E060: Go-To-Market Strategy: How 9-Figure Brands Plan, Execute, and Post-Mortem Product Launches

In this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis.

We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every channel to run high-impact, cohesive campaigns.

Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.

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00:00 Introduction

05:22 Defining Go-To-Market Strategies

12:03 The Product Prequel Process

17:15 Attribution Models and Their Impact

20:22 Understanding Product Launch Tiers

23:39 Collaboration Between Product and Marketing Teams

29:12 Creating Cohesive Marketing Messaging

35:46 The Role of Project Management in Marketing

39:09 Post-Mortem Analysis for Continuous Improvement

45:43 Centralizing Project Management Functions

48:36 Go-To-Market Strategy and Execution

55:27 Comprehensive Creative Briefs for Launches

58:14 Centralizing Creative Assets

01:02:56 Brand vs. Product Messaging

01:05:39 Design Toolkits for Cohesive Branding

01:11:02 Creative Problem Solving with Existing Assets

01:15:24 Leveraging AI for Content Creation

01:19:09 Establishing a Design System

01:22:01 Iterating on Go-to-Market Strategies

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