Launch Frameworks
What do you use for internal Product Launch Process Alignment?
I am looking for a framework to use internally with executive stakeholders to align on a product launch process. Does anyone have a framework they have used successfully?
Amplitude Product Marketing Director • 1y
We have a pretty detailed NPI framework that breaks down the Product, Ops, GTM, Sales deliverables that are impacted across a tiered system of launches Tier 1 - New produ...
1396 Views
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Messages That Matter Co-Founder • 1mo
Most important is to involve sales early and often throughout the positioning process to both gather intelligence you can't get anywhere else and also to solve the No. 1 ...
222 Views
WhatsApp Consumer Product Marketing Lead • 1mo
A good user acquisition strategy starts with full-funnel thinking and diagnosing where the biggest opportunity is before jumping to Marketing execution. Here is my go-to...
9492 Views
CloudBees VP of Product Marketing • 1mo
The two things that matter most are pipeline and adoption.On the pipeline side, I track the full funnel: MQLs generated, conversion to SQLs, and then conversion through e...
726 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 1y
You have to articulate the cost. And specifically the cost to the business, not just the cost to your department. For the most part, I cant say I've worked for many leade...
1720 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
In enterprise, I love this definition for PMF: six customers within the same vertical, using the product for the same use case.The big trap in B2B, especially in AI right...
557 Views
Adobe Head of GTM Strategy, APAC & Japan • 1mo
I'll keep things 'agnostic' for obvious reasons but I "observed" a launch (not directly involved) where I felt there was very little fundamental launch tactics and activi...
881 Views
Coro S.Director of Corporate & Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y
A go-to-market (GTM) strategy for a new feature or upgrade would focus on promoting the specific benefits and value of that feature to the target market, while a product-...
546 Views
How do you approach GTM globally?
How does that vary given what region you may reside in (HQ vs. regional)
Iterable Head of Product Marketing • 11mo
A global GTM can be tricky. Cultural nuances must be considered, but the approach and story you're telling have to be consistent. One of my biggest pieces of advice is th...
3548 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
I hate to give an "it depends" answer, but it does - depending on your product and primary GTM motion (high or low-touch).All product launches start with messaging and a ...
1787 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
This is a great question to think about depending on the stage of maturity of your company and the stage of maturity of your product offering. In a scaled and mature prod...
2657 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
I suppose we should start with the term 'GTM Strategy' for starters. This can mean a lot of things to a lot of different people and groups so ensuring clarity around this...
1680 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 8mo
Here are some of the best product GTM strategies that I have seen top brands use successfully: Product Led Growth (PLG) - They focus on self-serving and freemium tier, ex...
15380 Views
What are the best approaches to crafting a Go-to-market strategy when you are trying to unbundle a product feature and position individually?
The product is planning to switch from sales-led to product-led growth and self-serve.
Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 8mo
When you unbundle a product feature and take it to market as its own offering, the GTM strategy has to account for three big shifts:Repositioning the value from “part of ...
307 Views
How do you handle alpha/beta as it relates to your Release Marketing program and tiering framework?
Do you only include GA products / features in your releases? Do you tier alphas and betas, or have a different approach for classifying them with a corresponding level of effort / activities?
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 9mo
Most broadly I look at launches across 4 major milestones 1/ Alpha/Beta, 2/ Limited Availability (LA), 3/ General Availability (GA), and 4/ GA continued (90+ day plan). I...
1927 Views
Observable VP, Marketing | Formerly Figma, Abstract • 3y
This is where tiering comes in handy. We adjust the depth and breadth of GTM plans based on the estimated impact of the launch. We also decouple product launches from pro...
1296 Views
Postscript Vice President Of Product Marketing • 1y
This is all about the Ideal Customer Profile (ICP) comes in. I'm going to start with the three main use cases for your ICP aka operationalizing:For your GTM team the its ...
1249 Views
Moloco Product Marketing Director • 1y
I gave some thinking on GTM tiering in a previous answer so to expand with a few examples using a 3-tier system:
Example:
Tier 1: Flagship product launch (e.g., a new h...
853 Views
LinkedIn Director of Product Marketing • 1y
It sounds like by “GTM readiness” the questioner might mean “marketing launch readiness”, so I’ll answer within that framing.
I touch on this in another answer, but brie...
3658 Views
KiwiQ.AI Head of Marketing & GTM • 10mo
I’m in the process of building my own custom GPT for competitive content analysis, and starting to plan for agentic discoverability.The goal? Spot shifts in messaging, po...
904 Views
Iterable Head of Product Marketing • 11mo
We are using Gen AI in a variety of ways. You need to remember that when using AI, it is only as good as it is trained. Here are my key tips for using Gen AI (my preferre...
6819 Views
What do you think are the most important pillars for B2B Enterprise product GTM strategy?
While planning for a GTM strategy what framework do you suggest should be used? I understand that STP is one of the key aspects, what are the other aspects to put it in place to ensure a solid GTM?
KiwiQ.AI Head of Marketing & GTM • 10mo
In an AI-first world, B2B enterprise buyers still expect polish, but also want speed, future-proof positioning, and a compelling strategic narrative. With lower entry ba...
448 Views
How to mitigate any risks associated with the pricing strategy/price changes for a B2B2C product for a very early-stage startup?
For a very early-stage startup, we are experimenting with various strategies, including pricing, to understand the customer's willingness to pay. If I go to market with a certain price point and later make changes to it, how would this impact sales and customer perception? How can I avoid any risks associated with this?
Former SVP of Product Marketing at Quickbase • 11mo
In an early-stage GTM - you need pricing flexibility but also customer trust. Here's how I'd navigate it:Frame It as Partnership, Not ExperimentationEarly adopter positio...
490 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
you have to design the launch like a relay, not a one-size-fits-all broadcast.in B2B2C, the buyer and the end user often have totally different priorities — so messaging ...
499 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
honestly? getting everyone aligned on what kind of launch it actually is.not every release needs a 3-ring GTM circus, but without clear tiers or shared expectations, peop...
579 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
if i’m pitching a new idea to senior leadership, i keep it focused, strategic, and grounded in impact. i don’t bury the lead or over-explain. instead, i frame the problem...
779 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
Certainly!! Some tried and true phases to follow are as follows...1. Define Launch TierNot every launch needs a full GTM push. Categorize by tier:Tier 1: Net new product ...
1149 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
Tech companies will always have a bias towards the tech. So it's your job to bring the perspective of the market to the room to level the playing field. Prioritize collec...
2373 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 11mo
I would caution on proposals as this seems like something out of PMMs control. perhaps a better metric is influenced SALs or handraisers for the product you're bringing t...
3428 Views
How do you plan for the year when marketing multiple products?
Considering that you have to do sales enablement, product launches, events, redoing messaging and campaigns
Adobe Head of GTM Strategy, APAC & Japan • 1y
I think this is the same situation whether it's a big or small company and prioritisation is the most consistent theme here. That and alignment to business objectives or ...
3358 Views
Moloco Product Marketing Director • 1y
Key building blocks for me are:Market insights (specifically target audience understanding and competitive)Positioning & MessagingChannel mix (across paid, owned and ...
865 Views
What are some suggestions for preparing a GTM plan particularly for a bundled product launch?
Assume there is an upcoming launch of a new bundled product in the next 4-6 months. The bundled product is composed of 3 products, all of which are also brand new. These 3 subproducts cannot be bought separately - the bundled product is going to be sold as 1 SKU. The 3 new products are also launching at a few different timeframes over the launch. (i.e. one is going GA first, where the other is in beta at that time and will go GA later).
Looking for insights or advice on effectively composing a GTM roadmap and plan that includes each subproduct's GTM plans in the context of the GTM plan of the bundled product.
Thank you!
Etsy Senior Director, Seller Growth & Retention • 1y
Bundled product launches have been a focus for us at Etsy this year! We recently shared "what's new on Etsy" in our Seller Handbook and supported the launch across our se...
1151 Views
Carta Vice President Product Marketing • 1y
100% ground yourself in the data. I would start with a full analysis of the funnel to diagnose where you went wrong before making any changes to GTM. It’s possible that...
2145 Views
Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y
There are approximately 1,001 things that can go wrong with any launch. It's impossible to prepare for all of those!You've got 2 categories of risks - internal and extern...
1877 Views
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 1y
Engagement model and teamsBring Sales/CS (end user of plays), Enablement (Orchestrator), Marketing (who provide air cover) and Product (who build the product) in the same...
6237 Views
HiredScore Head of Product Marketing • 3y
Leverage the channels that you own and the ones you can earn. What does your marketing team and sales team currently own? Email marketing, one-pagers, ADR outreach, websi...
1377 Views
Adobe Director, Product Marketing & Strategy • 1y
Yes, we absolutely tier our launches. Not every launch has the same level of business impact, and that naturally defines the budget. For example:Tier 0 (New Product Launc...
1631 Views
Adobe Director, Product Marketing & Strategy • 1y
There’s no one-size-fits-all answer. The decision depends on factors like market readiness and internal team preparedness, but also on the product’s stage. For a new pro...
2846 Views
Adobe Director, Product Marketing & Strategy • 1y
PMMs take ownership of the GTM strategy, execution, and tracking during product launches. For a Tier 0 launch, some of the primary activities looks like this:GTM Strategy...
2183 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 2y
The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts...
3918 Views
Freshworks Sr. Director of Enterprise Marketing • 1y
The varying degrees when thinking through partner-specific tactics are dramatic, but I break it down into a few buckets:
Who is in your current portfolio of partners an...
7549 Views
Moloco Product Marketing Director • 1y
1. Misalignment Across TeamsRisk:Lack of alignment between leadership, product, marketing and other XFN teams like sales, customer success and other marketing functions c...
644 Views
Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y
GTM strategy, whether you're designing it for the first time or redesigning it for the 8th time, starts with your customers and your market.First, talk to your customers....
1316 Views
Carta Vice President Product Marketing • 1y
KPIs are just a reflection of the outcomes you’re looking for. If you are looking for incremental revenue, measure the full funnel and revenue per customer. If you are ...
911 Views
Jellyfish VP of Product Marketing • 2y
Some of the core docs I've used include:Executive summary: clearly and concisely articulates the why, what, how of your GTM plan. It is the doc you share with other execs...
2704 Views
Webflow Chief Marketing Officer • 3y
There are, of course, several elements so I’m just going to touch on the foundational pieces that product marketers must have in place. But before I do, I have one pro-ti...
2967 Views
Jellyfish VP of Product Marketing • 2y
There are three elements that I typically use in such conversations: customer proof;competitor analysis;analyst insights;revenue potential.If you bring evidence of what c...
2589 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
Tap into internal expertise and use feedback to continuously improve.Find the project management experts at your company and learn from them. At SurveyMonkey, our PMO (Pr...
469 Views
Stripe Head of Product Marketing, APAC • 1y
There’s no one-size-fits-all answer, but I look at three primary factors:Strategic Impact: Is this a net-new product that opens a new market? Or an incremental feature th...
2467 Views
Stripe Head of Product Marketing, APAC • 1y
There’s a natural tension between generalized and segmented messaging, and striking the right balance is crucial. In general, I think of it like this:Generalized messagin...
1612 Views