Which products/launches should you 'launch' and which should be left alone without a formal launch?

I think everything new in the product is launched to some degree, but we do use a launch tiering system— Tier 1 to Tier 3. I've seen this model at other organizations and it works well to align on a standard set of actions for each launch depending on the goal. Major product initaitives that will materially impact your brand, audience, or bottom line? Tier 1—press release, sales enablement, videos, one-pagers, website landing page, paid promotion, blogs, guides, social posts, etc.  Adjustment to ...Read More

Not all products require a full formal launch. Small feature updates or enhancements can be released quietly or with just an internal announcement. Lighter product updates that help drive forward a strategy could leverage just a one off email or notification, and something more substantial but not a big rock launch could be launched through just your owned channels like lifecycle and social media. Huge product launches and times when you’re entering a new market could call for a launch formal lu ...Read More

I recommend using a tiering system.  An effective go-to-market (GTM) tiering system is a framework that organizes products, services, or features into different tiers based on factors such as their value, target market, or sales potential. This can help organizations prioritize their marketing and sales efforts, and allocate resources more efficiently. A typical GTM tiering system might include three or four tiers, such as: Tier 1: This tier includes the organization's most valuable or strategic ...Read More

Most clients I work with have a tiering system where they group launches into Tier 1/2/3, etc. Every tier gets some sort of “formal” launch, but they differ in the number of activities and number of people involved. For example, Tier 1 launches have cross-functional marketing and sales enablement teams, analyst message testing and briefings, comprehensive PR and social media plans, and sales training. A Tier 3 launch may only include an email and/ or Pendo notification to existing customers, and ...Read More