The GTM brief serves as the shareable, internal documentation that describes all relevant information for all stakeholders involved in a product launch – including Marketing, Sales, Operations, Support. It provides context and purpose for a launch in a format that is not as engineering/design centric as a PRD, and allows all stakeholders to ask questions, poke holes, and prepare for a more predictable launch.

This document should be completed in draft format by the time the product kickoff occurs, which is the point the product story or PRD is actually complete. During product implementation and up until launch, this will be iterated on until final (at launch).

A GTM brief is not required for every single release, but it's required for any external release you want to communicate with your users about. Even with small features, I find it helpful to always do a mini-version of this, because we tend to minimize the changes and assume all will be ok.


This brief is not meant to be technical. It is meant to answer common questions that come from users, PR, customer support, etc. so you can have a smooth launch.

There are launch planning rituals that must go along with this. We also attach a GTM Project Plan, which is a much more detailed worksheet with all stakeholders included and a task list across Marketing, CS, Product, Eng, etc. It's critical to put the onus on each stakeholder to deliver.

In terms of other rituals, having a regular cadence of check-ins near the launch makes the biggest difference.

Gaurav Hardikar

The GTM brief serves as shareable, internal documentation for all stakeholders involved in a product launch – not just design and engineering.

GTM Brief for LIFX Integration at Brilliant Smart Home

GTM Brief – LIFX Integration

Document Info

Project Info

Product and Market Requirements

Launch Details

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