GTM Launch Scoring — Reference Guide
Rate each of the four dimensions from 1 to 4; the ratings add up to a score out of 16. This rubric is a basic example: adapt the levels and tiers to your own launch process.
Purely backend. No user-visible change — performance, infra, or data pipeline work.
Label, copy, tooltip, or calculation update, or a small addition such as a new button or export on an existing screen. Users may notice; most won't without being told.
An existing feature, screen or workflow changes noticeably. Users will remark on it.
Entirely new tool, screen, workflow, or interaction pattern. Users need to discover and adopt it.
Edge case, bug fix, or niche workflow. Doesn't change how users engage.
Some current users may utilize. Unlikely to draw anyone new to the product.
Worth proactively telling all existing users about. Could deepen engagement or retention.
Expected to expand who uses this feature or the feature's overall product area.
Too minor to impact win rate or competitive edge. Won't come up in competitive conversations.
Matches what key competitors offer or removes an objection. Rarely the deciding factor in a deal.
Distinct story that meaningfully improves win rate in deals where you were previously losing. GTM should know how to use it.
Few or no competitors have this. Expected to unlock new segments, reverse losses, or be frequently cited as the reason you won.
Help-center update, release notes, product announcement sufficient. No demo, training, or messaging changes required.
Impacts value story and demo slightly. Minor updates to existing enablement but no live field time required. Covered in your regular internal update.
Need live time with some GTM segments. Feature impacts positioning/value or there's pricing nuance. Requires your enablement lead time (for example N weeks).
Typical of larger launches. Requires your launch training, messaging updates, and a full demo environment and script. All GTM functions and leadership aligned.