In this episode, we break down how we plan, execute, and analyze our go-to-market (GTM) campaigns. We walk through the full product launch process for our DTC brands, from the initial product brief to strategy development, creative asset production, cross-functional collaboration, and post-mortem analysis.
We share how we tier our launches, how different teams contribute (from product marketing to paid media), and the systems we use to keep everything moving, including ClickUp, Figma, and Notion. We also review our go-to-market boards in real time, showing how we centralize assets, messaging, and strategy across every channel to run high-impact, cohesive campaigns.
Finally, we dive into how we're starting to use AI, especially in copywriting workflows, and where human creativity still plays a critical role.
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00:00 Introduction
05:22 Defining Go-To-Market Strategies
12:03 The Product Prequel Process
17:15 Attribution Models and Their Impact
20:22 Understanding Product Launch Tiers
23:39 Collaboration Between Product and Marketing Teams
29:12 Creating Cohesive Marketing Messaging
35:46 The Role of Project Management in Marketing
39:09 Post-Mortem Analysis for Continuous Improvement
45:43 Centralizing Project Management Functions
48:36 Go-To-Market Strategy and Execution
55:27 Comprehensive Creative Briefs for Launches
58:14 Centralizing Creative Assets
01:02:56 Brand vs. Product Messaging
01:05:39 Design Toolkits for Cohesive Branding
01:11:02 Creative Problem Solving with Existing Assets
01:15:24 Leveraging AI for Content Creation
01:19:09 Establishing a Design System
01:22:01 Iterating on Go-to-Market Strategies
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E063: Quick Hits on What’s Shifting on Meta, Shopify’s AI Update & Your DTC Questions Answered
