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<aside> 💡 How to use the Template: This template is a framework to help your Go-To-Market Team understand what's being released and ensure everybody is on the same page while working towards a launch.
Positioning & Messaging Canvas
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Describe the triggers that drove the decision to build this thing and why it matters to our sellers and customers.
| Launch level | P2 |
|---|---|
| Product/Feature name | What’s the name of the product? |
| Product description | What’s launching? (in 1-2 sentences) |
| Why are we doing this? | E.G. 20% of our new feature requests come from Enterprise customers in our Retail vertical that are asking for Single-Sign-On (source: Mixpanel, engagement report) |
| What problem does it solve and for which team? | Who is the primary audience for this launch? Existing customers? HR managers? Share the teams here that you will be enabling. |
| What were these people doing before? | |
| Positioning | How are we positioning this? (in 1-2 sentences) |
| Release date | When will we put this live for our customers? |
| Launch date | When is the actual announcement to customers? |
| On/off by default? | This feature will be OFF by default. |
| Announcement budget | |
| Part of a larger campaign? | Is this launch tied in with other smaller launches that fit a general theme? |
| GTM Slack Channel | Where is your team sharing the work being done? |
Link to any supporting Go-To-Market docs
T1: Expands addressable market by solving needs in adjacent or new markets.
| Business Objective | Key Results |
|---|---|
| Drive new revenue and expansion revenue. ~$XM in new ARR by EOY ‘23 ($Xk in 1H, $XM in 2H; net new customers and account expansion) | At least 1 omnichannel retailer using our complete product suite |
Add new questions that external customers or internal team members may ask once the product is launched.
| Question | Answer | Added by |
|---|---|---|
| What is the price? | Only 50! | Insert team member |
| How do I get it? | ||
| Product Management | |
|---|---|
| Product Marketing | |
| Engineering | |
| Product Design | |
| RevOps | |
| UX Research | |
| (Product) Marketing | Marketing design: xx Demand Gen: xx Customer Marketing: xx |
| SEO: xx | |
| Content marketing: xx **** | |
| Localization | |
| Customer Support | |
| Sales Enablement |
What does success look like? Add specific announcement metrics you're targeting here (traffic/MRR/leads/adoption etc). Goals should be measurable and tied to your high-level primary and secondary goals.
| Goal | Success Metric | Target | Actual (fill in post launch) |
|---|---|---|---|
| Expansion revenue (new leads) | e.g "New trials in small B2B segment" | e.g. "10% increase in product trials booked" | |
| New MRR | e.g “Deals won in key B2B segment” | e.g. “10% increase in win-rate this time period” - quarterly | |
| Churn reduction (retention) | e.g “x% of users that are still using the new functionality” | e.g “After 30 days post-launch, 25% of users that adopted feature are still using it” | |
| Feature Adoption | e.g. “x% increase in feature used within 30 days after launch” | e.g. “Increase feature adoption of templates to once per week” | Stickiness (x% of customer base who adopted feature within 5 days are using it daily, i.e. 20 times per month) |
| Brand awareness | e.g “Score of brand awareness survey” | e.g “75% of survey respondents say they had a positive last experience with our product” |
