Developing goals is the most commonly overlooked thing. Sounds insane, but I've seen a ton of GTM plans get developed while thinking about this at the very end.

Since this was a partner launch, getting all the deliverables was challenging because we were working with another company and needed them to approve everything.

To keep things on track, we had a core meeting where we would go through outstanding status / action items and look at due dates. We kept the broader stakeholders updated via a weekly Slack and email post.


As is common, the product UI changed at the 11th hour, so we had to update all of the materials. Sounds small - but the product team always wants to make sure the product visuals and demos reflect the most recent design. So we had to update everything! Lesson learned that we need to build in a UI lock date in addition to product milestones

Mary Sheehan

I created this Go-to-Market (GTM) checklist to help PMMs define which activities to plan for a launch at AdRoll.

Developing goals is the most commonly overlooked thing

GTM Checklist at Adroll

GTM Project Plan

How to Use

RACI

Sign up to see more