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PMM GTM TEMPLATE
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What this is
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This is a launch Go-to-Market (GTM) checklist to help PMMs define which activities to plan for a launch at AdRoll.
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PMMs will own this and partner with PM, marketing, PR, sales leadership and any other teams necessary to complete.
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How to use
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1. Identify the launch priority - see below for details (PMM/ management will agree on Tier 1 launches if there is a discrepancy)
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2. Make a copy of this doc and fill out the 'key info' tab which lists key people involved with the launch as well as timelines and revenue goals.
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3. Go to the first column and filter according to which tier launch it is. No filtering for Tier 1, De-select 'Tier 1 Only' for a tier 2 launch, and only select 'Tiers 1,2 and 3' for a Tier 3 launch (a little confusing - Mary's happy to walk you through this!)
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4. Share this sheet with your stakeholders (PM, sales leadership, etc.) to identify the marketing activities you are committing to, the owner, and the timeline.
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5. Link your new, copied launch checklist to the product launch roadmap tab in the month that this will be released (keep this updated)
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Launch Tiering
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Launch Impact
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Tier 1 LaunchA product that is strategically important to the business or "shiny" that we want everyone - internally and externally - talking about
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Tier 2 Launch A product or feature launch that will impact many customers
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Tier 3 Launch Products or features that are mostly an primarily upgrades or affect only a small subset of customers
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