334 lines
8.8 KiB
Markdown
334 lines
8.8 KiB
Markdown
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# Launch Checklists
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GTM launch playbooks for Tier 1, 2, and 3 product releases.
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---
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## Table of Contents
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- [Launch Tier Definitions](#launch-tier-definitions)
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- [Tier 1 Major Launch](#tier-1-major-launch)
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- [Tier 2 Standard Launch](#tier-2-standard-launch)
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- [Tier 3 Minor Launch](#tier-3-minor-launch)
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- [Launch Metrics Dashboard](#launch-metrics-dashboard)
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---
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## Launch Tier Definitions
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| Tier | Scope | Prep Time | Budget | Audience |
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|------|-------|-----------|--------|----------|
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| 1 | New product, major feature | 6-8 weeks | $50-100k | All prospects + press |
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| 2 | Significant feature, integration | 3-4 weeks | $10-25k | Customers + select prospects |
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| 3 | Small feature, improvement | 1 week | <$5k | Existing customers |
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**Tier Selection Criteria:**
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```
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Tier 1 if ANY true:
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- [ ] Net-new product line
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- [ ] Revenue impact > $500k pipeline
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- [ ] Press coverage expected
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- [ ] Competitive response anticipated
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Tier 2 if ANY true:
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- [ ] Major feature request (top 10 customer ask)
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- [ ] New integration with strategic partner
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- [ ] Pricing or packaging change
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Tier 3 otherwise:
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- [ ] Bug fixes
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- [ ] UI improvements
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- [ ] Minor enhancements
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```
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---
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## Tier 1 Major Launch
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### Phase 1: Foundation (Weeks -8 to -5)
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**Week -8: Kickoff**
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- [ ] Schedule kickoff meeting (Product, Marketing, Sales, CS)
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- [ ] Define launch goals:
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- Pipeline target: $______
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- MQL target: ______
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- Press hits target: ______
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- Adoption target: ______% in 90 days
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- [ ] Assign roles (RACI matrix):
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- PMM: Launch lead, positioning, messaging
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- Product: Feature readiness, demo environment
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- Demand Gen: Campaigns, paid ads, email
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- Content: Blog posts, case studies, videos
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- Sales: Enablement, outbound campaign
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- [ ] Create project timeline in Asana/Monday/Notion
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- [ ] **Validation:** All stakeholders confirm goals and timeline
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**Week -7: Strategy**
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- [ ] Develop positioning and messaging (see positioning-frameworks.md)
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- [ ] Create GTM channel plan:
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- Owned: Email, blog, social, webinar
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- Paid: LinkedIn ads, Google ads
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- Earned: Press, influencers, partners
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- [ ] Define target segments (ICP, personas)
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- [ ] Allocate budget by channel
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- [ ] Draft press release (embargo date set)
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**Week -6: Content**
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- [ ] Build landing page (product page, demo request form)
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- [ ] Write blog post announcement
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- [ ] Create sales deck updates (5-10 new slides)
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- [ ] Design social media graphics (5+ variants)
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- [ ] Produce demo video (3-5 minutes)
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- [ ] Draft email sequences (announcement, nurture)
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**Week -5: Enablement**
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- [ ] Create sales battlecard (competitive positioning)
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- [ ] Write demo script (new feature walkthrough)
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- [ ] Build FAQ document (top 20 questions)
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- [ ] Develop objection handling guide
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- [ ] Schedule sales training session
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- [ ] Recruit beta customers for testimonials
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- [ ] **Validation:** Sales team can demo feature confidently
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### Phase 2: Preparation (Weeks -4 to -1)
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**Week -4: Launch Prep**
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- [ ] Set up HubSpot campaign (UTMs, attribution)
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- [ ] Launch teaser campaign (social, email hints)
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- [ ] Pitch press and analysts (NDA briefings)
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- [ ] Create webinar registration page
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- [ ] Finalize partner co-marketing plans
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- [ ] QA all landing pages and forms
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**Week -3: Ramp Up**
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- [ ] Activate paid ads (LinkedIn, Google) at 50% budget
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- [ ] A/B test landing page headlines
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- [ ] Send pre-launch email to VIP customers
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- [ ] Conduct sales training (2-hour session)
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- [ ] Confirm webinar speakers and content
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- [ ] Prepare launch day runbook
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**Week -2: Final Prep**
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- [ ] Increase paid ad spend to 75%
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- [ ] Send webinar reminder emails
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- [ ] Finalize press embargo lift time
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- [ ] Complete dry run (website, forms, CRM workflow)
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- [ ] Create launch day social posts (scheduled)
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- [ ] Brief customer success team
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**Week -1: Pre-Launch**
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- [ ] Final approval on all assets
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- [ ] Send VIP preview to top 10 customers
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- [ ] Confirm press embargo release
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- [ ] Sales team ready (trained, quotas set)
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- [ ] CS team ready (docs updated, chat staffed)
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- [ ] Test all systems one final time
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- [ ] **Validation:** All checklist items green
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### Phase 3: Launch (Weeks 1-4)
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**Launch Day**
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- [ ] Press release distribution (wire + direct pitch)
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- [ ] Email blast to full database
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- [ ] Social media posts (LinkedIn, Twitter, Facebook)
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- [ ] Paid ads at 100% budget
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- [ ] Sales outbound blitz (top 100 accounts)
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- [ ] In-app announcement to existing users
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- [ ] Monitor metrics every 2 hours:
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- Traffic, signups, demo requests
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- Press pickup, social engagement
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- Sales pipeline created
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**Days 2-7**
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- [ ] Daily metrics review (conversion rates, funnel)
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- [ ] A/B test optimizations based on data
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- [ ] Sales follow-up (<4 hour SLA on leads)
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- [ ] Respond to press and analyst inquiries
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- [ ] Host webinar (Day 3 or 4)
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- [ ] Post customer testimonials
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- [ ] Adjust paid ads (pause underperformers)
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**Week 2-4**
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- [ ] Publish post-launch blog content
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- [ ] Create customer case study from early adopters
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- [ ] Conduct win/loss interviews (5+ deals)
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- [ ] Optimize converting channels (+20% budget)
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- [ ] Pause non-converting channels
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- [ ] Weekly launch status report to executives
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- [ ] **Validation:** Pipeline on track to goal
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### Phase 4: Post-Launch (Weeks 5-12)
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**Month 2**
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- [ ] Launch retrospective meeting
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- [ ] Document learnings (what worked, what didn't)
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- [ ] Scale winning channels
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- [ ] Expand to new segments if successful
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- [ ] Update positioning based on customer feedback
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- [ ] Plan sustaining campaigns
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**Month 3**
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- [ ] Final launch report (vs. goals)
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- [ ] Calculate ROI (pipeline / spend)
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- [ ] Publish additional case studies
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- [ ] Integrate learnings into next launch plan
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- [ ] Archive launch assets for reuse
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---
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## Tier 2 Standard Launch
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### Timeline: 4 Weeks
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**Week -4 to -3: Preparation**
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- [ ] Define feature and target audience
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- [ ] Create positioning and key messages
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- [ ] Build landing page or product page update
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- [ ] Write blog post announcement
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- [ ] Update sales deck (2-3 slides)
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- [ ] Create email announcement
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- [ ] Brief sales team (30-min call)
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**Week -2 to -1: Setup**
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- [ ] Set up HubSpot campaign tracking
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- [ ] Schedule social posts
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- [ ] Set up paid ads (limited budget)
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- [ ] QA landing pages and forms
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- [ ] Notify customer success team
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**Launch Week**
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- [ ] Send email announcement
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- [ ] Publish blog post
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- [ ] Post on social media
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- [ ] In-app notification to users
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- [ ] Sales mention in active deals
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- [ ] Monitor initial metrics
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**Week +1 to +2: Follow-up**
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- [ ] Analyze launch metrics
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- [ ] Optimize based on data
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- [ ] Collect customer feedback
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- [ ] Document learnings
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---
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## Tier 3 Minor Launch
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### Timeline: 1 Week
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**Day -5 to -3: Prep**
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- [ ] Write changelog entry
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- [ ] Update support documentation
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- [ ] Create in-app notification copy
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- [ ] Brief CS team
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**Day -2 to -1: Review**
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- [ ] QA feature in staging
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- [ ] Approve changelog copy
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- [ ] Schedule in-app notification
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**Launch Day**
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- [ ] Deploy feature
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- [ ] Trigger in-app notification
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- [ ] Publish changelog
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- [ ] Update support docs (if needed)
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**Day +1 to +3: Monitor**
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- [ ] Check for support tickets
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- [ ] Monitor feature adoption
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- [ ] Address any issues
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---
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## Launch Metrics Dashboard
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### Leading Indicators (Track Daily)
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| Metric | Target | Day 1 | Day 3 | Day 7 |
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|--------|--------|-------|-------|-------|
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| Landing page visitors | 5,000 | | | |
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| Demo requests | 100 | | | |
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| Free trial signups | 200 | | | |
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| MQLs generated | 150 | | | |
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| Pipeline created ($) | $500k | | | |
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### Lagging Indicators (Track Weekly)
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| Metric | Target | Week 1 | Week 2 | Week 4 |
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|--------|--------|--------|--------|--------|
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| SQLs generated | 30 | | | |
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| Demos completed | 50 | | | |
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| Deals closed (#) | 5 | | | |
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| Revenue ($) | $100k | | | |
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| Feature adoption (%) | 40% | | | |
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### Channel Performance
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| Channel | Spend | MQLs | CPL | Pipeline | ROI |
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|---------|-------|------|-----|----------|-----|
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| LinkedIn Ads | $10k | | | | |
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| Google Ads | $5k | | | | |
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| Email | $0 | | | | |
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| Organic | $0 | | | | |
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| Webinar | $2k | | | | |
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| **Total** | **$17k** | | | | |
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### Post-Launch Report Template
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```
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LAUNCH: [Product/Feature Name]
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DATE: [Launch Date]
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OWNER: [PMM Name]
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EXECUTIVE SUMMARY:
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- Goal: $500k pipeline in 30 days
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- Actual: $[X] pipeline (X% of goal)
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- Status: ✅ On Track / ⚠️ Behind / ❌ Missed
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KEY RESULTS:
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| Metric | Goal | Actual | % of Goal |
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|--------------|---------|---------|-----------|
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| MQLs | 150 | | |
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| SQLs | 30 | | |
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| Pipeline | $500k | | |
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| Feature Adoption | 40% | | |
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TOP PERFORMING:
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1. [Channel/Tactic] - [Result]
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2. [Channel/Tactic] - [Result]
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UNDERPERFORMING:
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1. [Channel/Tactic] - [Result] - [Action taken]
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LEARNINGS:
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1. [What worked and why]
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2. [What didn't work and why]
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3. [What we'd do differently]
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NEXT STEPS:
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1. [Action item] - Owner - Due date
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2. [Action item] - Owner - Due date
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```
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