Is there a template you follow for Product launch vs Feature launch? Also for existing and new markets.

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 the case of a full product launch), and the activities associated with each tier. For example:Tier 1:Impact: All customers, market-level, significant company revenueActivities: Press, social media (product and brand handles, personal handles), newsletters, blog (executive byline), Community series, website update, event keynote, ...Read More

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 common definition for different tiers of launches. These are roughly the tiers we use: Tier 1: Expands capabilities with a distinct, new product offering. New product SKU. Significant competitive differentiation. Tier 2: New, incremental functionality/capability that extends your offering its current target market. Competitive d ...Read More

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 something press release-worthy, a Silver launch was something meaty and interesting for existing customers but maybe not as impactful for the broader market or prospects, and a Bronze launch was something smaller which usually just needed a mention in the release notes or similar. For each of these launch levels, we created a launch pac ...Read More

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 a: new product/service (differentiator or evolving our narrative) new feature (getting us to competitive parity) updated feature internal update Then based on the above I will outline the timing required for this type of launch. It could be anywhere from 8+ weeks to 1 week. Here's where you will include all your launch tactics ...Read More

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 differences usually align to the volume (not value, volume!) of activities surrounding the launch. Not every feature may need a standalone webpage, or a standalone live sales enablement session. Tier 2/3 may be more effective when bundled into a bigger story, or included only as a blog. I like to scope a Bill of Materials (BoM) to thes ...Read More