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Senior Director Product Marketing at Skedulo

Revenue, revenue, and revenue. 

Assuming the product is launched to generate revenue. Not all are. Some products are launched to test ideas, some might exist simply to check a box with influential audiences, others might be there to block or signal to the competition.

There are also different metrics that should be considered at different points in time and are dependent upon your business model. Obviously, revenue is not solely attributed to a successful launch. Lack of revenue certainly can be, though. 

Long answer: the question seems designed to get crisp, actionable responses but doesn't lend itself to that. 

AVP of Product Marketing at RingCentral
I only have one that I can think of that holds true for all types of products: Write a mock PR to have a clear understanding of the message you (and your team) want to land. Ah-ha moment: Your mock PR can be over the top! Do a kick-off and readout your PR with superlatives galore. Shoot for th...more
Director of Product Marketing at Unbounce
Not all relating directly to PMM's role in a release, but should always be on your radar: Assigning clear ownership of metrics to move and stakeholders of activities/ business areas as early as possible. A key DRI (direct responsible individual; whether PMM, VP, GM or other) is integral to succ...more
Group Product Marketing Lead at Coinbase
* Test, learn, and validate Formulating the foundation of your launch plan purely on an educated hypothesis is an OK starting point, but going to market on one is incredibly risky. Being a product marketer in 2021 means you have access to a variety of third-party or in-house tools to...more
Head of Marketing at Vowel
Great answers all around. Here's what I'd add: * You deliver a product/feature that people actually want * You position your product in a way that gets the right people to try it (which they then adopt because of pt 1) * You deliver against whatever higher level objective you’re trying to achi...more
Founder at Enablix
Excellent answers here. I agree that revenue is an important aspect of a Product Launch. You don't want the launch excitement to be short lived because of lack of revenue (and adoption).  We wrote a blog post on this topic that you can refer to: What is your product marketing's "release to sal...more