Camille Ricketts

It's critical that you define success metrics ahead of launch because they should guide every facet of your plan. You never want to get to the end and think, "Okay, let's...

The most helpful thing to do here is to have a single point person to talk to on each team involved in the launch. In our case, we have a "most knowledgeable person" on m...

We've benefitted significantly from having a user education specialist on the marketing team. Fantastic individual named David Tibbitts, who joined marketing from our com...

I think it depends on your audience, product, and goals. What do you want your audience to really understand about the product you're shipping? Do you want them to percei...

The only way to figure out what channels reach and influence your audience is to ask and observe them. You have to do both - ask and observe. Asking is helpful. Most peop...

Whenever you start planning a larger than average launch, you should kick things off by understanding who the audience is for this launch. Is it all your users or a subse...

First of all, sometimes product launches are about existing customers. Maybe you're launching something meant to dramatically improve their experience, or help them expan...

We haven't run into too many traffic jams yet with this. One thing that has proven very helpful is categorizing releases into three types: minor release, notable release,...