Go-to-Market Briefs

Writing a brief is one of the most important GTM activities you can do. 

Why? It creates alignment, buy-in, enables people, and helps you learn. 

There are many types of briefs. Creative briefs, product briefs, positioning briefs, marketing briefs, etc. 

Im advocating for a new type of brief. The GTM Brief.

A brief designed to enable marketing, sales, and CX to achieve the goals defined in the brief. 

This brief will give the teams everything they need to support a campaign that spans the entire customer journey or just a piece of it. A GTM brief shoudl include the following:

• Audience defintion
• Goals and objectives
• Theme
• Messaging Pillars
• Milestones
• Enablement assets
• Marketing assets
• FAQs

It can of course include more or less depending on the campaign and audience. 

The most important thing is this brief is built collaboratively across the teams with someone on the marketing team owning its creation and execution.