What are the core elements of every good feature launch?

Feature launches can be a snoozefest.  If it's just a feature launching, is it worth publicizing this to the customer?   Every launch should have is a packaged story of WHY you're telling the customer about it and how it's going to change their behavior. If it's not worth a big hoopla, don't burn resources on it.  It's easier to tuck it into a release OR try to package it up with 2-4 other feature launches so you can create a real bundle into what a customer would want to know about. Usually if ...Read More

On average our PMMs sync with their PM counterparts on a weekly cadence. At Intercom the ratio of PMM to PM is usually 1:4. Quarterly meetings include roadmap review sessions (2-3), usually a few weeks ahead of the following quarter. Annually PMMs are feeding into the product's winning strategy which consists of defining the next years overall strategy within a product and/or solution area. Leading up to a launch calendars will fill up with GTM syncs across the various marketing teams, and an in ...Read More

I'd say this can change based on the organization, contributing teams, goals for the launch, market you're in, audience... but a few things I would never launch without: 1. Naming. Sounds simple, but the way that your engineering team refers to something is very often NOT the way you should be communicating it externally. Take the time to name. 2. Pricing and packaging. Work out EARLY whether this should only be available to certain tiers. 3. Target personas. Exactly who is this for, and why do ...Read More

A good product launch starts with a deep understanding of the customer – who you are building for, their needs/pain points, how to reach them. Building a phased research plan is key — it's important to gather insights to shape both the product value prop and the marketing plan. I find that a lot of teams run research early in product development, but I highly recommend building a testing plan to validate your positioning and creative concept. Concept testing and will help future proof your GTM p ...Read More

Core elements of a good feature launch include: The messaging. This should clearly define what the feature is, the value it brings, and how it's differentiated in the market. Campaign coordination. PMM will often orchestrate the campaign, whether it's large or small. This includes giving feedback on marketing collateral for accuracy and coordinating activities across teams. Prepping your GTM teams. Any team that is customer facing needs to know about features that a customer or prospect might as ...Read More

When I think of a successful feature launch, I think of a couple of aspects: Business value: Were customers asking for something like this? What problem does it solve for them? Are customers adopting the feature - why or why not? Clear positioning: Is the feature being positioned in a way that clearly articulates its value? Have we carved out the right target audience for the feature - the right segment, the right industry? How is your feature differentiated in the market? Sales understanding: C ...Read More