Decide the launch tier
Not every release deserves a full launch. Tier 1 launches change your positioning or open a new market. Tier 2 launches are significant features for existing buyers. Tier 3 launches are improvements announced in release notes. Match effort to impact.
Four to six weeks before
- Confirm who the launch is for and what problem it solves
- Write the positioning and core message
- Identify customers for quotes or early access
- Prepare the pricing and packaging changes, if any
- Brief sales and customer success
One to two weeks before
- Finish the landing page, demo video, and screenshots
- Update the sales deck and one-pager
- Write emails for customers, prospects, and open opportunities
- Prepare social posts for the company and leadership
- Set up tracking for launch traffic and signups
Launch day
Publish in a planned order: product and docs, then the landing page, then email, then social. Have sales reach out to open opportunities and recently lost deals where the new feature removes an objection.
After launch
Review results at two and six weeks. Track adoption among existing customers, pipeline influenced by launch content, and the questions sales hears most. Use those questions to update messaging.
Frequently asked questions
How far in advance should we plan a launch?
Four to eight weeks for a major launch. Smaller launches can be planned in one or two weeks.
Who owns a product launch?
Product marketing usually coordinates, with product, sales, and customer success responsible for their parts.
How do we measure launch success?
Set goals before launch for adoption, pipeline, and awareness, and compare against them afterward.
