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Nikhil Gangaraju

AMA: Amplitude Product Marketing Director, Nikhil Gangaraju on Tier1 Product Launches

October 16, 2024 @ 9:00AM PT

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  • How Amplitude Product Marketing develop Tier 1 Launch Plans How Amplitude Product Marketing develop Tier 1 Launch Plans by Amplitude Product Marketing Team

  1. What metrics do you track to measure the success of a product launch, and how do you set-up processes to respond to the early market feedback?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    The types of metrics you would measure are quite subjective to the Go-To-Market strategy for your business.For example if your business goal is to drive distribution and new signups your would consider things like new activations, org retention, as well as weekly account usage and key moments On the other hand if your launch is tied to driving things like product led monetization or upsells, than you want to look at things like upsells, ACVs and time to complete trialsFinally if you are primaril ...Read More

    1,313 Views
    3 requests

  2. What do you use for internal Product Launch Process Alignment?

    I am looking for a framework to use internally with executive stakeholders to align on a product launch process. Does anyone have a framework they have used successfully?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    We have a pretty detailed NPI framework that breaks down the Product, Ops, GTM, Sales deliverables that are impacted across a tiered system of launches Tier 1 - New product that will represents significant customer and/or GTM-facing impact. This product enables us to access new markets or substantially impacts our company/product portfolio positioning. Product may be complex and requires an end-to-end GTM motion. Tier 2 - A large product or feature that is highly visible to customers and/or GTM. ...Read More

    1,405 Views
    1 request

  3. What tools do you utilize for conducting content audits in preparation for a relaunch?

    How do you communicate these new content changes to other marketers that will be inmpacted?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    The defacto tool we use for most audits are still spreadsheets ( google spreadsheets ) since they are soo versatile :) We do have a template that we can replicate across each tab that represents Go-To-Market functions such as Marketing, Pre-sales, Enablement, Professional Services, Support docs, Education

    The template simply consists of:
    -Asset

    -Priority
    -Owner
    -Status

    -URL
    -Notes

    10,728 Views
    3 requests

  4. Could you walk us through your most successful product or feature launch?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    Recently we launched a new vision for digital analytics called Amplitude Made Easy: https://amplitude.com/easyThis launch was an opportunity to showcase the future of the Analytics, once that's easy to get started, easy to use and easy to scale with our platform This update is not just a few features:  Our product, design and engineering teams have spent the past year completely re-imagining  the Amplitude experience from setup -> to insights -> and actionA key set of distribution channels ...Read More

    2,510 Views
    2 requests

  5. Would a product launch that is added new features be considered at the late stage of the product growth cycle?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    If the goal is to continue the product lifecycle to new innovation and not sunset the product, then yes, we would absolutely consider a product launch late in the growth lifecycle. However if the product growth cycle is nearing its end then I think a likely approach is to start thinking about a product "sunset" or end-of-life comms

    1,029 Views
    1 request

  6. How to prepare the sales team to handle any negative feedback or issues that may arise post-launch?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    I think its fair to assume that initial product feedback may sometimes be mixed. so It is important to capture as much of it as early as possible. At Amplitude we use a variety of different channels to begin with-We have product feedback submissions that can be submitted on behalf of the customer by sales or customer success which we track in our PD operations via product board-We have internal channels dedicated to product pillars consisting of a Swarm of experts PD+Design+Eng that can triage a ...Read More

    1,522 Views
    2 requests

  7. What is the ideal number of people that should be a part of a beta launch group, and why?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    This really depends on a number of factors i.e.
    -Ability to support beta customers
    -Engineering capacity to scale
    -Commercial limitations

    These are just to name a few. At the end of the day, the more beta customers you have the better, since that results in more feedback, more early product-market fit and more validation. However, the limits on GTM being able to sustain are often a key factor

    1,405 Views
    2 requests

  8. What tactics help you get potential clients to attend your product launch events?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    Never underestimate the power of influencers and your broader community, both can have a massive reach into audiences that really care about your product. In our most recent launch, we actually partnered with a number of key influencers to product user generated content ( UGC ) in the form of expert dashboard templates this drove a lot of early buzz and interest as well as folks signing up to learn more from our virtual launch events. https://amplitude.com/easyAdditonally, product hunt has alway ...Read More

    1,238 Views
    2 requests

  9. What inputs and outputs do you factor-in as the outcome of a feature or a product launch? Where do you seek additional feedback on these from?

    Nikhil Gangaraju
    Nikhil Gangaraju

    Amplitude Product Marketing Director • 1y

    When looking at inputs and outputs for a product launch a great framework to use is the jellyfish framework as described here: https://www.linkedin.com/posts/marcusandrews_introducing-the-jellyfish-product-marketing-activity-6932687338091278336-EeGsEffectively your inputs are all focused around the market, cutomers and 1st party data Market trends ICP Jobs to be done Competitive vendor intel Customer Feedback Product DataThese inputs can be used to frame the positioning for your launch i.e the s ...Read More

    1,267 Views
    2 requests