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How do you measure the success of a B2B product launch? or what is the best way to measure?

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4 Answers
Launch Channels Launch Metrics
  1. Aliza Edelstein
    Aliza Edelstein

    Scribe VP of Product Marketing • 2y

    First, I always tie it back to a company OKR. The launch should be in service of at least one of them. Second, I typically work cross-functionally to determine the goals. Work with the Product team to define the product usage goal: most PMs’ performance is measured by product or feature usage/engagement/adoption, so the launch should aim to drive this.  Work with the Finance and Revenue (Sales & CS) teams to define the business goal: Is a certain amount of revenue expected from the launch? W ...Read More

    826 Views
  2. Candace Marshall
    Candace Marshall

    Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 2y

    After launch, you want to immediately start gauging the success of your product launch. An easy way to track success is by funnel stage: Awareness & engagement (metrics like people reached) Pipeline & bookings (how many people are interested in your new product and actually buy it Product Adoption (how many customers start using your products after purchasing) In my experience, it's important to align on success metrics way before launch (in fact, this should be during your launch planni ...Read More

    1,868 Views
  3. Rowan Noronha
    Rowan Noronha

    Clari Advisor (Product Marketing) • 5y

    Ah, you are starting with the end in mind! I love it. Your launch plan should include a description of your metrics and a dashboard that you can use to gauge your launch progress and success. Rather than showcase a list of product launch metrics within your plan, allow your dashboard to "tell the story" of your product's performance.  First, get focused and ensure your priorities align with your corporate or business unit objectives. Focus and prioritization ensure you don't build a dashboard wi ...Read More

    1,800 Views
  4. Daniel J. Murphy
    Daniel J. Murphy

    Marketing Strategy Consultant • 5y

    You shouldn't be working on a product launch without a launch goal already set in place. 

    Launches should be either:

    1) focused on helping hit a strategic company goal

    2) focused on helping grow a new product

    Your launch goal should be a short term focus: book 50 sales demos, get 200 customers to enable this integration, etc. The launch goal relates to the strategic company goal or growing the product SKU. But the launch goal is a short term focus on the launch, to build momentum. 

    1,842 Views

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