Go-to-market launch checklist for one offer

Seven gates to clear before you tell anyone the offer is live. Each gate has an owner and a date. A launch is a dated decision, not an announcement.

One offer, one sheet. Write the owner and a date next to every gate. A gate without both is not cleared.

Do not announce until gates one through six pass. Gate seven is the review date you set so the launch gets a verdict.

flowchart LR
    O["Offer line"] --> L["Named list"]
    L --> P["Proof"]
    P --> G["Page"]
    G --> I["Intake path"]
    I --> C["Capacity"]
    C --> R["Review date"]

Gate 1: Offer line

  • Who it is for and the job it does, in one sentence
  • Price band or fixed fee, what is in, what is out, and the change-order rule
  • The first deliverable a buyer receives, named
  • Owner and date for this gate

Gate 2: Named list

A launch tells specific people. If you cannot write names, you are not launching, you are posting.

  • Past clients and warm contacts who match the who-line, listed by name
  • People who do not know you yet, listed by role or company type, one source named
  • How you will reach each group (reply, intro, email, call). One method per group
  • Owner and date for this gate

Gate 3: Proof

ClaimProof you can openLabelDoes not prove
  • No invented numbers or client stories. Sourced, observed, framework, or permissioned client evidence only
  • Owner and date for this gate

Gate 4: Page

  • One URL that states the offer line. The homepage hero matches it
  • One primary call to action (CTA)
  • A person who has never seen it can say who it is for after ten seconds
  • Owner and date for this gate

Gate 5: Intake path

  • Form or reply address asks only what the first reply uses
  • Qualification fields are on the card before the first call
  • First reply window written down, with a named person who sends it
  • Customer relationship management (CRM) or sheet row exists with source, qualify date, fit, proposal date, next date, owner
  • Owner and date for this gate

Gate 6: Capacity

  • Open delivery slots counted for the next period, as a number you wrote down
  • A stop rule: when slots are full, the page and the replies say so
  • Owner and date for this gate

Gate 7: Review date

  • A calendar date for a short review, written before launch
  • The counts you will read: conversations, qualified, proposals, won. Use your own definitions
  • No target invented from nothing. First review sets the baseline
  • Three allowed decisions: hold, change one thing, or stop

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