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How do you tier product launches across minor and major product updates?

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3 Answers
Launch Channels Launch Strategy
  1. Lauren Hakim
    Lauren Hakim

    Zendesk Director of Product Marketing | AI • 1y

    At Zendesk, we determine product launch tiers based on several factors: business impact, customer impact, and market differentiation. Each tier has a different level of marketing support. Tier 1 covers major new offerings or significant enhancements with high business and customer impact. These involve extensive go-to-market (GTM) planning, sales enablement, adoption strategies, major communications/PR, and dedicated marketing campaigns. Tier 1 launches are often aligned with major events with s ...Read More

    1,881 Views
  2. Megan Pratt
    Megan Pratt

    Product Marketing House Product Marketing Strategy Consultant | Formerly Alyce, NextRoll • 3y

    My general tiering process looks like:  P1 - This is a feature, update, or solution that is new, innovative and exciting and will attract new customers P2 - This is a feature, update, or solution that will win new customers because it matches the market OR it will excite existing customers P3 - This will keep existing customers and match the market.  The above criteria will change depending on your organizations goals. For example, if your goal is mainly to reduce churn, you might prioritize som ...Read More

    674 Views
  3. RJ Gazarek
    RJ Gazarek

    SolarWinds Director of Product Marketing | Formerly Veracode, Atlassian, Amplitude • 3y

    I typically would use a 3 or 4 tier system for launches, which each tier being primarily defined based on revenue impact with the ability for a launch to get promoted a tier based on brand impact.  In general it would look like this: Tier 1: Brand new revenue that you couldn't attain previously from some new target (usually like new markets, new departments, new segments, new verticals) Tier 2: Drive new revenue from your existing target market/buyers.  Tier 3: Accelerating existing deals. Featu ...Read More

    599 Views

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