AMA: Twilio Director of Product Marketing, Lindsey Weinig on Product Launches
November 8 @ 9:00AM PT
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How do you measure the success of a product launch, and what key performance indicators (KPIs) do you track?
How do you roll reporting this up to the leadership team?
Twilio Director of Product Marketing • 2y
Best case, I partner with the product team to define the core KPI(s) for a product launch. Often product adoption is the goal of the launch, but sometimes a product is la...
4226 Views
1 request
Twilio Director of Product Marketing • 2y
As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readines...
2230 Views
1 request
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?
Twilio Director of Product Marketing • 2y
Unfortunately there are many reasons a product launch can fail or underperform: Doesn't solve a felt problem by the target audienceSolves a problem for a different target...
1526 Views
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How would you go about setting up a blueprint for product launches at a start-up when I’m the first PMM hire and product launches have been managed the product team so far (and were pretty chaotic due to a lack of framework and resources)?
Start-up has around 80 employees and in the FinTech industry focusing on the DACH market
Twilio Director of Product Marketing • 2y
My number 1 recommendation is documentation. First, identify your key stakeholders across product, marketing and sales and document what is working and what isn't in rece...
1558 Views
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Twilio Director of Product Marketing • 2y
For a launch of any significant size, the most valuable action on my checklist is a post-launch retro. You will always want to measure KPIs and ensure positioning is accu...
1882 Views
2 requests
Have you ever been part of a launch where the eng/product team brought in product marketers or customers after work has kicked off (but before launch) and influenced feature development? What was that like?
Sometimes when product kicks off work they have assumptions about how people think about certain features. Marketing, support, and even customers can come to the table with real stories that may invalidate the assumptions product had early on in the feature dev process.
Twilio Director of Product Marketing • 2y
Product Marketing can often bring in the voice of the customer to influence in the development process. I've been involved in product launches from ideation to general av...
1349 Views
1 request