Tips for all teams: Manage a GTM launch in Jira

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👋 G’day Atlassian community! We’re back with another post in our “Tips for all teams” series where we spotlight how all teams can benefit from Jira. Over the next few months, the Atlassian team will start to share posts spotlighting different use cases — along with how Jira can support them.

🔎 We’ll be exploring a variety of personas and use cases paired with quick, helpful tips to inspire new ways of using Jira that you may not have considered before. Provide feedback, give additional tips, or even share your own Jira stories in the comments below – we highly value your feedback.

✨ Explore other use cases:

• Work Intake
• Content Creation

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You're about to ship a brilliant product. What happens next?

Building and releasing something new is a big milestone, but getting it to market is just as important. That’s where a go-to-market (GTM) plan comes in. GTMs helps teams like product, engineering, marketing, and sales stay in sync on what’s launching and when. It also lays out how everything will come together – from messaging and pricing, to enablement and promotion. When done right, a great GTM turns a development-owned product launch into a coordinated company-wide effort.

GTM plans are critical, but pulling them off isn’t always easy. They require input and coordination from many different teams (ex. Engineering vs Marketing vs Sales), with each working toward their own goals and timelines. Without a clear, shared view of the broader launch plan, teams often run into problems like:

• Conflicting messages about the launch

• Unclear timelines

• Confusion around ownership

This is where Jira can help. ⭐️ With Jira, teams can gather in one single place to organize launch plans, manage work, and keep everyone in the loop. When all teams plan and track their GTM work in the same place, it becomes crystal clear what’s happening, who’s doing what, and how things are tracking – so that the launch stays on course, from start to finish.

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🎥 Let's see it in action

Imagine you’re a product marketing manager leading GTM for a new product launch. You’re responsible for driving alignment across multiple teams, keeping timelines on track, and making sure the launch is successful.

Your product and engineering counterparts are already tracking development work in Jira, and to pull off a successful (and timely) GTM, you’ll also need to closely coordinate with teams like sales, creative, and marketing.

Tactically, your GTM responsibilities include:

• Developing messaging and positioning

• Creating creative assets like one-pagers and demo videos

• Enabling internal teams like sales and support

• Launching coordinated campaigns across email, web, and social

In order to stay closely aligned with your product counterparts, you decide to plan, track, launch, and report on your GTM efforts in Jira.

Here’s how that might look like:

1. Create a GTM strategy proposal in Confluence. Every successful GTM starts with a clear strategy. By clearly brainstorming, defining, and documenting your GTM launch goals, key channels, tactics, and success metrics on Confluence, it makes it easier for you to share your proposal, gather feedback, and ensure everyone is aligned.

2. Build your GTM project plan in Jira. Once your GTM proposal is signed off and approved, you can move into execution by mapping out work in Jira. Some capabilities include:

• Jira work item creation (in Confluence): Easily create Jira tasks directly from your GTM strategy page in Confluence. Powered by AI, Rovo analyzes your document and creates Jira work items based on your strategy.

• Views: Plan and track your launch from multiple angles using Jira’s List, Board, Timeline, or Calendar views. Easily manage tasks, milestones, and team assignments as work progresses.

• Work hierarchies: Link tasks to larger initiatives using parent-child relationships. Jira’s work item structure helps you see how individual deliverables contribute to bigger campaigns, keeping your GTM plan organized and on track.

• Custom workflows: Tailor how you want your GTM’s pieces of work (campaigns, assets, and deliverables) to be tracked, incorporating your own review steps, approvals, and automated task assignments.

3. Track cross-team milestones and dependencies. Manage complex launches across multiple teams' work with a single, unified roadmap.

• Jira Plans: Navigate multiple Jira projects so you can view multiple teams' work in one view. Some capabilities include:

  • Dependency mapping: Link related work across teams projects to catch blockers and understand how delays in one area affect others.

  • Cross-project release: Track key milestones across multiple projects with a single release marker – like linking an engineering release to a coordinated marketing launch.

• Shared release dates: Keep marketing efforts aligned with product timelines. When a product release date shifts, updates are reflected automatically in the marketing team’s calendar view.

4. Align GTM work to company goals. Use Atlassian’s Goals feature to connect your GTM plan to business objectives. Share updates, report post-launch performance, and keep stakeholders and leaders informed – all in one place.

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🔑 Key benefits of using Jira for GTM planning & launch

• Stay aligned, minus the meetings: Get real-time visibility into milestones, blockers, and progress – so you can keep everyone on the same page.

• Move faster with less friction: Automate reviews, handoffs, and updates – so work moves forward without constant check-ins.

• Spend less time managing, more time marketing: Free up time to focus on strategy, messaging, and driving adoption – so you can do more of the marketing work that matters.

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 🚀 Preparing for your next launch?

Start by checking out these GTM templates and explore how its features can help you and your team bring more structure into your GTM planning and execution:

• Confluence Product Launch Template

• Jira GTM Template

Have questions, tips, or a GTM success story? Drop them in the comments – we’d love to hear how your team uses Jira for GTM!

[Stuart Capel - London]

Thanks @Shelley Wang this really helpful. Is it possible to access the Vitafleet Confluence page to read through the example GTM strategy?