Free GTM Skills / Distribution / Playbook 18
Launch
Every release that changes a customer's day turned into a narrative, an internal brief before anything external, a calendar of what goes where, a kit for customers to roll it out, and a re-engagement run to the closed-lost deals the release answers.
Why it matters
Product teams ship constantly and most of it never reaches a buyer. A launch rhythm turns the one to three releases a month that matter into pipeline: reactivated deals, demos booked on the news, and proof that the company moves. The internal brief comes first so sales never hears about a feature from a customer.
Order of operations
- Take the month's releases through the narrative step; pick the one to three that change a customer's day and what may be claimed about each.
- Write the internal brief: what it is, who it is for, what to say, what not to promise, the demo path.
- Set the launch calendar from the company's rhythm: tease, brief, announce, full launch, customer rollout.
- Build the customer launch kit so existing customers can use the release without a call.
- Run the closed-lost win-back to the deals that left for the reason this release fixes.
- Read what the launch produced: demos, reactivated deals, replies, and file the result.
Skills in this playbook
- Foundation1
- Playbook1
- Play3
- Foundation
Release to narrative
Produces the narrative (what could not be done before, what can be done now, who it is for), the maturity label, the cleared claims, and the channels and audiences it should reach.
release-to-narrative - Playbook
Launch (playbook)
Routes the plays in order: narrative, calendar, internal brief, customer kit, win-back, press.
launch - Play
Launch internal brief
Produces the management note, the company note and the one-page talking points, in that order, so nobody is surprised by a customer's question.
launch-internal-brief - Play
Launch calendar
Produces one hard launch date, the tease and announce dates, the customer rollout window, the channel plan for the launch window, and the owners, checked against the industry dead zones.
launch-calendar - Play
Customer launch kit
Produces the customer list with permission status, the ask email, the ready-to-post copy per customer, the quote requests, and the day-of schedule, with success as the relationship owner.
customer-launch-kit