In my post “Seven Essential Product Marketing Strategy and Process Documents, the August 30, 2024 Iteration,” I alluded to the fact that not all go-to-market efforts are the same.
You can’t just slap a few things together in three days and say your go-to-market is complete. You need a plan on how you will go to market, including the different tiers of go-to-market efforts (you won’t spend four months planning materials for your 5.0.11 software release)…
Unless you’re in very unusual circumstances, your go-to-market efforts will encompass variable efforts.
Two tier
In its simplest form, you will have two tiers. For example, Holly Watson of Amazon Web Services distinguishes between “launches” and “releases.”
Release to me relates to the update of an existing product vs. a net-new addition to a solution offering. It’s common to have multiple releases a quarter vs. large launches 1-2x per year.
Three tier
You can get fancier.
My former product marketing team devised a three-tier system, in which the top tier encompassed a full-blown effort and the bottom tier just had some release notes, a bit of internal education, and maybe a blog post.
Defined tiers
But as I said on August 30, you need to define the tiers beforehand. Don’t just shoot from the lip and say you want a blog post, a press release, and a brochure…oh, and maybe a cool infographic! Yeah!
Establish your tiers.
Establish the content for each tier.
Execute.
And repeat.
Bredemarket 
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