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What are the foundational steps to develop a repeatable and scalable launch discipline?

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4 Answers
Launch Frameworks Launch Strategy
  1. Natala Menezes
    Natala Menezes

    Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y

    Create a Leadership Team: - Typically composed of the PMM who will lead the launch, define messaging and positioning and rally the org plus the product manager who owns the product and then key stakeholders from PR, Analyst Relations, and GTM / Sales Readiness. Set a timeline: Build a detailed timeline with key launch milestones such as when the product will be ready, executive reviews, the deadline for creative requests, and content creation timelines. Getting clarity on dependencies and the ti ...Read More

    1,271 Views
  2. Anna Wiggins
    Anna Wiggins

    Altruist VP of Marketing • 2y

    One of the most important steps is to get organizational alignment and buy-in that you need a launch discipline. Some early-stage organizations may prioritize agility and move quickly without formal processes. It's crucial to ensure everyone recognizes the value of having a structured approach.  Once alignment is in place, keep the launch discipline simple and adaptable to your organization's culture. Begin with a straightforward framework and build upon it gradually to add complexity as needed. ...Read More

    459 Views
  3. Rowan Noronha
    Rowan Noronha

    Clari Advisor (Product Marketing) • 5y

    Thanks for the great question and for including the word discipline. Your b2b product launch needs to be approached in a disciplined manner as it represents significant financial and resource investment while prospectively contributing to your company's sustained growth.  Stats from analysts and progressive GTM thought leaders such as OpenView Partners paint a grim picture for b2b product launches with 60%+ failing. As such, approach your product launch efforts in a disciplined manner versus ano ...Read More

    2,378 Views
  4. Teresa Haun
    Teresa Haun

    Zendesk Senior Director, Technology Marketing and Communications • 5y

    I would suggest establishing process and structure around launches, like determining the tier and then based on the tier having a launch template with the typical activities and teams to engage. More detail in my response on this question: https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2

    2,494 Views

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