Confusing a launch plan with a GTM strategy is one of the fastest ways to stall growth. A launch plan gets the first version out the door. A GTM strategy is the system that guides how you choose customers, why you win, how you reach them at a sane cost, and how you evolve as you scale. When teams treat GTM as a one-time event, they celebrate a ship date and then drift. When they treat GTM as an operating system, they align product, marketing, sales, and success around clear choices and measurable economics.
What a launch plan actually does
A launch plan is tactical. It assigns owners, assets, and dates to a specific release. It covers channel announcements, website updates, enablement, press notes, and the coordination that keeps a ship from slipping. It is valuable and necessary. It is not the same as a plan for winning a market. If you judge success on asset completion and a calendar hitting zero, you might feel busy while creating little momentum.
What a GTM strategy actually is
A real GTM strategy is the ongoing framework for how you win. It answers four …
Monday’s AWS Ripple: Logins, Payments, and Lost Revenue
On Monday, October 20, 2025, Amazon Web Services experienced a major incident centered in its US-EAST-1 region. The problem began in the early morning hours Eastern Time and manifested as DNS ...
Fire the Client
There is a certain kind of account that arrives wrapped in urgency and praise. They hire you because you are the expert, then argue with every recommendation. They promise payment, then ...
For business leaders, CMOs & entrepreneurs.
Looking for business, growth, and digital marketing advice? Get it delivered straight to your inbox weekly.
Stay high with the lows and stay low with the highs.
Entrepreneurship rewards the steady hand. Results surge, then stall, then surge again. If your energy, decision quality, and communication track those ...
Most of Your Revenue Lives in Success, Not Sales.
Listen to your least happy customers or watch your revenue shrink... Many leadership teams claim to value their customers. Then they ...
The Double Lens of Innovation: Can vs. Should
Every marketing or product department knows the scene: a spark of an idea lights up the room, momentum builds, and before ...
Unfollowing 2,000 Pages Taught Me More About Marketing Than Any Playbook
I’ll be honest: I’m totally overwhelmed and burned out. I’ve hit a wall. Not the kind of wall you slam into ...
The “One-Page” Test Every Q4 Marketing Plan Must Pass
Every fall, as Q4 begins, companies confront one of the most crucial exercises of the year: preparing for action in Q1. ...
Traffic Down, Revenue Up: Winning with Zero-Click Conversion Strategies
Growth is getting harder. Customer acquisition costs are rising, paid channels are oversaturated, and the search landscape is being rewritten by ...
Your “Great Culture” Won’t Save You from Missed Deadlines
A short video recently popped into my social feed. It wasn’t a TED Talk or a thought leadership seminar — just ...
Startups Don’t Die from Competition, They Die from Within
It’s the age-old tale of man vs. himself. Only this time, he’s leading a startup, wearing Allbirds, quoting Naval, and hoarding ...
Why Tech Fluency Must Be a Core Leadership Skill
The days when executives could say, “I’m not a tech person,” are over. Technology is no longer just a department—it’s embedded ...