Seek out underrepresented groups, listen to what they’re saying—and not
saying—and amplify their voices to be even louder internally. Never stop
thinking about your work as an ally. Be thoughtful in how you represent your
customers in your marketing materials. Be honest. Work to educate yourself ...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...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
This is an area we’re looking to get better at. We think that being able to send
relevant messages in context, will help us be a guided partner to small
businesses as they look to take care of their teams (and ultimately raise
awareness and drive adoption of the valuable new things we ship). We h...more
At Gusto, 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 h...more
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...more
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 ...more
In a previous role, it had been awhile since the team I was working with had
shipped anything. We were heading into the holidays and I was starting to worry
about demonstrating momentum, especially as our sales team worked to hit their
quotas. A ton of small features were in the works but nothing...more
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!
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...more