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How do you determine whether or not you should do a soft launch (small) or a full scale launch?

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4 Answers
Launch Frameworks Launch Strategy
  1. Alexandra Sasha Blumenfeld
    Alexandra Sasha Blumenfeld

    Sentry Director of Product Marketing • 1y

    If I’m understanding your question correctly, it’s about deciding when to go for a soft launch (releasing to a limited audience in beta) versus a GA launch. At Sentry, we take a slightly different approach—our launches are more about strategic exposure (when, where, and how to talk about a product or feature to maximize its impact) rather than the traditional soft vs. full launch. Since we build in public, we’re constantly talking about product updates—even when they’re just ideas or still in al ...Read More

    1,340 Views
  2. Greg Gsell
    Greg Gsell

    Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 1y

    For me, soft launches are for when the product isn't ready or the announcement is not a step change forward. There are countless feature launches that are run of the mill, important, but not game changing features. This is the vast majority of things that ship. These launches haver a defined BOM with sales/SE enablement, maybe a blog, maybe a social post, etc.

    657 Views
  3. Andrew Kaplan
    Andrew Kaplan

    LinkedIn Director of Product Marketing • 1y

    Sometimes when we release a big product, it's not yet ready for the limelight of a major marketing launch. Why might that be? You don't yet have externalizable customer value proof points or success stories you can share with the market — like finalized case studies, testimonials, approved stag-sig data points on how much your product helps your customers. You might want to save the big marketing moment for when you have these amazing stories and proof points in an approved shareable format. But ...Read More

    1,543 Views
  4. Charles Tsang
    Charles Tsang

    BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1y

    I covered most of this in the question regarding balancing speed to market with ensuring the product is ready for launch. If there is not strong conviction yet on product readiness – that’s typically a good candidate for a contained small (or sometimes beta) launch. This iterative launch approach can help product and PMM squads build greater conviction in readiness for a full scale launch and be a valuable learning exercise. PMM should always work with product managers to define / understand pro ...Read More

    471 Views

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