How do you collect lessons learned from a launch and implement it into the next one?

This is a great question and is often overlooked! Even though most launches don't have a set end date, they do have a key milestone date (that's usually when the feature or product is released). After that, there may be additional activities that help support the launch and ensure it stays top of mind for the audience post-key milestone.

When it comes to collecting lessons learned, here are a few things to consider:

• Timing: Make sure enough time has passed since the key milestone date. Two weeks after is good because by then, you should have some core metrics of success, and everything will still be fresh.

• People: Bring together the GTM team that helped you execute the launch. Tell them in advance that you'll be conducting a post-mortem so they can start gathering thoughts. Depending on the organization and comfort level, you can either do it in a big group if you think everyone will be brutally honest, or you can go department by department. As different teams share feedback, take notes in a doc. Ask for clear examples and for their advice on how it could be improved. Then, ask for ownership. Once you gather everyone's feedback in the document, share it with the GTM team to ensure you documented it correctly and give everyone a chance to add other thoughts.

• Adapt: Once you have your feedback, consider what makes the next GTM a task, what's just a note, and what to keep an eye on to identify patterns. Then, update your GTM activities document (spreadsheet or project management tool) with the activities and owners. As the next launch rolls around, review the postmortem document again and make any final adjustments.