AMA: Vanta Head of Product & Brand Marketing, Sarah Scharf on Product Launches
October 27 @ 10:00AM PT
View AMA Answers
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?
Vanta VP of Product and Corporate Marketing • 3y
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 ...
3354 Views
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Vanta VP of Product and Corporate Marketing • 3y
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 ...
9972 Views
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Vanta VP of Product and Corporate Marketing • 3y
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 thing...
586 Views
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Vanta VP of Product and Corporate Marketing • 3y
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...
812 Views
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Vanta VP of Product and Corporate Marketing • 3y
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, ...
1167 Views
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Vanta VP of Product and Corporate Marketing • 3y
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: “Kn...
497 Views
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