AMA: Airtable Senior Director, Portfolio & Engagement Product Marketing, Christy Roach on Product Launches
December 9 @ 10:00AM PT
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AssemblyAI CMO • 4y
Enablement is one of the most critical and often most difficult parts of the launch. The key to remember is that, usually, the product launch is just part of the overall ...
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AssemblyAI CMO • 4y
This is something I deal with a lot. Often, for a large launch, you’ve got multiple product components that you’re bringing together for one big moment. I find that launc...
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AssemblyAI CMO • 4y
Your GTM strategy for a launch starts by determining the audience and “tier” of your launch. I use a framework that has 4 different tiers: Tier 1: Large, newsworthy upda...
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AssemblyAI CMO • 4y
I count these as “Tier 3” launches which I define as: Relatively small product updates that a subset of your current customer base will care about deeply. You are spot-on...
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AssemblyAI CMO • 4y
If you take one thing away from this AMA, it’s that you need a source of truth for your launch activities. Please don’t run a launch without one, I’m begging you. Unsurpr...
1306 Views
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AssemblyAI CMO • 4y
This is one of those times that PMM’s role as a “connector” shines most brightly. There are so many teams involved in a launch, and usually, they have differences in thei...
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AssemblyAI CMO • 4y
This totally depends on the product. Some launches are meant to grow top of funnel signups, others drive expansion with your current customer base, others reduce churn or...
718 Views
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AssemblyAI CMO • 4y
I think more than anything, the things we got right were the fundamentals: Product need: We were launching a product that truly solved customers’ needs. We were crystal ...
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AssemblyAI CMO • 4y
Every single launch, even the ones that made me crazy, taught me something valuable. As I’ve gotten more senior, I’ve done less of the launch coordination but I still get...
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What process have you taken to enable your sales team to demo a new version of a feature while it's in Beta?
- At what point did you allow them to start demoing? X weeks prior to GA?
- What training was necessary prior to making the change? Workramp, etc.
- When did you make it mandatory for Sales to only demo the new version?
- Were there any concerns that the feature might be sold as one thing, then the final product might look slightly different?
AssemblyAI CMO • 4y
This can be really hard to manage! Like everything, it really depends on the feature and product readiness. I’ve often done this is in a few stages: Early product develo...
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