Is there a template you follow for Product launch vs Feature launch? Also for existing and new markets.
5 Answers
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
I recommend a tiering system for product vs. feature launches. The tiers include criteria about the impact of the feature that's launching (or series of capabilities, in ...
23295 Views
Vanta VP of Product and Corporate Marketing • 3y
Yes, it's important to run a different playbook for major launches versus minor ones. Rather than thinking just around "product" vs "feature", I'd recommend developing a ...
9972 Views
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Wiz Senior Director Product Marketing • 1y
Definitely. Like many companies, we've always sized our launches (S/M/L/XL; Tier 1/2/3; etc.) and follow different templates for different tiers. The foundational differe...
5030 Views
Attentive Senior Director of Product Marketing • 2y
I use a tiered framework that defines the different tactics and strategies deployed for each type of launch. I first start off by defining the type of tier by whether its...
7860 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 1y
Similar to many other PMM teams I think, we group our launches by levels. In my previous company we called these Gold, Silver, and Bronze where a Gold launch was somethin...
1426 Views
Related Questions
Do you tier your launch stages based in cost?Can you speak to how to go through a successful product launch with no budget. Using existing tools to grab your current and new audience base specifically with features that are meant to grab a new type of user. When re-launching a product in the market through a different lens of value, how would you create the demand for it, and what campaigns would you run? What types of launches do you do market research for? How do you tier launches not just for products, but features, modules, enhancements? How do you manage launches for "me too" features that are table stakes in your competitive set? Do you take a different approach for these vs features that are truly differentiated?