How do you plan a launch that is going to roll over to 6 months to a year? What kind of launches are these?

When we have a product that meets most customers’ core needs and we have solid testimonials/case studies/proof points that point to satisfaction and customer value, we tend to stage our marketing launch. But if the product is still not quite full-featured, we might release it to all customers but still position it as being in “beta” until those remaining last-mile features are available months later. We took this approach when we launched Accelerate, our AI-automated campaign experience

The key is to ensure the product you’re launching into public beta can truly deliver against customers’ primary job to be done, that it has met the baseline set of exit criteria in terms of delivering customer value at scale pre-launch, and that you have amassed a solid set of quantitative and qualitative proof points you can cite in your “beta” launch — that way you can stand proudly behind the product and begin to drive adoption post-launch even if a few features are still waiting in the wings for a later follow-on announcement.