Classify a launch into a tier based on revenue potential, strategic importance and competitive risk.
Marketing & Sales
Go-to-Market Planning for New Product Launches
Provides a structured go-to-market planning method covering readiness, positioning, pricing and sales enablement for coordinating new product launches.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Many product launches fail not because the product is weak but because sales, marketing, support and legal teams are not ready on the same day the announcement goes out. This course gives participants a structured go-to-market planning method: tiering a launch by revenue potential and competitive risk, sequencing positioning, pricing and packaging decisions, building sales enablement and channel-partner readiness, coordinating launch-day communications, and running a post-launch retrospective that turns results into lessons for the next launch. Rather than treating go-to-market as a marketing-only activity, the course treats it as a cross-functional programme with readiness gates that any unresolved risk can stop. Teaching combines a launch-plan build exercise using a realistic product scenario, a readiness-checklist audit and a post-launch retrospective simulation. Participants leave with a tiered go-to-market plan template, complete with owners, readiness gates and success metrics, ready to adapt to their own launch calendar.
Expected Learning Outcomes
Build a go-to-market plan that sequences positioning, pricing, enablement and communications against a launch date.
Run a launch readiness review that checks product, support, sales and legal sign-off before a public announcement.
Decide pricing and packaging for a new product using competitor benchmarks and willingness-to-pay evidence.
Prepare a sales enablement package, including talk tracks, objection handling and demo scripts, ahead of launch.
Coordinate channel and partner communications so external partners are ready before customers hear the announcement.
Run a post-launch retrospective that compares actual results against launch targets and captures lessons for the next launch.
Who Should Attend
Product marketing managers leading go-to-market planning for a new product or feature.
Product managers coordinating launch timing with marketing, sales and support teams.
Marketing directors accountable for launch communications and campaign timing.
Sales enablement managers preparing teams to sell a newly launched product.
Channel and partnership managers responsible for partner readiness ahead of launch.
Founders at growth-stage companies planning their first formal product launch process.
Course Modules
Select any module to see its sessions and points.
01Launch Strategy and Tiering
2 sessions · 8 points
Session 1Assessing Launch Scope and Tier
- Classify a launch as tier one, two or three based on revenue potential, market novelty and competitive exposure.
- Match the scale of go-to-market investment, including budget and cross-functional involvement, to the launch tier.
- Identify strategic goals for the launch beyond revenue, such as category leadership or competitive response.
- Assess timing risk, including competitor announcements or industry events, when setting a launch date.
Session 2Setting Launch Objectives and Success Metrics
- Define launch success metrics covering awareness, pipeline generated and early adoption, not only day-one revenue.
- Set realistic targets for each metric based on comparable past launches or category benchmarks.
- Align stakeholders across product, marketing and sales on a single shared definition of launch success.
- Build a measurement plan that specifies data sources and reporting cadence before the launch date.
02Positioning, Pricing and Packaging for Launch
2 sessions · 8 points
Session 1Launch Positioning and Messaging
- Translate product capabilities into launch messaging that leads with customer outcomes rather than feature lists.
- Adapt core positioning for the specific launch audience, whether existing customers, prospects or the press.
- Prepare a competitive response brief that anticipates how rivals may react to the launch messaging.
- Test launch messaging with a small customer or prospect sample before finalising external communications.
Session 2Pricing and Packaging Decisions
- Set launch pricing using competitor benchmarking and willingness-to-pay research rather than cost-plus alone.
- Decide packaging tiers and feature bundling that align with the segments the launch is targeting.
- Assess the impact of new pricing or packaging on existing customers to avoid unplanned renewal disruption.
- Prepare a pricing brief for sales and support teams to answer customer questions consistently.
03Readiness Across Sales, Support and Channels
2 sessions · 8 points
Session 1Sales Enablement for Launch
- Build a sales enablement package including talk tracks, demo scripts and competitive battlecards for the launch.
- Train sales teams on objection handling for likely questions about the new product or pricing change.
- Set internal launch dates ahead of the public date so sales and support are ready before customers hear the news.
- Confirm CRM and quoting systems are updated with new product and pricing information before go-live.
Session 2Channel, Partner and Support Readiness
- Brief channel partners and resellers on positioning, pricing and enablement materials ahead of the public launch.
- Confirm customer support has updated documentation and escalation paths for likely post-launch questions.
- Run a cross-functional readiness review that checks legal, compliance and data protection sign-off where relevant.
- Set a go or no-go decision gate that any unresolved readiness risk can trigger before the launch date.
04Launch Execution and Post-Launch Review
2 sessions · 8 points
Session 1Coordinating the Launch Moment
- Sequence launch communications across press, social, email and sales so messaging lands in the intended order.
- Assign a launch command structure with clear owners for monitoring issues on the day of the announcement.
- Prepare a rapid-response plan for handling technical issues or negative reactions during the launch window.
- Track real-time launch metrics, such as sign-ups or press pickup, against targets set before launch.
Session 2Measuring Results and Capturing Lessons
- Compare actual launch results against pre-set targets for awareness, pipeline and adoption at thirty and ninety days.
- Run a post-launch retrospective that separates process failures from external factors outside the team's control.
- Document lessons learned in a format that future launch teams can reference before their own planning starts.
- Decide which launch tactics to repeat, adjust or discontinue based on evidence from the retrospective.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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