Product Marketing Google Sheets #71

Product Launch Plan Master Template

Plan a B2B product launch from strategy through post-launch review with owners, timelines, GTM messaging, metrics, and launch-day coordination in one workbook.

No spam Instant access Unsubscribe anytime

What's Inside

Run the entire launch process from one PMM-owned command center.

This master workbook gives product marketing teams a complete launch operating system. Use it to define the launch narrative, coordinate product, sales, CS, marketing, and demand gen workstreams, map the launch timeline, track KPIs, manage launch day, and review performance at 30, 60, and 90 days.

Launch overview and narrative

Capture launch basics, buyer context, competitors, differentiated value, Geoffrey Moore-style positioning, headline, problem statement, solution statement, proof point, and CTA.

90-day readiness checklist

Track product readiness, PMM deliverables, sales enablement, CS/support prep, and demand generation tasks with owners, due dates, statuses, notes, and linked documents.

GTM strategy and messaging

Define ICPs, pain points, buying triggers, messaging hierarchy, proof points, channel strategy, and sales enablement needs before launch work spreads across teams.

Launch execution and review

Use the timeline, KPI sheet, launch-day runbook, and post-launch review to manage weekly progress, launch-hour coordination, and 30/60/90-day learnings.

Template sections

Use these sections to move from a launch idea to a coordinated rollout with clear ownership, messaging, metrics, and retrospective notes.

01 Cover

Set the product name, launch codename, launch date, launch tier, owners, target market, and launch status.

02 Launch overview

Document launch basics, problem solved, buyer and user profiles, competitor context, positioning statement, and launch narrative.

03 Pre-launch checklist

Manage every product, PMM, sales, CS, support, and demand generation deliverable across the 90-day runway.

04 GTM and messaging

Build the ICP profile, messaging hierarchy, channel strategy, sales enablement plan, and customer communication plan.

05 Launch timeline

Map the weekly plan from kickoff through launch day and post-launch follow-up.

06 Launch metrics and KPIs

Set target metrics for pipeline, adoption, activation, retention, usage, campaign performance, and sales enablement.

07 Launch day runbook

Coordinate the hour-by-hour launch sequence, internal approvals, monitoring, communications, and escalation paths.

08 Post-launch review

Review 30/60/90-day performance, missed targets, lessons learned, customer feedback, and next launch improvements.

Who This Template Is For

Product marketers, PMMs, product managers, growth teams, and GTM leads responsible for coordinating B2B SaaS product, feature, or tier launches across multiple teams.

How To Use It

Start on the Cover tab, then complete the launch overview before assigning tasks in the pre-launch checklist. Use the GTM, timeline, and KPI tabs during planning, run the launch from the launch-day tab, and complete the post-launch review after the first 30, 60, and 90 days.