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?

Also, how much impact do external factors have on launch timing (i.e. competitor launches, economic factors, and other forces out of your control)?

Answer

4 Answers

Launch Frameworks Launch Channels Launch Strategy Launch Metrics

Alex Wagner Lavian

Origin VP of Marketing | Formerly Uber • 3y

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 ...Read More

1,388 Views
Julia Szatar

Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

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 effecti ...Read More

1,139 Views
Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

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 crite ...Read More

489 Views
Marcus Hartwig

Google Head of Product Marketing, Security, Google Cloud Platform • 4y

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.

306 Views