43 lines
1.6 KiB
Markdown
43 lines
1.6 KiB
Markdown
---
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title: "Go-to-Market Brief"
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type: concept
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tags: [product-management, launch, gtm]
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sources: [product-manager.md]
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last_updated: 2026-04-20
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---
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## Definition
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GTM Brief 是发布前编写的跨职能协调文档，定义目标受众、价值主张、发布清单、成功标准和回滚预案。
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## Structure
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1. **What We're Launching**：一段话描述产品、解决的问题、为什么现在重要
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2. **Target Audience**：细分市场、大小、为什么他们关心、通过什么渠道触达
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3. **Core Value Proposition**：单行公式 + 按受众分组的 messaging
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4. **Launch Checklist**：Engineering、Product、Marketing、Sales/CS 分项清单
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5. **Success Criteria**：按时间框架的指标、目标、负责人
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6. **Rollback & Contingency**：回滚触发条件、负责人、沟通计划
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## Launch Tiers
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| Tier | Description |
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|------|-------------|
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| 1 (Major) | 重大发布，公司范围可见 |
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| 2 (Standard) | 标准发布 |
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| 3 (Silent) | 静默发布，无需营销支持 |
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## Success Criteria Timeline
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- Launch day：错误率 < 0.5%
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- 7 days：功能激活率 ≥ 20%
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- 30 days：功能用户 vs 对照组留存 +8pp
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- 60 days：相关主题支持票据 −30%
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- 90 days：功能用户 NPS +5 points
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## Key Principle
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- 确认 Support 和 CS 在 GA 前接受培训——不是发布当天
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- 翻转 flag 前写好回滚 runbook
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- GA 后 48 小时内发送发布总结给全公司
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## Connection
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- [[Product Manager Agent]] ← coordinates ← [[Go-to-Market Brief]]
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- [[Launch Phase]] ← executes ← [[Go-to-Market Brief]]
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- [[Sprint Health Snapshot]] ← monitors ← [[Go-to-Market Brief]]
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