Cameron Stubbs • Feb 2026 • 10 min read
Start with the commercial objective
A launch plan should be built around the business outcome that matters most, not around a generic campaign template.
That objective determines what channels, proof, and content actually make sense.
Sequence channels deliberately
Owned, earned, creator, and community channels should work in sequence rather than fire randomly at the same time.
Good GTM work reduces overlap waste and improves conversion quality.