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4 Answers
Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16
For each "Tier 1" launch, I typically create:  * A GTM checklist (which is your Bible, includes metrics, links, as well as key drivers of the project)  * A launch brief to share with creative in-house teams or agencies * A product communication doc with specs of the feature and any talking......Read More
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Hien Phan
Hien Phan
Amplitude Director of Product MarketingMarch 15
Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will evolve. Otherwise, you're doing something that someone might not agree with, which will screw up your GTM efforts.  Within th......Read More
972 Views
Tracy Montour
Tracy Montour
HiredScore Head of Product MarketingAugust 4
Every GTM strategy starts with positioning and messaging.  A detailed and well-aligned positioning document is essential. This should include personas, the problem you're solving, how the solution is defined, what the competition is, the positioning statement, and use cases (it can include mor......Read More
681 Views
Lisa Dziuba
Lisa Dziuba
LottieFiles Head of Product MarketingSeptember 13
We have a defined set of documents that we create based on the launch tier: PMM <> PM together prepare * Product overview (how it works) * Key features & benefits * Personas & use cases PMM on their side * Product value prop * Positioning and messaging doc * GTM channels plan * GTM b......Read More
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Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingJanuary 17
First of all, successful launches set a goal for a launch during the initial phases of the launc, not just slapped on at the end. If you don't know why you're launching something, and what goals you are trying to acheive, you should pause and sort this out before moving forward. Once the launc......Read More
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Priya Gill
Priya Gill
Momentive (SurveyMonkey) Vice President, Product MarketingDecember 12
If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to attract. It’s a lot easier to narrow down to an ICP if your product is already established and you have a base of customers to ......Read More
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Arianna Schatzki-Mcclain
Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product MarketingAugust 3
Almost every launch has something unexpected arise not matter how much you plan. To me, the riskiest items are the ones that might be harder to change or adjust post-launch. 1. Making sure there is product market fit is make or break. By that I mean, the buyer you've identified has a clear ......Read More
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Hien Phan
Hien Phan
Amplitude Director of Product MarketingMarch 15
(1) It's a strategy, not a goal. You're diagnosing the problem and focused on how you should go to market. (2) There is an operationalization aspect for your marketing team. Marketers need the audience, message, and channels/communities these people live in.  (3) There is an operationalization ......Read More
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Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
Overall, you want to be looking at metrics that give you an understanding of success (e.g. adoption, revenue, word-of-mouth), inform tweaks to your messaging, and future direction of the product. These metrics may differ between B2B and B2C products, especially around Sales Enablement. Post laun......Read More
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Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, OculusFebruary 3
Absolutely.   1. Audience: Understand your target(s) 2. Angle: Tell your audience(s) how you solve a problem 3. Accomplishments: Have goals and milestones 4. Activate: How to execute your plan 5. Assess: Evaluate and adjust Most of all empower your XFN team to ensure you have the tactics s......Read More
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