Go-to-Market Checklist Template

Go-to-Market Checklist Template

Use this for product launches, major feature launches, or market expansions. Assign each item to a DRI (directly responsible individual). T-minus timing is from launch day.

Phase 1: Strategy & Positioning (T-minus 6–8 weeks)

Research

• ICP validated — confirm target segment hasn't shifted
• Win/loss interviews completed (minimum 5 recent deals)
• Competitive landscape updated — check for new entrants
• Customer interviews completed (3–5 target users)

Positioning

• Positioning canvas drafted (category, target, problem, solution, differentiation, wedge)
• Positioning reviewed with product and sales leadership
• Positioning approved — locked for this launch

Pricing

• Pricing model confirmed
• Packaging and tier placement decided
• Sales discount guardrails set

Phase 2: Production & Enablement (T-minus 3–5 weeks)

Messaging

• Messaging framework drafted per ICP segment
• Headlines and sub-headlines written and reviewed
• Value props and proof points sourced
• Objection responses prepared

Content

• Landing page brief written
• Landing page live in staging
• Email sequences drafted (announcement + nurture)
• Blog post drafted (SEO-targeted)
• Social copy written (LinkedIn, Twitter/X)
• One-pager or sell sheet drafted
• Demo script updated

Sales Enablement

• Battlecard updated for this launch
• Sales deck updated (positioning + new slides)
• Talk track written and distributed
• Objection handling doc updated
• Internal FAQ for sales and CS published
• Sales training session scheduled

PR / Analyst Relations (if applicable)

• Press release drafted
• Analyst briefings scheduled
• Customer quotes secured

Phase 3: Launch Week (T-minus 0–1 week)

Pre-launch

• Landing page live and QA'd
• All tracking (UTMs, GA4, CRM) confirmed working
• Email sequence loaded and tested
• Social posts scheduled
• Internal announcement drafted (Slack / all-hands)
• Support team briefed

Launch day

• Email announcement sent
• Blog post published
• Social posts published
• PR released (if applicable)
• Internal announcement sent
• Dashboard created for real-time metrics

Phase 4: Post-Launch (T+2 to T+6 weeks)

Week 2

• First metrics review — pipeline influenced, page traffic, email open rates
• Sales feedback collected — what's landing, what's not
• Top 3 objections documented

Week 4

• Full performance review against success metrics
• Messaging iterations based on deal feedback
• Case study candidate identified

Week 6

• Retro completed with PMM, sales, and product
• Lessons documented for next launch
• Positioning updated if market feedback indicates shift

Success Metrics (define before launch)

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