LUMEN
Launch Playbook
Launch Playbook

Launch it
right.

Positioning, messaging, and the motion.

3
Audiences
6 wk
Headline metric
GTM team
Prepared for
01 / 20
The problem

Great products launch to silence — because the story was an afterthought, not the plan.

product marketing teams feel it every week: the status quo scales cost, not outcomes. There is no clean upgrade path — only rip-and-replace.

02 / 20
Market
01
3
Audiences
02
12
Assets
03
6 wk
Runway

Bottom-up, the reachable market clears a nine-figure ceiling before expansion.

03 / 20
[ FULL-BLEED · product marketing hero image ]

One
narrative.

04 / 20
How it works
STEP 01
Connect
Map the whole product marketing surface in under an hour. No migration.
→
STEP 02
LUMEN core
Golden paths become policy, enforced at runtime.
→
STEP 03
Deliver
Teams self-serve safely with audit and rollback for free.
05 / 20
The product

One surface your whole gtm team lives in.

01
Live graph
Every dependency, owner, and cost in real time.
02
Policy-as-code
Guardrails that block bad changes automatically.
03
Attribution
Every dollar tied to a team and a decision.
[ product UI screenshot ]
06 / 20
Traction

Audiences, last 8 quarters

6 wk
+229% YoY
25
50
75
100
179
226
305
389
477
626
767
940
Q3·24Q4·24Q1·25Q2·25Q3·25Q4·25Q1·26Q2·26
07 / 20
Why now

Three forces converging

01
01

Demand

product marketing budgets are shifting from headcount to platform.

02
02

Technology

The primitives finally exist to do this at the edge.

03
03

Distribution

A bottom-up motion the incumbents can’t run.

08 / 20
Adoption

Active accounts

M1M3M6M9M12M15M18
actualguide
09 / 20
Landscape
LUMEN
Legacy A
Point tool B
DIY
Breadth → ↑ Depth
10 / 20
Two
Part Two

The plan.

Channels, assets, and the timeline.

11 / 20
Detail

Unit economics

This yearLast yearYoY
Revenue940626+56%
Gross margin78%71%+7 pts
Net retention134%119%+15 pts
Payback11 mo17 mo−6 mo
12 / 20
Where it goes

Use of funds

01
Engineering & product53%
02
Go-to-market24%
03
Operations & reserve23%
13 / 20
Cohorts

Retention by cohort

M0
M3
M6
M9
M12
Jan
100
88
79
72
68
Apr
100
90
82
76
—
Jul
100
91
85
—
—
Oct
100
93
—
—
—
LOWHIGH
14 / 20
Roadmap

The next 18 months

Now → Q2
Land
Own the product marketing beachhead with a self-serve motion.
Q3 → Q4
Expand
Enterprise controls, SSO, and the partner program.
2027
Platform
Open the API and the marketplace.
15 / 20
“
In their words

“The clearest launch plan we’ve ever run.”

GTM team
Internal
16 / 20
Revenue mix

Where the money comes from

0100%
53%
24%
23%
Platform 53%
Services 24%
Marketplace 23%
17 / 20
Team

Built by operators

[ photo ]
GTM team
Co-founder & CEO
[ photo ]
A. Rivera
Co-founder & CTO
[ photo ]
M. Osei
VP Product
[ photo ]
L. Chen
VP Revenue
18 / 20
In one number
6 wk

from kickoff to launch, with every asset mapped to a moment.

19 / 20
LUMEN

Launch it right.

gtm.lumen.internal
[ QR ]
20 / 20