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How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?

What approaches have you tried, and did they work? How did you get buy in from the product team?
Kelsey Nelson
Wiz Senior Director Product Marketing1y
I'm a big fan of bundling, especially for small/medium (Tier 2/3) launches. You could bundle into a one-off launch, but I've seen more success at just setting a regular c...
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2523 Views
Sarah Scharf
Vanta VP of Product and Corporate Marketing3y
Every organization thinks about this differently, and I’ve worked across the spectrum from a single, annual release (Android OS) to continuous release (B2C startup). So ...
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3508 Views
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Vishal Naik
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini1y
I worked at a startup who took pride in the fact that we launched new features with every sprint. It sounded like innovation to talk about how we released X new features ...
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1453 Views
Victoria Chernova
OpenAI Product Marketing3y
I’ve seen both approaches, but it depends on your business, selling motion, and product team culture on which approach is best for your company. I'll share some takeaways...
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1853 Views
Jackie Palmer
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP1y
This is a question that comes up at every company I work with or talk to. As product teams have moved towards continuous delivery, there's a desire to just launch new fea...
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708 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead1y
I don’t agree with the strategy of “holding” back feature launches for a regular launch cadence. Tech moves fast and you should be constantly shipping. Launch the feature...
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871 Views
Aurelia Solomon
Salesforce Senior Director, Product Marketing3y
I think there are two different thing - and both important. I think releases shouldn't be random (like daily) because your CS and Sales teams, and most importantly, your ...
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763 Views
Reshma Iyer
Grow Progress VP Marketing1y
Bundling launches can drive efficiencies of scale and impact of message. If there is a Tier 1 launch, that is the primary and sole message/launch for that quarter. At oth...
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666 Views
Holly Xiao
HeyGen Head of B2B Marketing1y
Each organization thinks about this differently, and both approaches have pros and cons. Three things to think about here: market impact, efficiency/scalability, and cust...
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568 Views
Jeff Rezabek
Workyard Director of Product Marketing1y
I wouldn't disrupt product's release cycle. If they want to push new capabilities and product updates during a 2- week sprint, thats great! You can even inform customers ...
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298 Views
Charlene Wang
fmr VP of Marketing, Qualia | Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey1y
From my experience, there are a couple of primary considerations when deciding whether to bundle multiple features into a single major launch or push them out individuall...
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453 Views