What is your product launch process and how did you get internal buy-in for it?

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Director, Product Marketing, Datadog | Formerly Mparticle • July 7

In all product marketing teams I have worked for we came up with product launch treatments for the types of product launch. The types of launch can be "New SKUs", "New Features", "Minor Features" and so on. It's best to have a product launch playbook template designed for each type with consensus from all functions that can include product management, marketing, enablement and customer success. Make sure that product marketing project manages each launch and is ultimately responsible for the success of it.

In my opinion this is the best and most efficient way to get buy-in from all teams if product marketing champions the process and is on the hook for making it successful.

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Comment

Gregg Miller

VP of Product Marketing, Oyster®

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with both stakeholders and company leadership. Learn by doing by getting involved in low-risk, low-hanging fruit activities where a PMM touch is needed but perhaps don’t require a ton of context. 60 days: Hopefully you’ve gained enough context by 30 days to start to get an idea of what the big challenges...

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Jasmine Jaume

Director, PMM - Support & Platform, Intercom

We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with product we have always largely mapped PMMs to specific solutions or product areas. Our current team structure roughly mirrors that of the product team. That means we have 1 or more PMMs mapped to each specific product group, which are either focused on a solution (for example our support solution) or a product area (for example, platform which covers our data platform, app ecosystem etc.) Some groups have multiple PMMs, dependin...

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Angus Maclaurin

Director of Product Marketing, Bill.com

First off, I would say that Product Marketing is in demand in the market and the most critical skill set is a passion for understanding the customer and crafting messaging. If you can show a deep empathy for customers and research how a product actually matches a specific customer need, then you have a strong start for interviews. I would start with talking with PMMs or “shadowing” a PMM at your company. Find out what skill sets they recommend you develop further. Find out what you already have from your current role. One of the benefits of Product Marketing is it’s breadth. PMM does ever...

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Shabih Syed

Director, Product Marketing, Datadog | Formerly Mparticle

In my opinion the effectiveness of sales enablement should be measured by reducing the customer acquisition costs over time and reducing the time it takes to close a deal. Having these in-process KPIs that you can track month over month will help you demonstrate how your enablement activities are helping sellers meet their quotas.

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Harsha Kalapala

Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, Walmart

Copied over from a similar question: There are a lot of things you could do - and it's easy to get distracted as a product marketer. First 30 days - Listen, listen, listen. Ask a TON of questions. Hold back from providing ideas unless you are really sure about it. Help others behind the scenes on ongoing projects with work you are good at - like writing or editing copy, preparing slides, etc. Help them look good and make allies. This is also a great way to learn the business. Talk to customers - jump in on existing calls and ask good questions. Get familiar with basic analytics and KPIs...

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Jason Oakley

Sr. Director of Product Marketing, Klue

Know the product and their role (product management) well. In my experience, I've been able to build credibility with PMs by being able to speak their language, communicate in tools like Jira, Confluence, Miro, Figma, that they use every day to do their job. While product knowledge is important, market and competitive knowledge is a huge asset for PMs and something they often don't have. If you can bring that to the table, you'll be seen as a valued partner. I've also experienced a tension between PM and PMM when it comes to overlapping jobs and who owns what. PMs may feel like a new pr...

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