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AMA: Vanta Head of Product & Brand Marketing, Sarah Scharf on Product Launches
October 27 @ 10:00AM PST
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Vanta Head of Product & Brand Marketing, Sarah Scharf on Product Launches
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
I personally feel like too much is made of the distinction between B2B and B2C. Heads of IT are people too! In either case, the messaging is paramount. As I said above, commit to “Know the user. Know the magic. Connect the two.” And be able to express that in short / shorter / shortest lines of m......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
It’s a great question. As much as you benefit from playbooks and templates, too much of the same will burn out your team and dampen your impact. I’d recommend a few things to ensure you leave some room for new ideas: * Agree to a cadence: As mentioned above, if you have a set cadence of laun......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
A rock solid messaging doc is the most indispensable tool for a product launch. I still live by the mantra that Lorraine Twohill, Google’s CMO, instills in all PMMs: “Know the user. Know the magic. Connect the two.” Understanding the desires and pain of your customer is important. And understa......Read More
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How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
What approaches have you tried, and did they work? How did you get buy in from the product team?
Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
Every organization thinks about this differently, and I’ve worked across the spectrum from a single, annual release (Android OS) to continuous release (B2C startup). So what cadence is right? If you pressed me for a single answer, I would say a quarterly release (I didn’t make this up, I just ......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
Yes, it's important to run a different playbook for major launches versus minor ones. Rather than thinking just around "product" vs "feature", I'd recommend developing a common definition for different tiers of launches. These are roughly the tiers we use: Tier 1: Expands capabilities with a d......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 28
Of course! And for the record (and in case my product team is reading this ::waves::) that is a very healthy and constructive tension. Coordinating launches is all about tradeoffs. How I would approach is: * Articulate the tradeoffs: Clearly lay out what PMM and other stakeholders could p......Read More
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