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Director of Product Marketing at Zendesk

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. 

Hey! At Product School. we don't have a concrete template (yet) but we do follow a checklist to ensure that everything s iaccomplished prior to launch: Marketing Department * Ensure that user analysis is up-to-date and complete. * Know content strategy and channel distribution (includin...more
VP of Marketing at Process Street
Yes, at ActiveCampaign my team uses a document template for what we call a Launch Guide, and what at prior companies I’ve called a GTM Plan or a Product Marketing Brief.  The document template is organized into sections that cover a wide variety of topics around the launch, such as the beta an...more
Head of Marketing at Vowel
Yes! We have a tiered launch playbook system that enables us to provide transparency to our product management partners about the activities we do depending on the size and complexity of the feature launch.  Big fan of the book "The Checklist Manifesto" by Atul Gawande. Templates can take some...more