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Go-to-Market Launch Plan

Growth & Marketing

What it tests

Cross-functional thinking and ability to own a full GTM motion — from positioning to activation to measurement

Format

  1. 1Candidate receives a product launch brief: a real or fictional new feature, target segment, and launch date 6 weeks away
  2. 2They produce a full GTM plan covering: positioning and messaging, launch channels and sequencing, success metrics, and a risk log
  3. 3Deliverable is a written document (not a deck) submitted within 48 hours
  4. 4Panel review: 30-minute presentation to growth lead + marketing + PM, followed by 15 minutes of hard questions about tradeoffs and cut decisions

What to look for

  • Does positioning start with user pain — or with feature capabilities? Feature-led messaging is a red flag.
  • Is the channel mix realistic for the timeline and team size, or are they assuming unlimited resources?
  • Are the success metrics specific and owned — or vanity metrics that can't be tied back to a decision?
  • In the panel, do they make crisp tradeoff calls under pressure, or get defensive about every choice?

Adaptation guide

Use an actual upcoming launch at your company for maximum realism. Seal the specific feature details behind an NDA and provide a sanitized version of the brief if needed.

Full description

Format:

  1. Candidate receives a product launch brief: a real or fictional new feature, target segment, and launch date 6 weeks away
  2. They produce a full GTM plan covering: positioning and messaging, launch channels and sequencing, success metrics, and a risk log
  3. Deliverable is a written document (not a deck) submitted within 48 hours
  4. Panel review: 30-minute presentation to growth lead + marketing + PM, followed by 15 minutes of hard questions about tradeoffs and cut decisions

Time: 3–4 hours (take-home)

What to look for:

  • Does positioning start with user pain — or with feature capabilities? Feature-led messaging is a red flag.
  • Is the channel mix realistic for the timeline and team size, or are they assuming unlimited resources?
  • Are the success metrics specific and owned — or vanity metrics that can't be tied back to a decision?
  • In the panel, do they make crisp tradeoff calls under pressure, or get defensive about every choice?

Adaptation: Use an actual upcoming launch at your company for maximum realism. Seal the specific feature details behind an NDA and provide a sanitized version of the brief if needed.