How do you think about timing for launches and how much say do you have? Is there a strategy to try to maximize impact or is it based on when product will have it finished?

The general timing is mostly driven by the product team and then the specifics around it are driven by the PMM team to try to optimize. We want to launch as close to the product being shipped to get value to our users as soon as we can. However we also want to ensure there is a story that resonates, and this might mean bundling features. We definitely try to avoid holidays and major events if we know they are happening. 

Having a buffer between shipping and launching also helps to create effective assets (screenshots, videos, demos etc) and fix bugs. This could simply be an internal release first before rolling out to users. 

It's helpful if your product team can share a general/directional product roadmap a quarter in advance so you have time to plan and get the messaging crisp.

Great question. Defining the product roadmap, setting launch criteria, and landing a launch date should be a collaborative process between PMM and Product. Together its key to consider a number of key factors: 1) What is the broader product roadmap for that quarter/half? How does this product fit into the broader plan/portfolio? 2) What is the value prop for this specific product? Have you validated product-market fit? 3) Do you and the team feel confident that the product is ready for primetime? No P0 bugs still open? 4) What does the marketing roadmap/calendar look like across the org/company? 5) Externally is this a good moment to breakthrough? Will customers be engaged? (look out for holidays, etc). Working through these considerations will help you back into a launch date, a marketing brief, and a GTM plan. While the initial launch day is great to build momentum and generate buzz, building a phased GTM plan with a steady drumbeat of tactics post launch will help sustain momentum and adoption to maximize impact.

Your product launch timing should be informed by several internal and external factors, such as product readiness, internal resources and enablement, competitive landscape, and seasonality of your product category.

I typically partner with a cross-functional team (e.g., product, brand, comms/PR, sales, and support) to determine launch dates. Some key questions to consider as you recommend and/or influence your company’s timing for launches are the following:

• Product readiness: What product criteria must be met before it is ready to be released (e.g., beta milestones, customer satisfaction score, etc.)?  

• Internal resources and enablement: Will this be a new capability or product area for your sales and customer support teams? If so, how complex will the change be? What internal training is required prior to the launch to ensure customer-facing teams are ready to answer customer questions?

• Competitive landscape: What type of themes or launches have your competitors recently launched? How will your new launch compare to competitive news? Will your launch have a differentiated narrative to garner media, or the attention of your buyers?

• Seasonality: When are key buyers most engaged throughout the year? Is there a specific month or quarter when buyers begin to research new solutions or actively consider switching solutions?

Timing is generally dictated by Product. However, it's always wise to anchor the launch with various stakeholders, both internal and external. For example, sales Enablement gets better traction if it does not happen the last week of the quarter, and a press release announcement will have better coverage if it isn't right in the middle of a large industry conference like RSA.