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Continue with LinkedInProduct Launches • Follow Chase
Can you please outline a "Launch Framework" and go through an example of implementing such a framework for one of the companies for which you have worked?
Head of Product Marketing, Jira Work Management at Atlassian
Launch frameworks vary wildly depending on some fundamental questions:
* Is your company well-known or resource-rich?
* Are you B2C or B2B?
* Do you have a Freemium offering?
* How long do you expect the sales cycle to be?
Once you establish answers to these questions you can more effective...more
Product Launches • Follow Chase
What are the key things to consider post-launch? What standard metrics are important to track to measure success and what teams (and at what cadence) are important to connect with post-launch?
Head of Product Marketing, Jira Work Management at Atlassian
I've seen this vary from top-of-funnel metrics down to MRR depending on the goal
of the product. Aspects that I believe impact the KPI you ultimately choose are:
* What does this product mean for your company?
* Is it awareness of your company in the market?
* Is immediate revenue impo...more
How do you increase the PMM function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?
Head of Product Marketing, Jira Work Management at Atlassian
I hear this pain quite a bit. Many people would likely propose working hard to
have a "seat at the table". To me this isn't quite enough. A seat at the table
will give you insight into launches, but not necessarily any real sway towards
changing decisions.
I believe product marketers need to e...more
For a new product launch that is under development, when is the right time to start planning and meeting with the different channels?
Head of Product Marketing, Jira Work Management at Atlassian
I hate to answer with "it depends", but it does! Atlassian has ~25
cross-functional teams that I worked with as the launch came closer. Some of
those teams required 4 months of lead time to make sure everything was done on
time! Others came in during the last few weeks. I found that it was import...more
Product Launches • Follow Chase
What are some of the best practices you use to enable sales before a huge launch?
Head of Product Marketing, Jira Work Management at Atlassian
I was lucky enough to manage a sales team at my previous role and hopefully can
provide some insight here that were informed by that experience. But, it may be
a bit controversial! I'd say that most sales enablement campaigns deliver:
* Competitor battlecards
* Product feature talking points
...more
Product Launches • Follow Chase
How do you assess organizational readiness ahead of a product launch?
Head of Product Marketing, Jira Work Management at Atlassian
Great question! For the Jira Work Management launch I was actually the first
team hire. This was really important for the dynamic of our team and we eshewed
the common "triad" for a "quad". That is to say that I helped design the product
and no large decisions were made without my input, whether ...more
Product Launches • Follow Chase
How do you tier your launches, and what KPI's do you assign to each tier?
Head of Product Marketing, Jira Work Management at Atlassian
Most product marketers I've worked with are tuned in to new feature releases or
creating effective comms for upcoming product improvements. For a product
launch, however, it's almost always given the highest priority automatically.
Most of the work is done to make sure the product itself is posit...more
Product Launches • Follow Chase
What are action items that you always include on your product launch checklist?
Head of Product Marketing, Jira Work Management at Atlassian
This has depended fairly dramatically depending on the size of the product
launch, how ready the product is for prime-time, and the scale of the company!
For example, for my Jira Work Management launch we needed to make sure that:
* Purchasing and provisioning pathways were live
* Support / sa...more