home / skills / mattgierhart / prd-driven-context-engineering / prd-v09-gtm-strategy

prd-v09-gtm-strategy skill

This skill helps you design and execute a GTM strategy with messaging, channels, and timelines for a successful PRD-driven launch.

npx playbooks add skill mattgierhart/prd-driven-context-engineering --skill prd-v09-gtm-strategy

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
name: prd-v09-gtm-strategy
description: >
  Define go-to-market strategy including launch plan, messaging, channels, and timing during PRD v0.9 Go-to-Market.
  Triggers on requests to plan launch, define GTM strategy, or when user asks "how do we launch?",
  "go-to-market", "launch plan", "marketing strategy", "messaging", "launch channels", "GTM".
  Outputs GTM- entries with launch plan components.
---

# GTM Strategy

Position in workflow: v0.8 Monitoring Setup → **v0.9 GTM Strategy** → v0.9 Launch Metrics

## Purpose

Define how the product reaches its target users—the channels, messaging, timing, and coordination required for a successful launch.

## Core Concept: Launch as Campaign

> A launch is not "making the product available." It is a **coordinated campaign** that creates awareness, drives activation, and captures feedback. Every touchpoint should move users toward value.

## GTM Components

| Component | Purpose | Output |
|-----------|---------|--------|
| **Messaging** | What we say | GTM- (value props, headlines) |
| **Channels** | Where we say it | GTM- (channel strategy) |
| **Timing** | When we launch | GTM- (timeline, phases) |
| **Coordination** | Who does what | GTM- (RACI, tasks) |

## Execution

1. **Review target personas**
   - Pull PER- from v0.4
   - Understand where they spend time
   - Know what messages resonate

2. **Define core messaging**
   - Value proposition (from CFD- value hypotheses)
   - Positioning (from BR- product type)
   - Key differentiators (from v0.2 competitive landscape)

3. **Select launch channels**
   - Match channels to personas
   - Prioritize by reach and conversion potential
   - Consider owned, earned, and paid media

4. **Plan launch timeline**
   - Pre-launch: Build anticipation
   - Launch day: Maximum impact
   - Post-launch: Sustain momentum

5. **Assign ownership**
   - Who creates content?
   - Who monitors channels?
   - Who handles support surge?

6. **Create GTM- entries** with full traceability

## GTM- Output Template

```
GTM-XXX: [GTM Item Title]
Type: [Messaging | Channel | Timeline | Task | Asset]
Owner: [Person or team responsible]
Status: [Planned | In Progress | Ready | Live]

For Messaging Type:
  Audience: [PER-XXX targeted]
  Format: [Headline | Value Prop | Tagline | Elevator Pitch]
  Message: [The actual copy]
  Supporting Evidence: [CFD-XXX value hypothesis it's based on]
  Where Used: [GTM-YYY channels, assets]

For Channel Type:
  Channel: [Specific platform or medium]
  Audience Fit: [Why this channel reaches PER-XXX]
  Strategy: [How we'll use this channel]
  Content Plan: [What content goes here]
  Success Metric: [How we measure effectiveness]
  Linked Assets: [GTM-YYY assets for this channel]

For Timeline Type:
  Phase: [Pre-launch | Launch Day | Week 1 | Month 1]
  Date: [Specific date or relative timing]
  Activities: [What happens in this phase]
  Dependencies: [What must be ready]
  Milestones: [Key checkpoints]

For Task Type:
  Task: [What needs to be done]
  Owner: [Who is responsible]
  Due: [When it's due]
  Dependency: [What it depends on]
  Deliverable: [What's produced]

For Asset Type:
  Asset: [What this is — landing page, email, video]
  Purpose: [What it accomplishes]
  Channel: [GTM-YYY where it's used]
  Copy: [GTM-YYY messaging used]
  Status: [Draft | Review | Approved | Live]

Linked IDs: [PER-XXX, CFD-XXX, KPI-XXX related]
```

**Example GTM- entries:**

```
GTM-001: Primary Value Proposition
Type: Messaging
Owner: Product Marketing
Status: Ready

Audience: PER-001 (Startup Founder)
Format: Value Prop
Message: "Ship faster with AI that understands your codebase.
         Context-aware coding assistance that reduces debugging
         time by 40%."
Supporting Evidence: CFD-010 (time savings validated in interviews)
Where Used: GTM-005 (Landing Page), GTM-010 (Product Hunt)

Linked IDs: PER-001, CFD-010, KPI-001
```

```
GTM-002: Product Hunt Launch
Type: Channel
Owner: Growth Team
Status: Planned

Channel: Product Hunt
Audience Fit: PER-001 (Startup Founder) frequents PH for tools
Strategy:
  - Launch on Tuesday 12:01 AM PT
  - Engage with comments first 24 hours
  - Share maker story
  - Prepare demo video
Content Plan:
  - Tagline: GTM-001 (Primary Value Prop)
  - Maker comment: GTM-003 (Founder Story)
  - Demo video: GTM-006 (Product Demo)
Success Metric: Top 5 product of the day, 500+ upvotes

Linked IDs: PER-001, GTM-001, GTM-003, GTM-006, KPI-005
```

```
GTM-003: Launch Week Timeline
Type: Timeline
Owner: Launch Coordinator
Status: Planned

Phase: Launch Week

Day -7 (Pre-launch):
  - [ ] Email list teaser
  - [ ] Social media hints
  - [ ] Press outreach

Day -1:
  - [ ] Final staging verification
  - [ ] Launch assets approved
  - [ ] Team roles confirmed

Day 0 (Launch):
  - [ ] Product Hunt live at 12:01 AM PT
  - [ ] Social media posts scheduled
  - [ ] Email to waitlist
  - [ ] Monitor and engage

Day 1-3:
  - [ ] Respond to all feedback
  - [ ] Fix any critical issues
  - [ ] Share early wins

Day 4-7:
  - [ ] Publish case study
  - [ ] Analyze metrics
  - [ ] Plan iteration

Dependencies: DEP- release criteria met, MON- monitoring active
Milestones: 1000 signups (Day 3), First paying customer (Day 7)

Linked IDs: DEP-002, MON-005, KPI-001
```

```
GTM-004: Landing Page Hero Section
Type: Asset
Owner: Design + Marketing
Status: In Progress

Asset: Landing page hero section
Purpose: Convert visitors to signups
Channel: GTM-007 (Website), GTM-002 (Product Hunt referrals)
Copy: GTM-001 (Primary Value Prop)
Status: Review

Components:
  - Headline: "Ship faster with AI that understands your codebase"
  - Subhead: "Context-aware coding assistance that reduces
              debugging time by 40%"
  - CTA: "Start Free Trial" → /signup
  - Social proof: "Trusted by 500+ developers"
  - Demo video thumbnail: GTM-006

Linked IDs: GTM-001, GTM-006, SCR-001
```

## Channel Selection Framework

Match channels to product type (from v0.2 BR-):

| Product Type | Primary Channels | Strategy |
|--------------|------------------|----------|
| **Fast Follow** | SEO, Paid, Aggregators | "We're the better [competitor]" |
| **Slice** | Community, Integrations, Partnerships | "Best [thing] for [ecosystem]" |
| **Innovation** | Content, PR, Events | "Here's why this matters" |

## Channel Categories

| Category | Examples | Best For |
|----------|----------|----------|
| **Owned** | Website, Blog, Email, Product | Control message, build audience |
| **Earned** | PR, Reviews, Word-of-mouth | Credibility, reach |
| **Paid** | Ads, Sponsorships, Influencers | Scale, targeting |
| **Community** | Forums, Discord, Twitter | Engagement, feedback |

## Messaging Hierarchy

| Level | Purpose | Example |
|-------|---------|---------|
| **Mission** | Why we exist | "Make developers 10x more productive" |
| **Value Prop** | What we offer | "AI that understands your codebase" |
| **Differentiator** | Why us vs others | "Context-aware, not just autocomplete" |
| **Proof Point** | Why believe us | "40% reduction in debugging time" |
| **CTA** | What to do next | "Start your free trial" |

## Launch Phases

| Phase | Duration | Focus | Success Metric |
|-------|----------|-------|----------------|
| **Teaser** | 2 weeks pre | Build anticipation | Waitlist signups |
| **Launch** | Day 0-3 | Maximum impact | Traffic, signups |
| **Momentum** | Week 1-4 | Sustain interest | Activation, feedback |
| **Steady State** | Month 2+ | Optimize funnel | Conversion, retention |

## Anti-Patterns

| Pattern | Signal | Fix |
|---------|--------|-----|
| **Launch and leave** | Big launch day, then silence | Plan 30 days of post-launch activity |
| **Everything everywhere** | All channels, no focus | Pick 2-3 channels, do them well |
| **Features not benefits** | "We have X, Y, Z" | "You can achieve X, Y, Z" |
| **No measurement** | "The launch went well (I think)" | Define KPI- before launch |
| **Ignoring personas** | Generic messaging for everyone | Tailor by PER- |
| **Over-promising** | "Revolutionary AI" without proof | Ground in CFD- evidence |

## Quality Gates

Before proceeding to Launch Metrics:

- [ ] Core messaging defined (GTM- Messaging type)
- [ ] Primary channels selected (GTM- Channel type)
- [ ] Launch timeline created (GTM- Timeline type)
- [ ] All tasks assigned owners (GTM- Task type)
- [ ] Key assets identified (GTM- Asset type)
- [ ] Messaging traces to CFD- evidence
- [ ] Channel selection matches PER- personas

## Downstream Connections

| Consumer | What It Uses | Example |
|----------|--------------|---------|
| **Launch Metrics** | GTM- channels inform tracking | GTM-002 (PH) → KPI-005 (PH upvotes) |
| **Feedback Loop Setup** | GTM- channels become feedback sources | GTM-002 comments → CFD-100 |
| **Content Creation** | GTM- messaging guides content | GTM-001 → blog post theme |
| **Sales** | GTM- messaging for outreach | GTM-001 → sales email template |

## Detailed References

- **Messaging framework examples**: See `references/messaging-examples.md`
- **GTM- entry template**: See `assets/gtm-template.md`
- **Channel evaluation guide**: See `references/channel-guide.md`
- **Launch timeline template**: See `references/timeline-template.md`

Overview

This skill defines a go-to-market (GTM) strategy during PRD v0.9, producing traceable GTM- entries for messaging, channels, timeline, tasks, and assets. It treats launch as a coordinated campaign to create awareness, drive activation, and capture feedback. Outputs align with product personas, value hypotheses, and measurable KPIs.

How this skill works

On request it inspects product documentation (personas PER-, value hypotheses CFD-, competitive context BR-) and generates GTM- entries using a standard template. It recommends channels matched to product type, drafts core messaging tied to evidence, creates a phased timeline, and assigns owners and deliverables. Each GTM- output includes linked IDs for traceability to personas, hypotheses, dependencies, and KPIs.

When to use it

You need a launch plan for a v0.9 release or public beta.
Someone asks “how do we launch?”, “go-to-market”, or “launch plan”.
You want messaging that ties to validated value hypotheses (CFD-).
You need channel selection matched to product type (Fast Follow / Slice / Innovation).
Preparing handoff to Launch Metrics and Feedback Loop setup.

Best practices

Start by reviewing PER- personas and CFD- evidence before drafting messages.
Focus on 2–3 primary channels; avoid “everything everywhere.”
Define measurable success metrics for each channel and milestone (KPI- linked).
Create GTM- entries for Messaging, Channel, Timeline, Task, and Asset with owners and statuses.
Plan 30 days of post-launch activity to sustain momentum and capture feedback.

Example use cases

Generate a primary value proposition GTM-001 tied to PER-001 and CFD-010 for the landing page.
Create a Product Hunt channel entry with timing, content plan, and success metrics.
Draft a Launch Week timeline GTM-003 with day-by-day activities, dependencies, and milestones.
Produce an Asset entry for landing page hero copy using GTM- messaging and linked demo assets.
Assign tasks (RACI-style) for content creation, monitoring, and support surge with due dates and deliverables.

FAQ

What inputs are required to produce GTM- entries?

Provide persona IDs (PER-), value hypotheses (CFD-), product type (BR-), and release dependencies; the skill links those to GTM- outputs.

How are channels prioritized?

Channels are matched to product type and persona fit, then prioritized by reach, conversion potential, and ease of execution; pick 2–3 to focus resources.