Sarah Scharf

VP of Product and Corporate Marketing, Vanta

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Is there a template you follow for Product launch vs Feature launch? Also for existing and new markets.

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

Yes, it's important to run a different playbook for major launches versus minor ones. Rather than thinking just around "product" vs "feature", I'd recommend developing a common definition for different tiers of launches. These are roughly the tiers we use: Tier 1: Expands capabilities with a d......Read More

644 Views

How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

Every organization thinks about this differently, and I’ve worked across the spectrum from a single, annual release (Android OS) to continuous release (B2C startup). So what cadence is right? If you pressed me for a single answer, I would say a quarterly release (I didn’t make this up, I just ......Read More

599 Views

Product of course wants a new product out in market ASAP. Do you have any tips on how you can negotiate with them to prioritize a solid launch which may mean a couple extra weeks of planning? What's a solid timeline in your opinion?

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

Of course! And for the record (and in case my product team is reading this ::waves::) that is a very healthy and constructive tension. Coordinating launches is all about tradeoffs. How I would approach is: * Articulate the tradeoffs: Clearly lay out what PMM and other stakeholders could p......Read More

532 Views

What are some best practices for a successful product launch targeting a B2B audience? What about B2C?

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

I personally feel like too much is made of the distinction between B2B and B2C. Heads of IT are people too! In either case, the messaging is paramount. As I said above, commit to “Know the user. Know the magic. Connect the two.” And be able to express that in short / shorter / shortest lines of m......Read More

485 Views

How do you make room for new ideas in your launch campaigns vs following a tried-and-true playbook?

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

It’s a great question. As much as you benefit from playbooks and templates, too much of the same will burn out your team and dampen your impact. I’d recommend a few things to ensure you leave some room for new ideas: * Agree to a cadence: As mentioned above, if you have a set cadence of laun......Read More

327 Views

What is is the single most indispensable tool in regards to product launches? Why?

Sarah Scharf

Vanta VP of Product and Corporate Marketing • October 27

A rock solid messaging doc is the most indispensable tool for a product launch. I still live by the mantra that Lorraine Twohill, Google’s CMO, instills in all PMMs: “Know the user. Know the magic. Connect the two.” Understanding the desires and pain of your customer is important. And understa......Read More

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Sarah Scharf

Vanta VP of Product and Corporate Marketing

Product Marketing That Doesn’t SOC with Vanta’s Head of Product Marketing, Sarah Scharf

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Sarah, who previously was a security marketer at Google is now over a year into her role of leading the product marketing team at Vanta. Vanta help businesses get SOC 2, HIPAA, or ISO 27001 compliant. Over 1500 companies use Vanta to automate their security monitoring and prepare for security aud......more

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VP of Product and Corporate Marketing at Vanta