Marketing invariably gets the blame if the product launch doesn't hit prescribed revenue targets. How should we in product marketing set our launch revenue targets and validate our sales team's forecasts?
This depends if you're a B2C or B2B company. For B2C, you're likely embarking on a product-led growth strategy (if not already). And in this case you should be on the ho...
807 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 3y
Two fundamental issues with this blame game:1) A product or feature launch and a revenue target are two different things, with different time horizons!2) Marketing should...
2074 Views
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Grow Progress VP Marketing • 2y
There are a few dimensions to consider when setting targets -- revenue, channel performance, downstream adoption, leading and lagging indicators are some of them. Targets...
1158 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y
In my opinion, you need clearer goals of who is responsible for what, before you go into a launch. For example, our team specifically focuses launches on marketing driven...
1266 Views
HeyGen Head of B2B Marketing • 2y
I don’t think product launches should be directly tied to revenue targets, especially if the product doesn’t have its own SKU. Product launches are all about making a big...
449 Views
Clari Advisor (Product Marketing) • 5y
1/3 of new product launches do not meet their revenue targets. Why? Combination of poor co-planning by sales and marketing, aggressive competition, changing buyer trends,...
2027 Views
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What are common mistakes Product Marketers make when launching products?What are uncommon reasons a product launch would fail or underperform?What common mistakes should we avoid when launching new features or products in the highly competitive market?How to educate the company of the importance of a structured product launch?