AMA: Attentive Director of Product Marketing, Candice Sparks on Product Launches
July 6 @ 10:00AM PT
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Attentive Senior Director of Product Marketing • 2y
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...
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Attentive Senior Director of Product Marketing • 2y
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 ...
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Attentive Senior Director of Product Marketing • 2y
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 p...
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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)
Attentive Senior Director of Product Marketing • 2y
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-function...
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Attentive Senior Director of Product Marketing • 2y
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. Create a pre-launch ...
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Attentive Senior Director of Product Marketing • 2y
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 ...
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