From market choice to campaign brief
Define the country, audience, message, channel mix and operating responsibilities in one usable GTM brief.
Choose the first market and the work behind it.
Turn separate creator, media and event proposals into one market-entry decision. Compare audience, product access, channels and costs, then approve a scope.
Choose the Market. Scope the Work.
Compare evidence of local demand with the channels, costs and delivery support needed to reach that audience.
Audience, Campaign and Delivery: Three Decisions
Decide who should act, how to reach them and what the team needs to deliver. The brief turns those decisions into a campaign your team can approve.
Audience
Who should act, and in which market? Output 1: the audience and first-action definition.
Campaign
Which channels and materials reach them? Outputs 2 and 5: the channel and cost comparison and the evidence list.
Delivery
Who delivers, approves and reports? Outputs 3, 4 and 6: the delivery plan, calendar, scope and budget.
The Six Outputs of a Market-Entry Brief
Audience and first-action definition
Define the local use case, the people it serves and the action the campaign should support.
Channel and cost comparison
Assess KOL, AMA, PR, SEO and localized content options against audience fit, quality and available costs.
Local delivery plan
Identify the country-level work and the delivery owner, materials and review process it requires.
Campaign calendar
Plan preparation, approvals, activation and follow-up around product access and team readiness.
Evidence and preparation list
Identify the source, product or specialist questions that must be resolved before publishing claims or starting outreach.
Scope and budget for approval
Specify the work, external spending, reporting and criteria for the team’s next campaign decision.
Audience & Market
01
Product, users and the country to enter
Delivery & Channels
02
Team, readiness and local channels
Launch & Review
03
Calendar, reports and the next market
What the GTM Brief Covers
Decision area
Work to define
Product & Audience
Product use case and user actionTarget audience and country
Community Relevance
Local questions and channel habitsReasons to use the product
Team & Budget
GTM scope and external spendingDecision owner and approval process
Distribution Readiness
Exchange and channel fitProduct access and launch timingListing materials and open questionsLocal support and response needs
Partner Fit
Use case, partner role and evidence
Strategic Partnerships
Required contribution and delivery roleA shared pilot or MOU objectiveCapacity, costs and open questionsFollow-up responsibilities
Product Readiness
Onboarding and documentationProduct and technical supportEscalation for user or partner issues
Local Communication
KOL, AMA, PR and SEO briefsClaims, materials and approvals
Campaign Sequence
Calendar, spending and reports
Next Market
Readiness and expansion cost
Product & Audience
Product use case and user actionTarget audience and country
Community Relevance
Local questions and channel habitsReasons to use the product
Team & Budget
GTM scope and external spendingDecision owner and approval process
Distribution Readiness
Exchange and channel fitProduct access and launch timingListing materials and open questionsLocal support and response needs
Example working scopes
01 / 02
First Launch: Choose the Campaign
Starting point: a live wallet has no local campaign. Receive the first audience definition, localized message, channel shortlist and launch calendar, with estimated costs and access requirements for client review.
FitProduct and local audience
MixChannels and campaign work
PlanBudget and delivery ownership
The starting problem
The product team supports wallet setup; creator, media and event proposals use different audiences and measures. The brief picks one first user action and the work to support it. Delivery owner in this example: the Panasia market desk.
Working outputs
- A target market and campaign objective
- A channel mix and deliverable list
- Product materials and review questions
- Delivery roles and approval responsibilities
- A draft budget and reporting plan
Choose the Market. Agree the Campaign Scope.
