What is the single most indispensable tool you with regards to product launches? Why?

I'd love to ask folks the same question! We haven't had a lot of luck with solutions that cater specifically to PMs or PMMs. Our product and eng teams use Jira most and marketing dabbles in it, but I think the most valuable tool is the one that holds us together (especially with a completely decentralized workforce).

So it's the tools that facilitate quick and clear communication that are most indispensable for me. For me that's Slack because I can orient different channels for a few key stakeholder groups. These groups usually are:

• One channel for all product, design, engineering, and user operations stakeholders (and anyone else who wants to join)
• One channel for all marketing and go-to-market folks which usually includes a PM and a few engineers
• A channel or standing meeting with executive stakeholders that's only for reporting on big changes or decisions to get a "head nod" and keep them informed
• A changelog for the whole company to track real time updates to the product

Beyond that you need a marketing calendar of some kind. But I have yet to find an awesome tool for that, so we keep using Google Sheets. Again -- please comment if you have tools you've found flexible that doesn't add bloat!

I also keep a launch plan deck in Google Slides that I update as the primary source of truth when it comes to roles, responsibilities, messaging, target audience, etc.

This answer may be two-fold.

As for tools we use for launches, we find Coda to be pretty indespensible. We've designed our launch template within it that serves as a master doc for all GTM documentation associated with a launch. It centralizes all our key launch documentation from the GTM strategy, deliverables, DACI, launch activities and more. It's indepsnesible because it truly makes project management extrememly easy, and offers a ton of flexibility.

The reason I say this answer is two-fold is because Coda is only one part of the solution. I think all product marketing teams should have a solid tiering framework that is used to align on how product and features will be brought to market, and a solid launch template that is reusable and flexes depending on the size of a launch.

Product/feature launches are SO cross-functional and require SO much coordination, that I'd say that anything that helps you with project management and coordinating everything in one place is the most indepsensible "tool". 

This could be in the form of frameworks like a DACI/RACI model that helps you get clarity & buy-in for launch roles & responsibilities, a Gantt chart to help you see the launch timeline birds-eye view, or project management software (we've used Asana, Jira, Wrike, ClickUp) to help you keep track of tasks, drivers & deadlines. If you have ways to keep yourself organized and transparent with your team, you can ensure a smooth launch with few dropped balls.

A rock solid messaging doc is the most indispensable tool for a product launch.

I still live by the mantra that Lorraine Twohill, Google’s CMO, instills in all PMMs: “Know the user. Know the magic. Connect the two.” Understanding the desires and pain of your customer is important. And understanding, in a fair amount of detail, the discrete features that make a product so special is critical. But the best PMMs are able to connect how those amazing features uniquely alleviate the specific pain points of the user.

Once you have a handle on the positioning, the challenge is to translate that into a very clear messaging doc. If you can write a short / shorter / shortest version of the messaging, where all 3 capture the essence of the positioning, you've got a good messaging doc!

I don't know if this counts as a tool but I would say your overall plan. Whether that's in a gantt chart, excel, slide deck or Asana (or any other project management tool), it's critical that you have a full view of your launch plan from Day 1 to Launch day -- and then the promotional activities after (so that you can track lagging indicators of launch (your launch goals). 

For me this has always been what we call the Messaging Source Doc (MSD) at Zendesk, but it can also be called other things depending on where you work. The MSD is the foundation upon which a product launch is built - it holds information about what the product does and how it works, its value props, the ideal target audience, competitor information, pricing, differentiators, what customer challenges it solves, pricing and strategy. It also acts as a map for cross-functional teams like campaigns, AR, PR, social media teams, etc. who are helping with the product launch to remain consistent in how to talk about the product, how to write about the product, and how to market the product.

In the competitive landscape of product launches, a well-crafted launch messaging document serves as the strategic foundation for your cross-functional team's success. It ensures all assets, campaigns, and tactics seamlessly align and resonate with a compelling narrative, capturing the attention and interest of your target buyers.

This essential document acts as your launch bible, encompassing the following key elements:

1. Differentiated Value Proposition: At its core lies a concise statement articulating the unique value your product or feature delivers, addressing specific customer pain points and offering a compelling solution.

2. Target Audience Mapping: Clearly identify the audience segments and personas you'll be targeting with your messaging. Unearth the challenges they currently face with their existing solutions, and then illuminate how your new offering empowers them to improve their current setup.

3. Customer-Centric Key Messages: Craft impactful messages tailored to each persona, highlighting the benefits and features that resonate most deeply with them. Invest time in researching your beta users to glean valuable insights that will inform how you position and prioritize key messages for each specific audience.

4. Embedded Proof Points: Solidify your key messages with concrete evidence and examples, such as customer testimonials, case studies, or compelling data points. Beta users are exceptional candidates for providing social proof you can leverage during launch announcements or campaigns, lending valuable credibility to your messaging.