What is the end to end process you follow for an internal launch of the product? What documents / collateral would you advise for a) training internal stakeholders b) getting them excited about the launch?

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3 Answers

Launch Frameworks Launch Channels Launch Strategy

Lindsey Weinig

Twilio Director of Product Marketing • 2y

As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readiness stage (Pilot, Beta, GA), and launch size (T-shirt sized). First, we usually take ownership over launch activities when the product has reached a Beta stage. We partner with the product team to stay informed through the earlier product readiness stages to ensure we deeply understand the problem, target, and solution details. We ...Read More

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Anna Wiggins

Altruist VP of Marketing • 2y

When it comes to launching a product internally, the process can vary depending on the launch's size and whether there's a sales component involved. But let's focus on the critical documents and collateral you'll need. Foremost, you must have a well-structured Go-To-Market (GTM) strategy document, which is distinct from a Product Requirements Document (PRD) that the product team creates to specify the product's features and functionality. Your GTM document serves as the single source of truth ...Read More

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Madison Springgate

Vanta Group Product Marketing Manager | Formerly Twilio, Sauce Labs • 2y

When you are launching a product internally, the process needs to be collaborative and (more importantly) fun! I first create a product launch brief that covers everything you need to know about the product - the positioning, GTM plan, competitive analysis, etc. This doc is shared widely across the company for everyone to review and give feedback. Aligning on this brief is key as it forms the foundation of our GTM strategy and guides the rest of our launch assets. About a month before the launch ...Read More

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