How do you treat minor releases and enhancements in your GTM process?

These are typically small launches with functionality that maintains market position, parity, and performance. Communication channels should include but are not limited to: internal - slack announcement with positioning brief, external - cs/sales outreach template, targeted email announcement, newsletter, help docs update.  For small piel updates, you can think of these as your soft/quiet launches that don’t require broad messaging/awareness. (Pixel changes). Communicaiton channels should includ ...Read More

I use a framework that is based on launch tiers! Minor releases would normally fall under a tier 3 or tier 4 launch and could be defined as: Tier 1 - Evolves the companies narrative in the marketplace Tier 2 - Gets us to feature parity or enables us to compete in the marketplace and win new customers Tier 3 - An improvement or enhancement to an existing feature Tier 4 - An update to the UI, superuser flag, etc. No visible impact to the customer For tier 3/4 (minor) releases I usually include it ...Read More

For feature updates that are minor in terms of its impact to an organization and or the customer experience, my advice would be to get Product teams to work as directly with channel leads as possible. Product marketing should focus its time and energy on GTMs that have a certain size of organizational impact. The more you and your team lead can define what this threshold is upfront, and develop tiers of product launches that would warrant various levels of PMM support, the more successful the te ...Read More

Creating a process to address minor releases and enhancements is often as important as your major product launch, especially if you're in a multi-matrixed business with lots of product teams releasing constantly. The two core elements to consider boils down to: 1) customer messaging and 2) sales enablement.   Customer Messaging: Product Marketing 101: Identify the customer problem the feature solves and message it with this as the core of the sentence. Borrowing from my PMO days, the Agile user ...Read More

First up, make sure you already have launch tiers in place. Evaluate against those criteria to ensure this really is a minor for your customers and not just your engineering team. Assuming you are indeed dealing with a minor release, the next steps depend on your specific situation, business rhythm, channels, and launch schedule. Here are some options: Keep it simple: Publish a blog post or update your release notes and move on. This requires the least effort and therefore has the lowest impact. ...Read More