Yes, we do! At Zendesk we use a number of frameworks depending on the tier (T1 to T3) of the launch. These have changed throughout the year as we've grown, but at their core they include the information below...
- Core PMM Deliverables - Things like a Messaging Source Document (MSD) which outlines our buyers, their pain points, and all of our product messaging
- Sales Enablement - This includes the sales enablement resources and tools, presentations to the GTM teams, and the scope of how we plan to ready the sales team for a launch
Integrated Campaigns - Includes the marketing plans for the launch (promotion, social, AR, PR, internal comms)
- Web - This bucket tracks all the web pages we plan to update or create as part of the launch
- Content - Details things like launch blog posts, e-books, datasheets, and other pieces of content we create for the launch
Ops Readiness - This includes everything that makes sure we can actually sell the thing (if there's a SKU associated) and track the performance of the launch
With each of these we have a number of items that fall into each bucket. In our tracker we track delivery dates, owners, contributors, and other pieces of information relevant to making sure that we are executing on all pieces of the plan for a launch.