The GACCS Launch Brief
by Emily Kramer • Co-founder & General Partner at MKT1 / MKT1 Capital
Emily led and built marketing teams from scratch at Asana, Carta, Ticketfly, and Astro. She is a highly regarded angel investor and writer who specializes in helping early-stage B2B startups build their marketing function and go-to-market strategy.
🎙️ Episode Context
Emily Kramer demystifies the often nebulous function of marketing for product leaders and founders. She introduces concrete mental models for diagnosing growth bottlenecks, hiring the right archetypes based on business model, and establishing high-trust collaboration between Product and Marketing. The conversation shifts marketing from 'splatergy' (random tactics) to a disciplined engineering-like discipline focused on fuel and engines.
Problem It Solves
Prevents misalignment between Product and Marketing during launches and stops 'splatergy' (random marketing tactics).
Framework Overview
A structured brief format that Marketing shares with Product (and vice versa) before any creative work or launch execution begins. It forces clarity on the 'Why' and 'Who' before the 'What'.
🧠 Framework Structure
Goals: Define the specific metric imp...
Audience: Be hyper-specific about who...
Creative: Define the 'hook' or unique...
Channels: Determine specifically how ...
Stakeholders: Clearly list the DRI (D...
When to Use
Before every product launch, major content campaign, or go-to-market initiative.
Common Mistakes
Skipping the brief and going straight to drafting blog posts or designing ads, resulting in assets that don't fit the channel or audience.
Real World Example
At Asana, using this framework to ensure that a product feature launch wasn't just a feature description, but a story distributed through the right channels to the right specific user segment.
GACCS sounds more fun to say... but this is just a marketing brief that I recommend you do before you make anything big.
— Emily Kramer