How to educate the company of the importance of a structured product launch?

As a worker for a new ventures team in a Wellness Tech unicorn, I have to juggle the necessity to be fast and testing with a good and structured approach and pitch. Sometimes the sales team goes over my head and starts selling without proper alignment.

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3 Answers

Launch Channels Launch Strategy Product Launches

Shana Iles

Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 9mo

If your sales team is pitching ahead of a product being launched, there's a very good chance they'll create a not ideal customer experience by overselling. However, it's important to remember that sales has a strong motivation to sell based on their incentives, so wherever possible, you need to meet them where they are. It sounds like you may have an internal communication problem if information is going directly from product to sales - potentially via your exec team. And you're right that a str ...Read More

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Lara McCaskill

Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 3mo

Having product launches follow a set process is hugely beneficial for any team, especially a rapidly scaling one that is likely launching often. I like to start with what are the launch tiers. Not every launch has the same customer impact and therefore the same deliverables. I like 3 tiers - think of that as Small, Medium, Large. You could even through in XS for the stuff that does not have any impact on customers current way of doing something and therefore does not require marketing support. F ...Read More

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Kuber Sharma

UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo

Shana and Lara have covered the operational side well. I'd add the angle of how to make the business case internally when your company is in fast-growth mode and process feels like it slows things down. The challenge with internal education on launch structure is that most organizations don't feel the cost of a bad launch until after it happens. By then the PMM team is defending a mess rather than building a program. The most effective approach I've used is quantifying what a structureless launc ...Read More

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