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There are two categories of KPIs - business KPIs and launch performance KPIs. For both types, the KPIs you choose to track depend on the goals of your product launch. Let's say you're introducing a new revenue-generating product. The main business goals of the launch might be to create brand ......Read More
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Ashley Faus
Atlassian Director of Integrated Product Marketing • May 25
I'm approaching this question with a Software-as-a-Service lens, so this depends a lot on the type of product, launch stage (ie: alpha, beta, or Generally Available), and the level of the launch (ie: full product launch vs. feature launch or momentum "launch). In general, we want to see an upt......Read More
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I track product usage out of the gate and usually shoot for 30% attach rate (adoption) within the target audience I'm serving. From there I look to our company North Stars: win rate, deal velocity, pipe gen, expansion rev to inform PMM peformance. But product activation and engagement/rea......Read More
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Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • January 13
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-co......Read More
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Sherry Wu
Gong Director of Product Marketing • July 19
I've worked at Series B startups all the way up to F500 companies. The theory behind product launches is the same - you want to align your launch to business goals. But, the HOW (the tactics and resources) and the WHO (the team) behind executing a product launch are really where there are diff......Read More
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Mary (Shirley) Sheehan
Adobe Head of Lightroom Product Marketing • January 17
Post-launch momentum, what I call "Rolling Thunder," is one of my favorite topics! I think a lot of times people throw in their hats when the launch moment is done, but this is really when it's just beginning. A good strategy is to take some of the "core" assets you've created for the launch (e.g......Read More
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Manav Khurana
New Relic Observability Product GM • October 11
I've always liked having one core audience & many supporting audiences for a product story... think about it. Movies with multiple heroes are confusing. Pick your core audience and tell the product story for them. If you have multiple supporting audiences, then describe how everyone can work......Read More
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Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
This is such a great question! At some point every PMM will find themselves in a situation when they are asked to launch a product that just isn’t ready. It’s always a mistake to go too early (launching too late isn’t good either but less dangerous). If it’s truly an MVP and you launch it w......Read More
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John Gargiulo
Airbnb Head of Global Product Marketing • December 1
B2B - The foundation of any successful launch is a compelling insight. This is especially true in B2B. To get to that golden nugget, even if you have a research group and/or an awesome, collaborative sales team - meet the customers. There is nothing like first-hand experience when it comes to......Read More
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Related Questions
How do you distinguish your different launch tiers (provided that you do)? If you have been part of the process to define the tiers, what did that process look like? How does a product launch differ depending on the size of the company? What is the role of Product Marketing compared to other parts of the business in driving product adoption?How do you adapt release for very distinct audiences, especially when the release are beta or otherwise not completely generally available?What stage in the product lifecycle is best for a product launch? What effort would you put into launching a product that is still very much an MVP?What are some best practices for a successful product launch targeting a B2B audience? What about B2C?