AMA: BILL Head of Product Marketing - Platform Products, Charles Tsang on Product Launches

Product launches in multi-product companies sometimes require a more integrated approach compared to those in single-product companies. For companies with a single product or a narrow offering, launches are often more straightforward—primarily focused on defining the narrative for that specific product. In multi-product companies, there are instances where a product launch narrative connects the new product with existing ones. For example, customers can derive greater value by using multiple pro ...Read More

Great question. I’d zoom out and look at this in the context of how PMM should collaborate across the broader cross-functional (XF) team involved in GTM—Product, Sales, Customer Success, and Marketing. Each stakeholder plays a critical role in shaping a product launch, contributing insights that inform messaging, positioning, and GTM strategy. While each team views the launch from a different angle, their inputs help refine the overall approach. For example: Sales understands how customers talk ...Read More

I usually think about launch readiness in a few categories: Product Readiness – Is the product functional and reliable? Does it deliver on its core promise? How does the user experience and onboarding measure up? Market Readiness – Do you have product-market fit? Is competitive positioning clear? Have pricing and packaging been defined? Do you know your target buyers and users? GTM Readiness – Has Sales been enabled? Are CS and support teams prepped? Do you have acquisition and distribution chan ...Read More

I covered most of this in the question regarding balancing speed to market with ensuring the product is ready for launch. If there is not strong conviction yet on product readiness – that’s typically a good candidate for a contained small (or sometimes beta) launch. This iterative launch approach can help product and PMM squads build greater conviction in readiness for a full scale launch and be a valuable learning exercise. PMM should always work with product managers to define / understand pro ...Read More

Absolutely. I'm a big proponent of engaging with buyer and user communities as part of a GTM strategy. We often talk about getting the right message to the right customer at the right time—communities are a direct way to do that. They serve as "watering holes" where your audience naturally gathers, making it easier to reach them when they’re actively thinking about their work and exchanging ideas with peers. During my time at Visa, community-based GTM was a key part of our strategy. One of our t ...Read More