It's all about the process. Don't start with "we have something to launch and here's all the stuff we're going to do for this launch and NOW let's set a launch goal." Instead, start with what strategic goals your company is trying to solve. Okay, it's churn. So how will this new launch help with ......Read More
How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?
Any tips for setting expectations and not losing team’s trust while ensuring we have a timeline to work towards?
I've never worked anywhere where releases don't get delayed - delays happen. The best you can do is to stay in as close communication with your key stakeholders as possible - informing them of updates in real-time. You won't lose trust with your team if you're open and honest: put a stake in the ......Read More
Small: tight, thoughtful FAQs. Keep it simple. Prep a concise one-pager that delivers the facts and moves on. Large: think about enablement as a mini bootcamp program rather than a one-and done. Work with managers in advance to get their input on what their teams might need. Do in-person training......Read More
Not all launches are created equal, so it’s important to have a t-shirt sizing exercise upfront to determine how large a launch is (and hence what level of effort/mix of activities should be dedicated to launch). Once that’s done, the sooner we can put a launch plan in place, socialize that, and ......Read More
Yes! We have a tiered launch playbook system that enables us to provide transparency to our product management partners about the activities we do depending on the size and complexity of the feature launch. Big fan of the book "The Checklist Manifesto" by Atul Gawande. Templates can take some......Read More
There are a number of ways we keep everyone up to date on the progress during a launch. Luckily at HubSpot we also have project managers to help us. I’ll say it, I’m not a good project manager. It’s another level of organization that I was just not born with. These people really help during this ......Read More
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 product releases. For example, some small launches are bundled into a larger themed launch, which may happen after some of the fea......Read More
Love this question! It's funny - the first one that comes to mind was not actually a traditionally successful launch; it was the one where I learned the most, got to spend a ton of time with customers, and really got to flex my creative muscles. What I loved was having the space to conduct deep q......Read More
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?
I segment communications into three audiences: 1. Product management 2. Project DRIs (Directly Responsible Individuals, typically marketing team members) 3. Leadership Communication with product managers driving particular features or areas of the product occurs regularly, typically ......Read More
How do you think about the scope or deliverables for various launches?
Do you have a tiering system? What factors do you consider?
Over the years, we’ve evolved the launch process at Zuora. When we were a smaller company, we launched products whenever they became generally available. Now that we have multiple product lines, we standardize on 2 seasonal product launches per year – Summer and Winter. Our engineering team is co......Read More