Emily Ritter
VP of Marketing at Mode

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 next

PS note on pt 1: you’re less likely to deliver on this unless you’re working upstream and sharing market insights with your product team. Great product marketing influences roadmap, which leads to great launches.

Marie Francis
Senior Director Product Marketing at Skedulo
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 differe...more
Adam Weigand
Director, Product Marketing at Coinbase
* Test, learn, and validate Formulating 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...more
Esther Yoon
AVP of Product Marketing at RingCentral
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 th...more
Fiona Finn
Director of Product Marketing at jane.app
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 succ...more
Gaurav Harode
Founder at Enablix
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 sal...more