We absolutely tier our launches and we do it for 2 specific reasons: * Resources and investment need to match the outcomes we expect from a launch * Not every feature is news! In some cases, bundling features together will tell a more compelling and meaningful story and we are very consciou...more

Yes -- primarily because enablement needs to be cognizant of local conditions and selling paths. For example, in a large enterprise company, you might have a dedicated specialist sales team in AMER but in the regions, you have sellers that sell the entire portfolio. Getting a share of mind in tha...more

1. Create a Leadership Team: - Typically composed of the PMM who will lead the launch, define messaging and positioning and rally the org plus the product manager who owns the product and then key stakeholders from PR, Analyst Relations, and GTM / Sales Readiness. 2. Set a timeline:...more

Define this at the beginning! I typically find that a 3-month lookback gives the most holistic view on a launch success. Within that time period there are a few key moments:  * Launch Day - what was delivered in terms of coverage, sign-ups, and customer excitement? * Launch Week - how did t...more

Pricing is both a science and art -- which means in many cases, it is hard to predict if you have hit the right price (high enough to capture maximum value but low enough that you can scale it to a broad customer base). Because of that, it can sometimes feel like pricing is based on the wind, but...more

People with a background in writing tend to excel at PMM. The key additional quality is to be a puzzle solver. Are they also technically curious (they like to know how things work) and interested in changing marketings? Do they love to tell stories? So much of being a great PMM is about bringing ...more

Start by defining what you mean by impact: new user acquisition? Product adoption? Market awareness (pr coverage?). With a clear target and success metric, tailor activities to deliver on those goals. My experience has found that PR pops when combined with a customer event or activity (user conf...more

This is going to sound ironic, but having a templatized launch process helps my team focus on creativity in messaging and execution. We use an agreed-upon Messaging & Positioning document framework and a standard launch deck. Then we think about what would be the wildest, craziest thing we could ...more

Teamwork makes the dream work! But with large launches and lots of people eager to make it work, it can be confusing. I find that centering that teamwork on an agreed to “Bill of Materials” -- the list of all marketing content that will be produced - helps drive alignment, timelines, and accounta...more

Launches are exciting moments in time designed to raise awareness and have a big impact on delivering against a vision. They highlight news and shiny new products. Iterative releases are typically smaller-scale improvements and more oriented around product adoption and use. Often combining iterat...more