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Head of Product Marketing, Jira Work Management at Atlassian

Launch frameworks vary wildly depending on some fundamental questions:

  • Is your company well-known or resource-rich?
  • Are you B2C or B2B?
  • Do you have a Freemium offering?
  • How long do you expect the sales cycle to be?

Once you establish answers to these questions you can more effectively choose:

  • Which channels are viable
  • Which channels are likely to be successful
  • What channels you need to put the most effort towards
  • Which tactics will best drive engagement through those channels

When you've created a plan you can start to work backwards. At that point you would find the hard dependencies within your organization and plot out dates to make sure everything is set up correctly for the launch. 

Here is an example of a (basic) launch roadmap and a channel prioritization matrix.

Head of Product Marketing at Loom
Product announcements are a growth lever, and everything the product team ships is a marketing opportunity. But, not all opportunities should be treated equally, especially if your product team is shipping at a high velocity (like we do at Loom).   We use a tiering system from 1-4, 1 being the m...more
Director of Product Marketing at
This is a bit hard without writing a novel but luckily I wrote that novel not too long ago - check out this post. []  It's pretty easy to find a good ...more
Founder at BrainKraft
Check out the BrainKraft Product Launch Framework. It could be helpful in your journey. A launch framework differs from a launch checklist in how prescriptive each are. Frameworks provide structure and direction, often where there are many unknowns that need to be identified and addressed. Checkl...more