When you look at the best launches that you have done, what did you get right that made them so successful?

I think more than anything, the things we got right were the fundamentals: Product need: We were launching a product that truly solved customers’ needs. We were crystal clear in our product spec about who we were solving for and what problems we were focused on. We validated that and got even sharper in our vision throughout a clear beta, and PMM was involved in every step, so we were operating with the information we needed to run a successful launch Tight messaging: Messaging isn’t as hard as ...Read More

Some of our success is up to us, and there are also conditions for success that are out of our control. You can learn to recognize when those conditions are and aren't present to advocate for what you need to increase your chances of having an awesome launch. I'll try to speak briefly to both. Conditions for success (out of your control) You and others having real confidence that the product/feature is providing meaningful user value Singular company or group focus on making the most out of a ke ...Read More

Here are some of my learnings from successful product launches: Don’t launch a half baked product, you don’t get a 2nd first impression and you will burn trust with your users  Test your messaging with beta users - do your value props align to their feedback?  Re-market the feature with an adoption/growth campaign at a later date. You'll have new use cases, user testimonials, data proof points (which you don’t always have at launch) Just say the thing - don't get distracted with marketing fluff ...Read More

I think the best launches I've done tied directly to a value-add or customer painpoint. When I think back, the most impactful launches weren't because we wanted to release something at a time that was convenient for us, rather it was something that we released because it was ready and had customer proof points we leveraged in the launch. The more you can tie a product launch in to a customer example, the better. Can you bring a customer on stage with you at the event you want to do a launch at? ...Read More

I would synthesize it into 3 things:  Start with the end in mind: if this launch goes well, what does it mean for the product, the company, and customers? In 6 or 12 months from now, how is the company different? What is the story you want to tell to the market? Build alignment with exec and XFN on the scope and expected impact of the launch. Doing this early will open doors to new possibilities.  Build compelling products: you can have the best raw ingredients in the world at a good price, but ...Read More

Looking back, the most successful launches I've done have the following elements:- Messaging/concept research, conducted EARLY on, while the product is still being developed or early access/beta. Conducting this research when product is still in development will ensure a strong go-to-market message, so you aren't guessing the what is the best value prop, reasons to believe, or even features to lead with in your launch. Early testing can also tell you what features your market cares most about, a ...Read More

When I reflect on my most successful launches, a few key elements stand out: Internal activation: This often gets overlooked because we tend to focus on the external splash. However, internal activation is SO crucial. This internal momentum builds excitement and ownership, fosters cross-functional collaboration, and addresses potential issues early, amplifying the impact of your external marketing efforts. When your internal teams understand the new product's value and are equipped with the righ ...Read More

When I think about the most successful launches my team and I have done, they all included 1) a clear go-to-market strategy with leadership and stakeholders bought in, 2) strong communication and partnership across cross-functional teams, 3) effective sales enablement, and 4) success metrics and estimates for what we expected to deliver set in advance.Having a clear go-to-market strategy that includes all the key considerations and all stakeholders aligned sets the stage for a successful launch. ...Read More