How do you manage the internal communication of releases?

One of my favorite expressions is “repetition doesn’t spoil the prayer.” Communication—or lack thereof—is the element that makes or breaks launches (or really anything in any work environment or relationship). I always err on the side of overcommunicating for launches and I’m a stickler for written documentation (which is sometimes unpopular, but it’s the best way I’ve found for everyone to stay on the same page…literally). The “Launch Plan of Record” deck that I elaborated on in an earlier ques ...Read More

We communicate product releases via a number of channels: On-demand training for sales & cs, in-app messaging for customers, live Q&A day training for sales & cs, customer email, and monthly customer newsletter. It's important to stick to a consistent communication process and release cadence so your customers and GTM teams know when to expect new innovations from your company. If releases are random, your CS and Sales teams, and most importantly, your customers, can't keep up with t ...Read More

Good internal communication is a super power of great product teams but it doesn’t happen without concerted effort. The benefits are big though. Gets everyone in the company aligned as to how they can support your launch Surfaces potential product launch issues / conflicts. Recognizes the team’s effort publicly But how do you do it? Just like with external launches, you want to map out who needs to know about your launch internally and the level of information required. Sales teams may need info ...Read More

Coordinating the internal communication for product launches calls for thoughtful planning and straightforward messaging. It kicks off with crafting a comprehensive communication plan that depicts the principal messages, communication channels, timeline, and involved parties. This game plan should be disseminated amongst all related teams to ensure alignment. Crucial messages about the product launch, including its value to customers, features, and its alignment with the company's strategy, need ...Read More

First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install base. Because of that, they mostly talk about product feature enhancements, functions. You do that every month, to keep the product momentum high, show the pace of innovation and the value you're bringing to ...Read More

I segment communications into three audiences: Product management Project DRIs (Directly Responsible Individuals, typically marketing team members) Leadership Communication with product managers driving particular features or areas of the product occurs regularly, typically on a weekly basis. I use these meetings to remain aligned on positioning and messaging, accuracy in deliverable development, product/feature readiness, and timelines. I see this ongoing communication as foundational to the ot ...Read More