Considering not all launches are created equal, how do you distinguish between the different types of product launches?

Just like not all launches are created equal, not all companies will take the same approach to categorizing or prioritizing launch tiers. However, there are certainly patterns out there. Here are the most common variables I’ve seen: Audience: Will this launch open you up to a new set of prospects, or is it most meaningful for current customers? Is it broadly applicable, or specific to a certain vertical or geo? Will it matter to executive sponsors, or is it oriented towards day-to-day users?  Im ...Read More

See answer about Launch Frameworks! Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom). We use a tiering system from 1-4, 1 being the most important type of launch. To determine what tier a product or feature launch is in, we ask ourselves two questions. Will this retain customers or attract customers? I ...Read More

This is where launch tiering comes into play.To distinguish between different types of launches, you adopt the following steps: Decide your launch goal (in decreasing order of impact) Net New Revenue Expansion Revenue Churn Reduction Adoption Brand Awareness Then you can use the 3 point Likert scale scoring method to land on a launch tier for the product. You can refer to this link: https://coda.io/@jasmine/intercoms-announcement-template/tiers-goals-worksheet-12 Based on the launch tier, decide ...Read More

Amen, not all product launches are created equal. Some, such as releases, require 1-3 months of effort; others, minor and major, require 6-9 months on average, respectively.  Step 1 – Determine whether your launch is major, minor or a release. Establishing your launch tier will help correlate activities to your launch objectives before you progress through the three launch stages covered above (Groundwork, Launch Plan, Enable).  Major launches typically require more changes to existing processes ...Read More