For a new product launch that is under development, when is the right time to start planning and meeting with the different channels?
Is it ever wrong to start as soon as possible?! Early in the ideation/business case phase, I try to keep it narrow. I'll tap a few members of the GTM team to help me brainstorm use cases and value proposition, which we then refine through additional research and customer validation. It's helpful ...more
One thing that has been wonderful at Seismic is we have someone on the product marketing team that is in a program management role and who is responsible for driving and faciliating organizational readiness for launches (shout out to my colleague, Steve!). He pulls together "tiger teams" for our ...more
Love this question! It's funny - the first one that comes to mind was not actually a traditionally successful launch; it was the one where I learned the most, got to spend a ton of time with customers, and really got to flex my creative muscles. What I loved was having the space to conduct deep q...more
I don't know about you, but I think there's so often a tendency to jump right in and start delivering. I encourage everyone that starts working on my team to spend their first 30 days learning! If you can work with your boss, try to buy yourself some time just to soak up knowledge and develop a p...more
I've tried so many tiering methods! One that's working really well for us right now is something we made up based on the audience that "needs to know": Go Big, Tell Sales, Tell CS. Every quarter, we propose one story line to put in the Go Big bucket (typically several capabilities that ladder up ...more
I can so relate to this question! One of the things I've grown more comfortable with over time is the idea that if we wait until something feels truly "fully baked" then we probably aren't moving fast enough! This is especially true if you've got longer sales cycles. I used to be really uncomfort...more
Probably the top one -- and one I've been guilty of in the past -- is not setting objectives and measures of success for a launch. I've seen this most often at companies that are earlier in their maturity, before a formalized business case process is in place to greenlight projects. But you don't...more
I won't share the full list -- there are some great resources out there like SiriusDecisions -- but here are a few that I've learned through trial and error are really helpful. * PRFAQ: As soon as possible, I work closely with PM to craft a "PRFAQ" (fake press release, customer and internal ...more
What's the best, most turnkey framework to use for building GTM presentations for multiple stakeholder groups?
Here's my go-to: * Initiative objectives and targets (bookings, adoption, whatever you've aligned on) * Opportunity size and costs * Customer challenge * Brief product strategy (MVP + 1-2 releases out) * Positioning/Value Prop * Target audience * Distribution strategy (e.g., are only ...more