---
title: "Launch Calendar & Campaign Planning"
description: "5-4 weeks before launch"
url: "https://www.clueso.io/cluebooks/planning-and-nailing-product-launches--launch-calendar-campaign-planning"
updated: "2026-09-11T08:57:51.361Z"
---

# Launch Calendar & Campaign Planning

5-4 weeks before launch

Master launch calendar

Channel mix strategy with success criteria

Milestone checklist

Weekly status template + go/no-go criteria

Who owns it: Product Marketing Manager

Who approves it: VP/Head of Marketing

Tools needed: Notion, Asana, [Monday.com](http://monday.com/), Google Sheets

---

## 2.1 Master Launch Timeline

What you're creating: A comprehensive calendar showing every launch activity.

Create comprehensive task list

Brain dump every activity needed:

> **Note:** Content creation (blog, social, email)

> **Note:** Asset production (videos, graphics, screenshots)

> **Note:** Website updates

> **Note:** Sales enablement

> **Note:** Customer communications

> **Note:** Internal training

> **Note:** PR/analyst outreach

> **Note:** Paid advertising setup

> **Note:** Event planning (if applicable)

Map dependencies

For each task, identify:

> **Note:** What needs to happen before this can start?

> **Note:** What's blocked by this task?

> **Note:** Who else needs to be involved?

Build your timeline using the Master Launch Tasklist

Rather than building a timeline from scratch, use the [Master Launch Tasklist](https://docs.google.com/spreadsheets/d/1emEr6WZCYLrZmY4Uw2t8Tdbtvf-oJyZdEHpL0yRsf6Y/copy) included with this cluebook. It's pre-organized by week (6 weeks before launch through ongoing) and covers every category—content, design, sales enablement, video, email, social, website, and analytics. Duplicate it, then:

> **Note:** Assign an owner to every task

> **Note:** Set deadlines based on your launch date

> **Note:** Mark dependencies between tasks

> **Note:** Identify your critical path (tasks that, if delayed, would push the launch)

Identify critical path

Highlight tasks that, if delayed, would delay launch:

> **Note:** Product readiness

> **Note:** Legal/security reviews

> **Note:** Core messaging approval

> **Note:** Website development

> **Note:** Critical content pieces

Update frequency: Daily during final 2 weeks

---

## 2.2 Channel Strategy

What you're creating: A plan for how you'll use each channel throughout the launch.

Define channel priorities

| Channel | Priority | Purpose | Key Assets | Success Metric |
| --- | --- | --- | --- | --- |
| Website | Primary | SEO, conversions | Landing page, product pages | Sign-ups, demos |
| Email | Primary | Conversion | Launch series, nurture | Open rate, CTR, conversions |
| LinkedIn | Primary | Awareness, social proof | Posts, videos, testimonials | Engagement, reach |
| Sales | Primary | Direct revenue | Demos, outreach | Deals influenced, pipeline |
| Product (in-app) | Primary | Adoption | In-app messages, tours | Feature adoption rate |
| Twitter | Secondary | Engagement | Threads, quick takes | Engagement rate |
| Paid Ads | Secondary | Demand gen | LinkedIn/Google ads | CAC, conversion rate |
| PR | Tertiary | Brand awareness | Press release, briefings | Coverage, backlinks |

---

## 2.3 Campaign Milestones

What you're creating: Key checkpoints to ensure you're on track.

Set major milestones

Each milestone maps to the chapters ahead — we'll dive deeper into the work behind each one as we go.

**Milestone 1 (6 weeks before launch): Foundation Complete** (Chapter 1)

> **Note:** Positioning, messaging, personas, and competitive positioning are locked

> **Note:** Go/No-Go Decision: Do we have strategic clarity?

**Milestone 2 (4 weeks before launch): Enablement Ready** (Chapters 3 & 4)

> **Note:** Sales materials, internal training, demo environment, and support docs are complete

> **Note:** Go/No-Go Decision: Is the team ready?

**Milestone 3 (2 weeks before launch): Content Complete** (Chapters 5, 6 & 7)

> **Note:** Email copy, social posts, videos, and website are produced and staged

> **Note:** Go/No-Go Decision: Do we have all assets?

**Milestone 4 (1 week before launch): Campaign Ready** (Chapters 6 & 7)

> **Note:** Emails scheduled, ads loaded, social queued, sales trained

> **Note:** Go/No-Go Decision: Are systems ready?

**Milestone 5 (Launch day): Launch** (Chapter 8)

> **Note:** Website live, communications sent, team activated, monitoring in place

Create weekly status template

Every Friday, report:

> **Note:** Completed this week

> **Note:** Planned for next week

> **Note:** Blockers/risks

> **Note:** Decisions needed

> **Note:** Budget status

Define go/no-go criteria

Launch only if:

> **Note:** Product is stable (< 2% error rate)

> **Note:** Core messaging approved by leadership

> **Note:** Sales team trained (100% attendance)

> **Note:** Support team ready (knowledge base complete)

> **Note:** Website tested (no critical bugs)

> **Note:** Legal/compliance sign-off received

Review frequency: Weekly

## Launch Calendar & Campaign Planning

5-4 weeks before launch

A successful launch requires military-grade coordination. This phase maps out every activity, owner, and deadline.

Map every milestone, dependency, and deliverable so nothing slips through the cracks.