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Product Launches
How do you manage the internal communication of releases?
Any tips for this to happen recurrently and clearly for all stakeholders who need to know this information in advance?
5 Answers
Julien Sauvage
Clari VP, Brand, Content and Product Marketing • September 7
First off, we should clarify that releases do not mean launch and vice versa. There's a distinction there that I believe we will address in another question, part of this AMA! Am gonna be oversimplifying, on purpose. Product releases are mostly geared towards existing customers. Your install ba......Read More
400 Views
What is your blueprint for developing a ‘go to market plan’?
What core elements must it encompass?
9 Answers
Dave Steer
GitLab Vice President of Product Marketing • July 28
I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the launch only represents one (really important) point in time. I like to think of the product launch as the rocket booster that you......Read More
8354 Views
1 Answer
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • February 7
It depends on if Product does roadmap planning based on acquisition and revenue levers or if they are considering new roadmap features to minimize churn, make a better product experience, or compete against competitors. Product marketing can pull data, conduct surveys and interviews, and do compe......Read More
321 Views
9 Answers
Teresa Haun
Zendesk Senior Director, Technology Marketing and Communications • December 1
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage......Read More
11502 Views
8 Answers
Manav Khurana
New Relic Chief Product Officer • October 10
Ultimately, it's about product adoption measured by MAU and product revenue over different time intervals. To get there, I'd suggest looking at the following metrics with your marketing team: - Unique visitors to your product page (on the marketing site and in your product) day of launch an......Read More
2390 Views
1 Answer
Jeff Rezabek
IRONSCALES Director of Product Marketing • February 19
The biggest mistakes in managing post-launch momentum would be: * Not collecting and measuring success signals (product adoption, media pickups, sign-ups, traffic, etc.) could tell you what messaging is resonating and what isn't. * Learnings: Establish key, quantifiable launch goal......Read More
431 Views
2 Answers
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
973 Views
5 Answers
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • March 18
Everything is a trade-off discusssion. If you launch a big bet before a product is "there" there will be risks, but if launching the product comes with acceptable risk and you can still hit the metrics you want to hit, you can do it. I've recently stolen this durable decision framework and find i......Read More
1364 Views
8 Answers
Roopal Shah
Snowflake Head (VP) of Global Sales Enablement • January 9
For us the Corp Marketing team is accountable for brand, demand generation, creative, and communication (PR/AR/etc.) along with execution of programs (e.g. project management on campaigns or tradeshow/event work). The content however comes from Product Marketing to deliver in these programs and e......Read More
1643 Views
10 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 17
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2278 Views