AMA: Bluevine Sr. Director of Customer Research, Content, and Product Marketing , Anna Wiggins on Product Launches
November 7 @ 9:00AM PT
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Altruist VP of Marketing • 2y
When considering the key elements of a successful product launch, common themes emerge: early alignment, clarity on next steps, audience definition, and strategic go-to-m...
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Altruist VP of Marketing • 2y
See my answer to the previous question on process organization. Going into the launch, you need to have a clear understanding of the target audience, their pain points, a...
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In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?
What are the key deliverables PMM provides? What gets handed off to other teams to run with and create?
Altruist VP of Marketing • 2y
I hate to use a cliche, but Product Marketing is the glue that holds everything together. We're the central point of contact, part project manager, part strategist. We cr...
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Altruist VP of Marketing • 2y
When it comes to launching a product internally, the process can vary depending on the launch's size and whether there's a sales component involved. But let's focus on th...
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Altruist VP of Marketing • 2y
Whether you need a big industry event for a successful launch really depends on what you're selling and your industry. Most of us aren't launching the next iPhone, so we ...
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What does internal communication look like leading up to a product launch? How are teams looped in?
Do teams have their respective launch lists? Is there a weekly meeting leading up to the launch?
Altruist VP of Marketing • 2y
Kick-off Meeting: Start with a comprehensive kick-off meeting involving all cross-functional stakeholders essential for executing the launch. This meeting should cover wh...
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Altruist VP of Marketing • 2y
This is a great question that often goes overlooked. In high-velocity roadmap organizations, the focus tends to be on getting a product to market and then moving on to th...
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Altruist VP of Marketing • 2y
First, the sales team needs to know what is launching and when so they can make appropriate plans to incorporate it in their sales conversations. To facilitate these conv...
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Altruist VP of Marketing • 2y
One of the most important steps is to get organizational alignment and buy-in that you need a launch discipline. Some early-stage organizations may prioritize agility and...
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If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.
Altruist VP of Marketing • 2y
While a product may technically be ready for launch, it doesn't necessarily mean it's market-ready. The key to addressing this lies in the quarterly planning process, whi...
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Altruist VP of Marketing • 2y
Creating a GTM strategy for a product with an extended beta period involves adapting to change. Begin by understanding the beta's goals and the phases involved. Instead o...
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Altruist VP of Marketing • 2y
Lack of internal alignment Lack of central GTM POC
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Altruist VP of Marketing • 2y
Absolutely, tiering product launches is crucial for optimizing their impact and resource allocation. This practice combines elements of both art and science, and several ...
1289 Views
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