging, redirects planned □ Email: announcement sequences built and tested □ Paid ads: campaign briefs written, creatives in production, targeting confirmed □ SEO: keyword research for launch terms, meta data for new pages □ PR: media list built, pitches drafted, embargo dates confirmed if relevant □ Community: plan for Reddit, Slack communities, product forums Owner: [Marketing Lead] Review date: [4 weeks before launch]

SALES TEAM READINESS □ Internal launch announcement to sales team □ Battlecard updated for new product/competitive landscape □ Discovery questions updated to surface need for new offering □ Demo environment configured and tested for new product □ Updated objection handling guide for anticipated objections □ Pricing and packaging briefing with Q&A □ Prospecting list built: who are the best accounts to target at launch? □ SDR sequences updated with launch messaging □ AE email templates for launch outreach to existing pipeline SALES TRAINING □ Product demo walkthrough (live with product team) □ Role-play: discovery + demo + objection handling for new product □ Reference customers identified: who can reps reference in conversations? Owner: [Sales Enablement / PMM] Review date: [2 weeks before launch]

LAUNCH DAY CHECKLIST □ All content assets live and QA'd □ Email announcement sent to all segments (customers, trials, prospects) □ Social posts published (with engagement monitoring) □ Paid campaigns activated □ PR embargo lifted (if applicable) — proactive journalist follow-up □ Internal announcement: company all-hands or Slack notification □ Customer success team briefed: ready to handle inbound questions □ Support team briefed: FAQs loaded, escalation path defined LAUNCH WEEK MONITORING □ Daily: website traffic, signups, demo requests □ Daily: paid campaign performance — pause underperformers immediately □ Daily: social engagement — respond to comments, amplify shares □ Daily: PR coverage — track mentions, share internally □ Day 3: first pipeline impact — any qualified leads from launch activity? □ Day 7: Week 1 results summary to leadership Owner: [Full Marketing Team] Monitoring frequency: Daily during launch week, then weekly for 30 days post-launch

30-DAY LAUNCH RETROSPECTIVE METRICS REVIEW: □ MQLs generated from launch activities: [X] vs. target [X] □ Pipeline sourced from launch: $[X] vs. target $[X] □ Website traffic from launch: [X] vs. target [X] □ Email open rates: [X%] vs. benchmark [X%] □ Paid campaign CPA: $[X] vs. target $[X] □ PR coverage: [X] mentions / [X] domain authority □ Customer reactions: positive / neutral / mixed OPTIMIZATION: □ Which messages resonated most? (Look at email CTRs, ad CTRs, landing page conversion) □ Which channels drove qualified pipeline vs. just traffic? □ What content got the most organic traction? □ What did sales hear from prospects about the new product? LESSONS FOR NEXT LAUNCH: □ What took longer than expected? □ What did we not have ready that we should have? □ What would we do differently?