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Describe a time when your product launch did not go as well as originally planned. How did you respond and/or pivot?

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3 Answers
Launch Frameworks Launch Channels Launch Strategy Product Launches
  1. Courtney Kubitza
    Courtney Kubitza

    Gusto Head of Product Marketing, Accountants • 3mo

    We launched a feature that we were really proud of, significant engineering investment, strong internal excitement, and the adoption was flat in the first 30 days. What we found when we dug in: we had nailed the "what" in our messaging but completely whiffed on the "when." Customers didn't understand what triggered the need for this feature. There was no obvious moment in their workflow where they'd think to reach for it. So we pivoted the messaging from capability-led to trigger-led. Instead of ...Read More

    1,680 Views
  2. Jeremy Wood
    Jeremy Wood

    Adobe Head of GTM Strategy, APAC & Japan • 3mo

    I'll keep things 'agnostic' for obvious reasons but I "observed" a launch (not directly involved) where I felt there was very little fundamental launch tactics and activities included to support the launch. Not only that, but it was an extremely complex product/solution to take to market and something that deserved a significant amount of time to help 'translate' to the customer. This made it even more important that things like partner activation, marketing inclusion, PR/press, customer advocac ...Read More

    897 Views
  3. Adam Lagerhausen
    Adam Lagerhausen

    ServiceNow Senior Manager, Product Marketing — AI | Formerly Dropbox, SalesForce • Jun 10

    I was doing a launch, partnering with another product marketer, and this product marketer was very good at talking about why this launch was important, why it mattered, etc. So for the launch, we had a full bill of materials ready to go. We put a lot of effort into it, cross-functional effort. Right before launch, it turns out that really what they were trying to do was get a hundred beta users. Which at the time did not warrant the full bill of materials that we put together. I wasted a lot of ...Read More

    184 Views

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