Sharebird
Sign Up / Sign In

How do you approach an environment where there has been no formal launch process and make sure you get the buy-in from engineering and product management?

This is especially a problem in smaller, owner-led companies who don't realize they need product marketing and/or an official launch process. Thanks!

Answer
2 Answers
Stakeholder Management
  1. Katherine Kelly
    Katherine Kelly

    Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 6y

    I actually don't have much experience with this, I'm sorry! I wonder if you should just start rolling out / following a lightweight launch process to show-not-tell how it can help? I'm getting an error that my answer is to short so I am typing more but again, I haven't really experienced pushback on having a launch process in the past.

    1,514 Views
  2. Jennifer Kay Corridon
    Jennifer Kay Corridon

    Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 1y

    When there’s no formal launch process, chaos can easily and does creep in. I’ve found that creating a flexible tiering system is a great way to organize launches, prioritize effectively, and bring structure to the team while earning buy-in from engineering and product management. Establish a tiering framework:I categorize launches into tiers based on impact and effort. For example: Tier 1: High-impact, cross-functional launches that require significant resources (e.g., a new product or major fea ...Read More

    416 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Sarah Khogyani Wolf

Anthropic Startup Marketing Lead, Sarah Khogyani Wolf on Stakeholder Management

April 30 @ 9:00AM PT

View Answers
Desiree Motamedi

Salesforce CMO - Next Gen Platform, Desiree Motamedi on Stakeholder Management

April 16 @ 10:00AM PT

View Answers
Justin Fink

You.com VP of Marketing, Justin Fink on Stakeholder Management

April 16 @ 9:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors