How do you define your different launch tiers? What did that process look like?

We JUST revamped our GTM framework & process at SurveyMonkey and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver, with several cross-functional partners consulted. We got drafts in front of product leadership, marketing leadership, sales enablement (whole team in our case), sales & success leadership, ...Read More

When building a tiered product it's important to define the goals of the entire package and each tier. Once you set goals, you'll want to segment your target audience by tier to map benefits to each level. Each tier should have clear benefits and ideally one “hero benefit” to serve as the hook to get customers to sign up for the offering. While the tiers should feel distinct they should also feel connected so that customers feel motivated to earn/pay more to move to higher tiers. A clear example ...Read More

Tier 1 has the most impact on the business. Tier 2 is gaining competitive advantage. Tier 3 is gaining competitive parity. And Tier 4 is simply bug fixes and minor improvements. A Tier 1 launch is the most disruptive to an organization. It involves competition in new product categories and unfamiliar markets. Buyers and buying criteria change, which impacts what we say and how we sell. There is a higher degree of unknowns and, therefore, risk. A Tier 2 launch is about one-upping the competition. ...Read More

Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier ...Read More