Can you share some good examples of end-to-end execution for a product launch?

I feel like the answer to this could be it's own book. 😊

Ultimately, a PMM should be the "quarterback" of a launch and should be driving success at each stage. From the moment you hear about a large launch coming you should focus on:

• Aligning the team around that product
• Communicating clearly and effectively
• Sharing information about what the product is, and why it matters
• Holding team members responsible for their part in the launch
• Organizing feedback, and day-of launch activities
• Doing a retrospective on what worked well, and what needs to be improved from the launch

In my answer below about product launch templates, I mention the four phases of a launch - and the bullets above tie into all of those. At each phase that looks different, for example, with phase 1 it means determining what research needs to be done, collaborating with the teams necessary to execute that, and then sharing your learnings with the appropriate team internally.

Ultimately it's the same for every part of your launch.

A good product launch has the following attributes:

1. Data-backed. You've identified the business need, verified use cases, validated addressable market (and revenue outcomes) and mapped to target audiences.
2. Differentiated. You've researched why this launch is unique, compelling, and meaningful against alternative solutions and the status quo. In other words, you've clearly articulated why anyone should care.
3. Targeted. You've identified who this launch serves, at the right journey stage, and at the right time. This can go as deep or as wide as your data allows - the key is to resonate, and the best way to do that is to meet your audience where they are (when you can serve your solution as an aspirin to their pain).
4. Collaborative. You've trained and enabled your internal teams and stakeholders so they know the value story (sales) and how it works (customer success). Remember, especially in remote work, there are no implicit notions. Make your launch clear, concise, and compelling.
5. Customer-centric. You've completed customer insight sessions, listening tours, and have developed authentic positioning and messaging from the PoV of the customer. If nothing else - prioritize this!
6. Measurable. Define shared goals and outcomes with stakeholders like product, growth or content. Prioritize embedded tracking and instrumentation early so you can track what good looks like and iterate overtime.
7. Iterative. Launches should flow in waves. They are continous and ebb and flow with market lifecycle stages (awareness, activation, adoption, advocacy).

Like a painting, a good launch is never finished! Seize the moment(s) with great messaging.

Every launch is different, but here is a good starting point! 

1. Identify key stakeholders - I like to do a kickoff before a big launch wiht a POC from key teams including legal, pricing, CS, etc. as needed
2. Align the team around the product - talk about WHAT the product is, WHY it matters, and the opportunity this brings for the company
3. Develop a story behind the product launch and define your messaging
4. Prepare a launch plan (and find a streamlined way to track progress)
5. Define your success metrics
6. Identify marketing channels for launch - work with demand gen 
7. Complete beta (if applicable), and use customer feedback to tweak story and approach as needed
8. Select your product launch date (clearly communicate tech ready vs. market ready if there is a difference)
9. ENABLE! Communicate the product launch with all the employees--the WHY this is happening, and what their role in the success of the launch will be
10. Plan EXTERNAL communications
11. Create an ongoing adoption strategy and check in points

Most importantly (IMO), celebrate the victories, even the little ones. Did you get some awesome logos on your launch webinar?? Did you move prospects into a later stage opp? I find that excitement goes a long way!

In my playbook there are 8 steps to a successful product launch:

1. Identify the key stakeholders
2. Outline the deliverables and set the dates and the measures
3. Define your messaging
4. Track progress towards the plan. This is where you start having weekly stand ups.
5. Execute! The day of the launch
6. Measure success and impact
7. Celebrate the wins of your launch - making sure people feel celebrated and rewarded
8. Create an ongoing adoption strategy

Ryane Bohm and myself actually spend some time explaining these steps in details in our presentation given at a product bootcamp and called “Building the ultimate playbook launching new products”, check it out: https://info.gainsight.com/product-led-bootcamp-growth-webinar.html