AMA: Sauce Labs Group Manager, Product Marketing, Madison Springgate on Product Launches

As the PMM, we are the drivers behind the strategy of the launch. We determine the strategy but we have to heavily rely on our partners to execute it. At Sauce Labs, we’ve worked across stakeholders to develop a Launch Checklist Template that outlines every launch activity, with designated owners to ensure alignment on responsibilities. We also hold a Launch Team Interconnect bi-weekly meeting to review the launch timeline and GTM plan, ensuring everyone is on the same page and aware of their ac ...Read More

At Sauce Labs, our product marketing team owns the sizing up of each launch based on its strategic importance and business impact. Each launch is unique, and the size helps guide the level of GTM support we provide. Here’s how we break it down: Extra Large: This is a big one— super strategic with huge revenue potential and industry impact. It solves a major problem for our customers, and is an opportunity for thought leadership and press coverage.  Large: Medium revenue potential, but still impo ...Read More

This is my favorite part of product launches—finding creative ways to tell the product story! I always make sure we have at least two demos for promoting the new product. I work with my product manager and dev teams to create a technical demo that dives deep into the product specifics. I’m also a huge fan of Navattic interactive demos—they’re more high-level and highlight the core value props. Webinars are another favorite; they’re a great way to engage directly with customers about the launch. ...Read More

When you are launching a product internally, the process needs to be collaborative and (more importantly) fun! I first create a product launch brief that covers everything you need to know about the product - the positioning, GTM plan, competitive analysis, etc. This doc is shared widely across the company for everyone to review and give feedback. Aligning on this brief is key as it forms the foundation of our GTM strategy and guides the rest of our launch assets. About a month before the launch ...Read More