AMA: Route VP of Product Marketing, Aliza Edelstein on Product Launches
September 28 @ 11:00AM PST
View AMA Answers
Route VP of Product Marketing, Aliza Edelstein on Product Launches
Top Questions
Aliza Edelstein
Route VP of Product Marketing • September 28
It’s a great question, and I answered this in part above. To elaborate on setting benchmarks, you’ll want to work with your cross-functional partners (across Product, Finance, Revenue, Marketing, etc.) to determine what historical performance is most relevant to compare success to. It’s much easi......Read More
385 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
This is a great question and I’ll share an answer, but it’s a topic I’d encourage you to discuss with your manager if you’re looking to grow from an individual contributor into a people manager role. In addition to having advanced knowledge or mastery of domain-specific skills, I look for the ......Read More
871 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
* First, I always tie it back to a company OKR. The launch should be in service of at least one of them. * Second, I typically work cross-functionally to determine the goals. * Work with the Product team to define the product usage goal: most PMs’ performance is measured by prod......Read More
420 Views
3 requests
How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?
For example: your customer need to migrate from an old API to a new one.
Aliza Edelstein
Route VP of Product Marketing • September 28
* Make it as easy as possible for your customers. Cannot emphasize enough that every decision you make should be prioritizing the customer journey and imagining how it will affect them. If it feels impossible, or as difficult as switching to a competitor, figure out how to fix it. No ma......Read More
442 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
This is a 3-part question, so I'm giving you a 3-part answer: 1) The best tools: I’m going to answer the “tools” part of your question by talking about four documents I find critical for successful launches: 1. GTM overview doc—This is a pretty detailed, dense document whose only audien......Read More
411 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
There are two great resources I highly recommend, aside from Sharebird (which contains a true wealth of guidance): 1. Reforge’s Product Marketing course 2. Product Marketing Alliance I recently took the Reforge course and got a huge amount of value from it, even though my career is over a ......Read More
491 Views
2 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?
Aliza Edelstein
Route VP of Product Marketing • September 28
One of my favorite expressions is “repetition doesn’t spoil the prayer.” Communication—or lack thereof—is the element that makes or breaks launches (or really anything in any work environment or relationship). I always err on the side of overcommunicating for launches and I’m a stickler for writt......Read More
382 Views
2 requests
How does a product launch differ depending on the size of the company?
How does a lean small startup launch look different than a product launch at a place like Loom?
Aliza Edelstein
Route VP of Product Marketing • September 28
It looks like Loom has ~250 employees (according to LinkedIn), raised a total of $203.6M in their series C in 2021 (according to Crunchbase), and was valued at $1.53B. I’m sharing this mainly for context for other readers, even though my answer to your question will be a bit indirect because the ......Read More
418 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
* General answer: Revisit how the initial launch(es) performed. Scrutinize what worked well and what didn’t. How can you leverage those learnings to improve how you plan the GTM strategy for the re-launch? * Geo-specific answer: Conduct market and customer research for that geo. If yo......Read More
400 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
* I’m going to answer your question indirectly first: Going from a single product company to a multi-product company is a big shift, not just in your business goals but also in your company’s identity. It’s important to think through how this second product changes who you are, and I st......Read More
397 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
Pre-launch: Communication is strong. Teams are hitting the milestones they’ve set.
Post-launch: Metrics are tracking positively toward the goals you set. Someone asked another question about measuring success, so check out that answer for a more in-depth response.
422 Views
2 requests
Aliza Edelstein
Route VP of Product Marketing • September 28
This is a great question. When I worked at SurveyMonkey, I worked on the launch of TechValidate after we acquired them (third-party validated customer testimonials), and when I worked at Brex, we acquired Pry (financial modeling software), so I can speak with those firsthand examples in mind. ......Read More
453 Views
2 requests
Upcoming AMA's
Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Launches
July 25 @ 10:00AM PST
Register
BILL Sr Director, Product Marketing, Kelly Kipkalov on Go-To-Market Strategy
July 23 @ 10:00AM PST
Register
Show All