Is it better to do smaller but more regular product launches, or the occasional BIG one?

First, I would start with the customer in mind, develop a clear understanding of who they are & what they care most about. If your target customer is an IT Leader in a large enterprise, they might be more open to regular updates & even expect them from their vendors. At Microsoft, we would send weekly updates to these customer audiences including detailed product updates, it was the right cadence for this audience as they really valued constant information in their function. If however y ...Read More

There’s no one-size-fits-all answer here, so when making this decision at your company, leverage a key PMM superpower: start with the customer, gain an understanding of their needs, and the rest will follow. For example, as part of a continuous feedback loop with customers, you can ask questions around communication preferences both in desired channels and cadence which could help inform your approach. Internally, it’s also important to gain alignment on a prioritization framework which will hel ...Read More

Good question! A lot of this nuance comes from what stage you're at and the type of excitement you're looking to drive. A steady drumbleat of regular product launches keeps momentum up - helps shape an ongoing story, and can build excitement up for a big launch. I generally prefer the big splash. I think of a well-connected and highly integrated launch approach like a new car unveiling where you lift up the curtain on what you've been working on. These make a disproportionate amount of noise and ...Read More

Depends on your business model. If you're in SaaS and selling monthly contracts, do more launches regularly to keep your customer engaged "look at this new thing we just built for you." If you're an enterprise sales motion, selling annual contracts this might not be as important for you, but captivating your audience once a year with a really strong launch with a great story, then go and do that.  Also of course depends on your product team. How often they are building new stuff, what customer p ...Read More