Design and product work
Go-to-market (GTM)
Also calledGTM, Launch, Product launch
Everything needed to get a product or feature in front of the right customers once it is built: positioning, pricing, launch plan, sales and support readiness.
Go-to-market work decides who the release is for, how it is described, how it is priced and how sales, support and marketing will handle it. A feature nobody hears about delivers nothing, however good it is.
Product managers usually own the plan with product marketing. The work peaks around a launch but starts much earlier, because positioning decisions shape what gets built.
Common mistake
Treating launch as the finish line. The plan should say what will be measured after release and what the team will do if the numbers do not move.