Patty Medberry

Successful product marketing, even outside of launches, requires close collaboration with the product management team. I encourage the PM team to consider product marketing as part of their team. Attending their staff meetings, business/planning meetings, and regular sync-ups are a must to understand and execute on the business. Choosing which features and products to focus on is a joint effort between the two groups. PMMs work with the PMs to understand what problem these new capabilities will ...Read More

The launch process is almost always the same. We brief our sellers, distributors, partners, and then launch to the external market, in that order, every single time. First briefing sellers, distributors, and partners ensures that they are not caught off guard by the announcement. It enables them to support customers and their questions on launch day and allows them to plan their strategy on how to use the launch to capture revenue and mindshare. Typically, analysts and press are briefed under em ...Read More

Launching a product too early or too late can impact launch success. In many organizations, there is a lot of pressure to launch products before they are ready. In launching too early, I have seen the following results: Loss of trust - quality issues or changes in product availability can affect how the market views the product and your brand Loss of momentum – It is hard to get your sales force behind a product that won’t be available for months when they have a quota to meet today. Customers c ...Read More