All related (40)
Priya Kotak
Product Marketing at Figma
As teams scale and more processes are put into place to streamline go-to-market, PMMs can become overly reliant on launch playbooks. We’ve all been there — you identify the tier, fill out the launch plan, and start working through the corresponding checklist of tactics. In many cases, this will result in a smooth process and pretty good launch — after all, the playbooks are there for a reason. But great launches come from taking a step back from the playbooks and processes to think about what that moment really needs, instead of just what’s required. Once you have your GTM plan, ask yourse...more
Stephanie Zou
Senior Director, Marketing at Figma
I think one of the best parts of being a PMM is you get to bring a bunch of different people/teams together to work towards a common goal. I’ve probably done more launches than I dare count and manage people who’ve managed people who’ve done even more launches than me. I guess the launches that I remember most are the ones where we worked well together on. Product announcements are great moments for your company because it brings people together and it’s an exciting and celebratory milestone. I guess what makes a great launch is one where you really got people bought in on your vision, capi...more
Jodi Innerfield
Senior Director, Product Marketing at Salesforce
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-court press (whatever that means for your company!)  Moderate improvements, new SKUs, bigger features that are exciting but not totally new and different for the company are the market are more medium-Tier launches. Smaller features and incremental updates can be covered in release marketing only, m...more
Alissa Lydon
Director of Product Marketing at LogDNA
One word: retrospectives! For me, the success or failure of a single launch isn't as important as what we learn along the way. However, in every company I have been at this has been the hardest thing to implement consistently - especially in high-growth organizations where it feels like you are sprinting from one project to the next and don't have time to look backward. But make it a priority to sit down with all of the stakeholders from the launch (preferably as one group), and take the time to talk through how they thought it went. A good framework I learned for guiding this discussion is...more
Holly Zhou
Product Marketing Manager at Motic Digital Pathology
I think what distinguishes great from good is how purposeful the launch was, including these aspects: * Were there set objectives for the campaign or product? * How does the initiative help the company reach the right customers or win the market? * Were stakeholders and collaborators brought in to understand the "why" and how it impacts or benefits them? * Are there processes for measuring success and doing reflections/post-mortems? If marketers spend time understanding the why and setting up mechanisms for success, then launches become less about "pushing widgets" and more abou...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals. 

The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics. 

Manav Khurana
GM & SVP Product Growth at New Relic
I am a big fan of drumbeats. People are busy and it's easy to miss one large product announcement and even if your audience sees the announcement, it's easy to forget about it.    My favorite packaging approach is to have a broad theme ([your service] keeps getting better, a commitment to security or performance, helping your audience do something better, faster, cheaper...) and then announce each small enhancement as it comes.   Say you have 5 small enhancements over 12-15 weeks. Start with announcing the first enhancement on your blog/email/social channels as part of a broader theme. ...more
Marcus Andrews
Director of Product Marketing at Pendo.io

I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. 

John Gargiulo
Head of Global Product Marketing at Airbnb
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps:   1) ANALYZE The first thing is to immediately begin watching not just usage of the product, but which parts of the product. How are people interacting with your features? Where are they dropping off? Where are they spending their time? This will give you context and clarity to move onto step two.   2) PLAN Now that you know where your hypothesis was roughly right or ...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
Enablement is one of the most critical and often most difficult parts of the launch. The key to remember is that, usually, the product launch is just part of the overall sales process, and you need to treat your enablement as such. Very rarely will a customer-facing team drop everything for a new product line, you need to fit it into their existing flow. Here are some practices I use: * Timing is everything: This sounds stupid but it’s so key. If you’re trying to train a team during the last week of the quarter, you’ll get very poor participation and engagement rates. At Airtable, w...more