/59-go-to-market-global

name: 59-go-to-market-global
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: 1.0.1
  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"
related:
  - 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

| Channel | Phase | Content | KPI | |---------|-------|---------|-----| | Meta (Facebook + Instagram) | Pre + Launch | Teaser > announce > urgency | Reach, leads | | TikTok | Pre + Launch | Hook video, testimonial, creator content | Views, CTR | | Email + SMS (Klaviyo, Mailchimp, Attentive) | Pre + Launch | Warm-up sequence > offer > last call | Open rate, CVR | | Community seeding (Reddit, Discord, Slack, niche forums) | Pre-launch | Problem-aware content, no offer reveal | Engagement, saved posts | | Google Search / Shopping | Launch | High-intent and brand keywords | CVR, ROAS | | Affiliates / partners / creators | Launch | Co-promotion with tracked links | Attributed revenue |

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):**

| Week | Activity | Owner | Output | |------|--------