How do you work with external partners to support your launches and GTM strategies?

Bring them into the tent. One of the smartest things we did -- in my opinion -- at HubSpot was to start sharing our major launches early with our network of partners in a closed sneak preview. That sneak preview gave them a chance to process the announcement and prepare for it internally. It also gave us on product marketing a chance to test and extend the reach of the messaging. We created dropboxes of materials, launch imagery, tag lines, blog post ideas, videos and the overall timing of the launch so that on the day of launch, they could go live with us sharing their own perspectives. They looked completely prepared, and we extended the activity around the launch.

An important note: You have to put up safeguards around this if you are a publicly traded company and protect against anything that could be material in the market leaking. HubSpot was very good at being responsible about this line in the way that it set up partnerships and the audit trail it created around preview access and safeguards. But it's worth noting. If you are publicly traded, you absolutely need to bring your legal and investor relations team into this to make sure you are meeting compliance standards.