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Emily Ritter
VP of Marketing, Front
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Emily Ritter
Front VP of Marketing • August 6
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
2885 Views
Emily Ritter
Front VP of Marketing • August 6
We aspire to do this with absolute excellence -- with rapid A/B testing and optimization. Come join our team!! That being said, here are some observations (I polled folks on my team to contribute based on what they've seen in their careers as well). Bottom line, pricing projects are hard--and c......Read More
2782 Views
Emily Ritter
Front VP of Marketing • August 6
* not getting involved in the product development process early enough * not talking to customers directly * not asking “how might this NOT work out” aka a "Pre-Mortem" (and developing mitigation plans accordingly) * not spending enough time thinking about a “day 2” strategy * being too precious ......Read More
2049 Views
Emily Ritter
Front VP of Marketing • August 6
Great answers all around. Here's what I'd add: * You deliver a product/feature that people actually want * You position your product in a way that gets the right people to try it (which they then adopt because of pt 1) * You deliver against whatever higher level objective you’re trying to achi......Read More
1852 Views
Emily Ritter
Front VP of Marketing • August 6
It’s a good idea to get super aligned early in the product development lifecycle about what success looks like and what everyone really cares about. Get to know your stakeholders as humans. With these insights, you’ll be able to anticipate needs and gain trust. Over communicate, and have fun! Cr......Read More
1834 Views
Emily Ritter
Front VP of Marketing • August 6
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
1802 Views
Emily Ritter
Front VP of Marketing • August 6
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1759 Views
Emily Ritter
Front VP of Marketing • August 6
Ultimately you’re working to drive revenue (in one way or another), which comes from feature awareness and/or usage. Revenue is a lagging indicator so your launch plan should include metrics that can ladder up to revenue and be measured in a more immediate time frame. * Some measure of awarene......Read More
1751 Views
Emily Ritter
Front VP of Marketing • August 6
The heyday of product launch PR is behind us. Ah, the good ol’ days. ;) These days you need truly innovative product stories and/or proven business impact to get solid coverage. Customer or human interest stories can help, as can data-driven storytelling. Think about how to use PR in these ways ......Read More
1719 Views
Emily Ritter
Front VP of Marketing • August 6
It really depends on what stage your company is at, how your customers consume information from your company, your ship cadence, and what you’re trying to accomplish with the launches. If you’re early stage, your audience is B2B, highly engaged, it might make more sense to communicate smaller up......Read More
1717 Views
Credentials & Highlights
VP of Marketing at Front
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Release Marketing, Multi-Year Product Launches, Pricing and Packaging, Self-Serve Pro......more