Product Launches

9 Answers
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the launch only represents one (really important) point in time. I like to think of the product launch as the rocket booster that you......Read More
8269 Views
1 Answer
Austin Carroll
Austin Carroll
Brex Sr. Product Marketing Manager, Financial ProductFebruary 7
It depends on if Product does roadmap planning based on acquisition and revenue levers or if they are considering new roadmap features to minimize churn, make a better product experience, or compete against competitors. Product marketing can pull data, conduct surveys and interviews, and do compe......Read More
293 Views
9 Answers
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 2
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage......Read More
11434 Views
8 Answers
Manav Khurana
Manav Khurana
New Relic Chief Product OfficerOctober 11
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals.    To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
2349 Views
1 Answer
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingFebruary 20
The biggest mistakes in managing post-launch momentum would be: * Not collecting and measuring success signals (product adoption, media pickups, sign-ups, traffic, etc.) could tell you what messaging is resonating and what isn't. * Learnings: Establish key, quantifiable launch goal......Read More
400 Views
2 Answers
Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 9
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
943 Views
5 Answers
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, OculusMarch 18
Everything is a trade-off discusssion. If you launch a big bet before a product is "there" there will be risks, but if launching the product comes with acceptable risk and you can still hit the metrics you want to hit, you can do it. I've recently stolen this durable decision framework and find i......Read More
1330 Views
8 Answers
Roopal Shah
Roopal Shah
Snowflake Head (VP) of Global Sales EnablementJanuary 10
For us the Corp Marketing team is accountable for brand, demand generation, creative, and communication (PR/AR/etc.) along with execution of programs (e.g. project management on campaigns or tradeshow/event work). The content however comes from Product Marketing to deliver in these programs and e......Read More
1638 Views
10 Answers
Jennifer Ottovegio
Jennifer Ottovegio
Narvar Fmr Director of Product MarketingOctober 18
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear.   For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2274 Views
1 Answer
Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 9
The foundation to success is to thoroughly enable the influencer and key partners. This includes a much wider variety of topics than the product features themselves, it can be technical resources to get influencers started, building relationships between you and the partner beyond just the C leve......Read More
958 Views