Bryan Sise

For clarity, I’ll draw a distinction here between product research and product launch research.1) Product research happens before resources are committed to build the pro...

Yes, my team uses a document template for what we call a Launch Guide, and what at prior companies I’ve called a GTM Plan or a Product Marketing Brief. The document tem...

Using launch messaging that over-focuses on the nuts and bolts of the product itself, instead of using the launch opportunity to highlight the broader value of the produc...

I think the process of communicating about a launch to internal stakeholders starts with identifying the goals of the launch. As you consider launch goals and how you’ll ...

I’m glad you asked this question because I’m a big proponent of “rolling thunder instead of flash in the pan” :). It’s easy to overestimate how closely customers and pros...

I think it’s useful to think of the PMM as the quarterback of a product launch. I’ll acknowledge that this is a thoroughly American reference :). For larger launches, as ...

Great question; it gives me a chance to describe a concept we use at ActiveCampaign called launch size. Each of our PMMs are partnered with 2-4 PMs, and they all focus on...

It sounds like you’re in for a fun and challenging few weeks :). While they’re likely to be stressful, they might end up as some of the most memorable of your career.I wo...

Really early :). When the release is just a twinkle in the PM’s eye :). The way to do this is to set up a formal PMM:PMM partnering system where each individual PM is par...

Great question. That’s a tension that comes up in a lot of organizations. I’ll start with what you don’t want to do :). You don’t want to slow down product velocity. You ...