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Twilio Director of Product Marketing
AMA: Twilio Director of Product Marketing, Lindsey Weinigon Product Launches
November 8 @ 9:00AM PST
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Twilio Director of Product Marketing, Lindsey Weinig on Product Launches
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?
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 launched with other intentions like decreasing churn or increasing revenue through other product/feature adoption. Depending on t......Read More
As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readiness stage (Pilot, Beta, GA), and launch size (T-shirt sized). First, we usually take ownership over launch activities when the p......Read More
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?
Unfortunately there are many reasons a product launch can fail or underperform: * Doesn't solve a felt problem by the target audience * Solves a problem for a different target audience * Is not differentiated enough in a competitive market * Is not priced correctly * Doesn't function as......Read More
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
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 recent launches. Then gather any process or standardization used across the product team for their launches. Ask questions like: ......Read More
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 accurate, but the retro is often overlooked. A well-run retrospective can uncover meaningful insights to both improve the recent l......Read More
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.
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 availability and the most powerful insights come directly from customers. Interviewing customers on their pain points, to validat......Read More
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