What are the top 3 priorities for a successful product launch, that hold true for all types of products?

Great answers all around. Here's what I'd add: * You deliver a product/feature that people actually want* You position your product in a way that gets the right people to try it (which they then adopt because of pt 1)* You deliver against whatever higher level objective you’re trying to achieve for your company (increased ACV, capture new market share, increase conversion rate within current market, etc)BONUS: you learn something you can apply to whatever you launch nextPS note on pt 1: you’re l ...Read More

Test, learn, and validateFormulating the foundation of your launch plan purely on an educated hypothesis is an OK starting point, but going to market on one is incredibly risky. Being a product marketer in 2021 means you have access to a variety of third-party or in-house tools to help test and validate the core components of your go-to-market strategy with end customers, including value propositions, positioning elements, and key messaging pillars. I typically like to run as many rapid-fire qua ...Read More

I only have one that I can think of that holds true for all types of products:Write a mock PR to have a clear understanding of the message you (and your team) want to land. Ah-ha moment: Your mock PR can be over the top! Do a kick-off and readout your PR with superlatives galore. Shoot for the stars! Write something that legal will DEFINITELY not approve - the best this, the most amazingest that. Use the PR to get your GTM squad excited... the review cycle will water it down, but at least you'll ...Read More

Not all relating directly to PMM's role in a release, but should always be on your radar: Assigning clear ownership of metrics to move and stakeholders of activities/ business areas as early as possible. A key DRI (direct responsible individual; whether PMM, VP, GM or other) is integral to successfully bringing cross-functional teams together, with a PMO a great aid in maintaining visibility and keeping things on track. (This can also fall to the DRI.) Test, track, tweak. Experience is a great t ...Read More

Revenue, revenue, and revenue.  Assuming the product is launched to generate revenue. Not all are. Some products are launched to test ideas, some might exist simply to check a box with influential audiences, others might be there to block or signal to the competition. There are also different metrics that should be considered at different points in time and are dependent upon your business model. Obviously, revenue is not solely attributed to a successful launch. Lack of revenue certainly can be ...Read More

Excellent answers here. I agree that revenue is an important aspect of a Product Launch. You don't want the launch excitement to be short lived because of lack of revenue (and adoption).  We wrote a blog post on this topic that you can refer to: What is your product marketing's "release to sales" process?  In my opinion the three priorities for product launch are:  Start Early. This cannot be stressed enough. Apart from a product-market fit the next big thing that is working against you is time. ...Read More