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+# Launch Checklists
+
+GTM launch playbooks for Tier 1, 2, and 3 product releases.
+
+---
+
+## Table of Contents
+
+- [Launch Tier Definitions](#launch-tier-definitions)
+- [Tier 1 Major Launch](#tier-1-major-launch)
+- [Tier 2 Standard Launch](#tier-2-standard-launch)
+- [Tier 3 Minor Launch](#tier-3-minor-launch)
+- [Launch Metrics Dashboard](#launch-metrics-dashboard)
+
+---
+
+## Launch Tier Definitions
+
+| Tier | Scope | Prep Time | Budget | Audience |
+|------|-------|-----------|--------|----------|
+| 1 | New product, major feature | 6-8 weeks | $50-100k | All prospects + press |
+| 2 | Significant feature, integration | 3-4 weeks | $10-25k | Customers + select prospects |
+| 3 | Small feature, improvement | 1 week | <$5k | Existing customers |
+
+**Tier Selection Criteria:**
+
+```
+Tier 1 if ANY true:
+- [ ] Net-new product line
+- [ ] Revenue impact > $500k pipeline
+- [ ] Press coverage expected
+- [ ] Competitive response anticipated
+
+Tier 2 if ANY true:
+- [ ] Major feature request (top 10 customer ask)
+- [ ] New integration with strategic partner
+- [ ] Pricing or packaging change
+
+Tier 3 otherwise:
+- [ ] Bug fixes
+- [ ] UI improvements
+- [ ] Minor enhancements
+```
+
+---
+
+## Tier 1 Major Launch
+
+### Phase 1: Foundation (Weeks -8 to -5)
+
+**Week -8: Kickoff**
+
+- [ ] Schedule kickoff meeting (Product, Marketing, Sales, CS)
+- [ ] Define launch goals:
+  - Pipeline target: $______
+  - MQL target: ______
+  - Press hits target: ______
+  - Adoption target: ______% in 90 days
+- [ ] Assign roles (RACI matrix):
+  - PMM: Launch lead, positioning, messaging
+  - Product: Feature readiness, demo environment
+  - Demand Gen: Campaigns, paid ads, email
+  - Content: Blog posts, case studies, videos
+  - Sales: Enablement, outbound campaign
+- [ ] Create project timeline in Asana/Monday/Notion
+- [ ] **Validation:** All stakeholders confirm goals and timeline
+
+**Week -7: Strategy**
+
+- [ ] Develop positioning and messaging (see positioning-frameworks.md)
+- [ ] Create GTM channel plan:
+  - Owned: Email, blog, social, webinar
+  - Paid: LinkedIn ads, Google ads
+  - Earned: Press, influencers, partners
+- [ ] Define target segments (ICP, personas)
+- [ ] Allocate budget by channel
+- [ ] Draft press release (embargo date set)
+
+**Week -6: Content**
+
+- [ ] Build landing page (product page, demo request form)
+- [ ] Write blog post announcement
+- [ ] Create sales deck updates (5-10 new slides)
+- [ ] Design social media graphics (5+ variants)
+- [ ] Produce demo video (3-5 minutes)
+- [ ] Draft email sequences (announcement, nurture)
+
+**Week -5: Enablement**
+
+- [ ] Create sales battlecard (competitive positioning)
+- [ ] Write demo script (new feature walkthrough)
+- [ ] Build FAQ document (top 20 questions)
+- [ ] Develop objection handling guide
+- [ ] Schedule sales training session
+- [ ] Recruit beta customers for testimonials
+- [ ] **Validation:** Sales team can demo feature confidently
+
+### Phase 2: Preparation (Weeks -4 to -1)
+
+**Week -4: Launch Prep**
+
+- [ ] Set up HubSpot campaign (UTMs, attribution)
+- [ ] Launch teaser campaign (social, email hints)
+- [ ] Pitch press and analysts (NDA briefings)
+- [ ] Create webinar registration page
+- [ ] Finalize partner co-marketing plans
+- [ ] QA all landing pages and forms
+
+**Week -3: Ramp Up**
+
+- [ ] Activate paid ads (LinkedIn, Google) at 50% budget
+- [ ] A/B test landing page headlines
+- [ ] Send pre-launch email to VIP customers
+- [ ] Conduct sales training (2-hour session)
+- [ ] Confirm webinar speakers and content
+- [ ] Prepare launch day runbook
+
+**Week -2: Final Prep**
+
+- [ ] Increase paid ad spend to 75%
+- [ ] Send webinar reminder emails
+- [ ] Finalize press embargo lift time
+- [ ] Complete dry run (website, forms, CRM workflow)
+- [ ] Create launch day social posts (scheduled)
+- [ ] Brief customer success team
+
+**Week -1: Pre-Launch**
+
+- [ ] Final approval on all assets
+- [ ] Send VIP preview to top 10 customers
+- [ ] Confirm press embargo release
+- [ ] Sales team ready (trained, quotas set)
+- [ ] CS team ready (docs updated, chat staffed)
+- [ ] Test all systems one final time
+- [ ] **Validation:** All checklist items green
+
+### Phase 3: Launch (Weeks 1-4)
+
+**Launch Day**
+
+- [ ] Press release distribution (wire + direct pitch)
+- [ ] Email blast to full database
+- [ ] Social media posts (LinkedIn, Twitter, Facebook)
+- [ ] Paid ads at 100% budget
+- [ ] Sales outbound blitz (top 100 accounts)
+- [ ] In-app announcement to existing users
+- [ ] Monitor metrics every 2 hours:
+  - Traffic, signups, demo requests
+  - Press pickup, social engagement
+  - Sales pipeline created
+
+**Days 2-7**
+
+- [ ] Daily metrics review (conversion rates, funnel)
+- [ ] A/B test optimizations based on data
+- [ ] Sales follow-up (<4 hour SLA on leads)
+- [ ] Respond to press and analyst inquiries
+- [ ] Host webinar (Day 3 or 4)
+- [ ] Post customer testimonials
+- [ ] Adjust paid ads (pause underperformers)
+
+**Week 2-4**
+
+- [ ] Publish post-launch blog content
+- [ ] Create customer case study from early adopters
+- [ ] Conduct win/loss interviews (5+ deals)
+- [ ] Optimize converting channels (+20% budget)
+- [ ] Pause non-converting channels
+- [ ] Weekly launch status report to executives
+- [ ] **Validation:** Pipeline on track to goal
+
+### Phase 4: Post-Launch (Weeks 5-12)
+
+**Month 2**
+
+- [ ] Launch retrospective meeting
+- [ ] Document learnings (what worked, what didn't)
+- [ ] Scale winning channels
+- [ ] Expand to new segments if successful
+- [ ] Update positioning based on customer feedback
+- [ ] Plan sustaining campaigns
+
+**Month 3**
+
+- [ ] Final launch report (vs. goals)
+- [ ] Calculate ROI (pipeline / spend)
+- [ ] Publish additional case studies
+- [ ] Integrate learnings into next launch plan
+- [ ] Archive launch assets for reuse
+
+---
+
+## Tier 2 Standard Launch
+
+### Timeline: 4 Weeks
+
+**Week -4 to -3: Preparation**
+
+- [ ] Define feature and target audience
+- [ ] Create positioning and key messages
+- [ ] Build landing page or product page update
+- [ ] Write blog post announcement
+- [ ] Update sales deck (2-3 slides)
+- [ ] Create email announcement
+- [ ] Brief sales team (30-min call)
+
+**Week -2 to -1: Setup**
+
+- [ ] Set up HubSpot campaign tracking
+- [ ] Schedule social posts
+- [ ] Set up paid ads (limited budget)
+- [ ] QA landing pages and forms
+- [ ] Notify customer success team
+
+**Launch Week**
+
+- [ ] Send email announcement
+- [ ] Publish blog post
+- [ ] Post on social media
+- [ ] In-app notification to users
+- [ ] Sales mention in active deals
+- [ ] Monitor initial metrics
+
+**Week +1 to +2: Follow-up**
+
+- [ ] Analyze launch metrics
+- [ ] Optimize based on data
+- [ ] Collect customer feedback
+- [ ] Document learnings
+
+---
+
+## Tier 3 Minor Launch
+
+### Timeline: 1 Week
+
+**Day -5 to -3: Prep**
+
+- [ ] Write changelog entry
+- [ ] Update support documentation
+- [ ] Create in-app notification copy
+- [ ] Brief CS team
+
+**Day -2 to -1: Review**
+
+- [ ] QA feature in staging
+- [ ] Approve changelog copy
+- [ ] Schedule in-app notification
+
+**Launch Day**
+
+- [ ] Deploy feature
+- [ ] Trigger in-app notification
+- [ ] Publish changelog
+- [ ] Update support docs (if needed)
+
+**Day +1 to +3: Monitor**
+
+- [ ] Check for support tickets
+- [ ] Monitor feature adoption
+- [ ] Address any issues
+
+---
+
+## Launch Metrics Dashboard
+
+### Leading Indicators (Track Daily)
+
+| Metric | Target | Day 1 | Day 3 | Day 7 |
+|--------|--------|-------|-------|-------|
+| Landing page visitors | 5,000 | | | |
+| Demo requests | 100 | | | |
+| Free trial signups | 200 | | | |
+| MQLs generated | 150 | | | |
+| Pipeline created ($) | $500k | | | |
+
+### Lagging Indicators (Track Weekly)
+
+| Metric | Target | Week 1 | Week 2 | Week 4 |
+|--------|--------|--------|--------|--------|
+| SQLs generated | 30 | | | |
+| Demos completed | 50 | | | |
+| Deals closed (#) | 5 | | | |
+| Revenue ($) | $100k | | | |
+| Feature adoption (%) | 40% | | | |
+
+### Channel Performance
+
+| Channel | Spend | MQLs | CPL | Pipeline | ROI |
+|---------|-------|------|-----|----------|-----|
+| LinkedIn Ads | $10k | | | | |
+| Google Ads | $5k | | | | |
+| Email | $0 | | | | |
+| Organic | $0 | | | | |
+| Webinar | $2k | | | | |
+| **Total** | **$17k** | | | | |
+
+### Post-Launch Report Template
+
+```
+LAUNCH: [Product/Feature Name]
+DATE: [Launch Date]
+OWNER: [PMM Name]
+
+EXECUTIVE SUMMARY:
+- Goal: $500k pipeline in 30 days
+- Actual: $[X] pipeline (X% of goal)
+- Status: ✅ On Track / ⚠️ Behind / ❌ Missed
+
+KEY RESULTS:
+| Metric       | Goal    | Actual  | % of Goal |
+|--------------|---------|---------|-----------|
+| MQLs         | 150     |         |           |
+| SQLs         | 30      |         |           |
+| Pipeline     | $500k   |         |           |
+| Feature Adoption | 40% |         |           |
+
+TOP PERFORMING:
+1. [Channel/Tactic] - [Result]
+2. [Channel/Tactic] - [Result]
+
+UNDERPERFORMING:
+1. [Channel/Tactic] - [Result] - [Action taken]
+
+LEARNINGS:
+1. [What worked and why]
+2. [What didn't work and why]
+3. [What we'd do differently]
+
+NEXT STEPS:
+1. [Action item] - Owner - Due date
+2. [Action item] - Owner - Due date
+```