Create GTM Brief

Overview

Generate a go-to-market brief covering positioning (Geoffrey Moore format), key messages per audience, launch tier classification, enablement checklist, and timeline. Aligns product, marketing, sales, and support around a coordinated launch.

Workflow

1. Read product context -- Scan .chalk/docs/product/ for the product profile, PRD for the feature being launched, competitive analysis, and any existing GTM materials. Understand the product positioning and target users before planning the launch.

2. Parse the launch scope -- Extract from $ARGUMENTS the feature or product to create a GTM brief for. If unspecified, ask the user to name the feature and its target launch timing.

3. Determine the next file number -- Read filenames in .chalk/docs/product/ to find the highest numbered file. The next number is highest + 1.

4. Write the positioning statement -- Use Geoffrey Moore's format: "For [target customer] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [primary competitor], our product [primary differentiation]."

5. Define key messages per audience -- Write 2-3 key messages tailored to each audience:

   • End users (focus on value and ease)
   • Technical buyers / developers (focus on capabilities and integration)
   • Business decision makers (focus on ROI and risk reduction)
   • Internal teams (focus on what changed and how to support it)

6. Classify the launch tier:

   • Silent: Ship it, update docs, no announcement (bug fixes, minor improvements)
   • Soft: Blog post, changelog entry, email to affected users (incremental features)
   • Hard: Full campaign, press, event, coordinated cross-functional launch (major features, new products)

7. Build the enablement checklist -- What must be ready before launch:

   • Documentation: user docs, API reference, migration guide
   • Support: runbooks, FAQ, escalation path, training
   • Sales: talk track, demo script, competitive positioning
   • Engineering: monitoring, feature flags, rollback plan

8. Draft the timeline -- Key milestones from now to launch and post-launch review.

9. Write the file -- Save to .chalk/docs/product/<n>_gtm_brief_<feature-slug>.md.

10. Confirm -- Share the file path and highlight any enablement gaps that need to be resolved before launch.

Output

• File: .chalk/docs/product/<n>_gtm_brief_<feature-slug>.md
• Format: Plain markdown with positioning statement, audience messages, launch tier, enablement checklist, and timeline
• First line: # GTM Brief: <Feature Name>

Anti-patterns

• Positioning without differentiation -- "We are the best solution for X" is not positioning. The Geoffrey Moore format forces you to name the competitor and state how you are different. Do not skip this.
• One message for all audiences -- Developers care about API design; executives care about ROI. Reusing the same message for every audience means it resonates with none.
• Hard launch for everything -- Not every feature deserves a full campaign. Over-launching fatigues your audience and dilutes impact. Match the launch tier to the significance of the change.
• No enablement checklist -- Launching a feature that support cannot explain, sales cannot demo, and docs do not cover creates a poor experience. Every launch needs an enablement check.
• Missing post-launch review -- The timeline should include a post-launch review milestone to assess what worked and capture learnings.