How does product readiness affect launch success?

Answer

5 Answers

Launch Channels Launch Metrics

Patty Medberry

Infor Senior Director, Product Marketing | Formerly Microsoft • 3y

Launching a product too early or too late can impact launch success. In many organizations, there is a lot of pressure to launch products before they are ready. In launching too early, I have seen the following results: Loss of trust - quality issues or changes in product availability can affect how the market views the product and your brand Loss of momentum – It is hard to get your sales force behind a product that won’t be available for months when they have a quota to meet today. Customers c ...Read More

2,262 Views
Jackie Palmer

ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y

You might think that the two are related but in fact they do not have to be! In this era of continuous releases, there's nothing that says your launches and your product release dates have to be related at all. I have had great success with launching related sets of product features (themed together) when some of the features are still in beta or when some are not yet live. Ideally the feature release dates are somewhat close to your launch date but you can make it work even if they are not. Bes ...Read More

589 Views
Holly Xiao

HeyGen Head of B2B Marketing • 2y

This is such a good question. Product readiness is a critical factor that significantly affects the success of a product launch. But it’s a multi-faceted aspect that means different things to different people. On top of that, every company has a different tolerance level for what they’re willing to go to market with. Some companies launch products that they haven't even started building yet (and might never build), while others only launch GA products. I personally believe that there’s a happy m ...Read More

582 Views
Vishal Naik

Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y

It's harder to measure usage if the product is launched before its available. So if product readiness doesnt map to launch dates, you'll need to consider follow up touchpoints for when the product is actually available. Otherwise you risk the launch being ignored.

1,348 Views
Tracy Montour

HiredScore Head of Product Marketing • 3y

Product readiness is critical for launch success...sometimes. It all depends on your organization's definition of "readiness". For B2C and SMB B2B products, readiness is differs from B2B enterprise SaaS launches. For more complex B2B products, readiness must include an MVP (at least), metrics, a GTM plan, implementation strategy, and iteration timeline, at the very minimum.

326 Views