Sharebird
Sign Up / Sign In
Back to Your Feed
3 Answers
Sherry Wu
Sherry Wu
Gong Director of Product MarketingJuly 20
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
1681 Views
Ashley Faus
Ashley Faus
Atlassian Director of Integrated Product MarketingMay 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
1342 Views
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJune 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
542 Views
RELATED
Jodi Innerfield
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch StrategyJanuary 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
10723 Views
RELATED
Sherry Wu
Sherry Wu
Gong Director of Product MarketingJuly 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
1368 Views
RELATED
Mary (Shirley) Sheehan
Mary (Shirley) Sheehan
Adobe Head of Lightroom Product MarketingJanuary 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
4231 Views
RELATED
Manav Khurana
Manav Khurana
New Relic Observability Product GMOctober 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
1148 Views
RELATED
Marcus Andrews
Marcus Andrews
Pendo.io Sr. Director of Product MarketingJune 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
1371 Views
RELATED
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 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
11450 Views