AMA: Klaviyo Director of Product Marketing, Katie Gerard on Product Launches
August 9 @ 10:00AM PT
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Workhuman Head of Product Marketing • 2y
Building out a launch process is actually fairly simple in concept. The hardest part is definitely getting cross functional alignment. This process can easily take 6 mon...
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Workhuman Head of Product Marketing • 2y
This is a great question and a super common scenario within PMM. At Klaviyo, we've played around with a lot of different launch cadences and resourcing levels for launche...
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Workhuman Head of Product Marketing • 2y
Core elements of a good feature launch include: The messaging. This should clearly define what the feature is, the value it brings, and how it's differentiated in the ma...
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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)
Workhuman Head of Product Marketing • 2y
Staying on top of the Product team can be really challenging. Project management tools like productboard can help, but there will always be last minute changes. A few way...
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Workhuman Head of Product Marketing • 2y
This will depend on your specific goals for the launch. I like to define tiers for product launches and then have a bill of materials for each tier. That makes the proces...
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Workhuman Head of Product Marketing • 2y
The biggest gaps I often see are around long term tracking of success. Many PMM's struggle to set goals for their launch day, which makes it very hard to report on succes...
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