PRODUCT MARKETING
Go-to-Market & Launch Planning
Internal Alignment
Successful launches require all teams—marketing, sales, product, and customer success—to be aligned on the strategy, messaging, and execution plan.
Why it's Important
Prevents miscommunication and inconsistent messaging.
Ensures sales and customer teams are prepared to support.
Helps internal teams execute a coordinated launch.
How to Implement
Conduct cross-functional team briefings.
Share launch plans and key messaging internally.
Align sales enablement and customer support materials.
Establish a clear escalation plan for launch issues.
Available Workshops
Launch Messaging Alignment to ensure consistency.
Sales & Marketing Collaboration Session for go-to-market execution.
Customer Support Readiness Training to prepare for inquiries.
Scenario Planning to anticipate and address potential issues.
Deliverables
Internal launch playbook detailing key responsibilities.
Training materials for sales and support teams.
Clear messaging guidelines for all customer-facing teams.
How to Measure
Internal team readiness scores via surveys.
Consistency in messaging across marketing and sales.
Smooth handling of customer inquiries post-launch.
Real-World Examples
Salesforce
Conducts extensive internal training before launching new features
Spotify
Ensures alignment across global teams before rolling out major updates.
Holds internal briefings and detailed FAQs before launching new products.
Get It Right
Start alignment efforts early in the planning process.
Make sure customer-facing teams are well-trained.
Create a single source of truth for messaging.
Use regular check-ins to track internal readiness.
Provide easy-to-access support materials.
Don't Make These Mistakes
Launching without proper internal communication.
Misalignment between sales, marketing, and product teams.
Not providing clear messaging guidelines.
Underestimating the importance of internal training.
Failing to address potential customer concerns in advance.
Provided courtesy of Catherine St Clair, Product Marketing Manager, St Clair GTM Consulting