How to Build a Go-To-Market Execution Plan (by an Ex-Google PMM)

hi my name is Henry and in this video I'll show you how to execute a go to market strategy once you've built your go to market strategy in Google Slides you need to create an execution plan and Google spreadsheets this plan should enlist all of the action items owners and deadlines so everyone knows what they need to do to execute now I'll share screen and show you how I will build this execution plan I'll use the same product example in my previous video which is an app that helps children with learning disability read better I

have Google spreadsheets open we're building a go to market execution plan for the go to market strategy that we built in Google Slides first I'll create three different tabs one for pre-launch one for launch and one for post launch let's start with pre-launch let's migrate by objective kpi and timeline to Google spreadsheets I'm going to change the font to Ariel make it a little smaller I'm also going to add two more votes one for owners and one for stakeholders that we need sign up from at the pre-launch stage the owners will be product marketing content

marketing and demand generation the people that we need sign up from will be the VP of marketing and the VP of product next I'll create a list of action items that we need to complete I'll start with Stage this is the stage that the launch will be in action item the things that we need to complete owner to the driver will be dependencies the inputs that we need Target deadline when we'll aim to have the action item completed by and time allotted the amount of time we have allotted for each action item let's look back

at the go to market strategy that we created for the pre-launch stage we need to build a Blog YouTube quora we're going to join Facebook communities and then create a slack Community let's list all of the action items to make this happen we have the prep stage you will need to do a kickoff call with the team set up our blog and newsletter set up our social accounts which includes YouTube Facebook and core set up a slack Channel build a Content strategy and calendar build a Content promotion process build an influencer Outreach strategy and finally

draft four blog posts so we have enough content to post for a month on a weekly basis at the release stage we can publish blog post one then promote it on social which includes our YouTube Facebook and core accounts and we can do the same for the next three blog posts we also need to execute our influencer Outreach strategy which will include reaching out to a influencer list and better kickoff calls so they understand the product that we're trying to build and how they can help us we want to do interviews to get them to

share advice and tips about the topic that we're building content around finally we need to invite influencers to join the slide group we have one more stage which is ongoing these are the action items that we'll need to do indefinitely post through Facebook groups post to core and monitoring our slack Channel now that we have a comprehensive list of action items the next thing is to assign them all to a specific owner I like to have one owner for each action item so it's clear who's going to be the driver for the kickoff call that's

pmm for the blog newsletter account setup that would be content marketing Social account that would be demand gen slack channel that could be content marketing content strategy and calendar that would be pmm with input from content marketing content promotion process that can be pmm with input from demand gen influencer Outreach strategies that would also be pmm with input from content marketing for a blog posts that can also be pmm with input from content marketing or publishing a blog post it will be content marketing promotion will be demand gen we can do the same for the

next three blog posts influencer Outreach it would all be pmm and for all of our ongoing activities it will be content marketing let's move on to Target deadline Target deadline means this is the date that we want to get the action item completed by the most important date here will be the release date of the first blog post everything should be dependent on this target release date let's say that we want to release this on July 1st we should give ourselves at least one month in advance to prepare for this release date we want to

do the kickoff call four weeks in advance which is on June 3rd and then we want to set up all of our accounts two days after we do the kickoff call and then we want to give ourselves 10 days to build our content strategy after the kickoff call we'll do the same for promotion and influencer once we have the content marketing strategy we also want to give ourselves 14 days to draft a blog post we can also fill in the time allotted now let's move to the release stage we can release all of these items

on a weekly basis for blog post one it'll be seven one promotion we can do the same day and then for blog post 2 it will be this plus seven days later you can do the same for the rest influencer items every week will execute a different component of the strategy now let's just move the influencers action items up so that is consistent with the dates we have a linear timeline we can add weeks as the time allotted so we can say week one week two week three and week four for Facebook groups core and

monitoring the slack Channel we can just say these are all ongoing for the time allotted we can put the Cadence that we want to be posting to Facebook groups core and checking the slack Channel we can say frequency one time a week and boom we have a solid execution plan for the pre-launch stage let's do the same for the launch stage I'm just going to make a copy of this migrate all of our launch goals here at the launch stage we're going to announce on organic run paid ads promote and Facebook groups sponsor influencers and

announce via PR let's list all of the action items first we'll need to do a kickoff call with team we need to draft a Blog and now assessment video announcement for YouTube PR announcement for all of our PR channels we need to build a Google ads strategy we also want to build a YouTube ad strategy we need to build an influencer sponsor strategy we want to do a final prep call with team at the release stage we want to announce via organic which includes a Blog newsletter YouTube and slack we also want to post this

to Facebook and core we can promote via Google and YouTube ads we will also be posting this to product hunt Reddit and TechCrunch we need to reach out to influencers to sponsor for ongoing action item we can continue to post the Facebook groups post the core and monitor slide Channel let's go ahead and assign the owners for the kickoff call it will be the PM mm blog announcement it will be the pmm with input from the product team for the video announcement it would also be us with input from content marketing PR announcement same thing

for Google ads strategy we can give this to demand channel for influencer sponsor strategy it will be the pmm final prep call will be the pmm for the release we can give this to content marketing posting to Facebook and core content marketing promotion will be demand gen and posting on these platforms can be pmm for sponsorships it will be pmm and then we can have content marketing continue to monitor our slide channel for Target deadline we can work backwards from the day that we're going to release in this case we can say we're aiming for

a release date of 10 1. if we want to do the kickoff call at least four weeks in advance complete the blog post seven days after the kickoff calls once we have the blog post ready we can get the pr and video announcement ready seven days afterwards we can do the same for the Google ads strategy YouTube ad strategy and our influencer strategy we'll do the final prep call five days before the target release date we can do 10 1 for all of these for ongoing stuff we can say ongoing for time allotted the kickoff

call will just take one day to blog announcements will take seven days to draft video announcement will take another seven days after we have the blog ready this will only take one day to do let's do the same for post launch migrate all of our goals over at the post launch stage we'll need to optimize and scale this means scaling up on one to two performing organic channels and testing a new channel on a page side scaling up on one to two performing channels and then testing a new channel the first thing is a launch

review call to review the launch itself let's say we decide that we want to scale up on YouTube so we can say build YouTube content plan then let's say we also want to test a new channel which is Tick Tock so we can say build talk content plan to do this we'll need to set up a tick tock account we'll also need to draft four videos for YouTube and 12 videos for tick tock at the release stage we can say publish new YouTube videos new tick tock videos now promoting these on Facebook and core for

ongoing action item it can be the same let's add the owners for launch review it will be pmm our dependency will be the product team because they'll want to see the results and feedback from users for the YouTube content plan it can be content marketing Tick Tock content marketing account setup it could be demand gen new videos it will be content marketing same for tick tock could be content marketing for the publication of these videos and promotion will be demand gen content marketing can continue all of the ongoing action items for the Target deadline everything

will be based on the launch of the product which is October 1st we want to give the launch at least one month so we have enough data to review here we can say 11 1 which is one month after the 10-1 launch will give ourselves seven days to build our content plants two days to build the account and two weeks to create the content this can be ongoing there you have it we have a very comprehensive execution plan for all three stages of the launch we have our top level goals all of our key stakeholders

we have a list of action items the owners dependencies the target deadline and the time allotted the great thing about this template that it's easy to change the release date for example if the launch is delayed by a few weeks and I change that then all of the other deadlines change as well that's how you build an execution plan for a go to market strategy two things I want to make note of here one is that you want to share this execution plan as early as possible with leadership especially your VPN marketing and the VPN

product so they're on board with the plan this way they can help you get buy-in from your cross-functional stakeholders the second thing is that you should create a master go to market execution plan template for all of your project launches this way you can easily create and customize execution plans based on the type of launch that's all for today if you enjoyed this video please give it a like and let me know in the comment section Below on what kind of videos you want me to make next till next time see you [Music]