Sanat Mohanty

This is where launch tiering comes into play.To distinguish between different types of launches, you adopt the following steps: Decide your launch goal (in decreasing order of impact) Net New Revenue Expansion Revenue Churn Reduction Adoption Brand Awareness Then you can use the 3 point Likert scale scoring method to land on a launch tier for the product. You can refer to this link: https://coda.io/@jasmine/intercoms-announcement-template/tiers-goals-worksheet-12 Based on the launch tier, decide ...Read More

In my experience, there are three big challenges for any given product launch: Failure to get a buy-in from leadership and functional heads - Product marketing owns outcomes without owning dedicated teams. Hence a PMM need to borrow bandwidth from other functions like Demand Gen, Social, Product etc for executing a launch. In order to smooth ride this, PMMs need to provide visibility & get buy-in from functional heads on launch project early on - else risk failure. Failure to align functiona ...Read More

Till very recently we used to depend on: Microsoft Teams: For cross-functional communication. We create multiple groups on teams: with senior leadership for approvals, with functional heads for alignment, with cross-functional team members for preparing the deliverables Google Docs: For knowledge management such as sharing briefs, product docs etc. Google Sheets: For basic project managing launch communications But now I’m building a Notion based Asana alternative for PMMs to integrate communica ...Read More

Great question !Here's a framework, from an earlier stint, while working in Google: We ran cross-team alignment building more as a program management exercise and not as a simple communication formality. This is how we went about it: For any cross functional project (not just launch), we built alignment across four information categories - Context Sharing a.k.a a preliminary call / meeting where project owner (in your case, PMM) shares adequate context with channel owners, so that they are on th ...Read More

Here’s a framework to build a cadence for gathering stakeholder feedback during launch prep - Build some basic assets for team members to align on, such as: Launch FAQ: A 2-3 page doc on key facts around the launch Deck version of the FAQ doc: To get a buy in from business leadership, so that functional leaders can be looped in. Set up one on one alignment calls (over zoom / MS Teams) with functional leaders (like heads of consumer marketing, branding, design etc.): Get their input & feedbac ...Read More