If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.
8 Answers
Spotify Global Head of Marketing & Policy, Spotify for Artists • 5y
That sounds really challenging, but exciting to work on a product that iterates so quickly. First, I'd work with your product team and try to show the impact of bundling...
2180 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
For larger product marketing teams, there's a whole function around "release marketing", which aims to showcase the added value consistently. Activities might include a "...
1866 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I would suggest bundling the two week sprints into a larger quarterly release cycle so you can benefit from a bigger, impactful story. If you are hitting your customer ba...
454 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 2y
I always frame a "release" as an engineering event in which new capabilities or a new product (after having been deemed "complete," passing QA, Docs fully update, etc) ar...
577 Views
Inngest Head of Marketing • 3y
Good question! Mindset shift suggestion: Every release, or update, or upgrade is a launch. BUT there are different tiers of launches which enable us to provide a very low...
351 Views
Altruist VP of Marketing • 2y
While a product may technically be ready for launch, it doesn't necessarily mean it's market-ready. The key to addressing this lies in the quarterly planning process, whi...
357 Views
Guidewire Software Vice President Product Marketing • 5y
So first of all, you don't necessarily need to "launch" every release to the market. In my experience with B2B enterprise SaaS, we typically had various product teams on ...
416 Views
Workyard Director of Product Marketing • 2y
Correct, a release does not equal a launch. I get it. When your product team is working in two-week sprints, it may be overwhelming if you're not used to it, especially w...
240 Views
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