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Product Launches

When you think about product launch, what post-launch activities are mission critical?

3 Answers

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More

1104 Views

What are the key areas that are important but often overlooked in a product launch/go to market? Why do you think these areas don't get the attention that it warrants?

4 Answers

Vanessa Thompson

Twilio Vice President Product Marketing • April 22

Making it memorable. One of the most memorable launches that I remember wasn't even one that my team did. It was one of our other awesome PMMs. We were launching our new CLI (Command Line Interface). If you have ever seen a developer coding, to the uninitiated, it looks like a black screen with a......Read More

1888 Views

What is the best way to choose/prioritize channels for a product launch?

3 Answers

Priya Kotak

Figma Product Marketing • February 24

This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: 1. Will this feature drive new user acquisition or adoption within our ......Read More

864 Views

How do you measure success when launching a second product? Are you focused on current customer adoption or new customer adoption?

2 Answers

Priya Kotak

Figma Product Marketing • February 24

Measuring success starts with defining what success looks like. This is most successful when it’s a cross-functional effort, and teams across the organization are bought in. Ahead of launch you should align on a metric. This will differ from product to product. You need to figure out what metric......Read More

654 Views

How do you evaluate your launch messaging when launching into a crowded market?

If you have a multi-pronged value prop

1 Answer

Sean Lauer

MURAL Former Senior Director, Product Marketing • August 24

When entering a competitive market, it's crucial to carefully evaluate your launch messaging to ensure maximum impact. There are three key factors to consider: 1. Clarity and relevance - your message must be clear and address the primary pain points of your target audience. Avoid jargon a......Read More

415 Views

How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?

Any tips for setting expectations and not losing team’s trust while ensuring we have a timeline to work towards?

6 Answers

Priya Patel

TripActions Vice President, Product Marketing • March 16

I've never worked anywhere where releases don't get delayed - delays happen. The best you can do is to stay in as close communication with your key stakeholders as possible - informing them of updates in real-time. You won't lose trust with your team if you're open and honest: put a stake in the ......Read More

810 Views

What are the core elements of every good feature launch?

3 Answers

Christine Sotelo-Dag

ThoughtSpot Director of Product Marketing & Customer Marketing • February 25

On average our PMMs sync with their PM counterparts on a weekly cadence. At Intercom the ratio of PMM to PM is usually 1:4. Quarterly meetings include roadmap review sessions (2-3), usually a few weeks ahead of the following quarter. Annually PMMs are feeding into the product's winning strategy......Read More

869 Views

How do you build out a launch process where one didn't exist before?

1 Answer

Katie Gerard

Klaviyo Director of Product Marketing • August 10

Building out a launch process is actually fairly simple in concept. The hardest part is definitely getting cross functional alignment. This process can easily take 6 months in a larger organization, but I recommend being quick and scrappy and then iterating. The steps I take: * Understand what'......Read More

620 Views

How do you balance launch communications with an ever-changing roadmap?

i.e. managing how to re-allocate the product marketing calendar when shifts happen...say a P0 gets bumped and is now running up on another P0 OR say a P0 gets bumped and now runs up on a P2 bundle release (of which X features have been ready to go live for a few weeks and so bumping would cause even further delay)

4 Answers

Priya Patel

TripActions Vice President, Product Marketing • March 17

At fast-moving startups, the product roadmap is often fluid. When you're facing a decision about whether to push out a launch or even deprioritize a launch, let the customer be your guide. Think about what features and capabilities they care about most, and prioritize your launches based on this.......Read More

600 Views

Can you describe a challenging situation where you had to make tough trade-offs between short-term revenue goals and long-term strategic objectives ?

1 Answer

Katie Gerard

Klaviyo Director of Product Marketing • August 10

This is a great question and a super common scenario within PMM. At Klaviyo, we've played around with a lot of different launch cadences and resourcing levels for launches. Product launches tend to be more about product adoption than any short term revenue gain. Yet, everyone agrees it's importan......Read More

475 Views