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LaShaun Williams

AMA: Observable VP, Marketing, LaShaun Williams on Release Marketing

May 9, 2023 @ 10:00AM PT

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  1. Do you have a product launch template that you use to drive product launches?

    LaShaun Williams
    LaShaun Williams

    Observable VP, Marketing | Formerly Figma, Abstract • 3y

    Yes, I do. We continue to tweak and refine it. The document serves as the single source of truth and artifact for each launch. Here's what in it:Strategy Product/feature/capability narrative: A short story that provides context into the why behind the release. Product/feature/capability overview: This is a snapshot of the what it is and why it's important. If you were giving a feature elevator pitch, this would be it. Who cares: The primary and secondary audiences in a "think, feel, do" framewor ...Read More

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  2. How do you and the PMM team communicate updates and progress on your product launch to the rest of the org? What is the format? What do you report back on? Etc.

    LaShaun Williams
    LaShaun Williams

    Observable VP, Marketing | Formerly Figma, Abstract • 3y

    We communicate updates and progress two ways. For each launch, we create a Slack channel specific to that launch and the people directly involved in decision-making and execution. Whether it is private or public depends on the culture of your organization. We also have a public marketing Slack channel where we generally keep folks in the loop on marketing efforts. We share weekly updates that can include updates and progress on product launches.

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  3. What's your favorite launch to date and why?

    LaShaun Williams
    LaShaun Williams

    Observable VP, Marketing | Formerly Figma, Abstract • 3y

    I really enjoyed launching branching and merging at Figma. It's a technical feature that is challenging to build as well as communicate to a non-developer audience. Both the product and marketing teams worked hard to simplify the complexity of the feature in experience and messaging. It was a two-part launch, public beta and GA. There was an interesting back story to share, we made hard decisions, timelines adjusted, the team rolled with the ebbs and flows, and we launched a great feature.

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  4. 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?

    LaShaun Williams
    LaShaun Williams

    Observable VP, Marketing | Formerly Figma, Abstract • 3y

    I segment communications into three audiences: Product management Project DRIs (Directly Responsible Individuals, typically marketing team members) Leadership Communication with product managers driving particular features or areas of the product occurs regularly, typically on a weekly basis. I use these meetings to remain aligned on positioning and messaging, accuracy in deliverable development, product/feature readiness, and timelines. I see this ongoing communication as foundational to the ot ...Read More

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  5. How do you transform the traditional product marketing launch process to keep up with a rapid product release cadence?

    LaShaun Williams
    LaShaun Williams

    Observable VP, Marketing | Formerly Figma, Abstract • 3y

    This is where tiering comes in handy. We adjust the depth and breadth of GTM plans based on the estimated impact of the launch. We also decouple product launches from product releases. For example, some small launches are bundled into a larger themed launch, which may happen after some of the features have been released. It's helpful to align on this approach and set expectations with your product management partners early on — they drive what is being built and PMM drives how and when it is com ...Read More

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