Launch Playbook (Global)

A playbook is not a plan. A plan is for one launch; a playbook is reusable and improves after every launch. Successful launches are not luck — they are the product of correct preparation and disciplined execution. Run 59-go-to-market-global first for the GTM plan; this playbook is the execution layer underneath it.

Information gathering

Read the GTM plan and the campaign brief if available. If missing, ask up to 4 questions:

1. What is launching, and on what date? Product or offer, exact D-day, and any blackout dates in the period.
2. Who is on the team? Content, design, media buying, sales/support, engineering — who can do what?
3. What assets exist already? Landing page, creative, email sequence, tracking — status of each.
4. What did the last launch teach you? Read the previous retrospective and update the playbook; never reuse the old version unchanged.

Principles