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How far in advance do you start planning for a major product launch and what are the key milestones?

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3 Answers
Go-To-Market Strategy
  1. Maureen Sitterson
    Maureen Sitterson

    Etsy Senior Director, Seller Growth & Retention • 10mo

    My team is involved from the very beginning of product development. We start formal launch planning when we have medium confidence that the product will launch and we have an idea of what we want to say. We typically get involved from the very beginning of product development, and I feel really thankful that we have that relationship with our product partners that they would never start building something without looping us in. Once we reach medium confidence that this will definitely launch and ...Read More

    938 Views
  2. Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 10mo

    We stay close to the product roadmap and start planning when we have a strong sense of timing for beta and GA. Key milestones include developing the messaging house, working with integrated marketing on channel strategy, locking the scope, executing, and post-launch debrief. We have a tiered approach and stay very close to the roadmap, so we typically have visibility into what's coming down the road, though lately things have been coming up really fast. The key thing is getting a strong sense of ...Read More

    895 Views
  3. Jeff Rezabek
    Jeff Rezabek

    Workyard Director of Product Marketing • 9mo

    Ideally, you're having regular conversations with the product team to scope out the roadmap and understand what's coming, when, why, and how it provides value to customers. This way, you can plan as they build and they are more confident in the release timeline. However, it's understandable that priorities shift, and sometimes you don't get a lot of time. For me, I'd say at least 3 months, depending on the launch level of the release. Yes, you can launch in less time, but you need to be upfront ...Read More

    167 Views

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