How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?
Any tips for setting expectations and not losing team’s trust while ensuring we have a timeline to work towards?
Release MarketingLaunch EnablementLaunch StrategyInfluencing the Product RoadmapStakeholder Management
7 Answers
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 8mo
Build cycles can change, but it's best to focus on what you can control. Work with your stakeholders to set reasonable work back timelines for deliverables. For example, ...
2893 Views
Stripe Head of Marketing, SaaS Products (Revenue Finance Automation) • 5y
I've never worked anywhere where releases don't get delayed - delays happen. The best you can do is to stay in as close communication with your key stakeholders as possib...
1944 Views
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Figma Director, Product Marketing • 4y
I think it's safe to say that all product releases come with some sort of delay or scope change, it's to be expected. But, it can oftentimes impact the morale of the team...
1435 Views
Gusto Head of Product Marketing, Benefits • 4y
My advice is to separate the ship and launch functions. In my experience when they are paired together, there is so much unproductive internal thrash when eng encounters ...
955 Views
Anthropic Product Marketing Leader • 3y
EVERY company I've ever worked for, the engineering releases were mostly... not on time. And before you think that's a dig, let's levelset. Product development is hard. ...
648 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
A delayed product release is sometimes the most difficult thing for a product marketer to deal with as you've likely (ideally) started a product launch process early and ...
732 Views
Observable VP, Marketing | Formerly Figma, Abstract • 3y
Engineering timelines change for a variety of reasons. It's just the nature of the work. To help manage the expectations and emotions of others working on the marketing t...
354 Views
Related Questions
How do you manage launches when the product team has a difficult time sticking to timelines?How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?What are action items that you always include on your product launch checklist?Do you ever delay a feature or product "launch" after it's already been released by engineering?How do we approach the launch plan that was pre-decided and what changes in approaches would you recommend?How do you balance product development's desire to quickly ship products with marketing's desire to tell a compelling story/narrative? Have you had to influence release planning in order to have a more compelling narrative come launch time?