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Product Launches

How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?

For example: your customer need to migrate from an old API to a new one.

2 Answers

April Rassa

Cohere Product Marketing • April 2

The first step is defining the customer journey and making sure your key functiona teams understand that journey. Then, recognizing that there may be stop gaps that need to be implemented to ensure customers can take advantage of the feature. What needs to happen on the delivery side of the house......Read More

943 Views

What's the best. most turnkey framework to use for building GTM presentations for multiple stakeholder groups?

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More

1046 Views

When you think about product launch, what post-launch activities are mission critical?

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More

973 Views

What are some of the KPIs that should be focused on when launching a new feature of an existing product?

4 Answers

Alissa Lydon

LEVEE Head of Marketing • May 5

There are two levers I think about when deciding how we should measure launch success: * Are users successfully adopting the product/feature? * Are we successfully attracting users to adopt the product/feature? The first bullet point is all about the product experience, and speaks to the part......Read More

405 Views

How do you make decisions around channels to use for new product launches?

What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?

3 Answers

Victoria J. Chin

Asana Chief of Staff, Product • April 28

At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be my first priority. * What are we hearing from customer interviews, and/or customer-facing teams? * What third-party resear......Read More

1070 Views

Which KPIs do you track considering a product launch?

3 Answers

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

543 Views

Marketing invariably gets the blame if the product launch doesn't hit prescribed revenue targets. How should we in product marketing set our launch revenue targets and validate our sales team's forecasts?

3 Answers

Rowan Noronha

Showpad VP Product, Partner & Content Marketing • October 13

1/3 of new product launches do not meet their revenue targets. Why? Combination of poor co-planning by sales and marketing, aggressive competition, changing buyer trends, in addition to being overly optimistic. Listen, I'm not saying to be pessimistic or conservative, but be realistic with your l......Read More

1209 Views

If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?

3 Answers

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

I would suggest bundling the two week sprints into a larger quarterly release cycle so you can benefit from a bigger, impactful story. If you are hitting your customer base with new features every 2 weeks, I can guarantee you they are going to be fatigued, saturated, and less likely to engage. Pe......Read More

345 Views

How should the approach differ for product launches targeted towards large enterprises vs. ones for smaller startups in terms of timeline, activities, metrics?

3 Answers

Dave Daniels

BrainKraft Founder • April 2

I assume what you mean by your question is would there be a different approach for an enterprise company vs a startup. If this is the case it's a problem of different scale. The readiness coordination (internal) is going to much more complex than with a startup. There are lots of moving parts to ......Read More

438 Views

What are uncommon reasons a product launch would fail or underperform?

There are common reasons like sub-optimal messaging or pricing, but what overlooked areas in the product launch process, if not addressed, can lead to failure, and how can product marketers de-risk those situations?

3 Answers

Julia Szatar

Loom Director of Product Marketing & Lifecycle Marketing • August 25

One example is not identifying a potential risk and failing to address it proactively, then having it flare up during the launch. We've had this happen before when we had a lot of pressure to move fast. We kind of knew about the risk in the back of our minds but forgot to address it / flag it e......Read More

293 Views