v1.0.0 to v1.0.1

2 added, 2 removed. Audit A to A.

---

name: 59-go-to-market-global

- description: "Use when the user needs a go-to-market plan for a new product, offer, or course: beachhead segment selection, launch messaging, channels by phase across pre-launch, launch, and post-launch, milestones, and go/no-go criteria. Trigger on 'go-to-market', 'GTM plan', 'product launch plan', 'launch plan', 'launching a new product', 'beachhead segment', or 'GTM strategy'."

+ description: "Use when a NEW product, offer, or course is going to market — beachhead segment selection, launch messaging, channels by phase across pre-launch, launch, and post-launch, milestones, success metrics, and go or no-go criteria. Trigger on 'go-to-market', 'GTM plan', 'product launch plan', 'we are launching a new product', 'beachhead segment', 'how do we launch this course'. Also use when the user has a finished product and no route to the first customers. Not for — the day-by-day execution checklist, see `60-launch-playbook-global`; the ongoing period plan, see `00-marketing-plan-global`; one campaign inside the launch, see `02-campaign-brief-global`; positioning first, see `58-positioning-global`."

metadata:

- version: 1.0.0

+ version: 1.0.1

category: strategy

license: MIT

triggers:

- "go-to-market"

- "GTM plan"

- "GTM strategy"

- "product launch plan"

- "launch plan"

- "launching a new product"

- "beachhead segment"

- "new offer launch"

output: "File .md — full GTM plan: beachhead segment, launch message, channels by phase, pre-launch to post-launch timeline, milestones, go/no-go criteria"

- product-marketing-context-global

- 58-positioning-global

- 31-offer-design-global

- 60-launch-playbook-global

- 10-reverse-kpi-global

- 61-budget-planning-global

- 02-campaign-brief-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):

| Criteria group | Scoring questions |

|----------------|-------------------|

| Market need | Is the pain clear and growing? Is search or discussion volume high? Is the market durable rather than a passing trend? |

| Competition | Are there large incumbents? Have they saturated the channels? Is there a niche nobody addresses clearly? |

| Reachability | Do you already have a fitting channel or list? Can you test it on a small budget? Can the buyer decide quickly? |

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`):

| Item | Detail |

|------|--------|

| Product name | |

| List price / early bird / bundle | |

| Sales window and capacity limit | |

| Guarantee | |

| USP — one sentence of difference | |

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:**

|-----|----------|---------|-------|

| D+3 | Media buyer report > scale, hold, or cut | — | Leader |

| D+5 | Urgency push — remaining capacity or bonus deadline | All | Leader |

**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

| Milestone | Timing | Pass criteria |

|-----------|--------|---------------|

| M1 — Offer + page ready | T-4 | Page live, tracking verified, offer locked (price, bonuses, deadline) |

| M2 — Audience warm | T-1 | Warm base large enough: [X] engagers / [Y] email subscribers / custom audience >= [Z] |

| M3 — Go/no-go | T-1 day | Passes the checklist below |

| M4 — Mid-launch check | D+3 | CPA within threshold, first orders landed |

| M5 — Close + retro | D+7 to D+14 | >= [X]% of target hit, retrospective complete |

**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

| Metric | Target | How measured |

|--------|--------|--------------|

| Launch-week revenue | | |

| Orders / seats sold | | |

| CPL / CPA | | |

| ROAS | | |

| Email open rate | | |

| Landing page CVR | | |

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`

```markdown

# 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

## 5. Timeline

[Pre-launch T-4 to T-1 | Launch week D-day to D+7 | Post-launch D+8 to D+14]

## 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`)