How do you decide what to include in a launch or tie products together if they're not necessarily around a common business problem or for a common persona?

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3 Answers

Launch Channels Launch Strategy

Christy Roach

AirOps CMO • 4y

This is something I deal with a lot. Often, for a large launch, you’ve got multiple product components that you’re bringing together for one big moment. I find that launch teams often have that "more is more" mentality, where our product teams push to get something else completed with the energy of the launch. While I love the energy, all these components can be impossible to tie together and manage as you’re getting close to the launch. As a rule of thumb, I focus on the customers we’re targeti ...Read More

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Jack Wei

Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 4y

Whoever asked this question: I suspect at your company there is opportunity for a tighter partnership between product management + product marketing that goes beyond only coming together for product launches. You wouldn't have asked this question if PM+PMM planned product strategy together and looked at the roadmap earlier on. You're asking this question because things currently work as a hand-off process, and PMM tries to "work with whatever's been given." This is not an ideal, long term setup ...Read More

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Julien Sauvage

Clari VP, Brand, Content and Product Marketing • 4y

There's always a way :)

But if that's the case, you have a great probablem. Why not separate and do two launch moments? Keep the drumbeat and make it easy by sticking to one key message for each launch.

If combining products or news together feels forced, then don't do it. Your audience will notice, and will get confused.

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