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Madison Springgate

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

May 22 @ 11:00AM PST
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Sauce Labs Group Manager, Product Marketing, Madison Springgate on Product Launches
We will email you Madison's answers to these questions after the event in case you can't make it.
Questions must be topic related and not promotional. (250 character limit)
Top Questions
How does your product marketing team work with the product/engineering team to best understand the pipeline of product releases?
What are some unique external (customer facing) activities you include for promoting a new product?
How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?
Does that role change if your alliance/integration partner is larger/better-known than yours is?
What is your process for developing buyer personas for a new product launch?
How different is a product launch for an acquired product vs built in-house?
How do you know when a product transitions to the next stage of the product adoption lifecycle and grabs the majority market's attention?
How do you build a scalable launch process? What are the failure modes or signs of an unscalable launch process? How do you determine when (or if ever) a product launch should be delayed to match the product marketing launch schedule?
What is the end to end process you follow for an internal launch of the product? What documents / collateral would you advise for a) training internal stakeholders b) getting them excited about the launch?
How do you tier product launches across minor and major product updates?
What tactics do you use to effectively incorporate new, creative aspects into product launches that can so easily become routine and mundane?
In the SaaS world especially, I feel like it's easy for PMMs to fall into the pattern of checking off the "traditional" product launch activity boxes. This may be because of limited bandwidth and resources or restricted budget, which can ultimately keep PMMs doing the same things that have previously worked. For me, this has often stunted my creative aspirations, and led me to feel more like a project manager than a standout Product Marketer.
Can you share about a time when a product launch didn't go as expected, and what you learned from it that still influences your product launches today?
What's a good process for managing multiple launches in conjunction with an industry event with a small team (2 people)?
What tools do you utilize for conducting content audits in preparation for a relaunch?
How do you communicate these new content changes to other marketers that will be inmpacted?