1. Presentation Title Goes Here
Insert Version Number Here
Go-to-Market and Launch Planning Guide
Citrix Service Provider Program
© 2007 Citrix Systems, Inc.—All rights reserved.

2. For informational purposes only
The goal of the Go-to-Market and Launch Planning Guide is to:
This guide includes a go-to-market and launch plan template that you can use when building your launch strategy. This guide should be used in conjunction with the Messaging and Positioning Guide, Product Launch Tracking Guide Planning and the Defining Your Hosted Services Offering Guide.
This guide represent the commitments from the Product, Marketing, Sales, Support and Operations teams to deliver the required readiness and awareness activities for a successful product introduction.
This guide is intended to provide guidance, not a set format that must be rigidly followed
Owners can use this at their own discretion and supplement with additional information as need.

3. Need Help? CSP@Citrix.com
For any questions about the CSP program, simply

4. Launch Overview Name: Sourced from the Messaging and Positioning Guide
Key Dates:
Positioning:
Packaging and Pricing:
Key Partnerships:
Sales Strategy:
Announcement and Marketing Strategy
Training Strategy :

5. Internal Milestone or Event
Sample Key Milestones
2014
2015
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Milestones
Readiness Milestones
Project Commit
Tech Preview
Pilot
Public Launch
Internal Milestone or Event
Business Strategy
Technical
Go-to-Market Plan
Sales Enablement and Execution

6. Naming, Pricing and Packaging
Detailed information on naming, pricing and packing of your solution.
Include any early release efforts (Pilots, Beta Programs)

7. Sales Strategy
Summarize the sales strategy for selling your hosted services
Describe role and contribution of your teams that are expected to drive sales:
Inside sales, Named account teams, Sales specialists, Systems engineers (SEs), etc.
Include…
Timing of sales efforts by area or geo
Sales and technical training requirements
Overview of required sales tools
Sales quota planning and strategy

8. Risk Mitigation Table Category Description Status Owner
Mitigation Plan
Dependencies
ETA
Technical 
Business
Marketing

9. Messaging & Positioning

10. Simple Position Statement1
Benefit 1
Sourced from the Messaging and Positioning Guide 2
Benefit 2 3
Benefit 3

11. Sourced from the Messaging and Positioning Guide
Strategic Features 1
Feature 1 2
Feature 2
Sourced from the Messaging and Positioning Guide 3
Feature 3
These are the approved strategic features for your solution and should be sourced from the Messaging and Positioning Guide or your own internal messaging guide. 4
Feature 4 5
Feature 5

12. Business Buyer
Key Messages A B C
Benefits

13. Technical Buyer
Key Messages A B C
Benefits

14. Launch Plan

15. Sample Go-to-Market Work Stream
2014
2015
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Milestones
Go-to-Market Milestones
Activities
Project Commit
Tech Preview
Pilot
Public Launch
Internal Milestone or Event
MSD &
G2M Plan Complete
All Launch Deliverables Complete
Core Sales Tools Complete
Core Customer Tools Complete
Marketing Preparation
Messaging
Marketing and launch plan
PR/AR Plan
Content development
Sales and customer tools
Website
Launch
Live launch event
Social media
Press Release
AR/PR/IA Briefings
Pilot Program
Internal training
Customer references
Feedback loop

16. Core Marketing Deliverables
Customer
Customer Presentation
Sourced from MSD
Product Brochure
Product Datasheet
Product Video
TBD
Customer Demo
Sales
Selling & Positioning PPT
Templates provided
Sales Reference Card
Template provided
Pricing Guide
FAQ
Demo Guide/Script
Launch
Launch Event
Press Release
IA/AR/PR Strategy
Social Media Strategy
Customer Newsletter
Website Go-Live
Messaging
MSD Guide

17. Sales Readiness Plan Audience Readiness Goals Planned Activities
Sample Data Provided
Audience
Readiness Goals
Planned Activities
Inside Sales Team
Train sale organization on how to sell our hosted desktop solution
Ability to being engaging with customers by X
Introduction webinar
Live, full day training
Channel Sales Team
Train channel organization on how to sell our hosted desktop solution

18. Support Readiness Plan
Sample Data Provided
Audience
Readiness Goals
Planned Activities
Technical Support Team
Train support organization to handle all level 1-2 technical support calls.
Introduction webinar
2 days of hands on training and troubleshooting
Training videos, knowledge bases and troubleshooting guide

19. Operations Readiness Plan
Audience
Readiness Goals
Planned Activities
Operations team

20. Need Help? CSP@Citrix.com
For any questions about the CSP program, simply