Select criteria to determine your product tier or new product launch
The Go-To-Market (GTM) tiering process defines the level of planning, communication, and cross-functional coordination required for a product launch. This process ensures that each launch — whether Tier 1, 2, or 3 — receives the right level of visibility, alignment, and preparation across teams.
Steering committee meetings for various products have been a great way to stay aligned on roadmaps and working groups. When a product enters the GTM process, this new GTM meeting cadence will take over and the steering committee meetings for that product will be paused. Once the launch is complete, steering committee meetings will resume as normal.
The goal is to minimize the number of meetings while keeping everyone aligned. Members of the steering committees can be invited to the bi-weekly cross-functional syncs, so no one will be dropped from the meeting cadence.
PM + PMM Partnership (Tier 1 & 2)
These launches require tight collaboration between the PM and PMM. The two must work together throughout the GTM process — from initial tiering through to the Go/No-Go readiness determination.
Launch Ownership
While the PM owns the product readiness timeline (when the product is technically ready to launch), the PMM owns the marketing launch timing — deciding when the product officially goes to market. The PMM sets the launch date in coordination with the PM, factoring in other launches, major campaigns, and readiness across marketing and sales enablement. This decision should be made collaboratively, but the final launch date is driven by the PMM to ensure alignment with broader marketing strategy.
Manager Review
Once the product tier is determined, both the Director of PM and the Director of PMM must review and confirm the selected tier. This review ensures that leadership agrees with the scope, expected impact, and level of cross-functional lift. (For Tier 1 and Tier 2 launches, this approval is mandatory before the team proceeds with GTM planning.)
Can be tentative and adjusted later.
Select all regions where this product will launch.
The date PM and PMM align on the plan. This is the day GTM officially kicks off.
Go live date, not just the product-ready date.
Projected revenue within the first 12 months of the product launch. Requires Finance review and Sales/Marketing commitments.
Level of cross-team coordination required
Scope of go-to-market activities and content
Level of sales enablement required
Impact on business strategy and market positioning
Impact on customer retention and revenue growth
Scope and significance of product changes
Level of executive visibility and strategic priority
All Tier 1 and Tier 2 launches must use the shared GTM Launch Readiness and Approval Template:
🔗 GTM Launch Readiness and Approval Template
This deck should be created at the start of the launch and continuously updated as the team works through planning and execution. It serves as the single source of truth for:
❗ This deck is your single source of truth for the entire launch.
While this one deck contains everything, you will use different slides in each meeting depending on the audience and goal. The specific slides you need to cover in each meeting are listed below in your tier's process section.
❗ This is a living, breathing document of all things being done towards this launch. It should be iterated upon and updated continuously as the project develops, new decisions are made, and milestones are reached. Do not treat it as a one-time deliverable.
📋 Scorecard
The scorecard is where we will be tracking all items regarding GTM tasks. This will cover everything from sales forecasts, training, onboarding, marketing collateral, and will be used to track the launch throughout the process and during the bi-weekly syncs.
Once your tier is finalized and approved:
*NOTE: If a product requires a Beta/Alpha, the Tier should reflect the GA Motion.