AMA: Snowflake Product Marketing Lead-Retail & Consumer Good, Kelly Xu on Post Product Launch Momentum

First is to recognize that launch is just the beginning and the work never stops. It’s important to get all the stakeholders aligned on this mentality across the organization, so it’s not a done-and-forget thing.  Second, you need to communicate to the market that your work and commitment have just started and there are a lot more exciting things in the works where you will bring more value to your user. It can be as straightforward as simply acknowledging that “last year we launched A and did B ...Read More

First, be prepared to sound like a broken record and repeat your messaging multiple times across different occasions, channels, and stakeholders.  Second, share wins internally. Ask reps to share how they successfully sold to their customers. This is usually best arranged by a sales leader and at a sales team call or email.  Third, publish external-facing customer stories to show the value the product can bring. Be deliberate about seeking new stories that cover new use cases, product capabiliti ...Read More

There are two major ones I’ve used over the years.  The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the launch  The second is use case adoption. There are different tools and ways to measure it but ultimately it’s usually a CRM report you can pull and analyze which use cases are being adopted, and what are customers using your product for. If it’s tied to the key use cases you promoted during the launch, and even better if there’s ...Read More

Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreement on a framework that sales can grasp and apply in their pitch. I would say that’s actually the most challenging part to get it right. Once everyone is on the same page, you can then work with the broader team to develop different materials that surface to different customers at the agreed-upon stages.  Last but not least is to ...Read More

The foundation to success is to thoroughly enable the influencer and key partners. This includes a much wider variety of topics than the product features themselves, it can be technical resources to get influencers started, building relationships between you and the partner beyond just the C level or your initial point of contact, and educating your partners on your messaging, go-to-market strategies and key use cases. Again, if that work is done properly and effectively, the network effect will ...Read More