My company is about to do a product re-launch. We're scaling quickly, but don't have any dedicated PMM's on our marketing team or processes in place for product launches. What's the most important thing we should keep in mind?

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4 Answers

Launch Frameworks Launch Channels Launch Strategy

Jack Wei

Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 4y

1. Always set a clear objective, then work backwards from there. Why is the relaunch happening? Either because the first attempts were deemed unsuccessful by some performance metric, or because there has been a pivot in the business that requires getting the product in front of a new audience (eg. change in target persona, industry, use case, business segment, pricing & packaging, etc.) 2. Build a plan against that objective. Let's say you're relaching because the first attempts did not driv ...Read More

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Candace Marshall

Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 2y

First, start with gaining a deep understanding of your target audience - what they love, what they struggle with, and how your product solves their problems uniquely. This will help you create clear and compelling positioning, messaging, and launch narrative. Secondly, establish clear comms and coordination with your teams - even without dedicated PMMs, cross-functional collaboration is key. Tag-team who is going to work with Product on launch/GA (general availability) timelines, drive marketing ...Read More

1,635 Views
Anna Wiggins

Altruist VP of Marketing • 2y

When considering the key elements of a successful product launch, common themes emerge: early alignment, clarity on next steps, audience definition, and strategic go-to-market planning. Internal organization plays a pivotal role in achieving success. The fact that you don’t have a dedicated POC or a defined process is the biggest risk to this launch - assuming there are no issues with the product itself. My response will primarily address this challenge. Define Roles and Responsibilities: Assi ...Read More

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Lisa Gonzalez

Bloomerang Senior Product Marketing Manager | Formerly Klaviyo, Lytx, Sony, HP, Qualcomm • 4y

Align with your executive team your number one objective, then focus on nailing the execution of that objective. Ruthlessly say no to things that will take you off course. Stellar execution can make a half-assed strategy successful. If you don't have any processes in place, build something simple, then iterative and improve it over time.

290 Views