AMA: Momentive.ai Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Product Launches
July 12 @ 10:00AM PST
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Momentive.ai Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Product Launches
Top Questions
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
As part of our GTM launch framework & process roll out, we created a GTM strategy & execution plan templates that correspond with different market launch & customer impact tiers. If you nail the GTM strategy, the plan will fall into place if you have the foundational framework. Here are some o......Read More
1100 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
When launching a new feature of an EXISTING product, it can be difficult to attribute financial metrics to a single feature launch. Here are some things to consider as KPIs for your feature launches. * Package upgrade rates or package mix. This is helpful when a new feature is launched only ......Read More
654 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
Product/feature launches are SO cross-functional and require SO much coordination, that I'd say that anything that helps you with project management and coordinating everything in one place is the most indepsensible "tool". This could be in the form of frameworks like a DACI/RACI model that h......Read More
581 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
The fundamental elements of product launches (see my answer in response to what makes a highly effective GTM strategy & plan) don't change for B2C vs B2B launches. Here are the major differences: * Your ideal customer profile, launch campaign targeting, and relevant messages * Product distr......Read More
630 Views
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What are uncommon reasons a product launch would fail or underperform?
There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
I loooove this question! A few reasons product launches may fail or underperform come to mind, all of which I've experienced personally and learned from. Let's assume for a second that you have product-market fit, meaning the product features, pricing, and messaging all resonate with target bu......Read More
646 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
For almost every feature launch, you have to evaluate the amount of market- and customer-facing activities it makes sense to do. For features that don't warrant a market launch (i.e. they aren't a differentiator, don't support a strategic partnership, or open up opportunities for new business) bu......Read More
1127 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
We JUST revamped our GTM framework & process at Momentive and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver......Read More
1347 Views
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