Go-To-Market Campaign Template

This template was created in partnership with Charlotte Mostaed, CMO of Health-Ade.

‍Introduction

You’ve got a new product, a fresh service offering, or a bold idea worth shouting about — but how do you turn it into a campaign that actually gets results?

This template is built for teams of 50+ people across any industry. It gives you a repeatable, scalable playbook to bring your offer to market. From strategy and execution to creative experimentation, it’s your one-stop doc for organizing a cross-functional go-to-market campaign.

Use it as-is or tailor it to your business. This framework is designed to be Trainual-ready, so your whole team can follow it, learn from it, and keep campaigns consistent over time.

At-a-Glance: GTM Timeline

Think of this as your campaign roadmap. From the first brainstorm to the post-launch wrap-up, this section shows you the high-level flow of how a go-to-market campaign should run — so everyone’s aligned from day one.

Pre-Launch

• Align internally: Document the "what, why, and when" of the launch.
• Define audience, positioning, and goals.
• Choose a GTM tier (impact level) to guide your strategy.
• Assign owners across departments (Product, Ops, Marketing, CS).
• Build your asset checklist (email, social, ads, product page, sales enablement, etc).
• Set launch date(s) and map comms channels accordingly.
• Schedule a dry run or internal walkthrough to catch gaps.

Launch Week

• Publish your hero assets (email, landing page, social post, etc).
• Monitor performance metrics (opens, clicks, traffic, conversions).
• Share enablement and FAQs with sales and CX teams.
• Check launch messaging across touchpoints: product, website, ads.

Post-Launch (2-week & 4-week check-ins)

• Evaluate early results (engagement, pipeline, feature usage).
• Share learnings in your GTM Slack channel or post-launch recap doc.
• Optimize content or offers based on performance.
• Optimize content or offers based on performance.
• Decide if a second wave of content or campaigns is needed.

🌟 Tiering Your Campaigns

Big campaigns require bigger prep. This section outlines the extra requirements for Tier 1 and Tier 2 launches — like internal demos, feature flags, and lead time — so you're set up for success. Not every launch is created equal. Use this framework to determine your campaign tier:

Tier 1: High Impact, High Visibility

• New product or core feature launch
• Cross-channel campaign (email, ads, social, web, internal enablement)
• Executive involvement

Tier 2: Notable but Niche

• Feature updates, pricing changes, or new partnerships
• A few key channels (email, blog, in-app)
• Internal education, limited paid support

Tier 3: Quick Hits

• Bug fixes, backend improvements
• Internal comms + patch notes only

Creative Experimentation (Keep Campaigns Fresh)

Even the best GTM strategies need room to play. This section encourages you to build a culture of creative testing while staying aligned on goals.

Whether it’s a bold new asset format, an unconventional channel, or a scrappy TikTok idea — the goal is to try, learn, and evolve. Give your team permission to get weird (within reason), especially in lower-risk channels like organic social or email subject lines.

Build a culture of experimentation into your GTM process:

• Play with formats: Try TikTok, Reels, interactive demos, or customer co-created content.
• Rage test ideas: Ask "Would someone care enough to comment on this?" If not, punch it up.
• Run small tests: A/B test headlines, email CTAs, visuals. Track micro-conversions.
• Borrow brilliance: Look outside your industry for inspiration (e.g., CPG, DTC, entertainment).
• Let your team get weird: Give guardrails (brand guidelines, legal compliance), then let teams pitch 1-2 wild ideas per campaign.

Document what works (and what doesn’t). Over time, you'll build a swipe file of go-to ideas that actually drive results.

Example Roles & Responsibilities

A smooth GTM campaign needs clearly defined owners — otherwise, things fall through the cracks fast. Use this guide to map responsibilities across your core stakeholders.

Below is a simple RACI-style ownership chart (Responsible, Accountable, Consulted, Informed). Customize as needed per campaign:

Points of Consideration

Got questions? This section has your back. From how tiers get assigned to where updates are shared, you’ll find helpful context here to reduce confusion and keep your team on the same page.

• What are we launching?
  (Short description of the product, feature, or offer.)
• Why now?
  (Context and urgency behind the launch.)
• Who is it for?
  (ICP, segments, current customers vs. prospects.)
• Key messages:
  (Core benefits, differentiators, and tone.)
• Primary channels:
  (Email, social, in-app, paid, sales outreach, etc.)
• Goals & KPIs:
  (Opens, conversions, demos, signups, usage, etc.)
• Launch Date:
  (When do we go live?)

Beta / Post Launch

Testing a new feature? This section breaks down what a “soft launch” looks like and how to approach Beta campaigns as learning labs. Use these insights to shape your bigger GTM strategy.

Beta Launch Checklist (If applicable)

• Define beta group and outreach plan
• Track usage, sentiment, early feedback
• Capture objections or confusion for messaging refinement
• Share midpoint update internally (week 1)
• Share final recap (week 2)
• Roll learnings into broader GTM

What’s a launch without reflection? This section outlines your 2-week and 4-week update expectations so you can share results, celebrate wins, and course-correct when needed. Transparency = trust.

Post-Launch Reporting

At 2 weeks and 4 weeks post-launch, share:

• Email open/click rates
• Landing page traffic and conversions
• Social engagement and comments
• Feature usage data (adoption, frequency, retention)
• Sales feedback (questions, objections, close rates)

Add your learnings to the "What We Learned" section in Trainual, so you can improve every launch that follows.

TL;DR: Best Practices

Before you dive into your next launch, keep these golden rules in mind. They’ll help you move faster, stay aligned, and make every campaign a little smarter than the last. 👇

• Don’t launch without internal alignment
• Think of campaigns like products: test, iterate, optimize
• Keep creative fresh, but messaging consistent
• Debrief every campaign and track learnings
• Write it all down in Trainual so everyone can follow