How do you respond to stakeholders who are resistant to the standard bill of materials for a launch? For example, "why do we have to do all this stuff for a launch"?
When stakeholders express resistance to launch activities, I emphasize that there's no "one-size-fits-all" approach to launches, and I focus on demonstrating the value of each activity and its connection to our launch goals. To address the "why do we have to do all this stuff" question, I also explain my own 70/20/10 approach to selecting launch activities:
-
70% proven impact:
Tried-and-tested activities with demonstrated results
Provides a solid foundation for the launch
-
20% somewhat proven impact:
Activities with promising but not fully established results
Allows for calculated risks
-
10% experimental:
New, innovative approaches
Helps create a pipeline for future proven activations
Keeps our launches fresh
This approach ensures we're not just doing activities for the sake of it, but strategically choosing activities that contribute to our goals while also promoting internal innovation.
Top Product Marketing Mentors
