The launch plan

A go-to-market (GTM) strategy forms the foundation of any successful product launch. It defines how your organization will reach customers and achieve a competitive advantage. Unlike general marketing plans, a GTM strategy specifically addresses the introduction of new products or entering new markets.

According to Harvard Business School, approximately 95% of new products launched each year fail. This staggering statistic highlights why having a comprehensive launch plan is critical. Many products fail not because of design flaws, but because companies don't adequately prepare for market introduction. They become so focused on product development that they postpone launch planning until too late.

A well-structured launch plan coordinates all aspects of bringing a product to market, from defining target audiences and creating compelling messaging to establishing distribution channels and setting realistic success metrics. It ensures cross-functional alignment and provides a clear roadmap for the entire organization to follow during the crucial launch period.^[1]