Priyanka Srinivasan

Tactically, we hold our campaign tracking open for 6 months from the launch date to track any direct inquiries a launch was responsible for as well as any opportunities it might influence in a small touch way. If my primary goals is revenue generation, I’m very interested in the direct inquiri...more

In my mind, enablement of internal teams is one of the most important thing you can do when it comes to repositioning or changing GTM strategy, including making it simple and effective to deliver on. We are currently in the process of this with one of our products and audiences right now. Chan...more

I don’t know if it’s my ‘favorite’ launch but one launch that someone on my team recently did was around some exciting automations within our product. What makes a launch exciting for me isn’t the types of activities we do, or how much cross-functional collaboration there is, or whether we cam...more

As always, the answer is probably “it depends” as it really does depend on what the goal of your launch is. For example, are you trying to drive awareness of a feature? Adoption? Expansion sales? Once you’ve determined the goal of a launch, the KPIs should be relatively straightforward from th...more

Yes - we definitely have a framework! It is based off of our launch tiers (which I touched upon above). Essentially, we have 4 launch tiers, and each tier has a corresponding set of activities that we’d “light up” if a feature / product is determined to fall into that tier. You can think of the t...more

Like many marketing organizations, we utilized a tiering structure to determine the priority of product releases as well as level of effort. In general, I’m always looking to link our impact directly to revenue (new logo or expansion) first and foremost. As a result, for us, “Tier 1” launches ...more

This is a great question. I'd say this becomes even more complex / challenging if you have not only mulitple products, but also multiple audiences, which we do.  One way to think about this is in the context of your website, which is one of the key ways you display all of your products and offer...more

In my view, the whole point of messaging guides is that they are shared as widely and as openly in your organization as possible. We actually keep a "launch tracker" document (google sheets file) that has the latest on every launch we're planning. This document is publicly available and very wide...more

At the end of the day, Product Marketing owns messaging, and there should be general alignment around that. I think that's a really important place to start because literally everyone has an opinion or point of view on messaging, but someone ultimately gets to 'own' it. If in your organization, t...more