How do you think of product launches for Software? Are new features considered product launches? How do you thinking of the various tiers of Product launches associated with Software (i.e. product, feature, function. update, bug patch)

Answer

3 Answers

Launch Channels Launch Strategy

John Hurley

Notion Head of Product Marketing • 3y

Marrying company objectives and vision with customer pain and value – which is informed by user/buyer research and market research. Leads to themes that will help drive value with company and customers. Within those timebound themes, you have product innovation (bundles of features, new products) that teams will be involved in. So you can think of it like this Company objectives and vision with customer pain and value > Themes > New/Improved Capabilities > Launches Features do not nec ...Read More

4,991 Views
Polomi Batra

Zendesk Director of Product Marketing • 3y

At Zendesk we use a launch tiering system to determine the level of effort and support we put behind a new product launch. A Tier 1 product launch typically is for a brand new offering, add-on or a major product enhancement that has a substantial revenue, customer or strategic impact A Tier 2 launch is typically reserved for major new feature release(s) that has/have a substantial customer impact And Tier 3 releases are typically updates to an existing product feature with minimal impact, or a b ...Read More

903 Views
Lauren Craigie

Inngest Head of Marketing • 3y

Answered above but everything is a launch in my opinion—you just tier them differently.

The value of this approach is that you have a documented plan for everything, even the very small things, that includes messaging and enablement (maybe even just for the support team), at minimum. Bug patches are still valuable for customers to know about, and you might consider including those in a changelog, or noting which sers have flagged related concerns and shoot them an update email.

1,081 Views