AMA: Gong Former Vice President Product Marketing, Julien Sauvage on Product Launches
September 8 @ 10:00AM PT
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Clari VP, Brand, Content and Product Marketing • 4y
You have to have a pretty streamlined process. It should be starting about three, four months ahead before launch day, and probably have three, two, five key milestones u...
982 Views
2 requests
Clari VP, Brand, Content and Product Marketing • 4y
We product marketers all have PTSD from product launches that didn't go as planned! So let’s talk about a few common pitfalls. The biggest one is probably the lack of exe...
515 Views
3 requests
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
Clari VP, Brand, Content and Product Marketing • 4y
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this...
723 Views
5 requests
Clari VP, Brand, Content and Product Marketing • 4y
I'm so glad you asked because I feel like enablement is often enough an afterthought for product launches. Never to be underestimated. Sales teams really need to have a s...
669 Views
5 requests
Clari VP, Brand, Content and Product Marketing • 4y
Measuring the success of your launch is a fascinating topic, and no easy task. You can think of 5 dimensions of success: global impact, digital impact, revenue impact, em...
1248 Views
11 requests
Clari VP, Brand, Content and Product Marketing • 4y
In my playbook there are 8 steps to a successful product launch: Identify the key stakeholders Outline the deliverables and set the dates and the measures Define your me...
2197 Views
3 requests
Clari VP, Brand, Content and Product Marketing • 4y
We talked a lot about that in another question on this AMA - teams like PMM, product management, content, sales enablement, customer marketing, events, demand gen, and th...
1071 Views
1 request
Clari VP, Brand, Content and Product Marketing • 4y
Not every launch can be treated equally! There's only so much attention that you will get from your reps, internal stakeholders and external audience. You have to priori...
440 Views
2 requests
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Clari VP, Brand, Content and Product Marketing • 4y
By design, major launches are global and they rely on the general availability of the product. I would treat the regional launches as tier two or three launches. And I sp...
773 Views
2 requests
How do you refine your messaging and get the latest one adopted even after launch?
Often time when the launch goes general announcement (GA), everything seems finish. But obviously, launch is a series of events around a theme and it can last long after GA, especially in terms of messaging refining. But how do we keep the go-to-market team engaged to adopt it after launch?
Clari VP, Brand, Content and Product Marketing • 4y
It starts with a super close collaboration between PMM and PM. Then I'm a big fan of using existing frameworks and templates like messaging & positioning documents, e...
914 Views
3 requests
Clari VP, Brand, Content and Product Marketing • 4y
It all starts with a unique point of view. So you need to have a strong messaging for every persona - across decision makers, business users, technical users, ecosystem, ...
324 Views
2 requests
How would you set goals and marketing budget for the first product launch of a product-led growth, B2B SaaS company coming out of stealth when you were the first marketer?
The company already has some paid customers from beta and good funding.
Clari VP, Brand, Content and Product Marketing • 4y
Your first product launch is going to be a special one! I believe it will be maybe a little more than just about the product. It’ll be about the company. Use the opportu...
956 Views
2 requests
Clari VP, Brand, Content and Product Marketing • 4y
I see Pricing and Packaging as both a science and an art. What do I mean by that? It’s a science in the sense that you have to run a lot of business simulations and crunc...
1349 Views
6 requests
Clari VP, Brand, Content and Product Marketing • 4y
Launch isn’t just about market awareness, pipe and ARR/ revenue, it’s also about product adoption - MAU, WAU, DAU, product page views, clicks, etc. To optimize your post-...
1137 Views
3 requests
Clari VP, Brand, Content and Product Marketing • 4y
There's always a way :) But if that's the case, you have a great probablem. Why not separate and do two launch moments? Keep the drumbeat and make it easy by sticking to...
856 Views
2 requests