AMA: Attentive Director of Product Marketing, Candice Sparks on Product Launches
July 6 @ 10:00AM PST
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Attentive Director of Product Marketing, Candice Sparks on Product Launches
Top Questions
Candice Sparks
Attentive Director of Product Marketing • July 6
For a new product or feature I always start out with a simple messaging framework (there are a ton of great ones out there for you to leverage)! At the very least, your product messaging framework should include your value proposition, target audience, and a statement about what differentiates yo......Read More
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How do you balance launch communications with an ever-changing roadmap?
i.e. managing how to re-allocate the product marketing calendar when shifts happen...say a P0 gets bumped and is now running up on another P0 OR say a P0 gets bumped and now runs up on a P2 bundle release (of which X features have been ready to go live for a few weeks and so bumping would cause even further delay)
Candice Sparks
Attentive Director of Product Marketing • July 6
That is something I think every PMM team struggles with! From an internal perspective, one thing that has really helped with this is having a tiger team of cross-functional leaders (PMM, PM, PMO, Eng, Sales) that meets bi-weekly to discuss roadmap items and any GTM launch dependencies. We use Jir......Read More
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Candice Sparks
Attentive Director of Product Marketing • July 6
Here are some of the core steps I'll take leading up to a product launch. Depending on the type of launch these may be more intensive or unnecessary. 1. Create a pre-launch brief and set up weekly/bi-weekly meetings 2. Define your stakeholders using RAPID (Recommend, Agree, Perform, Input, ......Read More
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Candice Sparks
Attentive Director of Product Marketing • July 6
This is entirely dependent on the tier level of your product launch. How you treat a tier 1 launch vs a small feature update will ultimately change how you approach your post-launch needs. For any product launch a few key activities I include in post-launch are: * Set up a post-mortem meeting t......Read More
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Candice Sparks
Attentive Director of Product Marketing • July 6
Impact means something different for every launch and these KPIs/success criteria should be defined in your product launch brief. For example, does impact mean customer adoption, customer satisfaction, press coverage, etc. At a high-level there are a few tactics you can deploy when planning fo......Read More
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Candice Sparks
Attentive Director of Product Marketing • July 6
I use a tiered framework that defines the different tactics and strategies deployed for each type of launch. I first start off by defining the type of tier by whether its a: * new product/service (differentiator or evolving our narrative) * new feature (getting us to competitive parity) * u......Read More
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