If it is a small release then the audience may be a VP or Director, big releases the audience would be VP or CEO level. Here is where we outline the strategy and general time frame for the major deliverables and launch.
This scenario is an online advertising network looking to get into real time bidding. Here are the sections I like to include, yours may vary. The document should go from overview (strategic) to specific (tactical/executional) as this aids senior management who may be more inclined to make sure the strategy is aligned with their vision without forcing them to sift through the detail. In most instances in the tech and online world this document aligns senior management, sales, product marketing, marketing and product management. Further revision is possible, but would need to go through an additional draft/sign off procedure. Most of these are appropriate for most industries.įrom a broad perspective, the Go To Market plan is a touchstone document that starts as a draft and goes through revisions until sign off by all associate parties is achieved, at which point it is locked down. Today I am writing about some of the components of an effective Go To Market plan. In my previous video on Go To Market (GTM) I discussed the big picture.
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