How do you build a scalable launch process? What are the failure modes or signs of an unscalable launch process? How do you determine when (or if ever) a product launch should be delayed to match the product marketing launch schedule?
1 Answer
John Hurley
Notion Head of Product Marketing • December 16
Simple answer here is a great Tiered model, a NPI process (for larger companies), and differentiating between Launches and Releases. Often see many product launches that are really more release marketing versus integrated product launches.
You have the greatest outbound marketing launch in the world, but ultimately all the launch and growth levers in the world won’t make new products successful in market without 4 things…
- Top-Down Accountability: Executives setting and aligning around targets, and holding each other and stakeholders accountable.
- Field/Business Incentives: Who is going to profit from putting the effort into this new product? Iconic incentives (SPIFFs), Quota Accelerators
- Specialized Expertise: Especially in SC org and CS expansion, and when sales-led. SC Experts (SME program, Evangelists, PMMs.
- Inspiration: Product vision, internal win stories, bottoms-up momentum from field, inbound demand.
- Strong NPI: Operational rigor bring products to market
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