Do you have a framework or process for determining what tactics to use as part of your launch?

Here are a few questions I would ask... 1. What’s the goal for your launch? Is it a new product/feature that’s going to bring in more revenue or new signups? Is it a catch-up feature to nix competitive objections? Or is the goal about product usage? Your tactics should serve that goal. Example: Let’s say you’re launching a new feature that’s on your Enterprise plan, like Figma’s analytics launch. The goal was two-fold—to make sure we see a certain % of regular feature usage among our Enterprise ...Read More

Absolutely.   Audience: Understand your target(s) Angle: Tell your audience(s) how you solve a problem Accomplishments: Have goals and milestones Activate: How to execute your plan Assess: Evaluate and adjust Most of all empower your XFN team to ensure you have the tactics spelled out, especially in the Angle and Activate sections. (Naming, positioning, core messaging etc). Bring in experts for each A and they will help ensure you have your tactics covered for the launch you would like to comple ...Read More

I always come back to the fact that each segment in your GTM plan needs its own launch approach. This is why there's no one-size fits all E.g. if you have a target segment of self-serve customers, the best launch tactics would involve in-product marketing, guided help, short videos, blog posts, social engagement, really using tools like Intercom to push information contextually to where your users are E.g. if your target is large enterprises, the launch tactic would be more of enabling the accou ...Read More

I don’t have a framework, per se, but here’s a list of actions I tend to go through when creating the plan. Strategy steps (Pre-tactics) Give the thing a name and decide how important it is. Obviously this should be a given, and it’s not really a tactic, but I find it can be a difficult step, depending on how established your guidelines are here. Is it a whole new product? A feature? What else is it like amongst your portfolio? Start thinking through some basic name usage guidelines. Then, don’t ...Read More

Yes - we definitely have a framework! It is based off of our launch tiers (which I touched upon above). Essentially, we have 4 launch tiers, and each tier has a corresponding set of activities that we’d “light up” if a feature / product is determined to fall into that tier. You can think of the total list of activities like a menu, and a certain set gets lit up depending on the tier. It’s not a hard playbook - sometimes for a Tier 1, for example, we might not do a specific activity that we would ...Read More

This is such an important question since, especially for product marketers, we can find ourselves adopting a tactical cookie-cutter approach, making our marketing bland. Blech. Yes, checklists aligned with tiered products are important in creating a consistent, repeatable workflow (imagine the chaos without them). Still, while checklists provide order, they can also drain the creativity out of marketing and hamper our ability to tell compelling stories. With all of that aside, I do think there a ...Read More

The tried and true 4Ps of marketing is a great framework to inform launch tactics. They involve the following four key elements: Product. The item or service being sold must satisfy a consumer's need or desire. Price. An item should be sold at the right price for consumer expectations, neither too low nor too high. Promotion. The public needs to be informed about the product and its features to understand how it fills their needs or desires. Place. The location where the product can be purchased ...Read More

Absolutely yes! We do have a framework that we use as a reference but first, there's a list of actions that we take in order to decide what tactics / activities to include for each launch: Determine if it's a launch of new product or a new feature. Categorizing launch tiers based on revenue forecasts and based on Launch Level Matrix. Decide the launch level / tier: ­ Beta launch ­ Extra small launch ­ Small launch ­ Medium launch ­ Large launch As a next step we decide what internal and external ...Read More

I don't use a specific framework. I work at an eCommerce company now and we launch several products on our platform (300+ hardware SKUs each year). It was impossible to come up with GTM plans for each and every product, so we came up with our own framework for product launches. Tactically speaking, our framework categorized product launches in three tiers A - highest revenue forecast, B, C- lowest revenue forecast. And for every tier, we defined specific launch tasks/tactics, budget, etc. I thin ...Read More