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For international product launches, how should HQ and local offices share responsibilities?

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3 Answers
Launch Channels Launch Strategy Building a Product Marketing Team
  1. Mandy Schafer
    Mandy Schafer

    Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y

    Great question, and timely as my team and I are currently going through a global launch across our major regions. HQ should be the centerpoint of the product definition, this includes being responsible for the core product messaging, aligning it with the corporate branding and naming guidelines and high level comms requirements. HQ should also be providing imagery and flow diagrams of the product, as well as the core fundamentals of how the product functions, how to set it up, etc. Then there ar ...Read More

    1,566 Views
  2. Cortney Jacobsen
    Cortney Jacobsen

    Aduro Sr. Director of Product Management • 7y

    I have a lot of experience with international product launches during my time at Amazon. Here's some lessons that I learned - HQ should create the playbook for how a product launch should happen, including a timeline of all the milestone activities (beta, translations, marketing assets created, legal review, PR, etc.). My role was at HQ and was to lead local offices through this playbook of launches, clarifying and constantly tweaking the playbook to help the local offices be more self-sufficien ...Read More

    752 Views
  3. Naman Khan
    Naman Khan

    Personio Chief Marketing Officer | Formerly Microsoft, Autodesk, Dropbox • 6y

    Great question! Far too often, major product launches end up being HQ centric, with launch events at HQ, customers on stage that are from the same city at HQ, execs that are all based in HQ etc. The irony is that for most SaaS companies, the majority of their customers are nowhere near the HQ! During my time as a PMM at Microsoft, I was able to be part of some awesome international launch moments that reflected a non-HQ centric model, also at Salesforce I think we did a great job and internation ...Read More

    2,078 Views

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