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What's the most important thing to get right when planning a launch?

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3 Answers
Messaging Strategy
  1. Charlotte Norman
    Charlotte Norman

    Canva Head Of Product Marketing • 5y

    I believe there are three crucial things that need to be outlined in order for a successful launch:  Why are we doing the launch: what are the key metrics, objectives and customer benefits of doing it Who's the core team working on the launch How are we measuring success post-launch?  Why are we doing the launch? If you don’t have a clear understanding of why you’re doing the launch and how you’ll measure success, then you’re setting yourself up for failure. A launch without core objectives and ...Read More

    7,294 Views
  2. Talia Moyal
    Talia Moyal

    Lovable B2B PMM Lead • 2y

    If I had to pick one thing to absolutely get right it's your planning phase. The work you put it won't be as impactful if you haven't aligned across stakeholders on the story your telling and the goals for the launch. And while launches are strategic they are also one of the most logistically-heavy activities you can take on as a PMM. These are my three phases: -planning -creation -execution Planning is about alignment, decision making and timelines. Creation is about creating and reviewing all ...Read More

    302 Views
  3. Benjamin Blackmer
    Benjamin Blackmer

    WSO2 Director of Product Marketing • 2y

    The most important thing for a launch is to align your company on the number 1 goal of the launch. Boiling down a launch to one more important thing is tough, but goal alignment will ensure you can optimize your launch activities to achieve your goal. There is also a tendency for companies to throw layer multiple goals onto a launch, but this only serves to dilute the potential of the launch. Here are some examples of launch goals: Attracting new customers Upselling existing customers Converting ...Read More

    255 Views
  4. David Bressler
    David Bressler

    BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y

    You've gotta get the external messaging correct. Anything else can be changed as you go... but the messaging infuses everything you do. In particular, any press you're going to get... you can't change the messaging you use to develop the public facing press elements once you've socialized them to the press.

    246 Views

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