How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
Shopify Director of Product Marketing • 1y
Managing product launches when the product team struggles to stick to timelines can be challenging but it is a common thing to navigate through. Here are some things I do...
2741 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 4y
This can be a huge challenge, and I certainly feel for you. Overall, I think it comes down to open and transparent communication between Product and Product Marketing, an...
822 Views
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Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 6y
I would bake in as much buffer time as you can in your marketing timelines. If they have a track record of not shipping on time, I'd start assuming that. If your product ...
1680 Views
BenchSci VP of Marketing • 4y
Working from a place of positive intent, some R&D teams may not realize that launch activities are as much work at building a new product/feature. They don't see all ...
1912 Views
Sentry VP of Marketing • 4y
This is pretty common. In my previous life as a PM and now as a PMM, I don’t try to manage the product team and the schedule. I try to get ahead of these challenges by an...
1084 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 4y
It's very common -- particularly in modern software companies -- for product teams to move timelines based on engineering constraints, customer feedback in the beta-testi...
786 Views
The misalignment comes from what product GA means versus what marketing GA means and confidence level. And this alignment should come from the top—Head of Product and you...
683 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
While I don't want to discount the personal thrash this puts on you, I’d suggest you quantify the impact in a manner that is around the health of the business. Showcase t...
1028 Views
Inngest Head of Marketing • 4y
Same! In my case, I was also dealing with phased launches--bits of the solution released every few weeks. And I understand why–when you're working with a developer audien...
539 Views
Woven Head of Marketing • 8y
Apply agile sprint thinking to launches. You can do this by creating themes just like agile has a sprint (my team is moving to quarterly message themes). These themes enc...
840 Views
Your product team is not unique! I've never heard of a product team that sticks to deadlines exactly. The best lesson I've learned on how to mitigate this in enterprise s...
1819 Views
Related Questions
How far out does a product roadmap typically go, and to what level of detail (by month or quarter) is the commitment by Product?How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed? What do you find most challenging about launching a new product that is also your company's first product?How do you deal with other departments 'taking' major projects and core product marketing responsibilities for themselves simply because they have resources and product marketing has a weak stance in the company, without supportive leadership and has only one or two Product Marketing Managers (who are therefore barely staying on top of product launches)?What is typically the timeline that you’re committing to for influencing the product roadmap for launches versus exploration?How do product marketers lead a product launch when roadmaps and priorities are constantly changing?