AMA: ActiveCampaign Former VP Product Marketing, Bryan Sise on Product Launches
June 2 @ 10:00AM PT
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Checkr VP of Product & Customer Marketing • 5y
It sounds like you’re in for a fun and challenging few weeks :). While they’re likely to be stressful, they might end up as some of the most memorable of your career.I wo...
1035 Views
1 request
Checkr VP of Product & Customer Marketing • 5y
For clarity, I’ll draw a distinction here between product research and product launch research.1) Product research happens before resources are committed to build the pro...
6207 Views
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Checkr VP of Product & Customer Marketing • 5y
I think the process of communicating about a launch to internal stakeholders starts with identifying the goals of the launch. As you consider launch goals and how you’ll ...
1688 Views
2 requests
What are some key ways to preserve "launch momentum" after the actual launch to get more customers to use said launched product or feature?
Looking for strategy, tactics, stakeholder training, and examples
Checkr VP of Product & Customer Marketing • 5y
I’m glad you asked this question because I’m a big proponent of “rolling thunder instead of flash in the pan” :). It’s easy to overestimate how closely customers and pros...
1460 Views
3 requests
Checkr VP of Product & Customer Marketing • 5y
Great question; it gives me a chance to describe a concept we use at ActiveCampaign called launch size. Each of our PMMs are partnered with 2-4 PMs, and they all focus on...
1133 Views
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Checkr VP of Product & Customer Marketing • 5y
Yes, my team uses a document template for what we call a Launch Guide, and what at prior companies I’ve called a GTM Plan or a Product Marketing Brief. The document tem...
3236 Views
2 requests
Checkr VP of Product & Customer Marketing • 5y
I think it’s useful to think of the PMM as the quarterback of a product launch. I’ll acknowledge that this is a thoroughly American reference :). For larger launches, as ...
1169 Views
3 requests
Checkr VP of Product & Customer Marketing • 5y
Using launch messaging that over-focuses on the nuts and bolts of the product itself, instead of using the launch opportunity to highlight the broader value of the produc...
2245 Views
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Checkr VP of Product & Customer Marketing • 5y
Really early :). When the release is just a twinkle in the PM’s eye :). The way to do this is to set up a formal PMM:PMM partnering system where each individual PM is par...
966 Views
1 request
How do you balance product development's desire to quickly ship products with marketing's desire to tell a compelling story/narrative? Have you had to influence release planning in order to have a more compelling narrative come launch time?
At times, waiting to announce a feature or product can lead to a much more impactful product launch. This can require patience on the organization's part. Think rolling releases vs. batched releases.
Checkr VP of Product & Customer Marketing • 5y
Great question. That’s a tension that comes up in a lot of organizations. I’ll start with what you don’t want to do :). You don’t want to slow down product velocity. You ...
883 Views
1 request