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 …
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