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Gray Hardell

AMA: Iterable Head of Product Marketing, Gray Hardell on Product Launches

March 19 @ 11:00AM PT

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  1. What common pitfalls have you seen derail product launches, and what practices help you avoid them?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 3mo

    Don't just solve for marketing positioning, solve for how revenue/field teams will sell it.

    One of the most common mistakes I've seen in product launches (which is usually why they lose steam after launch day) is that PMMs prioritize positioning for the announcement, not for it to be sold, adopted, or how that launch will build over time with the rest of the roadmap.

    Ask yourself: "Would I say this, out loud to a prospect or customer?" If the answer is no, then you still have work to do.

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  2. What does your post-launch operating cadence look like for monitoring, retrospectives, and iteration on messaging and assets?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 3mo

    Launch day should be considered day 1, not the finish line. This is a problem at many organizations. Everyone rallies around the singular day you put out your press release, and you assume everyone will consume it, know it, and be amazed by the months of work you and the team put into this launch, but the reality is anything but. You should have at least a two-month post-launch day plan to integrate the new capabilities into other programs, include highlights on social, and equip field teams to ...Read More

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  3. What's one thing you know now about AI product launches that you wish you knew at the start?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 3mo

    NotebookLM should be your go-to one-stop shop for your cross-functional teams to get what they need to run their workstreams. Instead of making people dig through messaging docs, PRDs, spreadsheets, etc. Just load everything into NotebookLM or create an agent of your choosing (giving it the knowledge base), and let the teams get what they need easily. It's such a massive unlock for PMMs who run regular launches, because then you add multiple NotebookLMs to a Custom Gem and create a complete Laun ...Read More

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  4. How do you manage customer trust and skepticism when launching AI features in a security-sensitive space?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 3mo

    Lead with empathy and don't oversell. We have to remember that the AI-washing that's gone on has made buyers wary of the promises of AI capabilities. Think about the associated risk that drives their fears, provide clarity on how you've thought of that concern, and give them a realistic picture of what life will be like using your capabilities.

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  5. What metrics do you use to measure the success of an AI product launch beyond pipeline?

    Gray Hardell
    Gray Hardell

    Iterable VP Product Marketing & GTM Strategy • 3mo

    Revenue. Both in terms of new business and expansion. If you only measure pipeline, you'll miss the thing the board really cares about. Remember that AI revenue is currently valued at a much higher multiple than non-AI / SaaS revenue. Additionally, you should look at competitive win rates (if this was a gap before), product mix, and multi-time users (if it's free) - this demonstrates that your AI product isn't just a thing to play around with, but that it's valuable.

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