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AMA: Zendesk Director of Product Marketing, Teresa Haun
on Product Launches
December 01 @ 10:00am PST

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Product Launches With Teresa Haun, Director of Product Marketing at Zendesk
Top Questions
In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?
What are the key deliverables PMM provides? What gets handed off to other teams to run with and create?
Director of Product Marketing at Zendesk
I’ve heard two terms used before to describe product marketing’s role in a launch that really resonate with me and I think accurately sum up what we do. The first is “launch captain” and the second is “momentum maker” (credit to @Marcus Andrews [https://sharebird.com/profile/marcus-andrews] for t...more
What does the Go-to-Market process look like for a global product? Does it differ vs. more regional launches?
Director of Product Marketing at Zendesk
At Zendesk, the vast majority of our functionality is global so almost every launch is a global launch. We’ve had some very specific regional launches like GDPR, certain voice partners, and messaging channels that are primarily concentrated in select regions, but those are pretty rare. When it is...more
How do you tier your launches, and what KPI's do you assign to each tier?
Director of Product Marketing at Zendesk
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage...more
Do you have a product launch template that shows what teams (and when) to incorporate into the preparation of a strategy/plan? How should I think about that?
Director of Product Marketing at Zendesk
At Zendesk, we do use a launch template that includes key workstreams and teams to engage for different tiers of launches. We use two criteria to determine the tier of a launch: business impact and market impact. For business impact, we assess how much the launch benefits existing and new custome...more
how do you treat iterative releases different than launches?
Director of Product Marketing at Zendesk
An iterative release can still count as a launch, just likely a small launch (in case you’re curious about the tiers we use at Zendesk to determine size, just talked about that on this question https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=...more
When you look at the best launches that you have done, what did you get right that made them so successful?
Director of Product Marketing at Zendesk
When I think about the most successful launches my team and I have done, they all included 1) a clear go-to-market strategy with leadership and stakeholders bought in, 2) strong communication and partnership across cross-functional teams, 3) effective sales enablement, and 4) success metrics and ...more
What are the foundational steps to develop a repeatable and scalable launch discipline?
Director of Product Marketing at Zendesk
I would suggest establishing process and structure around launches, like determining the tier and then based on the tier having a launch template with the typical activities and teams to engage. More detail in my response on this question: https://sharebird.com/ama/zendesk-director-of-product-mar...more
How do we ensure adequate demand for our product launch?
Director of Product Marketing at Zendesk
I think adequate demand for a launch comes down to ensuring all of the planned activities for the launch are actually enough to deliver what’s expected and needed for the business. Sounds like you might already have top-down targets for what the business needs to deliver on that launch, so now it...more
How do you get buy-in from regional teams for a product launch when they don't view the product that you're launching as relevant for their market?
Director of Product Marketing at Zendesk
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=mZxqPwjEr5 so sharing my answer from there here too: At Zendesk, the vast majority of our functionality is global so almost every launch is a g...more
Ask Teresa About
  • How to time a launch for greatest impact
  • How to measure your product launch results
  • What people get wrong about product launches