How do you differentiate between different size launches? Who determines the size?

At Sauce Labs, our product marketing team owns the sizing up of each launch based on its strategic importance and business impact. Each launch is unique, and the size helps guide the level of GTM support we provide.

Here’s how we break it down:

• Extra Large: This is a big one— super strategic with huge revenue potential and industry impact. It solves a major problem for our customers, and is an opportunity for thought leadership and press coverage. 

• Large: Medium revenue potential, but still important that it solves a customer problem, potentially opening a new market or user base. 

• Medium: These are “table stakes” or “catch up” launches with small revenue potential, mainly requiring communications to current customers.

• Small: Typically a changelog or maintenance release with minimal revenue potential, needing basic internal awareness.

In the past, I've done launch tiers based on the average score from a questionnaire that PMM and PM would fill out. Based on the average, the launch would be bucketed into one of three tiers with recommended launch activities.

• Level 1: This is the largest launch level because the items in the launch are new and innovative and will help us win new customers

• Level 2: This is a medium-sized launch where we want to make an announcement, but we've scaled back the activities significantly.

• Level 3: This is the smallest launch level and includes just enough promotion to bring some awareness to existing customers and partners.

The important thing to keep in mind is that for each launch level/size/tier, there is a list of recommended launch activities. You may add a few more activities to it or remove some to fit the launch and your goals. The tiering is there to give you a starting point.